ebooks and enhanced ebooks - IDPF Book Expo May 2013


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Enhanced/Illustrated Books: Making it Work, Making it Scale: Despite the rise of tablets, publishers have been struggling to sell highly-designed and illustrated titles in digital form, and are challenged by determining which enhancements add meaningful value for readers and will generate positive ROI. Hear from an innovative independent book publisher about how they are breaking past the text-only barrier and delivering enhanced/illustrated eBooks that work for readers and make economic sense to produce.

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  • Very real decline in the overall size of the p-book marketNot a complete representation since there are retailers missing here.
  • But here’s the real problem…"Not much evidence #ebooks sell much outside (of)...narrative reading." @MikeShatzkin ahead of #Publaunch #BEA13
  • Rights for these additional assets don’t exist with traditional book publishers (there are exceptions…
  • And a good example is the work that’s being done with respect to -- The problem of ShakespeareNow you may not have known Shakespeare had a problem but if you walk into a classroom when a teacher is first starting to teach Shakespeare, this is what you see. [bored students]Frankly, given that Shakespeare is full of swear words, sex and violence, you’d expect these kids to be a bit more excited.  The problem for students is they don’t understand what he’s saying.
  • And this is why, this text (which looks like this) is getting between them and the ART, it’s actually between them and learning. So a number of publishers (ourselvesincluded) are working on new kinds of Hands-on touch interface to solve this problem of language. And I’m just going to show you one example.
  • What kids say…both high school students and college students struggle with Shakespeare.
  • But teachers tell us that "it takes about 3 weeks to get kids into Shakespeare." By the way, stage performers say the same thing — it takes time for audiences to get comfortable with the language and at some point (usually 15-20 minutes into the show) the audience "clicks over."
  • What’s involved here …
  • The problem of video --
  • Remember sudentstold us…Language is difficultRepeated interruptionImmersion? Flow?At your fingertip translations… creating immediate translation 
  • Another area that required a lot of user-centric research. Multiple sources of audio…the role of interpretation.The problem of video – B. Understanding that performance is different from a novel. Interpretive text. Role performance plays in making Shakespeare come to life. Different actors interpret roles differently.  
  • By the way, this is from yesterday’s New York Times Book Review, Which featured our Shakesperience, Touch Press and Faber’s THE SONNETS BY WILLIAM SHAKESPEARE and the Shakespeare and shaeksperarepro app. The piece encded: Perhaps all the world is a stage. Thanks to these ingenious apps, the world of Shakespeare is certainly much easier to comprehend.
  • SHAKESPERIENCE video. C. And then there’s a bonus. F. Scott Fitzgerald’s dignified reading of Othello’s speech to the Venetian Senators. Combination of embedded glossary and remarkable performances seems useful for getting into the text and for understanding and learning more easily.  Obviously we’re just beginning to do this kind of development but you get the idea.
  • Another area that required a lot of user-centric research. Multiple sources of audio…the role of interpretation.The problem of video – B. Understanding that performance is different from a novel. Interpretive text. Role performance plays in making Shakespeare come to life. Different actors interpret roles differently.  
  • Another area that required a lot of user-centric research. Multiple sources of audio…the role of interpretation.The problem of video – B. Understanding that performance is different from a novel. Interpretive text. Role performance plays in making Shakespeare come to life. Different actors interpret roles differently.  
  • We’re using other peoples tools as well as developing our own stuff.
  • The walls need to be torn down and it needs to be about the content, elegantly delivered without the distraction and tedium of segmented platforms
  • Problems with enhanced books
  • This is the fundamental idea
  • I believe that this is actually the future of enhancement. That we’ve got to flip from trying to add “content” to adding “tailoring and simplicity”
  • What’s involved here…
  • Today, we’re introducing new ways of actually connecting you and the book more intimately…putting YOU into a story. Put me in the story: This is something new… an innovative new personalized children’s book platform that creates personalized books with the child’s name throughout each bestselling story. You can customize a digital book using your child’s name and picture. Play video here 
  • Not surprising, this is a captivating and magical experience for any child and an amazing experience for parents. And that’s exactly why We built Put Me In The Story to create greater bonding through and with books, and to change how kids grow with books.  The goal is to engage kids more deeply with stories that include them as a phase towards being more deeply engaged with books of all kind. By the way, The app is free and comes with a free book. I'd love to hear what your experience is.  
  • This idea is also prettynew. think about this…You’re making changes to someone’s copyrighted (and very successful) content and using it to express your feelings!We launched this last week. Its been the fastest launch we’ve ever had. People really like it.
  • Launched
  • Creating keepsakes. In an age when digital is ephemeral, we’re creating books that will be treasured forever.
  • By the way, our authors are REALLY excited about it (but we’ve communicating about this a lot). And we built PMITS to extend their connection to their readers.  
  • Berenstein Bears concluded. Should be announced in the next few weeks. Hello Kitty at contract. Nickelodeon in process. Expect 6 brands from there. Hasbro now under discussion (lots of big brands there though we have to be very careful to not over mass market the brand). Sesame Workshop is very happy with what we've done with our first title Elmo Loves You. (They gave me the photo attached, which we obviously share with all the hardworking folks on your team!!). They've offered us two new sets of books which we are now evaluating. You should expect this relationship to grow. 
  • Both app and web site printed books.
  • The big word here is gift: I call it enhanced or supported self-expression
  • But that’s actually not all that’s different.
  • This is a profound change. Not a small one. And it creates a tremendous amount of opportunity as you start thinking in terms of user experience and user needs.
  • Same sorts of question…different starting place…
  • I invite you to join us in any of our endeavors. We’re at the transformation of the book .it’s happening faster than we ever imagined. All of us, together, are creating a completely new future for the book, for authors, for readers. It’s really time for us to break some of the boundaries that separate us and try to grow some of these new ideas. I hope we’ll have a chance to work together. Thank you.
  • Same sorts of question…different starting place…
  • ebooks and enhanced ebooks - IDPF Book Expo May 2013

