The document discusses business models for publishing in the current landscape. It summarizes that in 2008, a publisher's model focused on paperback books and PDFs through direct sales and Amazon, but by 2010 involved many more formats and channels. It then says that instead of business models, publishers should have a "faith-based model" focusing on connecting expertise to audiences through various content types and services. A good publishing business is based on purveying expertise, not just books.

1. Is there such a thing as a
good business model
for publishing these days?
Lou Rosenfeld • Rosenfeld Media • rosenfeldmedia.com
Tools of Change for Publishing • New York • 2/15/11

2. Caveat: we’re a bit vertical
Rosenfeld Media only publishes books on
user experience design
And pretty much only for user experience
practitioners

3. Lou, just do
the math for us!
# units sold author royalties
100 $?
1,000 $?
10,000 $?
New Author

6. In 2008...

7. In 2008...
• Formats: paperback + screen-
optimized PDF

8. In 2008...
• Formats: paperback + screen-
optimized PDF
• Channels: direct + Amazon
Marketplace

9. In 2008...
• Formats: paperback + screen-
optimized PDF
• Channels: direct + Amazon
Marketplace
• Units: paperbacks + paperback/digital
bundles + digital only

10. In 2008...
• Formats: paperback + screen-
optimized PDF
• Channels: direct + Amazon
Marketplace
• Units: paperbacks + paperback/digital
bundles + digital only
• Pricing: either $19 or $36

13. In 2010...

14. In 2010...
• Formats: paperback + screen-optimized
PDF + printer-optimized PDF + ePUB + MOBI
+ webinars + ...

15. In 2010...
• Formats: paperback + screen-optimized
PDF + printer-optimized PDF + ePUB + MOBI
+ webinars + ...
• Channels: direct + Amazon Marketplace +
conferences + affiliates/partners + academic
bookstores + Amazon Advantage + Scribd +
iTunes + App Store + iBookStore + Safari + ...

16. In 2010...
• Formats: paperback + screen-optimized
PDF + printer-optimized PDF + ePUB + MOBI
+ webinars + ...
• Channels: direct + Amazon Marketplace +
conferences + affiliates/partners + academic
bookstores + Amazon Advantage + Scribd +
iTunes + App Store + iBookStore + Safari + ...
• Units: paperbacks + paperback/digital
bundles + digital only + library bundles +
“future” bundles + chapters/sections/pages + ...

17. In 2010...
• Formats: paperback + screen-optimized
PDF + printer-optimized PDF + ePUB + MOBI
+ webinars + ...
• Channels: direct + Amazon Marketplace +
conferences + affiliates/partners + academic
bookstores + Amazon Advantage + Scribd +
iTunes + App Store + iBookStore + Safari + ...
• Units: paperbacks + paperback/digital
bundles + digital only + library bundles +
“future” bundles + chapters/sections/pages + ...
• Pricing: from micropayments to $199

18. Next year’s (business) model

19. Goodbye, business models.

20. Goodbye, business models.
Hello...

21. The Faith-Based Business
Model

22. expertise

23. expertise

24. book
expertise

25. book
...
expertise

26. book
...
short book
expertise

27. book
...
short book
white paper
expertise

28. book
...
short book
white paper
conference talk
expertise

29. book
...
short book
white paper
conference talk
workshop
expertise

30. book
...
short book
white paper
conference talk
workshop
webinar
expertise

31. book
...
short book
white paper
conference talk
workshop
webinar
consulting engagement
expertise

32. book
...
short book
white paper
conference talk
workshop
webinar
consulting engagement
instructional video
expertise

34. Connecting: expertise broader world

35. Connecting: expertise broader world
Connecting: network platforms

36. Connecting: expertise broader world
Connecting: network platforms
Connecting: innovators money-makers

37. What unique value does a
publisher offer?
Identifying a community’s needs.
Identifying the expertise that will
meet those needs.
Efficiently connecting them.
Everything else is commodifiable.

38. So... is there such a thing as
a good business model for
publishing these days?
No.
But there is such a thing as doing
good business.
For publishers, it’s based on
purveying expertise, not books.

39. Thanks!
Rosenfeld Media
www.rosenfeldmedia.com
457 Third Street, #4R
Brooklyn, NY 11215 USA
info@rosenfeldmedia.com
@rosenfeldmedia
+1.718.568.9756