Secrets of Digital Publishing no one will tell you presentation


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  • Perseus Imprints Perseus Clients: PGW Consortium Perseus Distribution Perseus Constellation
  • Also, Commercial Web Projects
  • Comments 100% of new titles, that is. We're steadily making backlist titles available as well. Working towards getting all of our books into ebook format - provided that we can sell at a price WE CHOSE!!!!
  • Comments we publish artbooks which are not yet viable as ebooks, though the IPad may change that The only barrier for us is time to move this faster.
  • Comments: “ Releasing digital versions later with different editorial and feature focus “ Considering front-running e-book releases of annual print titles by approx. 1 month to bring fresher info to market and to drive buzz for print release.” Travel publisher - releasing "versions" of a book via digital formats BEFORE the book is finished and goes to press. The B2C system and new digital devices allow us to sell parts of a book before the entire narrative is put together.
  • Comments “ Whatever's required! Waiting for that glorious day when open source prevails, and all readers read all files.” “ We try to focus only on ePub - hoping this will be the final standard”
  • Comments easier to reach niche target markets for e-book promotion.
  • Comments will have a huge immediate impact It'll democratize things. Glad they are using open source eBook format though. What is unclear is whether large numbers of people will want yet another device as opposed to using their phones for everything that laptops don't
  • Comments The agency model is the fairest for publishers and writers. Since retailer doesn't purchase e-books up front, they shouldn't have the right to control pricing. Limits retailers' ability to deep discount, encouraging retailers to distinguish themselves by service, rather than by price. Allows publisher to set price and make distinctions based on traditional criteria, such as value of information, market demand, perceived quality, etc. I do not think it will survive in the long run, it's just a transitional model. Publishers should start concentrating on selling direct to customers. I prefer for Amazon to subsidize my ebook sales.!!!
  • Comments the fixed price system assumes that e-books appear out of thin air, rather than being a product of the same arduous writings, editing, designing process of print books. Prefer to price at same as paper edition. Absolutely against any fixed price set by bookstores or distributor. We are selling information, we are NOT selling paper. Fixed price would cause us to want to withdraw ebook The price has to be platform dependent. A Kindle book looks one way on a Kindle, but I can zoom better and get color on my Kindle for iPhone app. Same file, one experience waaay better than the other. I'd pay different prices based on experience provided.
  • Secrets of Digital Publishing no one will tell you presentation

    1. 1. “ Secrets of Digital Publishing” <ul><li>February 2010 </li></ul>
    2. 2. <ul><li>Agenda </li></ul><ul><li>About Us </li></ul><ul><li>Fresh Facts </li></ul><ul><li>“ The Secrets” </li></ul>Secrets of Digital Publishing “They” Don’t Want You To Know About
    3. 3. About Us <ul><li>The Perseus Books Group  is an independent company committed to enabling independent publishers to reach their potential whether those publishers are Perseus-owned, joint ventures or owned by third parties. Member publishing programs include Avalon Travel, Basic Books, Civitas. Da Capo, Lifelong Books, Running Press, Seal Press, Vanguard Press and Westview Press, as well as partnerships with Public Affairs and Nation Books and joint ventures with Weinstein Books and The Daily Beast (Beast Books). Through Consortium, Perseus Distribution, and Publishers Group West, the Perseus Books Group is also the leading provider of sales, marketing, and distribution services to independent publishers. For more information, visit our website at . </li></ul><ul><li>Ask us about Constellation Digital Services : </li></ul><ul><li> </li></ul><ul><li>Presented by : </li></ul><ul><li>Rick Joyce, Chief Marketing Officer </li></ul><ul><li>[email_address] </li></ul><ul><li>Peter Costanzo, Director of Online Marketing </li></ul><ul><li>[email_address] </li></ul>
