Ebook symposium fopl i school 2016 final
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Ebook symposium fopl i school 2016 final
- 1. Canadian Public Libraries for Fair Ebook Pricing Ebook Advocacy Campaign Results and Next Steps University of Toronto iSchool Ebooks Symposium March 17, 2016
- 2. Agenda • Background • Campaign overview • Summary of results • Next steps Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 3. Digital Content Growth • Digital content is the fastest growing area of borrowing for libraries • Since 2009, ebook borrowing rates have increased by more than 1,200% • Digital content borrowing has jumped from 0.5% of total circulation to 11% • Significant pricing challenges are jeopardizing public libraries’ ability to provide universal access to content in all its forms Canadian Public Libraries for Fair Ebook Pricing
- 4. Ebook Use – If You Buy It They Will Come
- 5. 2016 Pricing Models Publisher 2016 Terms Penguin Random House $$ /perpetual** Harper Collins $ /26 uses Hachette $$$ /perpetual Macmillan $$ /2 years or 52 uses Simon & Schuster $ /I year ** Pricing model for Penguin Random House was harmonized to reflect merger at the end of 2015.
- 6. Preferred Pricing Model • Hybrid of existing models allowing purchase of same title with perpetual and/or limited access copies • Reasonable premium price; $85+ not sustainable • Lower price option for limited access option that is only slightly higher than the consumer price Canadian Public Libraries for Fair Ebook Pricing
- 7. Campaign Objectives Canadian Public Libraries For Fair Ebook Pricing was formed to: • Raise awareness of the restrictive pricing models and high ebook prices that the “Big Five” multinational publishers charge public libraries among library users and the general public • Create a national dialogue on the issue that can be referenced in government relations, as well as in outreach to multinational publishers Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 8. Campaign Overview • Website launch on June 15, 2015 • Social media outreach, including a Twitter chat with TPL City Librarian • Ongoing media relations • Government outreach • Publisher response Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 9. Campaign Results - Website • 22,500 sessions since site launch • 70% of visitors from Canada • 9.25% of visits from United States, 8.8% from Russia • 875 subscribers to receive updates on the issue • Website and key messages referenced in majority of news stories Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 10. Campaign Results – Social Media Social media has been very active, with hundreds of mentions and an interesting dialogue among libraries, customers, industry stakeholders and the general public on Facebook and Twitter Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 11. Campaign Results – Social Media Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org Here are example of social media shares by libraries and associations across the country.
- 12. Campaign Results – Social Media The Twitter chat with @vbowlesTPL was active and generated interesting dialogue Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 13. Campaign Results – Social Media • #FairEbookPrices shared thousands of times • Active dialogue • Participation by many libraries • Social media has driven 19% of the site traffic • Of social media referrals, Facebook led the most traffic to the website (60% of social referrals) • 29% of social media referrals are from Twitter Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 14. Campaign Results – Media Outreach • Issued a news release on June 15 announcing the campaign and website • 30+ stories across Canada and a few US publications • Key messages clearly conveyed • Established relationships with media who are interested in more news on this issue Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 15. Campaign Results – Media Outreach Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 16. Campaign Results – Media Outreach Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 17. Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org Campaign Results – Media Outreach
- 18. Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org Campaign Results – Media Outreach
- 19. Campaign Results Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 20. Campaign Results – Publisher Response • In December 2015, Penguin Random House (PRH) announced reduced ebook prices for libraries • Canadian context recognized with prices capped at USD • Under new terms, libraries will own ebook titles they purchase in perpetuity • Prices for best-selling ebooks are reduced by more than 20 per cent • PRH expressed interest in working with Canadian libraries on ebook access and pricing issues. Canadian Public Libraries for Fair Ebook Pricing
