Backlist in a Digital WorldKlopotekPublisher Information Day12 June 2013
Working withAdvance Materials LtdEncyclopædia BritannicaConnell GuidesContentmentCritical PublishingGSE Research / Greenle...
alternative title: Technology-The Resurrection Biology of BacklistThanks to@micycle forthe suggestion
What is “Backlist”?
Few & NewTraditional Trade PublishingMany & Old(er)
Few & NewTraditional Academic PublishingMany & Old(er)(Sometimes ancient)
Asking what “digital” meansfor backlist is a bit likeasking:“What sort of business didwe used be, and what sort ofbusiness...
For too long, “digital” hasactually meant just e-Readers& Print-on-Demand
Digital means newopportunities:“What sort of businesswould we like to be?”
Asking what“digital”means forbacklist is abit like asking“When is adoor not adoor?”
It’s acompletechange ofcontext
What is Digital?Normal
“For decades publishers thoughtthey were running contentbusinesses. It turns out theywere really running distributionbusin...
Digital isDistributionBut that doesn’t mean we canclose all our warehouses...
...it does mean our warehouses- and their systems - hadbetter be up to snuffDigital (online) activity candrive print sales...
While publishers werebusy saying“Metadata is Marketing”
Content Became Marketing
Low-cost digital tools (e.g. slideshare)Enable clear “calls to action” (purchase)to a self-selecting audience
Food for thought is a powerfulsales tool
ask @4fifty1Digital facilitates“inbound marketing”
History Press’sTitanic:Her Journeywas a fabulousexample ofcontentmarketing
Embracing thewhole productrange: the app,new print &e- frontlist andgreat print &e- backlist.
“All
 for
 a
 marketing
 budget
 of
 ££1,000...”PLUS
 PLANNING/TIME
Backlist re-purposed to makea Newsstand “partwork”
A project by Contentment withAmber Books
Using Padify (HTML5 SaaS)
For some, “digital” has meantthe elimination of printPlus opportunities to make process, qualityand values more transparent
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Digital backlist

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What does digital mean for backlist? New opportunities in different contexts. Here's a revised-for-slideshare version of a presentation I was invited to give at Klopotek's Publisher Information Day at the RSA, London, June 2013.

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Digital backlist

  1. 1. Backlist in a Digital WorldKlopotekPublisher Information Day12 June 2013
  2. 2. Working withAdvance Materials LtdEncyclopædia BritannicaConnell GuidesContentmentCritical PublishingGSE Research / GreenleafPasTestMaverickWiley
  3. 3. alternative title: Technology-The Resurrection Biology of BacklistThanks to@micycle forthe suggestion
  4. 4. What is “Backlist”?
  5. 5. Few & NewTraditional Trade PublishingMany & Old(er)
  6. 6. Few & NewTraditional Academic PublishingMany & Old(er)(Sometimes ancient)
  7. 7. Asking what “digital” meansfor backlist is a bit likeasking:“What sort of business didwe used be, and what sort ofbusiness are we going be?”
  8. 8. For too long, “digital” hasactually meant just e-Readers& Print-on-Demand
  9. 9. Digital means newopportunities:“What sort of businesswould we like to be?”
  10. 10. Asking what“digital”means forbacklist is abit like asking“When is adoor not adoor?”
  11. 11. It’s acompletechange ofcontext
  12. 12. What is Digital?Normal
  13. 13. “For decades publishers thoughtthey were running contentbusinesses. It turns out theywere really running distributionbusinesses.”Benedict Evans,Enders Analysis
  14. 14. Digital isDistributionBut that doesn’t mean we canclose all our warehouses...
  15. 15. ...it does mean our warehouses- and their systems - hadbetter be up to snuffDigital (online) activity candrive print sales. But theprint-world customerexperience has to meetdigital-world customerexpectations
  16. 16. While publishers werebusy saying“Metadata is Marketing”
  17. 17. Content Became Marketing
  18. 18. Low-cost digital tools (e.g. slideshare)Enable clear “calls to action” (purchase)to a self-selecting audience
  19. 19. Food for thought is a powerfulsales tool
  20. 20. ask @4fifty1Digital facilitates“inbound marketing”
  21. 21. History Press’sTitanic:Her Journeywas a fabulousexample ofcontentmarketing
  22. 22. Embracing thewhole productrange: the app,new print &e- frontlist andgreat print &e- backlist.
  23. 23. “All
  24. 24.  for
  25. 25.  a
  26. 26.  marketing
  27. 27.  budget
  28. 28.  of
  29. 29.  ££1,000...”PLUS
  30. 30.  PLANNING/TIME
  31. 31. Backlist re-purposed to makea Newsstand “partwork”
  32. 32. A project by Contentment withAmber Books
  33. 33. Using Padify (HTML5 SaaS)
  34. 34. For some, “digital” has meantthe elimination of printPlus opportunities to make process, qualityand values more transparent
  35. 35. Britannica understands thatlibrarians were gatekeepers
  36. 36. But now they teach orienteering
  37. 37. SOL fromGSE Research:curated backlist( new titles)on subscriptionat institutionallevel
  38. 38. Safari: a subscription servicekeeping (still relevant) backlist incirculation50% of page views for content over2 years oldThanks to @brianoleary
  39. 39. Backlist
  40. 40.  +
  41. 41.  Digital
  42. 42.  =
  43. 43.  many
  44. 44.  x
  45. 45.  opportunities
  46. 46. Thank
  47. 47.  you@SheilaB01SheilaB@otpi.co.uk

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