Making Book Discovery Ubiquitous Online


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Making Book Discovery Ubiquitous Online

  1. 1. June 22, 2007 Making Book Discovery Ubiquitous Online BISG/NISO Conference Washington, D.C.
  2. 2. Three themes <ul><li>Digital standards for discovery and distribution are required to enable books to compete with other media for consumer time and spending. </li></ul><ul><li>It is a publisher’s strategic and tactical responsibility to create standardized repositories that insure lawful distribution of authors’ work. </li></ul><ul><li>The first application of these standards may be to expand discovery of--and marketing for--printed content instead of direct digital commerce. </li></ul>
  3. 3. <ul><li>First, some “historical” context . . . </li></ul>
  4. 4. Reading books is in steep decline among the young 2002 Study by the National Endowment for the Arts American Consumer (Percent that read a book) 59.8% 62.1% 59.7% 54.9% 52.8% 47.2% 40.9% 42.8% 47.7% 46.6% 51.6% 48.9% 45.3% 35.7% 0% 10% 20% 30% 40% 50% 60% 70% 18-24 25-34 35-44 45-54 55-64 65-74 75 + Age Reading 1982 1992 2002
  5. 5. But . . . 65M Americans ARE frequent readers Read 1-5 53M 23M 31M 10M Read 6-11 Read 12-49 Read 50+ 0 50 100 150 200 Reading Habits of 210M US Adults Number of Books Read per year 1 - 5 6-11 12-49 50+ 93M 2002 Study by the National Endowment for the Arts We are most interested in the 65M who read more than 6 books a year
  6. 6. <ul><ul><li>Amazon has been a bigger online “brand” than most search engines </li></ul></ul><ul><ul><li>Promotion efforts drive consumers first to retail to purchase </li></ul></ul>1997 + New retailers increase “book discovery” Publisher content Consumers Print & broadcast media + Publishers have historically remained distant from consumers!
  7. 7. <ul><ul><li>Search becomes more and more “branded”—Google grows </li></ul></ul><ul><ul><li>Consumers start book discovery at search, not necessarily at retail </li></ul></ul><ul><ul><li>SEO gains in importance </li></ul></ul><ul><ul><li>Amazon visits grow more dependent on search / email marketing, not direct traffic </li></ul></ul>2003 + Search changes the process of discovery Publisher content Amazon Consumer Print & broadcast media +
  8. 8. The growth of search has been dramatic . . . <ul><li>Major Online Partners </li></ul><ul><li> Ranking Users Page Views </li></ul><ul><li>#1 130M 36B </li></ul><ul><li>#3 115M 18B </li></ul><ul><li>#4 113M 13B </li></ul><ul><li>#6 62M 40B </li></ul><ul><li> #8 46M 2B </li></ul>Source: Comscore/Business Week, January 2007
  9. 9. Google’s reach is 22 points higher than Amazon’s Google’s daily reach has quadrupled from 8% to 25% over this period. Amazon’s reach—which once grew to 5%—shrunk again to below 2%. Google Amazon Source:
  10. 10. 2005 + A time of rapid change in media <ul><li>“ Search wars” led to race to digitize books </li></ul><ul><li>Community sites get hot </li></ul><ul><li>Buzz about “user generated content” (blogs, podcasts) </li></ul><ul><li>Newspapers are losing readers </li></ul><ul><li>“ Authoritative” content falls out of fashion? </li></ul><ul><li>“ Web 2.0” is everywhere </li></ul><ul><li>Internet investment is back </li></ul><ul><li>Meanwhile, book consumption is flat! </li></ul>
  11. 11. How do search engines work with “print” sisters? <ul><li>Newspapers and magazines are treated as premium branded sites </li></ul><ul><ul><li>Search engines ask permission to crawl archives </li></ul></ul><ul><ul><li>Consumer experience is owned by the newspaper or magazine publisher, not the search engine </li></ul></ul><ul><ul><li>Search engine’s goal is about discovery, not retaining traffic / hosting </li></ul></ul><ul><li>Newspapers and magazines have years of experience </li></ul><ul><ul><li>Digitizing their content </li></ul></ul><ul><ul><li>Building a web product complementary to print </li></ul></ul><ul><ul><li>Growing an online audience </li></ul></ul>
  12. 12. 2005 - A “tipping point” for book digitization <ul><li>2001 </li></ul><ul><li>HarperCollins begins archiving books digitally </li></ul><ul><li>2002 </li></ul><ul><li>Amazon launches “Look Inside This Book” </li></ul><ul><li>2004 </li></ul><ul><li>Google launches Google Print & Library (books treated differently than newspapers and magazines!) </li></ul><ul><li>2005 </li></ul><ul><li>MSN announces plans to digitize books </li></ul><ul><li>Yahoo announces plans to digitize books </li></ul><ul><li>Open Content Alliance to digitize books </li></ul><ul><li>Authors and Publishers file suit against Google Library </li></ul><ul><li>Amazon Announces Upgrade and Pages Programs </li></ul><ul><li>RH Announces Pay Per Page Business Model </li></ul>Q: Do all these multiple digital copies make sense? A: No. But . . . what do we do?