- 21. Campaign Results – Government Outreach • Ebook pricing for libraries was part of the agenda for the meeting of the Federal-Provincial-Territorial Ministers responsible for Culture • Ministers have asked the Provincial and Territorial Public Libraries Council (PTPLC) to develop options for addressing the issue • Federal election has also created an opportunity Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 22. Campaign Results - Stakeholder Outreach • Tim Tierney, Ottawa City Councillor and Ottawa Public Library Board Chair, is a champion for this issue and is working to push fair pricing for ebooks onto the municipal agenda • Held discussions with policy advisors at the Association of Municipalities of Ontario (AMO) and the Federation of Canadian Municipalities (FCM), and were encouraged to follow-up • Draft resolution circulated to AMO members for a motion to be considered by municipal councils to support this issue • Motion endorsed by the FCM at its March 2016 Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 23. What’s Next? • Open letter to multinational publishers sent for discussion on pricing issues • Renewed social media and media outreach • Email subscribers outlining campaign progress to-date and next steps • OLA to host webinar for public libraries across Canada to better understand how they can participate and provide support Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 24. Interested in joining? New members will receive a campaign toolkit Contact info for more information: Sharon Karr Chair, CLA Ebook Task Group skarr@EPL.CA Canadian Public Libraries for Fair Ebook Pricing www.fairpricingforlibraries.org
- 25. Thank You Vickery Bowles vbowles@torontopubliclibrary.ca @vbowlestpl Canadian Public Libraries for Fair Ebook Pricing
Editor's Notes
- Good morning everyone, It is a pleasure to be here today to talk about ebooks and the pricing issues we have been facing for the past few years.
- I will start off by providing some background on the pricing issues and where we are with ebook use and demand, then I’m going to give a brief overview and results of the campaign undertaken by the relatively newly-formed group Canadian Public Libraries for Fair Ebook Pricing and then talk about next steps. As you see, we’ll look at the activities completed since the campaign began in June 2015, results we’ve seen so far and a summary of next steps. At the end of the presentation, there will be an opportunity for any feedback or questions.
- The explosion of interest is both an exciting opportunity for libraries to connect with the public in new ways, but it also presents challenges. Libraries have responded to this interest in ebooks by reallocating budgets and opening conversations with multinational publishers to resolve access and discoverability issues. We have made a lot of progress since 2010, with now all major multinational publishers making their content available to public libraries. But there are still significant challenges, with restrictive pricing models and high prices. In some cases, libraries pay 3 to 5 times more for ebooks than consumers.
- January spikes TPL data- Includes Overdrive, Net Library, Ebsco eBooks, Safari eBooks Up to Jan 2015 data for Ottawa, Edmonton, Hamilton, Vancouver and Toronto public libraries.
- Before I go any further, when we talk about pricing issues, I want to point out that we are talking about the multinational publishers, the big 5. Through CULC, we have worked closely with the Association of Canadian Publishers and eBound Canada to discuss access and pricing with great success. We have no complaints about pricing from the Canadian independent publishers. On the eBook front with the big 5 publishers, we gained access to a lot of content, which we didn’t have access to in 2012, but often times with content caps or pricing that challenges budget and makes content management extremely challenging. We can’t underestimate the content management costs when it expires. Up until last December, Penguin’s content expired annually. At the end of last year, TPL would have had to spend $600,000 to acquire the Penguin content we already had, AND we had to go through the intellectual decision making process for each title, and oftentimes there were holds, or titles were part of a series and we want the whole series……and other times, a title is not on the list to renew so we cant renew it! Price increases combined with a low Canadian dollar have meant a decrease in purchasing power. In 2010 TPL spent $58K on US conversion costs and in 2015 we spent almost $1 million. HC titles that use to cost $18-$20 are now $24-$26. Before the new PRH pricing model, we were paying $85 CAD for ebooks priced at $65 USD.
