Get your book out Berlin, July 2013

#gybo

#gybo

Agenda

• Welcome

• Dr. Petra Eggers on the role of the agent and author today

• Dr. Jörg Dörnemann on digital publishing insights and trends

• Get together

The publishing industry is up in arms

#gybo Sources: Forbes, The New York Times, Hamburger Abendblatt

Source: @popongap, http://twitpic.com/48d7ey

“e“ turns publishing as we know it upside down • Book vs. eBook • Audience Intelligence • Digital Distribution

#gybo

Picture: HP Indigo 5500 Source: http://h50146.www5.hp.com/info/newsroom/library/images/fy2007/fy07-140.jpg

#gybo

Digital printing allows for publishing on demand

Sources: PEW Research Center, Statista, AAP

Picture: Amazon

• 34% of US citizens own a tablet, 26% own an eReader

• eBooks accounted for 23% of publisher revenue in 2012

#gybo

eBooks grow much faster than expected

In 2013 (YTD), eBooks accounted for 35% of publication sales revenues at epubli

epubli revenue distribution book vs. eBook sales

2010 2011 2012 2013 (YTD)

7% 30% <1% 35%

#gybo Source: epubli

n = 2.928 authors

At epubli, eBooks already outran print books by the numbers. Still, print book sales increase steadily

Number of epubli publications sold 2011-2013 (YTD + Forecast), Print vs. eBooks

2011

FCST

FCST

2012 2013 (YTD)

+45%

+373%

#gybo Source: epubli

Source: @popongap, http://twitpic.com/48d7ey 9

Audience Intelligence

#gybo

What readers want • Quality • eBook + print • Always, everywhere • No DRM

Picture: http://www.ibtimes.com/articles/127219/20110326/ipad2-launch.htm

What readers pay for • Great content • Convenience • Patronage • Reasonable Prices

#gybo

First, we have to understand what readers really want and pay for

All books All eBooks Self-pub ebooks

1. Read author/series 23%

2. Browse in shop 18%

3. Word of mouth 11%

4. Request 10%

5. Browse online 9%

2. Browse online 26%

1. Read author/series 30%

3. Word of mouth 11%

4. Bestseller list 8%

5. Read book before 6%

1. Browse online 40%

2. Read author/series 27%

3. Rec/review online 9%

4. Bestseller list 7%

5. Word of mouth 4%

Follow author: SM/fan-sites 7%

Source: Bowker

Readers discover eBooks mostly by browsing online and by looking for a certain author

#gybo

Price

Price

Blurb

Blurb

Subject Subject

Extract Extract

Author

Author

0

10

20

30

40

50

<1€ 1-1.99€ 2-2.99€ >2.99€

%

Source: Bowker

Why readers buy self-published eBooks

#gybo

<2.99 € 2.99-4.99 € >4.99 €

„Cheap“ „Impulse Purchase“ „Approved Quality“

• 61% of eBook sales • „Best bang for the buck“ • Genres: fiction, nonfiction

• 31% of eBook sales • (Author)brands as „quality

label“ increase willingness to pay

• Genres: science, nonfiction

• 8% of eBook sales • Low sales price reduces

perceived value • Low royalties • Can be used as short-term

marketing trigger to boost attention

eBooks priced between 2.99 € and 4.99 € generate highest sales figures as well as high royalties per eBook sold

#gybo Source: epubli

eBooks priced between 2.99 € and 4.99 € generate highest sales figures as well as high royalties per eBook sold

Source: @popongap, http://twitpic.com/48d7ey

Digital Distribution

#gybo

0

50

100

150

200

250

Q1 10 Q3 10 Q1 11 Q3 11 Q1 12 Q3 12 Q1 13

Worldwide smartphone and tablet sales (by OS, in million units)

The market for eReading devices grows by leaps and bounds

#gybo Sources: Gartner, Business Insider

61% 22%

2%

1%

Other 14%

eReaders sold by producer (04/2012)

While the international market for eReaders seems to be dominated by one supplier …

#gybo Source: Pew Research Center

40 %

18 %

5%

Other 31 %

2%

4%

Tablets sold by producer (01/13)

Smartphones sold by operation system (01/13)

74%

3%

18%

3%

Other 3 %

… the tablet and smartphone market, however, is ruled by several players

#gybo Source: Gartner

8/2012 4/2013

Reading preference eReader vs. Tablet

49%

37%

44% 42%

In 2013, tablets outran dedicated eReaders as the preferred reading device for the first time

#gybo Source: Book Industry Study Group

0%

20%

40%

60%

80%

100%

May 2012 Nov. 12 May 2013

Ø 52%

Ø 34%

Ø 11% 24% (May 2013)

epubli eBook market shares of bestselling stores (May 2012-May 2013)

Tolino (e.g. Weltbild, Hugendubel) was the second bestselling sales channel right from the start

#gybo

Source: epubli

n = 3.166 published eBooks

Note: Revenue share of other shops (Kobo, B&N, etc.) below 10% by May 2013

“Based on what’s happening in the industry, I think I can do better in the long term on my own.”

Barry Eisler after rejecting a $500,000 advance

#gybo

Authors build up brands and get in touch with their readers

Source: A Newbie‘s Guide to Publishing

We enable eAuthors* to really reach their readers: Creatively independent. Fast. With the highest margins ever.

* Authors with a capital “A” plus “e” as in “electronic” and “entrepreneurial”

#gybo

Editing, Design, etc.

Production & Distribution

Marketing & Sales

Core services production & distribution are complemented by “Page Tailors” marketplace und free advice on marketing and sales

#gybo

The Author Cockpit unveils daily sales statistics …

#gybo Source: epubli

… and enables authors to market the right channel

#gybo Source: epubli

reference book by IT coach five-figure author royalties

„Chick Lit“ by TV-Editor 2012 Bestseller

Novel on Russian women by literary author generated many sales through readings and

highly successful social media activities

Innovative reader by leading conference five-figure downloads and high attention

in on- and offline media

Longreads published by newspaper revenue stream for digital content

Drama by artist large review published in

FAZ supplement

Open-Access series by leading research institute

five-figure savings of printing costs

Success stories are possible – with both, books and eBooks

#gybo

Thank You!

#gybo