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Business content publishing Trends and new tendencies


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Business content publishing Trends and new tendencies

  1. 1. Página nº 1 Marcelino Elosua Madrid, March 13rd 2014 Publication of management content: Trends and new tendencies
  2. 2. Página nº 2 Agenda 1. Written communication 2. Digital arrives 3. Message, audience and platform 4. New author – publisher relationships
  3. 3. Página nº 3 1. Written communication (I) Tablets Hand-made books Black and white Printed book Modern book with QR code Electronic book Digital library
  4. 4. Página nº 4 1. Written communication (II) Tablets Hand-made books Printed book Modern book with QR code Electronic book LOCAL USE Digital library SUBSCRIPTION SERVICE Search TRADING
  5. 5. Página nº 5 Key drivers People reached 50 50,000 Consumption Local National Marginal unit cost Very high Moderate Distribution One year One month 50,000,000 Global Zero One day Hand-made Pbooks Reproduction Manual Printed Ebooks Digital DRIVERS
  6. 6. Página nº 6 Impact on bookstores FACTORS TRADITIONAL BOOKSTORES VIRTUAL BOOKSTORES Product Paper books Paper and digital books Titles available 30,000 3,000,000 Maximum depth of assortment per title 3 3,000 Location Fixed Global Logistic complexity Warehouse to store Store to reader Customer loyalty based in Proximity and personal service Proprietary readers, logistic voucher Exposure of each title Highly variable More fixed Future Complicated due to lower sales Complicated due to concentration and change of business model Scarce factor Space Visibility
  7. 7. Página nº 7 Impact on publishers FACTORS BEFORE DIGITAL NOW Competitive advantage Distribution capacity Digital marketing Size Large Niche/s Specialization Low High Capital needs High Low Key to publishing Low production costs Knowledge of the editor Geographic coverage Country/countries Global Translation rights Important Much lower Original authors Very convenient Essential Competitive editor type General Specialized
  8. 8. Página nº 8 Agenda 1. Written communication 2. Digital arrives 3. Message, audience and platform 4. New author - publisher relationships
  9. 9. Página nº 9 Digital is audiovisual…
  10. 10. Página nº 10 Digital is audiovisual and interactive …
  11. 11. Página nº 11 …and will be read in the specialized digital libraries Audiovisual ‒ Weights more, better to read in the cloud ‒ Is read on the go (mobiles, several readers) ‒ Updated very often  Move to digital libraries Interactive ‒ Within similar interest groups ‒ Special services for those readers (i.e. sign-off in compliance procedures)  Move to specialized digital libraries
  12. 12. Página nº 12 Readers will prefer subscription to purchasing • It's less expensive for the reader; no need to pay full price: ‒ Universities and companies can monitor use and expense ‒ Lower trading cost (no need to know and consider each title) ‒ More choice and freedom for the reader • The value in legal and business libraries is in: ‒ The search system within a complete database ‒ Constant updating • Specialized digital libraries offer: ‒ Related content other than books (reports, newsletters, statistics) ‒ Flexibility depending on user type (download or cloud-reading) ‒ Easy interaction with similar users ‒ Offers of related products for each subject and reader level ‒ Specific value-added features
  13. 13. Página nº 13 Subscription model is also better for the publisher • Reduces piracy, especially if no downloading is involved • It helps discoverability ‒ Discovery paths, similar readers’ choices and others ‒ Publicists to focuse on making the book more useful, closer to readers needs • Allows the publisher to better know the readers: ‒ What they like, what they don't understand… ‒ If available, products with further value added can be offered • Provides more stable and higher net income: ‒ Depending on readership and not sales, the front / back-list relationship fluctuates less ‒ Reduces the dependence from proprietary readers and oligopolists ‒ Reducing publishers’ sales costs and obtaining additional income entails greater benefits for the publisher, while still less expensive to readers
  14. 14. Página nº 14 Market share by reading platform 2005 2015 2025 0 20 40 60 80 100 Market share Years Paper book Digital library Other means will appear Digital library leader at 40% Downloaded digital books disappear before printed Paper book remains at 10% Others Electronic book Source: Informe Omniprom, Marcelino Elosua, 2013
  15. 15. Página nº 15 Turmoil in the publishing industry Nothing compared to what is coming! “Everything changes except the exponential rate of change” Marcelino Elosua Up to now: ‒ Print books in digital formats ‒ Virtual bookstores Essentially we still produce and sell books In the next five years: 1. Audiovisual content, not just words, a big change in editing 2. All-you-can-eat libraries, more than just buying or current hybrid models of paying when you read 10% of a book 3. The “book” is an invitation to navigate through many resources in a given order We have seen a change in the distribution side of publishing, now we’ll enjoy a change in publishing itself. Get ready!