- Specifically, we are advocating for: A hybrid of existing pricing models that introduces fairness and flexibility. This model would offer libraries of all sizes the ability to choose to buy the number of copies and also the type of copies (perpetual or limited access) that meet their needs. A reasonable premium price for ebook copies with ongoing and perpetual access, as the $85 and $100+ pricing is too high and not sustainable. A lower price option for ebook copies with limited access because of time or use restrictions. This pricing should be slightly higher than the consumer price. We are very committed to finding a solution that will allow public libraries to fulfill our mandate of providing universal access to content in all its forms, and one that works for publishers too.
- Canadian public libraries have approached multinational publishers individually to express concerns and to start dialogue, but up until recently, there was no response. So early in 2015, OPL and TPL joined forces to launch an Ontario wide campaign that got the support of both FOPL and OLA, and reached out to CLA about a national campaign. And from that, the Canadian Public libraries for Fair Ebook Pricing was born. So, the campaign objectives are to both raise awareness of the high ebook prices and restrictive pricing models imposed by the Big 5 Publishers, and also to start a broader conversation on this issue with the general public and library users that can help get the attention of the multinational publishers and also help us with government outreach.
- I am going to talk about the four main components of the campaign – the website, social media outreach, media relations and government outreach – as well as publisher response .
- Beginning with the website. We built the website to share key messages in a clear and visually compelling format. Let’s take a look. 22,500 sessions with 70% of the visitors from Canada; over 9% from the US. Interestingly, the next highest percentage of visitors is from Russia, with almost 9% of sessions originating from that country. A small percentage of remaining visits are from China, France, Germany, the UK, Australia and Brazil. People came to the website for a variety of sources – news release, library website that linked to the site, social media and news stories were among the top referrals.
- Social media has been a key part of this campaign, with many members actively contributing to the conversation on Facebook and Twitter. At TPL we created and shared a social media editorial calendar with all campaign members, which included sample tweets and Facebook posts and reminders to use #FairEbookPrices wherever possible. The visuals featuring book covers and price comparisons like this one here were popular, often retweeted or shared hundreds of times.
- Many of the libraries who shared our messages on social media are not yet part of the campaign, demonstrating that the word is really getting out there. And in fact to help get the message out there and ensure consistency with the key messages, we developed a Campaign Toolkit which included: An overview and contact information CLA’s Key Priorities for e-Content Suggested wording for a Board resolution to join the Canadian Coalition for Fair ebook pricing Campaign Key messages and Q&As Overview of the Issues by ML Publisher Sample Social media Tweets and Posts. We wanted to facilitate all libraries, big and small to participate and this toolkit helped on that front.
- This was an hour-long chat on the ebook pricing issue. There were many participants, comments and questions and good conversation about pricing issues. This is a strategy we many want to consider again in the next phase of the campaign. It demonstrates an openness and willingness to discuss the issue, and also allows us to identify others who are interested in the topic.
- Almost 20% of visitors arrived to the site by pressing a link on the Facebook or Twitter pages.
- On the day the twitter chat was held, a news release was issued that quoted Pilar Martinez at EPL and me. It included an overview of the campaign and the ebook pricing issue, as well as an invitation to join the Twitter chat. We’ll take a closer look at some of the news coverage highlights in the slides that follow.
- The CBC article drove significant traffic to the campaign website. It includes quotes from Michael Kozlowski, editor in chief at GoodeReader.com in support of public libraries. CBC also produced a video clip on the topic that aired on national television and was shared online. The online article generated more than 200 comments, with many viewpoints expressed, largely in support of public libraries. The Toronto Star article included an interview with me and a breakdown of the situation by publisher. The reporter sought comment from all publishers, but none was available. No response became the standard response for all future articles during this time period.
- This tvo.org piece is a more in-depth look at the situation with publishers. The reporter interviewed OLA’s Shelagh Paterson, Donna Bright at Ajax Library and me about the growing demand for ebooks, the situation with publishers and the impact on library customers and on budgets. The article also references the Pew Research Centre study that showed readers do a mix of borrowing and buying in response to publishers’ worry that ebook borrowers don’t buy. John Degen, the executive director of the Writers’ Union of Canada, is also quoted. He says libraries should buy fewer blockbusters and more independent titles and also that libraries should be better funded. It ends with a quote from me saying that this isn’t a funding issue, but a pricing issue.
