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Publication of management content:
Trends and new author-publisher relationships
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Tablets Hand-made books
Printed book Modern book with QR code Electronic book
LOCAL USE
Digital library
SUBSCRIPTION SERVICEºº
Search
TRADING
Written communication
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People reached 50 50,000
Consumption Local National
Marginal unit cost Very high Moderate
Distribution One year One month
50,000,000
Global
Zero
One day
Hand-made Pbooks
Reproduction Manual Printed
Ebooks
Digital
DRIVERS
Key drivers
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FACTORS TRADITIONAL BOOKSTORES VIRTUAL BOOKSTORES
Product Paper books Paper and digital books
Titles available 30,000 3,000,000
Maximum depth of assortment per title 3 3,000
Location Fixed Global
Logistic complexity Warehouse to store Store to reader
Customer loyalty based in Proximity and personal service Proprietary readers, logistic voucher
Exposure of each title Highly variable More fixed
Future Complicated due to lower sales Complicated due to concentration and
change of business model
Scarce factor Space Visibility
Impact on bookstores
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FACTORS BEFORE DIGITAL NOW
Competitive advantage Distribution capacity Digital marketing
Size Large Niche/s
Specialization Low High
Capital needs High Low
Key to publishing Low production costs Knowledge of the editor
Geographic coverage Country/countries Global
Translation rights Important Much lower
Original authors Very convenient Essential
Competitive editor type General Specialized
Impact on publishers
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Digital is audiovisual…
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Digital is audiovisual and interactive …
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…and will be read in the specialized digital libraries
Audiovisual
‒ Weights more, better to read in the cloud
‒ Is read on the go (mobiles, several readers)
‒ Updated very often
Move to digital libraries Interactive
‒ Within similar interest groups
‒ Special services for those readers (i.e. sign-off in compliance procedures)
Move to specialized digital libraries
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Readers will prefer subscription to purchasing
• It's less expensive for the reader; no need to pay full price:
‒ Universities and companies can monitor use and expense
‒ Lower trading cost (no need to know and consider each title)
‒ More choice and freedom for the reader
• The value in legal and business libraries is in:
‒ The search system within a complete database
‒ Constant updating
• Specialized digital libraries offer:
‒ Related content other than books (reports, newsletters, statistics)
‒ Flexibility depending on user type (download or cloud-reading)
‒ Easy interaction with similar users
‒ Offers of related products for each subject and reader level
‒ Specific value-added features
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Subscription model is also better for the publisher
• Reduces piracy, especially if no downloading is involved
• It helps discoverability
‒ Discovery paths, similar readers’ choices and others
‒ Publicists to focuse on making the book more useful, closer to readers needs
• Allows the publisher to better know the readers:
‒ What they like, what they don't understand…
‒ If available, products with further value added can be offered
• Provides more stable and higher net income:
‒ Depending on readership and not sales, the front / back-list relationship fluctuates less
‒ Reduces the dependence from proprietary readers and oligopolists
‒ Reducing publishers’ sales costs and obtaining additional income entails greater benefits for the publisher, while still less expensive to readers
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2005 2015 2025 0
20
40
60
80
100
Market share
Years
Source: Informe Omniprom, Marcelino Elosua, 2013
Paper book
Digital library
Other means will appear
Digital library leader at 40%
Downloaded digital books disappear before printed
Paper book remains at 10%
Others
Electronic book
Market share by reading platform
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Turmoil in the publishing industry
Nothing compared to what is coming! “Everything changes except the exponential rate of change”
Marcelino Elosua
Up to now:
‒ Print books in digital formats
‒ Virtual bookstores
Essentially we still produce and sell books
In the next five years:
1. Audiovisual content, not just words, a big change in editing
2. All-you-can-eat libraries, more than just buying or current hybrid models of paying when you read 10% of a book
3. The “book” is an invitation to navigate through many resources in a given order
We have seen a change in the distribution side of publishing, now we’ll enjoy a change in publishing itself. Get ready!
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Online courses and digital libraries
COURSES
DESIRED TRAINING
PREVIOUS TRAINING
LID
LEARN (*) On-line courses
DISCOVER
Discovery paths
TEACH
Face-to-face courses GROW
Learning paths
General
Specific
Weak Low level
Strong Top level
- +
-
+
DIGITAL LIBRARIES
CORPORATE UNIVERSITIES
ATTITUDE (*) Most frequent format
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Impact on authors:
Layout
Cover, support, others
Printing
Distribution
Proof correction
NEED FOR A PUBLISHER
Provisional conclusion
Goals and focus
Variety of formats
Audiovisual elements
Public Relations
Final conclusion
Complicated
Complicated
Complicated
Essential
Possible
BEFORE
Necessary
Independent
Hardly any
Unnecessary
Easy (local)
Integral publisher unavalaible
Very easy
Highly desirable
Very easy
Unnecessary
Very easy
NOW
Dispensable
Highly desirable
Necessary
Essential
Highly desirable
New publishers welcome
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Professional goals
Brand attributes
Communication strategy
Book concepts
Competitors’ benchmark
Strategic alliances (content, PR)
Co-authors
Business Strategy
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Writing support (style)
Cover
Proof-reading and layout
Foreword, blurbs
Printing
Commercial distribution
Media Public Relations
Translation rights
Digital book, metadata
Social networks, blog
Publishing itself
√ (adviser)
√
√
√
√
√
√ (publicist)
√ (agent)
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√
√
√
√
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Speakers bureau
International distribution
Strategic Public Relations
Professional sales to companies
Support in other countries / activities
Building on the success
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The role of the new publisher Tasks Classic publisher New publisher
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New author - publisher relationships
• The forward thinking publishers should offer a consolidated approach to communications, incorporating books, digital, journals, online learning and speaker slots, with a targeted PR strategy individually tailored to author requirements and therefore achieving production synergies
• Achieve services with greater added value for both
• International projection, export of local talent and support in each country
• Author and publisher choose each other, not on a book-by-book basis, but for a global and long-term relationship
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Marcelino Elosua Founder and CEO
T. +346 1747 1848
© by Marcelino Elosua De Juan, Madrid, Spain Original September 2012, reviewed October 2015