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DBW/Forrester 2010 Publishing Executive Survey


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For Digital Book World 2011, we’ve partnered with Forrester Research to conduct the first annual Publishing Executive Survey, which asks book publishing leaders to measure and report on their digital strategies, hopes, and concerns.

Published in: Education, Business, Technology
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DBW/Forrester 2010 Publishing Executive Survey

  1. 1. How Ready Is The Publishing Industry For 2011?A preview of the publishing executive survey<br />James McQuivey, Ph.D. | VP, Principal Analyst<br />Prepared for Digital Book World<br />25 January 2011<br />Twitter: @jmcquivey<br />
  2. 2. 2010 was a remarkable year…<br />eReader prices fell dangerously close to $100<br />10.5 million people owned a dedicated eReader by year-end<br />New reading form factors were introduced<br />Nearly $1 billion was spent on eBooks in the US alone<br />
  3. 3. But you ain’t seen nothin’ yet…<br />20+ million people will read eBooks on an eReader or tablet PC this year<br />$1.3+ billion will be spent on eBooks in their current form<br />We can’t yet forecast how much will be spent on nontraditional eFormats<br />
  4. 4. This begs the question:<br />Are you ready?<br />
  5. 5. We surveyed publishing executives to find out<br />We surveyed on paper and online, beginning in September 2010<br />We tested it on 35 executives representing 27 publishers:<br />Account for 65% of US book publishing revenue<br />Employing nearly 18,000 people<br />On average 60% of their job involves digital<br />
  6. 6. These executives are ready to rock<br />89% of them are “optimistic about the digital transition”<br />74% say readers will be “better off” because of digital<br />66% think people will read more<br />83% think their companies are capable of competing in digital<br />63% say their company has a digital plan in place, but<br />80% believe the company needs significant retraining<br />
  7. 7. Big questions we put to them<br />Which device will win?<br />How integral are eBooks to your business?<br />What about apps?<br />Oh, yeah, and how about paper?<br />
  8. 8. More of them think tablets will win over eReaders<br />46%<br />Think tablets are the ideal reading device<br />29%<br />Believe eReaders are the ideal reading device<br />
  9. 9. eBooks are now a standard part of publishing<br />83% release eBooks simultaneously with hardbacks<br />52% price wholesale, rather than follow the agency model<br />They expect their eBook sales to increase 139% in the year<br />
  10. 10. Apps are still problematic<br />46% of our executives say that apps have the potential to dramatically change the reading experience<br />Yet 49% say they cost too much to develop at this point<br />Just a third believe apps represent a significant revenue opportunity for them<br />
  11. 11. What of the print business?<br />53% of executives expect print sales in 2011 to decrease at least somewhat<br />On average, our respondents expect eBooks to account for half of all books sold by late 2014<br />They expect the same thing to happen to their books in mid 2015<br />
  12. 12. Fasten your seat belts<br />If 2011 will be a jolt, just wait for 2012 and beyond<br />Actively engage in the next two days to maximize your chances of success<br />And prepare to participate in the 2011 publishing executive survey<br />
  13. 13. Thank you<br />James McQuivey, Ph.D.<br /><br />Follow me on Twitter: @jmcquivey<br />