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Transition to Digital Book Publishing-Leslie Hulse
 

Transition to Digital Book Publishing-Leslie Hulse

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    Transition to Digital Book Publishing-Leslie Hulse Transition to Digital Book Publishing-Leslie Hulse Presentation Transcript

    • 1 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 1 Transition to Digital:1 1 1 01 1 0 01 0 1 1 The US Trade Book Experience0 1 1 00 0 0 01 1 1 01 1 0 1 October 18, 20121 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 0 Leslie Hulse, Senior Vice President, Digital Development1 1 1 01 1 0 11 0 1 10 1 1 0 HarperCollins Publishers, New York, NY0 0 0 11 1 1 1 Leslie.Hulse@harpercollins.com 1
    • 1 0 1 10 1 1 10 0 0 11 1 1 0 Introduction1 1 0 01 0 1 10 1 1 00 0 0 011 1 1 1 0 0 1 • About Me: Senior Vice President, Digital Business Development10 0 1 1 1 1 0 for HarperCollins Publishers0 0 0 11 1 1 111 1 0 0 1 0 1 • About HarperCollins: One of the largest English-language00 1 0 1 0 1 1 publishers in the world, HarperCollins is a subsidiary of New1 1 1 0 Corporation. HarperCollins has annual revenues of $1.5Billion1 1 0 01 0 1 1 and global operations in the US, UK, China, Canada, India, Australia and New Zealand.0 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 2
    • 1 0 1 10 1 1 10 0 0 11 1 1 0 HarperCollins is home to many great books & authors1 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 3
    • 1 0 1 10 1 1 10 0 0 11 1 1 011 1 0 0 1 0 1 In just five years, e-books have burst onto the scene0 1 1 00 0 0 01 1 1 01 1 0 1 • November 2007: Kindle Launched with significant fanfare and10 0 1 1 1 1 0 promotion0 0 0 11 1 1 1 • October 2008: Oprah Winfrey’s “My Favorite Things” Kindle1 1 0 0 Episode1 0 1 10 1 1 10 0 0 1 • January 2009: Apple announces there have been over 5001 1 1 0 million downloads from its iTunes app store1 1 0 01 0 1 10 1 1 0 • February 2009: Amazon launches Kindle app for the iPhone0 0 0 01 1 1 01 1 0 1 • May 2009: Amazon announced that e-books now make up 35% of1 0 1 1 sales when both e-book and physical book are available0 1 1 00 0 0 11 1 1 1 • July 2009: Barnes & Noble launches e-book store1 1 0 01 0 1 10 1 1 1 • April 2010: Apple launched the iBookstore on the iPad0 0 0 11 1 1 0 • December 20010: BN launches nook color and begins selling11 1 0 0 1 0 1 enhanced children’s picture books0 1 1 00 0 0 0 • Fall 2011: Eink devices priced under $1001 1 1 01 1 0 11 0 1 1 • Fall 2011: Amazon launches ebook stores in France, Italy, Spain0 1 1 00 0 0 11 1 1 1 4
    • 1 0 1 10 1 1 10 0 0 11 1 1 0 Ebooks are now available on all kinds of devices1 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 5
    • 1 0 1 10 1 1 10 0 0 11 1 1 011 1 0 0 1 0 1 eBooks make up as much as 20% of overall revenue0 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 001 0 1 0 1 0 0 • Many new entrants and new devices in the last 24 months.1 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 6
    • 1 0 1 10 1 1 10 0 0 11 1 1 011 1 0 0 1 0 1 Consumer purchase ebooks on tablets0 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 7
    • 1 0 1 10 1 1 10 0 0 11 1 1 011 1 0 0 1 0 1 Consumers purchase on smartphones0 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 8
    • 1 0 1 10 1 1 10 0 0 11 1 1 011 1 0 0 1 0 1 We’ve learned certain things are crucial for success0 1 1 00 0 0 01 1 1 01 1 0 11 0 1 1 • Large ebook catalog0 1 1 00 0 0 11 1 1 1 • One-click purchasing1 1 0 01 0 1 10 1 1 1 • Wireless delivery of content in a few seconds0 0 0 11 1 1 011 1 0 0 1 0 1 • Ability to read across multiple devices0 1 1 001 0 1 0 1 0 0 • Content synced across devices1 1 0 11 0 1 10 1 1 0 • DRM is not an obstacle0 0 0 11 1 1 11 1 0 0 • Competitive pricing1 0 1 10 1 1 10 0 0 1 • All titles on the print book bestseller list available in ebook format1 1 1 01 1 0 010 0 1 1 1 1 0 • Ebooks available on the same day as the print book0 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 9