    4. 4. Fresh Facts: Independent Publishers Attitudes towards Digital Issues <ul><li>Survey Conducted in February 2010 </li></ul><ul><li>Presented to Independent Publishers </li></ul><ul><li>Clients of PGW, Consortium, Perseus Distribution </li></ul><ul><li>70 Publisher Respondents </li></ul><ul><li>Broad representation by Size, Geography, and Publishing Focus </li></ul>
    5. 5. 2010: More eBooks, More Social Media, More Direct eBooks Social Direct to All of the Enhanced Other Media Consumer Above eBooks
    6. 6. eBooks for 2010? 50/50
    7. 7. eBook Barriers - Many Rivers to Cross Poor fit Piracy Retailer Cost of Waiting Poor Confusion Need for Of titles w/ Pricing Conversion for eBook Handling About a Digital Device Market to of Color Technology, Partner Capabilities Develop Standards, Further or Process
    8. 8. 43% “Simultaneous Print & Digital” Strategy Simultaneous Wait & Other Experiment Window Print & eBook See w/Windows
    9. 9. Pdf still predominates
    10. 10. Promotion – Everything Everywhere Promote all Promote Dedicated None of Formats Physical eBook the above Everywhere Primarily Marketing
    11. 11. Piracy: Opinions on Vary W i d e l y Requires A Form of It’s a Dangerous Unsure Primarily Monitoring Trial, Can Fairly & Growing, a Technical Process Lead to Small Must Be Fix Changes & Consumer Problem Aggressively Education Awareness Addressed 6.5% 38.7%
    12. 12. iPad – Unsure Meets Hope Too Soon Will Be A Will Be a Will Take Unsure/ To Tell Significant Powerful Awhile to Other Reading Platform, Achieve Platform But Reading Broad Secondary Penetration
    13. 13. Agency Model? Too Soon to Tell. Unsure Yes at Yes at Other No Yes Unless 70%+ 50 to 70% Price Ceilinged 48.3%
    14. 14. Freedom to Price at Will (or at least over $10) No Fixed $9.99 to $14.99 to Bundle Other $.99 to Over $20 Pricing $14.99 $19.99 w/Print $9.99
    15. 15. “ Shhhhhhhhhh” (The secrets)
    16. 16. Enhanced = Organic (= Hard) <ul><li>Rethinking Page Layout </li></ul><ul><li>Click-to-show illustrations </li></ul><ul><li>Animating the right sequences </li></ul><ul><li>Non-navigation navigation </li></ul><ul><li>What wants to be audio? </li></ul><ul><li>Casting “the Shake” </li></ul><ul><li>Adding relevant hotlinks </li></ul><ul><li>Keeping your Spot </li></ul><ul><li>Getting the Voice Right </li></ul>Click Image for Video Demo
    17. 17. Less is More, Different is Good <ul><li>Snapshots </li></ul><ul><li>Bite Size Chapters </li></ul><ul><li>Popular Sections </li></ul><ul><li>Repurposed Content </li></ul><ul><li>Built on Digital Databases </li></ul><ul><li>Mix, Match, Mash </li></ul><ul><li>Digital Print, Digital Editions </li></ul><ul><li>iPhone Apps </li></ul><ul><li>The Louvre </li></ul><ul><li>The Musee D’Orsay </li></ul><ul><li>Versailles </li></ul>
    18. 18. Building for Speed & Timeliness May 2008: Book hits #1 on NYT list, Digital only solution to meet demand. June 2009: Instant book created in 48 hours at Perseus BEA Booth in all formats, print, digital, and audio. January 2010: e-Book released. February 2010: p-Book released. Total production time = 3 months
    19. 19. Prepare for Pricing <ul><li>Pricing Old World – Before Publication </li></ul><ul><li>Acquisition P&L Analysis, comps, etc. </li></ul><ul><li>Page count, trim size, special effects, etc. </li></ul><ul><li>List price </li></ul><ul><li>Retailer Decision </li></ul><ul><li>Pricing New World – Before & After Publication </li></ul><ul><li>Monitor Retailer Pricing </li></ul><ul><li>Version Pricing </li></ul><ul><li>Monitoring, Analyzing, Testing </li></ul><ul><li>Dynamic Pricing </li></ul>
    20. 20. Deep on Devices <ul><li>Wait and See = Let Others Learn </li></ul><ul><li>Devices will Keep Changing </li></ul><ul><li>Successful Features in Unsuccessful Devices </li></ul><ul><li>Capabilities Can Inform the Product </li></ul><ul><li>Understanding User Experiences </li></ul>
    21. 21. QA is the New Edit - Times 10 <ul><li>Test title on each device </li></ul><ul><li>Test what happens to rendering at each font size </li></ul><ul><li>Test each live link </li></ul><ul><li>Test each functional action </li></ul><ul><li>Test product discovery </li></ul><ul><li>Test purchase </li></ul><ul><li>Give it to a newbie & re-run </li></ul><ul><li>Who will the customer complain to if it doesn’t work properly? </li></ul>
    22. 22. Fail Better <ul><li>Newton  iPad </li></ul><ul><li>DOS  Windows </li></ul><ul><li>Experiments  Insights </li></ul><ul><li>The New  starts unprofitably </li></ul><ul><li>Sneakerware  Success starts inefficient </li></ul><ul><li>Scaling success  changing ourselves </li></ul>
    23. 23. Thanks!