    1. 1. 6512335908405500006000006500007000002011 2012-9.27%Source: NielsenBookscanTotal US Physical Book Market
    2. 2. US Physical Book: Adult Fiction1629191454691250001500001750002011 2012-10.71%Source: NielsenBookscan
    3. 3. US Physical Adult Non-fiction Sales2670612324112000002250002500002750002011 2012-12.97%Source: NielsenBookscan
    4. 4. What‘s Selling in eBooksAdultNonFic13%AdultFiction85%Kids 1% YA 1%2011AdultNonFic14%AdultFiction80%Kids 2% YA 4%2012
    5. 5. The Problem of Adult Non-FictionDeclining physical book salesNot selling well in ebooksHas led to…real effort against creatingenhanced books with additional content(audio, video, animations, photos, illustrations, graphs, etc.)
    6. 6. Sales are soft…
    7. 7. Shakesperience
    8. 8. The problem of Shakespeare
    9. 9. ―boring‖• ―not even the third of thereading makes sense‖• ―writing or speaking doesn‘tmake sense to peopleanymore‖• ―dont find it very interesting‖• ―really boring‖
    10. 10. the problem of ShakespeareTeachers have told us ―it takesabout 3 weeks to get kids intoShakespeare‖
    11. 11. the problem of ShakespeareCan we make learning, engagingwith, immersing in Shakespeare …easier
    12. 12. ShakesperienceCan we support different learning styles?Visual – Images from great performances set thestageAuditory – Embedded audio from multiple actorsshow you the powerful spectrum of interpretationKinesthetic – You‘re literally interacting with thecontent
    13. 13. Touchable interface =language at your fingertips
    14. 14. ShakesperienceLean forward vs lean back experience
    15. 15. Shakesperience developmentDeveloped our owncontent with world classShakesperean scholarsdeveloping the textStarted with enhanced p-booksiBooksAuthor platformallowed us to create morepowerful experienceAllowed highly favorablepricing—$5.99Rights to additional assetsstill very expensive (bothtime to permission and $)
    16. 16. Shakesperience developmentStarted in iBookstoreDeveloped both forpersonal use andclassroom useAdded VitalSourceplatformSharing of notes inclassroomCross-platform
    17. 17. Some tools beginning to appear(on platforms) &tackling this issue
    18. 18. Some advice…Be graceful andintend theexperience.Tech is an ally but isnot the driver.Think in terms of theexperiencePublishers shouldhave a group (or theknowhow) to buildand scale solutionsthat areimplemented by, andof course partneredwith, deliveryservices.
    19. 19. “You’ve got to start with thecustomer experience and workback toward the technology —not the other way around.”—Steve Jobs, May 1997
    20. 20. What if enhancement started notfrom the content but from thereader/user
    21. 21. Personalization as a form ofenhancement…
    22. 22. Focusing on YOU…(the user/reader)YOUR NAME & FAMILY YOUR IMAGES
    23. 23. Personalization as aform of enhancementYOUR LANGUAGEImmediate access totranslationYOUR NAME & FAMILYPersonalized booksYOUR FRIENDSSocial readingYOUR LOCATIONLocalized titlesYOUR IMAGES (photos, etc.)Scrapbooking 2.0YOUR DATAEducation platforms
    24. 24. Loads of additional content.Glo Bible
    25. 25. • MyGlo: ―personalize your Bible experience withbookmarks, Scripture notes, customizable Biblereading plans and a journal‖• Custom Bible Reading Plans: ―Create your plan, setyour pace and reach your goals with Glo.‖Glo Bible
    26. 26. Beyond the APP…PutMeInTheStory.com sellsprinted personalizedversion of these bestsellingbooks
    27. 27. Creating books to cherishforever …
    28. 28. Great press …As seen in the New YorkTimes: Children‘s BooksStarring Your Own Children―‗Put me in the story, Mom!‘Now you really can.‖—TheChristian Science Monitor
    29. 29. ―I am excited and proud to be adebut author with Sourcebooksnew e-initiative that will offerkids and parents a new way toconnect with a love of reading!‖—Marianne Richmond, November 2012
    30. 30. ―We‘ve been so pleased with the Put Me In The Storybooks that we recommend them to anyone lookingfor the perfect children‘s gift. The books are a truekeepsake that will be treasured in years to come‖
    31. 31. Welcome to Put Me In TheStory, Sesame Workshop! (Feb.2013)
    32. 32. Welcome to Put Me In TheStory, Berenstain Bears! (April, 2013)
    33. 33. photo gift bookssoft launched Q2 2013 withGreg Lang‘s four bestsellingtitles(over 4 million copies sold)
    34. 34. Personalized photo giftbooks: scrapbooking 2.0?
    35. 35. • APP and Print• Bestselling Books – Beloved Stories• Organized and Developing Platform for Brands and Authors• Perfect Gift Platform—self-expression with help• Children‘s and Photo Gift BooksWhy is Put Me in the Story New:
    36. 36. Put Me In The Story–What‘s different:• Collaboration – not everypersonalization is the same• Creating a virtuous circlethat impacts all 3 parts ofthe relationship: theadult, the child and the book• Building a first love ofreading• Building a bridge to what toread next• Creating our own IP
    37. 37. Shift focus from book content …to READERS
    38. 38. 2 approaches toenhanced books• Start with content• What makes sense?• What adds value?• Start with reader• What makes sense?• What adds value?
    39. 39. email: dominique.raccah@sourcebooks.comtwitter: @draccah