  13. 13. Where we landed . . . HarperCollins’ digital efforts are grouped in four areas: 1. Digital Infrastructure 3. Build Traffic 2. New Marketing Programs 4. New Publishing Products
  14. 14. <ul><li>We focused first on </li></ul><ul><li>creating a digital warehouse </li></ul>
  15. 15. What is a digital warehouse? <ul><li>Our digital warehouse will serve pages to all current and future online partners such as Google, MSN, Amazon. </li></ul><ul><li>Defines and uses standardized web services for distribution of content and metadata. </li></ul><ul><li>Goals </li></ul><ul><ul><li>Widest possible inclusion into search engines </li></ul></ul><ul><ul><li>A single digital version is ensured </li></ul></ul><ul><ul><li>Higher quality </li></ul></ul><ul><ul><li>Better version control </li></ul></ul><ul><ul><li>Do not replicate our 6 billion page archive in multiple locations </li></ul></ul><ul><ul><li>Permit caching based on usage </li></ul></ul>
  16. 16. It replicates what we already provide for print! <ul><li>Physical Warehouse </li></ul><ul><li>Functions </li></ul><ul><li>Receive books </li></ul><ul><li>Store books </li></ul><ul><li>Distribute books to retailers and wholesalers </li></ul><ul><li>Distribute promotional materials to media and retail </li></ul><ul><li>Collections </li></ul><ul><li>Control territorial rights by partner and title </li></ul><ul><li>Security of books </li></ul><ul><li>Infrastructure </li></ul><ul><li>Big shed with racks </li></ul><ul><li>Sophisticated logistics </li></ul><ul><li>Digital Warehouse </li></ul><ul><li>Functions </li></ul><ul><li>Receive digital books </li></ul><ul><li>Store digital books </li></ul><ul><li>Distribute digital books to retailers and wholesalers </li></ul><ul><li>Distribute sample pages to partners and book indexes to search engines </li></ul><ul><li>Collections </li></ul><ul><li>Control digital rights by partner and title </li></ul><ul><li>Security of digital books </li></ul><ul><li>Infrastructure </li></ul><ul><li>Computer Servers </li></ul><ul><li>Telecommunications bandwidth </li></ul><ul><li>Sophisticated Software </li></ul>
  17. 17. It insures our high standards for content quality OTHER 3 rd PARTY SCAN HCP DIGITAL WAREHOUSE
  18. 18. Digital warehouse status today <ul><li>12,000 titles currently scanned and ingested </li></ul><ul><li>All new titles automatically digitized </li></ul><ul><li>Total global title count available online is now over 6,000 </li></ul><ul><li>Nearly 700 titles in viral distribution through the “widget” </li></ul>
  19. 19. <ul><li>We next used our digital warehouse </li></ul><ul><li>to market printed books </li></ul>
  20. 20. Browse Inside enables book sampling on our site Quality of book’s content is publisher controlled Amount of content shown is set by publisher Titles are automatically available on sale date or earlier
  21. 21. The BI widget is the viral version for bloggers, publicists and authors Widgets are available on all HarperCollins books in our digital warehouse
  22. 22. Authors took to the widget right away JOSH KILMER PURCELL ON MYSPACE Wanna free, personalized, signed bookplate for your copy of &quot;I Am Not Myself These Days? How? Easy. Just put an &quot;I Am Not Myself These Days&quot; widget on your MySpace page or website. It lets other people browse inside the book to see what you've been raving about for months. JOHN GROGAN’S AUTHOR SITE
  23. 23. Widget on MySpace
  24. 24. Widget placed on destination sites enables fast, scalable cross promotion with major sites! gets over 1M unique visitors / month Fox placement drove nearly 4K page views by over 700 people
  25. 25. showed best the value of viral placement gets 3.4M unique visitors / month. Oprah placement drove nearly 10K page views by 1000 people
  26. 26. Data shows how we’ve increased our reach
  27. 27. Book sampling now available for all retailers <ul><li>Data shows sampling generates a 6-10% increase in book sales </li></ul><ul><li>All online book retailers can now enhance the consumer book shopping experience easily </li></ul><ul><li> bookstores now online </li></ul>
  28. 28. Sampling now available in all newsletters
  29. 29. Browse Inside is compatible with libraries too . . .
  30. 30. A final word on digital standards . . . <ul><li>We’ve invested 18 months in developing our DW and its standards. </li></ul><ul><li>Publishers should compete on content, not technology. </li></ul><ul><li>Industry organizations have roles to play in speeding the ratification or validation of standards. </li></ul><ul><li>Standards and policy need to be customer-centric and open while respectful of copyright ownership. </li></ul>
  31. 31. June 4, 2007 Carolyn Pittis SVP, Global Marketing Strategy & Operations 212-207-7754 [email_address]