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Through the Looking Glass: The Past, Present and Future of Children's Publishing - Digital Book World 2016


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At Digital Book World 2016, as part of the Launch Kids pre-conference day, I spoke about what we've seen in children's publishing in the last 5 years and where we could be headed. The evolution of digital, content as a driver, and the development of Put Me In The Story, which is adding significant revenue to author and book brands.

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Through the Looking Glass: The Past, Present and Future of Children's Publishing - Digital Book World 2016

  1. 1. Through the Looking Glass:
 The Past, Present and Future of Children’s Publishing Launch Kids, Digital Book World March 2016 Dominique Raccah, Publisher and CEO
  2. 2. The book transformation
  3. 3. Online Distribution/Retail Print Digital Brick and Mortar Retail Online Retail Format/Content
  4. 4. The first Kindle goes on sale in November 2007 The Kindle DX Graphite debuts in July 2010
  5. 5. The iPad1 first ships in April 2010
  6. 6. eBooks Growth: 2008 – 2013
  7. 7. Borders
  8. 8. The impact
  9. 9. The Demise of Borders + eBooks—Total Books -­‐24%   +10%   Source: Nielsen Bookscan (omitting week 53)  -­‐          100,000      200,000      300,000      400,000      500,000      600,000      700,000      800,000      900,000      YTD   YTD      YTD   YTD      YTD   YTD      YTD   YTD     2008   2009   2010   2011   2012   2013   2014   2015   Series1   2012  
  10. 10. The Demise of Borders + eBooks — Children’s + YA -­‐24%   +10%   Source: Nielsen Bookscan (omitting week 53)  -­‐          100,000      200,000      300,000      400,000      500,000      600,000      700,000      800,000      900,000      YTD   YTD      YTD   YTD      YTD   YTD      YTD   YTD     2008   2009   2010   2011   2012   2013   2014   2015   Series1   Series2   -­‐9%   2012   +25%  
  11. 11. What we’re seeing today
  12. 12. Expanded Children’s Books Offering at Retail
  13. 13. The Continuing Momentum of YA
  14. 14. 90%  of  teens   read  physical   books   40%  of  teens   EXCLUSIVELY   read  physical   books   Source: Nielsen Books & Consumers Children’s Deep Dive, June 2015 1 of the surprises
  15. 15. Book Based Media Tie-Ins
  16. 16. “ ” Today children are playing Minecraft, watching YouTube and playing with apps—but they’re also still reading books, watching TV and playing with toys. Kids are more digital, but that doesn’t mean they’re abandoning traditional sources of entertainment. The Guardian, YouTube, apps and Minecraft: digital kids and the future of children’s media
  17. 17. The Persistence of Physical Books
  18. 18. Ebooks and learning Apps YouTube YA stars Reinvention of libraries Social reading + writing platforms
  19. 19. Evolution of children’s books at Sourcebooks
  20. 20. Sourcebooks Children’s Bestsellers Entering 2011
  21. 21. Children’s Book Sales 2011 - 2015 3.5x growth
  22. 22. Young Adult Book Sales 2011 - 2015 7.5x growth
  23. 23. Sourcebooks Sales by Piece of Business 2015
  24. 24. Growth Continuing in 2016 (up 23%)
  25. 25. Jab-Fire Starred Reviews 2014  2013   2015  2012  2011   2016  
  26. 26. Personalized Content
  27. 27. The Opportunity: Books Are Great Gifts $15.72 billion! 2014 U.S. trade book sales (AAP Snapshot) $2.36 billion! The opportunity in the books-as-gifts market 43%! For children 12 and under (Nielsen) 15%! Trade books bought as gifts in the U.S. (Nielsen) And personalized books can create extraordinary gift experiences
  28. 28. Self-published books developed for personalization
  29. 29. Author + content driven Marianne Richmond Greg Lang
  30. 30. Could you create additional revenue 
 for bestselling authors and brands through personalized books?
  31. 31. The #1 Personalized Books Site in America
  32. 32. Our Bestselling License Partners