  16. 16. Página nº 16 Index 1. Written communication 2. Digital arrives 3. Message, audience and platform 4. New author - publisher relationships
  17. 17. Página nº 17 Each audience and content has its platform Message Platform Author Audience
  18. 18. Página nº 18 The four business book segments Size of target public ACADEMIC (*) Professors Academic databases PROFESSIONAL Executives Virtual bookstores TEXT Students Specailized stores TRADE General public Chains Specialized Introductory - + - + (*) SEGMENT NAME Main audience Main channel Segmentation by depth/audience Level of content Specific public General public
  19. 19. Página nº 19 The four kinds of books (I) FACTORS Target audience TEXTBOOKS ACADEMIC PROFESSIONAL TRADE University students Professors Business executives General public Purpose of the book To teach To share research To rationalize action To motivate action Use of audiovisuals Important Only for support Important Becoming much more important Complementary support Electronic book Seminars, digital libraries Learning paths, in-company Keynote speech Bookstores Specialized Digital databases Virtual and airports Chains Author type Professor / editorial team Researcher Consulting partner / professor with consultancy Speaker / mass media author FACTORS Covers Identifying Descriptive Motivational Eye-catching
  20. 20. Página nº 20 The four kinds of books (II) TEXTBOOKS ACADEMIC PROFESSIONAL TRADE Content and style It must cover the syllabus, use language suited to the level, attractive photos, irroba and complementary audio-visual material essential, glossary recommended, teacher book including tips advisable Original approach, own research for texts, usually checked with other research, well supported and reasoned, including all the viewpoints and background, citations in brackets, footnotes and comprehensive bibliography Practical approach, an important or current subject, a problem to solve, case studies, easy reading, a certain degree of depth (neither too much nor too little), background doesn't need to be too original but form should, it is advisable to include an action plan and practical tips, irroba recommended Broad subject, background need not be original , but must have a new format for expressing it, must be simple, in plain language and easy to follow, simple real-life examples, personal action plan Binding Color hardback (4/0) without flaps Paperback without flaps Paperback with 10 cm flaps Paperbacks without flaps Size 29.1 x 21 cm 17 x 24 cm 15 x 22 cm 15 x 23 cm Paper type White, matte-coated 90gr ivory offset 90g Ivory offset 90g Ivory offset 80g FACTORS Interior layout Varied on a base of two and a half columns One column One column One column Interior printing Two-tone (2/2) or full colour in lower levels (4/4) Single colour (B/W) Single colour (B/W) Single colour (B/W) may be two-tone Price According to subject and print run High, due to low circulation Medium, suitable for executives Low, competitive Number of words Target 60,000; from 40 to 85,000 Target 75,000; from 40 to 120,000 Target 45,000; from 30 to 60,000 Target 30,000; from 20 to 45,000
  21. 21. Página nº 21 Printed Book (I) QR codes Blurbs
  22. 22. Página nº 22 Printed Book (II) Booksites
  23. 23. Página nº 23 Libro en papel (III) Social media Speakers
  24. 24. Página nº 24 ebook .iBook • Image • Liquid text adaptable to any screen size • The user can choose types and sizes • Layers: follow the creative layout of the printed book • Audiovisual and interactive contents, all languages • Social media sharing capabilities • Forums, polls… 3
  25. 25. Página nº 25 Speakers
  26. 26. Página nº 26 Webinars
  27. 27. Página nº 27 Online courses and digital libraries COURSES DESIRED TRAINING PREVIOUS TRAINING LID LEARN (*) On-line courses DISCOVER Discovery paths TEACH Face-to-face courses GROW Learning paths General Specific Weak Low level Strong Top level - + - + DIGITAL LIBRARIES CORPORATE UNIVERSITIES ATTITUDE (*) Most frequent format
  28. 28. Página nº 28 Academic journals
  29. 29. Página nº 29 Professional journals (I)
  30. 30. Página nº 30 Professional journals (II)
  31. 31. Página nº 31 Digital marketing Social networks Videos Email marketing BooksitesInvitations
  32. 32. Página nº 32 Public Relations (I) Reviews, interviews Content placement
  33. 33. Página nº 33 Public Relations (II) Ad bartering Sales campaigns Subscription presents
  34. 34. Página nº 34 Strategic Public Relations (I) Invitations to events Associations’ support LID editorial te invita a:
  35. 35. Página nº 35 Strategic Public Relations (II) Knowledge partner for events Sponsor of events A fin de proteger su privacidad, PowerPoint bloqueó la descarga automática de esta imagen. A fin de proteger su privacidad, PowerPoint bloqueó la descarga automática de esta imagen.
  36. 36. Página nº 36 Strategic Public Relations (III) Networking partner Café de LIDeres
  37. 37. Página nº 37 Index 1. Written communication 2. Digital arrives 3. Message, audience and platform 4. New author – publisher relationships
  38. 38. Página nº 38 Impact on authors: Layout Cover, support, others Printing Distribution Proof correction NEED FOR A PUBLISHER Provisional conclusion Goals and focus Variety of formats Audiovisual elements Public Relations Final conclusion Complicated Complicated Complicated Essential Possible BEFORE Necessary Independent Hardly any Unnecessary Easy (local) Integral publisher unavalaible Very easy Highly desirable Very easy Unnecessary Very easy NOW Dispensable Highly desirable Necessary Essential Highly desirable New publishers welcome
  39. 39. Página nº 39 Professional goals Brand attributes Communication strategy Book concepts Competitors’ benchmark Strategic alliances (content, PR) Co-authors Business Strategy √ √ √ √ √ √ √ Writing support (style) Cover Proof-reading and layout Foreword, blurbs Printing Commercial distribution Media Public Relations Translation rights Digital book, metadata Social networks, blog Publishing itself √ (adviser) √ √ √ √ √ √ (publicist) √ (agent) √ √ √ √ √ √ √ √ √ √ √ √ Speakers bureau International distribution Strategic Public Relations Professional sales to companies Support in other countries / activities Building on the success √ √ √ √ √ The role of the new publisher Tasks Classic publisher New publisher
  40. 40. Página nº 40 New author - publisher relationships • The forward thinking publishers should offer a consolidated approach to communications, incorporating books, digital, journals, online learning and speaker slots, with a targeted PR strategy individually tailored to author requirements and therefore achieving production synergies • Achieve services with greater added value for both • International projection, export of local talent and support in each country • Author and publisher choose each other, not on a book-by-book basis, but for a global and long-term relationship
  41. 41. Página nº 41 I thank you for your feedback and questions Marcelino Elosua Founder and CEO LID Publishing London / New York / Shanghai +1 646 588 8438