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The future is now: publishing in a digital economy

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Padmini Ray Murray

on 15 January 2013

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Transcript of The future is now: publishing in a digital economy

The future is now:
publishing in a digital economy Dr Padmini Ray Murray
JU Editpub
3.1.13 Implications of digital The rise of the e-book
The rise of self-publishing
Disintermediation of the value chain
Legal and contractual shifts
Print on Demand (POD)
New business models
Piracy Monetising backlists Faber Finds
http://bit.ly/1akIVk Bloomsbury Readers http://www.bloomsbury.com/uk/company/bloomsbury-reader/ New business models: starting up “ You need three things to create a successful startup: to start with good people, to make something customers actually want, and to spend as little money as possible. Most startups that fail do it because they fail at one of these. A startup that does all three will probably succeed.”

-- Paul Graham http://www.paulgraham.com/start.html

Boos: 'Now is the time for start-ups' http://bit.ly/ny1qVo Publishers used to be to B(usiness) to B(usiness)

sales rep

bricks and mortar bookshop

consumer

Documented by Nielsen weekly data feeds

BUT

Publishers are now B(usiness) to C(onsumer)
DATA is key
http://bit.ly/zPmktl Seismic shift Case study, Guardian Books Aim: "to monetise our archive"

Action: the creation of Guardian Shorts
http://www.guardian.co.uk/info/series/guardian-shorts "We get fed ideas from our journalists, from our editors, and we then, more and more think about the commercial potential of each one of those books. I think it was initially seen as a brand extension tool, whereas much more, now, it's a commercial resource for the paper. It's a way of us monetising our talent and our content in a different way."
-- Sara Montgomery - Head of Books Case study, Guardian Books : data "And from all the research that we've done, which is something else that is quite unique about it, is about how much insight we can get into our readership from all of the customer/audience team that we've got inhouse. We can see where people are reading, when people are reading and most people are reading our content on the commute to and from work. So there's a huge spike there. So we kind of wanted to tap into that and get those commuter reads."
-- Sara Montgomery - Head of Books Case study, Canongate.TV wanted something that kind of tied into the publishers identity
like an online magazine that people would enjoy visiting to get into the worlds of the authors
content driven with really exclusive content you can't get on Amazon
subscription driven, with a daily newsletter
creates another channel of sales "we bought into having really flexible selling so we can do quite-, we can do lots of limited editions, special bundles where you group together stuff thoughtfully so that you can do a really unique bundle of Victorian titles or things like that. Or we could get a whole load of signed copies or signed t-shirts to go out with Simon’s Cat and it sort of opens up a lot more marketing to us, with like merchandise out there. Noel Fielding we did an amazing boxset edition that you wouldn't be able to really-, it would have been logistically really hard for us to do that through Amazon."
-- Cate Cannon, head of marketing and digital content at Canongate Books Case study, Faber Factory a comprehensive digital service aimed at independent publishers to help them participate in the ebook market
conversion of titles, along with a partner in India
on a tariff base, assessed according to the complexity of the title or the individual page that's required for conversion
title made available in the e-pub and MOBI, and web-PDF, formats accompanied by metadata and we're distributing those assets out to retailers around the world.
In partnership with the Constellation platform which is the Perseus Publishing Group digital platform, global distribution for those titles, through the retailers, aggregators, likely suppliers and publishers elect those, they choose which ones they want to go through.
-- Simon Blacklock, Director of Faber Factory • Users of generators of content / subscribers / book club members
• Recommendation platforms
• Amazon?
• Media partners, review press
• Partnerships and collaborations
• Self-publishing
• Independent sales teams
• Data crunchers and wranglers
• Aggregators
• Conversion agencies
• Crowdfunders
• Literary events
• Funding bodies
• Outsourcing
• Social reading sites Fields for metadata, Nielsen BIC basic requirements
ISBN
Title
Product form
Main BIC subject category
Imprint name
Publication date
Cover image
At least one supplier name
Availability status
GBP retail price including VAT
Statement of rights relating to UK Discoverability Enhanced metadata fields Short description
Long description
Review
Author biography
Table of contents*
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