Your SlideShare is downloading. ×
0
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
The Long Tail Of Publishing Workshop Slides 2009 10 10
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Long Tail Of Publishing Workshop Slides 2009 10 10

603

Published on

Serena Robar presentation at RWA Emerald City Writers' Conference 2009

Serena Robar presentation at RWA Emerald City Writers' Conference 2009

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
603
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Let’s not forget we are social creatures and like doing things together. We love tactile things.
  • Red part is what brick and mortar stores can carry and still be profitableYellow is what digital or warehouseAfter bestsellers or ‘hits’ sell, what is left and how long does it last?Technology is turning mass markets into millions of nichesBottom Line: A Long Tail is just culture unfiltered by economic scarcity
  • Amazon is just one example of online retailer that doesn’t have to carry a physical inventory.Acquisition of Book Surge for POD technologySheer size of the tail.The average B&N superstore carries around 100k titles, yet more than a quarter of Amazon books sales are coming from outside that top 100,000 titles.
  • Distribution bottle necks demand2004 to 2005 B&N sold 20% more unique titles than they used toWhat bookstores are doing right now. If the above trend continues, how can they offer the selection necessary in their limited physical space?
  • The potential for sales in the Long Tail is huge next to the restraints of shelf space in a Brick and Mortar store.
  • Zombies?
  • First there were bookstores, then there was Amazon and now there is e-books. All physical inventory to no physical inventory=reduced cost to produce and stockWhat happens to the publisher when the bookstore no longer needs them to sell the content? If authors can use bookstores directly, the middle man (publisher) is dead. Revolution. Kings lost their heads (major publishers will fail). Shake up and a new world order emerges. What happens to you, the author?Get it out therePrint via publishere-book OnlineE-readerCell phonesAudioMp3iTunesPortableDownloadablePhysical cdCell phonesDownloadable appskeitaishousetsu: japanese text message novels (top 5 books sold in Japan were text messaging novels) written different, shorter, less description, direct due to cell phone screen size.
  • How to find itAggregates such as Amazon for physical goods, blogs/Social networking for information and word of mouthif you like this buy this, The new tastemasteser: People who’s opinions are respected. Smart Bitches, Book review sites (both print and online), industry experts/bestselling authors, the network hubs of friends (someone everyone knows), celebrities, Smart aggregates are using recommendations to drive sales Let readers do the work
  • Filters will guide you to what you are looking forNot all bestseller lists are created equal, only through filters do we find the bestsellers we CARE about.Niche genres are meant to appeal strongly to a narrow set of tastes
  • Harlequin analogy. Usually when Harlequin finally jumps on a trend, its over. Duets, Flipside, Bombshell, Red Dress Ink, Fear in my heart when they announced Harlequin Teen line. However, the success of Nocturne and Nocturne Bites by reviewing Post Filters, and not relying solely on Pre Filters
  • We are not about writing books, we are about creating Intellectual Property.Sherrilyn Kenyon has Manga and comic books based on her world and characters, she is expanding to action figuresLaurel K Hamilton optioned her Anita Blake character to make video gamesCharlaine Harris optioned True Blood to HBO who is the king of merchandising. True Blood merchandising like soda. All books in the series in the NY Times top 20 at the same time.Savvy agent vs traditional agent. Who are they connected to? Understand the IP markets and put yourself out there.
  • Free is cheaper than paying marketingExcerpts, audio files, deleted scenes, free novella’s, free backlist
  • Links are what get you higher in the search engines/filters
  • Transcript

    • 1. The Long Tail of Publishing
      Insights and strategies from Chris Anderson’s bestselling book
      The Long Tail
      Presented by a nerdy YA writer who likes to read economy books for fun-Serena Robar
    • 2. The evolution of markets
      Location, Location, Location
      We go to the goods=the goods come to us
      We are turning from a mass market back to a niche , defined not by our geography but by our own interests.
    • 3. What is the Long Tail?
      Look! A pretty graphic
    • 4. New growth market:Products you can’t find anywhere but online
      Amazon:
      5 million titles
      Avg. Superstore
      B&N store: 100,000 titles
      30%
      Products not available in largest offline retail stores
      * 3/2008
    • 5. 80-20 sales
      Traditional Brick and Mortar sales model vs Long Tail
      Both are here, which can you influence?
    • 6. The evolution of the 80/20 rule
      Bricks & mortar retailer
      Long Tail retailer
      25%
      33%
      80%
      20%
      100%
      90%
      33%
      33%
      20%
      8%
      2%
    • 7. Hits are not dead, but their monopoly is over
      Type 1: Authentic Top down products that are excellent and resonate with a broad audience (Harry Potter and Twilight series)
      **Type 2: Synthetic top down hits: lame products with lots of marketing that get people to try them (but regret that they did)
      Type 3:Bottom Up hits that rise from word of mouth and grassroots efforts (13 Reasons Why, True Blood)
    • 8. Three Forces of the Long Tail
      Make it
      Get it out there
      Help me find it
    • 9. How to find it
      Aggregates for everyone
      Online sellers for physical goods
      Filters such as keywords, recommendations based on other people’s purchases, etc
      Blogs/social networking for information
      Filters such as by topic or niche (ie: romance novels and smart bitches, trashy books)
    • 10. Filters in a niche market: Without filters, everything in the long tail is just noise.
      One size filters do not fit all
      Don’t compare apples to oranges
    • 11. Pre filters and Post filters
      We go from predicting tastes(pre-filters) to measuring tastes(post-filters)
      Once something is measured or quantified, it creates a market. Vampires anyone?
    • 12. 6 rules of successful Long Tail authors
      Your books, your backlist
      Let the fans do the work
      One distribution method doesn’t fit all
      One book=many opportunities
      Understand the power of free
      Art of social networking
    • 13. Your books and backlist
      Don’t keep your backlist from the readers because a publisher doesn’t have it in print
      Strategies
    • 14. Let fans do the work
      Make banner ads to give away on your site
      Encourage fan fiction
      Get a street team going
      Allow comments and interact
      Yahoo groups or forums
    • 15. One distribution method doesn’t fit all
      Make books available in all formats
      Print (traditional)
      POD
      E-books
      E-Readers
      Cellphone
      Audio
      iTunes
      Mp3
      CD
    • 16. One book=many opportunities
      Manga
      Magazine excerpts
      Movie/tv options
      Video game tie ins
      Merchandising tie ins
    • 17. Understand the power of free
      Online excerpts
      Deleted scenes
      Interviews with characters
      Free book, novella, backlist
      Graphics
      Podcasts
      Video
      Niche things (recipes, knitting patterns, etc)
    • 18. Art of social networking
      Who is influential in our space?
      How do I influence them?
      Effective blogging
      Building your customer list
      Art of begging for links
      Contests, gimmicks, meme and other link bait
      ???

    ×