11of13 - Making Information Pay 2010 (Matt Baldacci, St. Martins Press)
1. Making Information
Pay
May 6, 2010The Point of No Return
Digital Marketing and Trade Publishers
Matthew Baldacci
Matthew C. Baldacci
vp, associate publisher
646 307 5548
matthew.baldacci@stmartins.com
Twitter: @matthewbaldacci
St. Martin’s Press
2. Making Information
Pay
May 6, 2010
Matthew Baldacci
• When is the point of no return?
– in the past
– 11,000 eBooks sold/30,000 hardcovers
Time
St. Martin’s Press
3. Making Information
Pay
May 6, 2010
Matthew Baldacci
• Marketing in the Digital Swimming Pool
– nook/BN
– Kindle/Amazon
– Sony
– iPad/Apple
– Everything else
St. Martin’s Press
4. Making Information
Pay
May 6, 2010
Matthew Baldacci
• The Role of the Marketing Professional
– separate you from your money and make you
like it
• Techniques
– Price, Promotion, Product, Placement
– These tools have not changed
St. Martin’s Press
5. Making Information
Pay
May 6, 2010
Matthew Baldacci
• Past and Present
• Example: Jackie Collins
– Past: Tour, TV ads, Floor Dumps, Print ads,
Discounting
– Present: Tour, On-line ads, Social
Networking, Print ads, Placement
St. Martin’s Press
6. Making Information
Pay
May 6, 2010
Matthew Baldacci
• “Content is King” (and other cliches) is the
guiding principle
• Modifying the eBook
• Reviewer Standards
• Consumer Expectations
St. Martin’s Press
7. Making Information
Pay
May 6, 2010
Matthew Baldacci
• Don’t look to the medium for differentiation
– Good Creative is still a Requirement
– A poorly executed ad is bad whether it is in
print or on-line
St. Martin’s Press
8. Making Information
Pay
May 6, 2010
Matthew Baldacci
• Level of commitment
– Stakeholders
– Technical/Platform Limitations
– Distribution Limitations
• StormCycle the Game / failure
St. Martin’s Press
9. Making Information
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May 6, 2010
Matthew Baldacci
• Obstacles
– False Starts
• The Burg
• Lotus Eaters some things never change
– Measurement – wait, I thought that was
good?
St. Martin’s Press
10. Making Information
Pay
May 6, 2010
Matthew Baldacci
• What is significant?
– SMP marketing $$
• Digital comprises 25% of spending
– SMP sales
• Some digital sales = 30% of hardcover sales
St. Martin’s Press
11. Making Information
Pay
May 6, 2010
Matthew Baldacci • What’s Changed for Me?
– Evangelizing
– Re-Allocating the marketing mix
– Trial and Error
• What’s Changed for My Team?
– Evangelizing/Staying Current
– Legal Considerations
– “What’s My Job?”
St. Martin’s Press
12. Making Information
Pay
May 6, 2010 We’re Getting Closer
Matthew Baldacci
Thank You
Matthew C. Baldacci
vp, associate publisher
646 307 5548
matthew.baldacci@stmartins.com
Twitter: @matthewbaldacci
St. Martin’s Press