  33. 33. Bestselling Author Brands Come from book publishing and are author/creator driven Lemony Snicket Bestselling author of the Series of Unfortunate Events, we are creating personalized hilarity with his All The Wrong Questions series. Nationally known gift product and novelty book author brings her new picture books to Sourcebooks & PMITS. Internationally renowned photographer Anne Geddes has joined Sourcebooks with both personalized and non- personalized product. Marianne Richmond Cornerstone Sourcebooks and Put Me In The Story author with more than 2 million books sold. Nancy Tillman New York Times bestselling author and illustrator.
  34. 34. Creating extraordinary customer + book experiences… Your child as narrator Your child’s name woven into Illustration Play “I Spy” with your child’s face
  35. 35. An Adoption Story “Safe and sound, you’re here with me now, and that’s all I’ll ever need.” 11 Year Old with Asperger’s “I got this book for my 11 year old daughter with Aspergers. She absolutely loves it and reads it over and over. It’s helped bring some positive interactions into every day, days often filled with frustration. I’m going to order her a second one. This is the best gift I’ve ever gotten her.” 100’s of Different Use Cases How customers use Put Me In The Story Deployed Daddy “My boys love this book, especially my 3 year old. Daddy is deployed, so whenever he misses him he can look through the book and find Daddy’s smiling face on every page.”
  36. 36. Coming to Put Me in the Story from Harper Collins
  37. 37. Creating additional revenue 
 for bestselling authors and brands
  38. 38. NEW revenue for bestselling books + licensed content partners
  39. 39. “ ” …nothing says 'transformation' more than revenue sources you didn’t used to have. —Mike Shatzkin, ideolog, Nov. 5, 2015
  40. 40. 2015: Put Me in the Story adds significant additional revenue 0.00%   10.00%   20.00%   30.00%   40.00%   50.00%   60.00%   70.00%   80.00%   90.00%   100.00%   0   10   20   30   40   50   60   70   80   90   PMITS  %  of  Sales   PMITS  %  of  Sales   AVERAGE  36%   On average Put Me in the Story adds 36% NEW units
  41. 41. At the beginning…
  42. 42. Creating an Additional Revenue Stream for Books: Experimenting with Non-Book Product Plush 1.  Sleepytime Elmo 2.  My Favorite Teddy Bear 3.  Cozy Polar Bear Plush 4.  Sesame Street Elmo Plush Personalized Gifts 1.  Santa is coming placemat 2.  I Love You placemat 3.  Lil Owl Nightlight 4.  Little Sweetheart Pillowcase 5.  Whooo Loves You Placemat
  43. 43. Barnes and Noble: Immediate in-store experience : Espresso Machine
  44. 44. Barnes and Noble: experimenting with in-store 211 stores across the country
  45. 45. Barnes and Noble: Online
  46. 46. The #1 Personalized Books Site in America Creating an extraordinary customer experience
  47. 47. There are no secrets to success. It is the result of preparation, hard work, and learning from failure. Colin Powell The future of children’s books — physical books and read aloud will not change
  48. 48. “ ” Every author is a potential brand, every brand is a potential license; every book has multiple format and market opportunities. What is great about children’s publishing and media is that there is both lateral opportunity—formats, series, tv, movies, games, licenses, toys, etc.—and potential for ubiquity and longevity that happens in the adult market only rarely. —Lorraine Shanley, 2016
  49. 49. Creating New Revenue Streams for Authors + Brands Around Personalized Books As Gifts Personalized Book Personalized versions of print or digital books. Personalized Gifts based on books Personalized non-book gifts include puzzles, placemats, wall art and more. Non-Personalized Gift Non-personalized, non-book gifts include things like plush, to be bundled with book product. Non-Personalized Book The trade version of a book, in print or digital. The same product that could be purchased in stores. non-personalized personalized physical + digital book non-book gifts CONFIDENTIAL
  50. 50. “ ” Ingram sees personalized publishing as a strong growth area both for trade publishing and also for our print and fast distribution capabilities. In creating Put Me In The Story, Dominique Raccah and her Sourcebooks colleagues foresaw this trend, locked up premium content with licenses, and have started an unbelievable franchise that is only scratching the surface of its potential. —John Ingram, March 2016
  51. 51. Questions? Thoughts. Comments. @draccah