    • 1 0 1 10 1 1 10 0 0 11 1 1 0 Managing the transformation of our business1 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 1. Business Structure1 1 0 01 0 1 1 • Phase 1 -- incubator0 1 1 10 0 0 1 • Phase 2 -- integration1 1 1 01 1 0 0 2. Update job descriptions1 0 1 10 1 1 00 0 0 01 1 1 0 3. Upgrade systems for global access and distribution1 1 0 11 0 1 10 1 1 00 0 0 1 4. Optimize publication process1 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 10
    • 1 0 1 10 1 1 10 0 0 11 1 1 0 1. Business Structure Phase I: Incubation1 1 0 01 0 1 10 1 1 00 0 0 01 1 1 0 • Took an incubator-style approach for the first 10 years.1 1 0 11 0 1 10 1 1 00 0 0 1 • Digital products published by a separate business unit1 1 1 11 1 0 01 0 1 10 1 1 1 • Strategic decision-making0 0 0 11 1 1 0 • Consistent approach in negotiating contracts and publishing1 1 0 01 0 1 10 1 1 00 0 0 0 • Streamlined operations1 1 1 01 1 0 1 Corporate1 0 1 10 1 1 00 0 0 11 1 1 1 Digital Publishing Print Publishing1 1 0 01 0 1 10 1 1 1 Digital Digital0 0 0 1 Publisher Publisher1 1 1 01 1 0 01 0 1 10 1 1 0 Editor Production Marketing Sales Editor Production Marketing Sales0 0 0 01 1 1 01 1 0 11 0 1 10 1 1 0 Print Print Print Print ebook ebook ebook ebook0 0 0 1 book book book book1 1 1 1 11
    • 1 0 1 10 1 1 10 0 0 11 1 1 011 1 0 0 1 0 1 1. Business Structure Phase II: Integration0 1 1 00 0 0 011 1 1 1 0 0 1 • Ebook publishing integrated throughout the organization1 0 1 10 1 1 001 0 1 0 1 1 1 • Revenue going to the imprint who originated the title1 1 0 01 0 1 100 1 0 1 0 1 1 • Print editors encouraged to develop new kinds of products1 1 1 01 1 0 010 0 1 1 1 1 0 • Reengineering the process0 0 0 01 1 1 01 1 0 1 Corporate1 0 1 10 1 1 00 0 0 11 1 1 1 Publisher1 1 0 01 0 1 10 1 1 10 0 0 11 1 1 0 Editor Production Marketing Sales1 1 0 01 0 1 10 1 1 00 0 0 01 1 1 0 Audio Print Audio Print ebook ebook1 1 0 1 book book book book1 0 1 1 Audio Print0 1 1 0 ebook0 0 0 1 Audio Print book book ebook1 1 1 1 book book 12
    • 1 0 1 10 1 1 10 0 0 11 1 1 011 1 0 0 1 0 1 2. Update job descriptions0 1 1 00 0 0 01 1 1 01 1 0 1 - Create faster & more flexible1 0 1 10 1 1 0 workflows for all products01 0 1 0 1 1 1 Editorial excellence – - Create new product types - Try new business models11 1 0 0 1 0 1 From acquisition through - Improve process quality &00 1 0 1 0 1 1 product release efficiencies1 1 1 01 1 0 0 - Deliver content and information1 0 1 1 earlier to the market0 1 1 00 0 0 01 1 1 0 NEW “CRITICAL PATH” DATE “ZIPPER” THAT LINKS PRODUCTS AND MARKETING1 1 0 11 0 1 10 1 1 001 0 1 0 1 1 1 - Do earlier and more product1 1 0 0 sampling1 0 1 1 - Leverage size and scale of our00 1 0 1 0 1 1 human organization in new Marketing excellence -11 1 1 1 0 0 0 channels (social!) From sampling through scaling10 0 1 1 1 1 0 - Stop doing things that no0 0 0 0 longer scale well1 1 1 01 1 0 1 - Upgrade our communication1 0 1 1 and sharing tools and methods0 1 1 00 0 0 11 1 1 1
    • 1 0 1 10 1 1 10 0 0 11 1 1 0 3. Upgrade systems for global access and distribution1 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 1 - Content & information will be centrally stored & commonly searchable10 0 1 1 1 1 0 - Major work processes will be digital and collaborative – not serial or manual0 0 0 1 - Pass along or “checking” processes will be eliminated or reconfigured1 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 0 My1 0 1 1 Data0 1 1 0 My My0 0 0 0 Data Data1 1 1 01 1 0 1 Our Data &1 0 1 1 Content0 1 1 00 0 0 11 1 1 1 My1 1 0 0 Data1 0 1 10 1 1 1 My0 0 0 1 Data1 1 1 0 My1 1 0 0 Data1 0 1 10 1 1 00 0 0 01 1 1 0 SHARING1 1 0 1 Integrating knowledge, data, and content1 0 1 10 1 1 0 increases quality and add values for all0 0 0 11 1 1 1