- This American Libraries article includes a graphic of a tweet by Edmonton Public Library that compares consumer and library prices for David Baldacci’s newest book. The article, written by James LaRue, takes a look at publishers and their unreasonable pricing models, and LaRue urges his American colleagues to think about who they should be buying from – the Big Five or as he calls them the “new breed of publishers”.
- Ottawa got lots of good coverage for their media blitz….here’s an example from the Ottawa Citizen.
- I also want to note this blog from the an independent Canadian publisher, ECW Press,. They are openly supporting the campaign in this blog. Their opinion is that the library price should be the same as retail price on a single-user basis, with no expiry, but a reasonable circulation cap. They even developed a short survey to find out what they can do to encourage libraries to buy their ebooks – they ask what would libraries prefer, retail price on ebooks, single-use, circulation cap or 2x retail price on ebooks, single-use no circulation cap. They’ve shared the survey on social media with #FairEbookPrices. Quill and Quire also covered this blog and ECW Press’ support of the campaign in their online edition.
- After the twitter chat on June 15th, PRH reached out for a discussion of the pricing issues. And of course, the timing for this was good because PRH was looking at its 2 pricing models with Penguin and Random House, so they could be brought together under one model. There was a discussion about the pricing issues, the impact on libraries of all sizes, and the preferred model. The pricing model PRH has adopted also recognizes the impact of the low Canadian dollar on public libraries’ ability to buy ebooks, eliminating the higher price cap formerly set for Canadian purchases. While this is a significant step in the right direction, there are other components in libraries' preferred pricing model that still need to be addressed, specifically the ability to choose to purchase multiple copies of the same title in perpetuity at a premium price or on a shorter term basis at a lower price.
- Impact Canada, which is a public affairs firm engaged largely by CLA and also OPL and TPL, has been managing much of the government outreach. The next few slides are provided by Impact. As you can seen, over the past months, Impact has proactively engaged public officials on the topic of fair ebook pricing, including Ontario’s Minister of Tourism, Culture and Sport. The meeting of Federal-Provincial-Territorial Ministers responsible for culture had fair ebook pricing on its agenda. New cabinet ministers will be named on November 4, and Impact will follow up with letters and meeting requests.
- Councillor Tierney is currently serving as the chair of the Ottawa Public Library Board. He holds leadership positions within the organization and will help to make the clear argument that added expenses for libraries become added expenses for municipalities that provide the largest share of funding for most public libraries. Councillor Tierney has brought forward the ebook pricing issue to the Ontario caucus of the Federation of Canadian Municipalities and has been pushing the ebook pricing agenda on behalf of the campaign within that organization. FCM endorsed the motion at its March meeting. Motion requests that the Department of Canadian Heritage and the Department of Innovation, Science and Economic Development investigate restrictive ebook prices to public libraries. Prior to this last September, AMO circulated a draft resolution to its (hundreds) of municipal members across the province for a motion to be considered by municipal councils to support this issue. Toronto City Council and some others have already adopted this resolution. Hopefully these initiatives will lead to more support from local governments.
- We will share the open letter with libraries, publishers and key stakeholders. It will be the basis for editorial board meetings, news outreach and will be posted on the campaign website. The email to subscribers also will include a link to the open letter.
- CLA’s Key Library Priorities for E-Content Document Recommended wording for a Board resolution Key messages and FAQ Overview of issues with Canadian public library access to ebooks by publisher Sample social media tweets and posts Web banner to use when linking from public library website to the campaign web page The letter and toolkit are currently being reviewed, and CLA will advise on next steps and a distribution plan.