Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Birth of a Healthy New Christian Fiction Line Tammy Gaines Abingdon Press
Who is Abingdon Press? <ul><li>Imprint of UMPH begun in 1920s </li></ul><ul><li>Publish for a broad ecumenical audience an...
Innovation Training
Need a Balanced Portfolio <ul><li>Innovation = a portfolio of different types of products with varying degrees of risk, po...
Innovation pays for itself % of Annual Revenues The Rest 23% “New  Products” 39% “New  Products” The Best 60% 40% 75% 25% ...
What does it mean for us? <ul><ul><li>Line extensions </li></ul></ul><ul><ul><li>Revisions/Improvements </li></ul></ul><ul...
<ul><li>Christian </li></ul><ul><li>Fiction </li></ul>
Research with Cokesbury Audience (Congregational Leaders) <ul><li>43% belonged to a book club or reading group </li></ul><...
Their Fiction Content Preferences 35% Biblical storytelling 21% Speculative  29% Contemporary issues 32% Romance 46% Histo...
Influenced by Bestseller Lists and Excellent Books
 
Received Approval and  Assembled a Team <ul><li>Steering Team to make sure we were moving quickly and meeting targets </li...
 
Modest investment, Modest risk <ul><li>Genres based on CBA bestseller analysis </li></ul><ul><li>First time authors </li><...
What Kept Us Up at Night <ul><li>Impact on Abingdon brand </li></ul><ul><li>Cover designs </li></ul><ul><li>Editorial capa...
Impact on Brand?
Fall 2009 Launch
What Went Well <ul><li>Moved up launch by 6 months </li></ul><ul><li>Amazing sisterhood with the authors and editor becaus...
Library Journal  Best Books of 2009  Christian Fiction Winner “ This delightfully eccentric tale, with its colorful charac...
Learnings/Opportunities <ul><li>Created a model that was a little slim – needed more editorial support </li></ul><ul><li>O...
Spring 2010
Fall 2010
Upcoming SlideShare
Loading in …5
×

Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line

859 views

Published on

In the fall of 2008, Abingdon Press launched a new line of Christian fiction. In spite of the worst economy since the Great Depression, the launch was successful and the line promises to be a strong contributor to Abingdon’s offerings going forward. In this presentation, Tammy will give an overview of why they chose Abingdon’s launch and highlight some of their successes and key learnings.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line

  1. 1. Birth of a Healthy New Christian Fiction Line Tammy Gaines Abingdon Press
  2. 2. Who is Abingdon Press? <ul><li>Imprint of UMPH begun in 1920s </li></ul><ul><li>Publish for a broad ecumenical audience and specialize in products for church leaders </li></ul><ul><ul><li>Christian education and small group resources </li></ul></ul><ul><ul><li>Worship resources for congregations </li></ul></ul><ul><ul><li>Academic, professional, reference, and inspirational titles </li></ul></ul><ul><li>Publish about 120 new titles/year </li></ul><ul><li>Our primary focus is on congregations. </li></ul>
  3. 3. Innovation Training
  4. 4. Need a Balanced Portfolio <ul><li>Innovation = a portfolio of different types of products with varying degrees of risk, potential return, and strategic roles. </li></ul><ul><li>Innovation performance = just like a stock portfolio. </li></ul><ul><ul><li>In any group of stocks there will be some individual losers, but as long as the portfolio is increasing in value overall, the investor can claim a successful investment strategy. </li></ul></ul>
  5. 5. Innovation pays for itself % of Annual Revenues The Rest 23% “New Products” 39% “New Products” The Best 60% 40% 75% 25% LE-Line Extensions NTW-New to World NTC-New to Company IMP-Revisions/Improvements RE-Repositionings CR-Cost Reductions 17% 22% 30% 18% NTW NTC LE IMP RE CR 8% 15% 31% 42% NTW NTC LE IMP RE CR
  6. 6. What does it mean for us? <ul><ul><li>Line extensions </li></ul></ul><ul><ul><li>Revisions/Improvements </li></ul></ul><ul><ul><li>Repositioning </li></ul></ul><ul><ul><li>Cost reductions </li></ul></ul><ul><ul><li>New to the Company </li></ul></ul><ul><ul><li>New to the World </li></ul></ul>Maintenance Mode Growth Mode
  7. 7. <ul><li>Christian </li></ul><ul><li>Fiction </li></ul>
  8. 8. Research with Cokesbury Audience (Congregational Leaders) <ul><li>43% belonged to a book club or reading group </li></ul><ul><li>Women buy more books than men </li></ul><ul><li>70% of churches have SS classes or adult small groups with studies based on books (fiction or non-fiction) </li></ul><ul><li>23% of churches had at least one fiction reading group </li></ul>
  9. 9. Their Fiction Content Preferences 35% Biblical storytelling 21% Speculative 29% Contemporary issues 32% Romance 46% Historical fiction 49% Mystery & suspense
  10. 10. Influenced by Bestseller Lists and Excellent Books
  11. 12. Received Approval and Assembled a Team <ul><li>Steering Team to make sure we were moving quickly and meeting targets </li></ul><ul><li>Fiction business plans, titles, and covers approved by Steering Team </li></ul><ul><ul><li>Outside normal approval process </li></ul></ul><ul><li>Hired Acquisitions Editor </li></ul><ul><li>After launch (12 months), roll into normal operations </li></ul>
  12. 14. Modest investment, Modest risk <ul><li>Genres based on CBA bestseller analysis </li></ul><ul><li>First time authors </li></ul><ul><li>Modest advances </li></ul><ul><li>Intentionally not focused on big box </li></ul><ul><li>2 lists/year, 10 titles per list </li></ul><ul><li>1 or 2 titles had to perform significantly better than the others </li></ul><ul><li>We projected which 1 or 2 they would be – with amazing inaccuracy </li></ul>
  13. 15. What Kept Us Up at Night <ul><li>Impact on Abingdon brand </li></ul><ul><li>Cover designs </li></ul><ul><li>Editorial capabilities </li></ul><ul><li>Fill the pipeline </li></ul><ul><li>Could we hit our targets? </li></ul><ul><li>Did we know what we were doing? </li></ul>
  14. 16. Impact on Brand?
  15. 17. Fall 2009 Launch
  16. 18. What Went Well <ul><li>Moved up launch by 6 months </li></ul><ul><li>Amazing sisterhood with the authors and editor because it was the first time for all of them </li></ul><ul><ul><li>no competitive feelings </li></ul></ul><ul><ul><li>Getting in on the ground floor </li></ul></ul><ul><li>Amazing author self-promotion </li></ul><ul><li>Launched in a bad economic climate when not much else going on </li></ul><ul><li>Esprit de corps </li></ul><ul><li>Great reviews </li></ul><ul><li>Consistent compliments on our cover designs </li></ul><ul><li>Achieved or exceeded sales targets for all titles </li></ul>
  17. 19. Library Journal Best Books of 2009 Christian Fiction Winner “ This delightfully eccentric tale, with its colorful characters who pull at the heartstrings, will stay with readers long after they finish it.” – Tamara Butler, Library Journal
  18. 20. Learnings/Opportunities <ul><li>Created a model that was a little slim – needed more editorial support </li></ul><ul><li>Ongoing evolution with social media and use of digital technology – inventory, publicity, marketing, sales </li></ul><ul><li>Had to prove ourselves </li></ul><ul><li>Challenges with integration </li></ul><ul><li>Easier to launch than sustain </li></ul>
  19. 21. Spring 2010
  20. 22. Fall 2010

×