    • 1 0 1 10 1 1 10 0 0 11 1 1 0 3. Upgrade Systems: Global Product Manager1 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 0 Press Release, October 11, 20120 0 0 11 1 1 11 1 0 010 0 1 1 1 1 1 “HarperCollins to Launch New Global Publishing System01 0 1 0 1 1 0 Streamlining Worldwide Operations and Data1 1 0 01 0 1 100 1 0 1 0 0 0 “HarperCollins Publishers today announced that it will roll out a11 1 1 1 0 0 1 new global publishing system….will enable HarperCollins to unify1 0 1 1 editorial, marketing and business data around the world, widening0 1 1 00 0 0 1 the reach of its print and digital publications in its core target markets….1 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 0 “…It will transform the way staff view, manage and share product1 1 0 01 0 1 1 information throughout the publishing lifecycle.”0 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1
    • 1011 0111 0001 1110 1100 1011 4. Optimizing Process: Mapping 0110 0000 1110 1101 Create QA 1011 eBook eBook 0110 0001 1111 EditorialAcquisition 1100 Review Copy Edit 1011 Produce IncorporateDistribute 0111 Bound Enhanced eBook 0001 Content* 1110 Galleys 1100 1011 Tag 0 1 Manuscri 10 0 0pt Receipt 00 Manuscri Distribute to Reviewers 1110 pt 2nd Pass Review / Distribute 1101 Design Book 1st Pass Review, Edit Printed 1011 Interior Review etc. Proofs Book 0110 0001 1111 1100 Print 1011 Typeset Proofread Transmit to Book Book 0111 Printer 0001 1110 Design Front Review 1100 Cover Jacket Manuscript 1011 0110 Print Book 0000 eBook 1110 Bound Galleys 1101 Review / Design Back Soft Dependency 1011 Edit Cover Cover / Jacket 0110 Interior * only for limited books 0001 1111
    • 1 0 1 10 1 1 10 0 0 11 1 1 0 4. Optimizing Process: Measuring1 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 110 0 1 1 1 1 0 Hunt across entire process for ways to increase throughput or reduce0 0 0 1 costs.1 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 1 Art/ Design / Marketing /00 1 0 1 0 0 0 Editorial Production Publicity Sales1 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 1 Operating Measure #1: Time to Market (Throughput)0 0 0 111 1 1 1 0 0 0 Operating Measure #2: Product Quality (Throughput) Operating Measure #3: Cost / Title (Cost)1 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1
    • 1 0 1 10 1 1 10 0 0 11 1 1 011 1 0 0 1 0 1 4. Optimizing Process: Sorting0 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 0 Amount of marketing investment0 0 0 111 1 1 1 0 1 0 TEAL GROUP BLUE GROUP1 0 1 1 Less editorial work More editorial work0 1 1 10 0 0 1 More marketing investment More marketing investment1 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 ORANGE GROUP – PURPOSE GROUP11 1 0 0 1 0 1 Less editorial work More editorial work0 1 1 1 Less marketing investment Less marketing investment0 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 0 Amount of editorial investment1 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1 18
    • 1 0 1 10 1 1 10 0 0 11 1 1 0 4. Optimizing Process: Sorting1 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 110 0 1 1 1 1 0 Publishers acquire a wide range of books - but have only one0 0 0 1 process to produce them1 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 0 FLYERS FLYERS MAYBE1 0 1 1 BIG0 1 1 00 0 0 01 1 1 01 1 0 1 MAYBE1 0 1 1 BIG FLYERS MAYBE0 1 1 0 BIG Go0 0 0 11 1 1 11 1 0 01 0 1 10 1 1 1 MAYBE0 0 0 1 BIG1 1 1 01 1 0 0 REALLY BIG TITLE1 0 1 10 1 1 00 0 0 01 1 1 0 FLYERS1 1 0 11 0 1 10 1 1 0 FLYERS0 0 0 1 FLYERS1 1 1 1 19
    • 1 0 1 10 1 1 10 0 0 11 1 1 0 4. Optimizing Process: Separate Production Lines1 1 0 01 0 1 10 1 1 00 0 0 0111 1 1 0 1 0 1 0 1 1 Today0 1 1 00 0 0 11 1 1 11 1 0 01 0 1 1 List Planning Print Production Processes Ebook0 1 1 10 0 0 11 1 1 01 1 0 010 0 1 1 1 1 0 Future0 0 0 01 1 1 01 1 0 1 Format1 0 1 1 Content Creation0 1 1 0 Title / Author Creation0 0 0 1 Segmentation1 1 1 1 & Planning1 1 0 01 0 1 1 Content Creation Format Creation0 1 1 10 0 0 11 1 1 01 1 0 01 0 1 1 Content Creation Format Creation0 1 1 00 0 0 01 1 1 0 Product &1 1 0 1 Capacity1 0 1 1 Planning Content Creation Format Creation0 1 1 00 0 0 11 1 1 1
    • 1 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 11 1 0 01 0 1 10 1 1 10 0 0 111 1 1 1 0 0 0 • Questions?1 0 1 10 1 1 001 0 1 0 1 0 0 • Discussion1 1 0 11 0 1 10 1 1 00 0 0 1 • Thank You!1 1 1 11 1 0 01 0 1 10 1 1 10 0 0 11 1 1 01 1 0 01 0 1 10 1 1 00 0 0 01 1 1 01 1 0 11 0 1 10 1 1 00 0 0 11 1 1 1