BISG WEBCAST - Distribution in a Digital World (06.01.11)
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Transcript of BISG WEBCAST - Distribution in a Digital World (06.01.11)
BISG WEBCASTwww.bisg.orgBISG WEBCASTwww.bisg.org © 2011, the Book Industry Study Group, Inc.
This BISG WEBCAST took placeWednesday, June 1, 2011 at 1:00 p.m. Eastern
To register for future BISG Webcasts, please visit:http://www.bisg.org/event-cat-6-webcasts.php
BISG WEBCASTwww.bisg.orgBISG WEBCASTwww.bisg.org 2© 2011, the Book Industry Study Group, Inc.
BISG WEBCASTwww.bisg.orgBISG WEBCASTwww.bisg.org
Creating a more informed, empowered and efficient book industry supply chain for both physical and digital products.
BISG is committed to the development of effective industry-wide standards, best practices, research and events that
enhance relationships between trading partners.www.bisg.org
3© 2011, the Book Industry Study Group, Inc.
BISG WEBCASTwww.bisg.orgBISG WEBCASTwww.bisg.org
ANGELA BOLEDeputy Executive DirectorBook Industry Study [email protected]
JAMES LICHTENBERGPresidentLightspeed [email protected]
4© 2011, the Book Industry Study Group, Inc.
RICK JOYCEChief Marketing OfficerPerseus Books [email protected]
MARCELLA SMITHMarcella Smith [email protected]
BISG WEBCASTwww.bisg.orgBISG WEBCASTwww.bisg.org © 2010, the Book Industry Study Group, Inc. 5
BISG WEBCASTwww.bisg.orgBISG WEBCASTwww.bisg.org 6© 2011, the Book Industry Study Group, Inc.
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Assessing the impact of digital products and digital technology
7© 2011, the Book Industry Study Group, Inc.
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Authors ReadersPrinters
DistributorsRetailers
8© 2011, the Book Industry Study Group, Inc.
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Authors ReadersUp forgrabs!
9© 2011, the Book Industry Study Group, Inc.
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Understand where things stand Willing to experiment Accept change for what it is … neither more nor less
1010© 2011, the Book Industry Study Group, Inc.
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Publishers outsourcing most of the processes after editorial
Publishers going direct to retailers and readers In any case, JIT printing and smaller inventories
spell the reduction, if not the end, of warehousing
1111© 2011, the Book Industry Study Group, Inc.
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Opportunity for publishers to tailor distribution to their customer verticals and business needs
Opportunity for distributors to become aggregators of digital product as well as physical
12© 2011, the Book Industry Study Group, Inc.
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Changes and Challenges
14© 2011, the Book Industry Study Group, Inc.
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Key Publisher Tasks: Digitizing all “easy” frontlist Digitizing productive “easy”
backlist
Marketplace Changes Rise of eRetailing of pBooks Rise of internet marketing and
publicity Decline of traditional,
professional book review media
Implications for Distribution
Add Conversion partner Ask more of current distributor Path to Kindle, kindle, kindle
15© 2011, the Book Industry Study Group, Inc.
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Key Publisher Tasks Digital Strategy Partner Selection
Marketplace Changes Decline of physical book retailers Amazon kindle drives the true start
of the eBook era Amazon’s run at the iTunes strategy
(unsuccessful) Proliferation of successful eReaders
(kindle, nook, ipad, android to come) Rise of the cross platform reader app SPR & POD Agency model
Implications for Distribution
Sourcing broad eDistributioncapabilities/partner
Paths to nook, iBookstore, android eMerchandising Consider integrated distribution
partner Digital Dating beyond distribution for
online discovery Opening up of international markets
for niche content
16© 2011, the Book Industry Study Group, Inc.
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New Business Models Library eReader and eBook lending
at scale Ad-supported devices Subscription models Functionality-rich reader apps Social Reading Freemotions Mashups & user configured
Market Structure r/evolution Author as publisher Agent as publisher Retailer as publisher Brand as publisher Blogger/eyeball aggregator as
retailer Affiliate commerce Author-access monetization Redefinition of self-publishing
17© 2011, the Book Industry Study Group, Inc.
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Publishing Process Reinvention All jobs are digital Content for all platforms from the start Tagging and Metadata Social Media Monitoring/engagement Redesigned workflow Process transparency/marketplace
influence in-process Explosion of versions Author Platform Development
Territorial/Rights revolution End of reverted/out of print More world rights exploitation Global laydowns? Emergence of Global Networks and
Alliances
18© 2011, the Book Industry Study Group, Inc.
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Define your core capability set, partner foreverything else
Partners should be option-creating, not option-limiting Waning Partner values: terms, pecking order,
“what else is in the bag” Emerging Partner Values: Continuous Learning,
Best Practices, Transparency, Control, Data, Clout, Reach, Efficiency
19© 2011, the Book Industry Study Group, Inc.
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Data integrity
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New formats and market expansion◦ Trade paperbacks (the 70s)◦ Bookstores move into malls (the 80s) Discounting Hardcover sales explode
Audio Books Cassettes, CDs, MP3
22© 2011, the Book Industry Study Group, Inc.
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Desktop Publishing Print on Demand Bookselling on the internet E book◦ Affordable◦ Convenient◦ Invisible
23© 2011, the Book Industry Study Group, Inc.
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Content in any format Digital content rights? Data, data, data
24© 2011, the Book Industry Study Group, Inc.
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Data Product metadata◦ http://www.bisg.org/what-we-do-cat-21-product-
metadata.php Product on sale date◦ http://www.bisg.org/what-we-do-12-143-on-sale-date-
compliance-recommended-best-practices.php
25© 2011, the Book Industry Study Group, Inc.
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Data◦ Distribution network is helpless w/out it Libraries Wholesalers Retailers Online Brick & Mortar
26© 2011, the Book Industry Study Group, Inc.
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Data◦ Timing Availability of the data Delivery of the data◦ Impact on sales
27© 2011, the Book Industry Study Group, Inc.
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Data◦ Discrete identifiers Essential for channel sales tracking http://www.bisg.org/what-we-do-18-79-the-identification-of-
digital-book-content.php
28© 2011, the Book Industry Study Group, Inc.
BISG WEBCASTwww.bisg.orgBISG WEBCASTwww.bisg.org 29© 2011, the Book Industry Study Group, Inc.
We’ll now take questionsThank you!
ANGELA BOLEDeputy Executive DirectorBook Industry Study [email protected]
JAMES LICHTENBERGPresidentLightspeed [email protected]
RICK JOYCEChief Marketing OfficerPerseus Books [email protected]
MARCELLA SMITHMarcella Smith [email protected]