Mobile Strategies for Digital Publishing, ACP presentation, June, 2015
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Mobile Strategies for Digital Publishing Thad McIlroy June 10, 2015
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Transcript of Mobile Strategies for Digital Publishing, ACP presentation, June, 2015
Mobile Strategies for Digital Publishing
Thad McIlroy
June 10, 2015
A Bit About Me
Started in publishing in the ’70s Ran Virgo Press and Beatty & Church
My Church & Richmond Office
TheFutureofPublishing.com
A Proud Publication
My Recent Books
My Recent Books
What I’ve Learned About Mobile
1. Mobile may appear obvious: beware 2. It is confusing & is changing daily 3. The “value proposition” is sketchy 4. The social media crossover is complex 5. What applies there may not apply here 6. Content is core, but perhaps not king
Let’s Take it One Step at a Time
Accept Complexity
Mobile’s multifarious impact is unprecedented;
it touches everything
Device Diversity From desktops to tablets, smartphones, ereaders,
gaming consoles, watches and sensors
Devices Matter for Content
Among all ebook readers, the % who read ebooks frequently on each device. Source: Pew
Ereaders for the Heavy Users
(87m) Kobo Glo
Tablets in the #2 Spot
(300m+)
Phones Win Because of Volume
2.1 billion
Attention Deficit
The trend: People connect to mobile
while simultaneously engaging with other media
The Age of Distraction
Source: Marketing Land
5 Seconds Users spend 5 seconds evaluating an image or piece of text before deciding whether to engage or to move on
Content
Books Need to Compete
Source: Amazon
The Entertainment Spectrum
Source: Adapted from Wattpad
The Mobile Content Divide
The Content Conundrum
What’s the best format? • Best format for that device? • Best format for that content? • Best format for that audience? • Or what is the best content for that
device?
The Grandeur of Ereading
Read 'em and Weep
Ebook Formatting Hell
Source: Ebook Architects
Textbooks
Textbooks Are Very Different
• Authoring, design, production, and... • Sales and marketing and adoptions • Students don’t even like ebooks • A vast amount of experimentation by
the “buyers” and other players
Social Media
Social Media & Mobile
First there was social media Then there was mobile
And then they were one
Facebook Mobile-ONLY Users
App-access accounts for 40% of total users
Social Media Per Platform
Source: comScore
The Print Tradition Remains Strong
Fernando Botero
The Economics of Print
Since desktop publishing The cost of creative -75% The cost of prepress -85% Since on-press automation The cost of print -30%
Some Recommendations
Digital-First
• Publishers still think print-first • Digital is too often an afterthought Turn this on its head • What’s our ebook strategy? And
then our print strategy • What’s our online strategy? And
then the Globe & Mail review
The Iterative Approach
No longer a straight line • Test different covers • Test different online resellers • Test different price points • Test Google AdWords • Test Facebook advertising • Test print/ebook bundles
The Wattpad Use Case
Source: Wattpad
What Matters Most
1. It’s complex; don’t be frightened off 2. Everything matters 3. Print publishing still at the core
BUT 4. Publishing must become digital-first
Infomercial
• Free digital version for all seminar attendees
• Book = $34.99 paper • Telephone consult
with print book included = $195
Some Resources
• Social Media Marketing…In Brief (Digital Book World)
• Big Ideas from Big (or Small) Data, Pete McCarthy
• Bookishness: The Future of Print & Digital Books, Thad McIlroy
• The Secrets of Word-of-Mouth Marketing, George Silverman
The Slides that Wouldn’t Fit
Apps are Broken A small handful of apps
dominate usage; the ecosystem doesn’t
support small developers
Mobile Time Spend
Social Media for Books
Adapted from The Secrets of Word-of-Mouth Marketing (George Silverman)
Sensors Increase Engagement
Source: Samsung
Whither the Enhanced Ebook?
Taschen Looking Good
Source: Taschen
Enhanced Kids Books?
Source: The Fantastic Flying Books of Mr. Morris Lessmore
