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Through the Looking Glass: The Past, Present and Future of Children's Publishing - Digital Book...
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Transcript of Through the Looking Glass: The Past, Present and Future of Children's Publishing - Digital Book...
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Through the Looking Glass:The Past, Present and Future of
Children’s Publishing Launch Kids, Digital Book World March 2016
Dominique Raccah, Publisher and CEO
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The book transformation
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Online Distribution/Retail
Digital
Brick and Mortar Retail Online Retail
Form
at/C
onte
nt
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The first Kindle goes on sale in November 2007
The Kindle DX Graphite debuts in July 2010
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The iPad1 first ships in April 2010
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eBooks Growth: 2008 – 2013
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Borders
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The impact
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The Demise of Borders + eBooks—Total Books
-‐24%
+10%
Source: Nielsen Bookscan (omitting week 53)
-‐
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
YTD YTD YTD YTD YTD YTD YTD YTD
2008 2009 2010 2011 2012 2013 2014 2015
Series1
2012
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The Demise of Borders + eBooks — Children’s + YA
-‐24%
+10%
Source: Nielsen Bookscan (omitting week 53)
-‐
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
YTD YTD YTD YTD YTD YTD YTD YTD
2008 2009 2010 2011 2012 2013 2014 2015
Series1
Series2
-‐9%
2012
+25%
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What we’re seeing today
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Expanded Children’s Books Offering at Retail
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The Continuing Momentum of YA
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90% of teens read physical
books
40% of teens EXCLUSIVELY read physical
books
Source: Nielsen Books & Consumers Children’s Deep Dive, June 2015
1 of the surprises
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Book Based Media Tie-Ins
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“
”
Today children are playing Minecraft, watching YouTube and playing with apps—but they’re also still reading books, watching TV and playing with toys. Kids are
more digital, but that doesn’t mean they’re abandoning traditional sources of entertainment.
The Guardian, YouTube, apps and Minecraft: digital kids and the future of children’s media
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The Persistence of Physical Books
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Ebooks and
learning Apps
YouTube YA stars
Reinvention of libraries
Social reading +
writing platforms
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Evolution of children’s books at Sourcebooks
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Sourcebooks Children’s Bestsellers Entering 2011
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Children’s Book Sales 2011 - 2015
3.5x growth
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Young Adult Book Sales 2011 - 2015
7.5x growth
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Sourcebooks Sales by Piece of Business 2015
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Growth Continuing in 2016 (up 23%)
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Jab-Fire Starred Reviews
2014 2013 2015 2012 2011 2016
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Personalized Content
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The Opportunity: Books Are Great Gifts
$15.72 billion!2014 U.S. trade book sales (AAP Snapshot)
$2.36 billion!The opportunity in the books-as-gifts market
43%!For children 12 and
under (Nielsen)
15%!Trade books bought as gifts in the U.S. (Nielsen)
And personalized books can create extraordinary gift experiences
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Self-published books developed for personalization
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Author + content driven
Marianne Richmond
Greg Lang
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Could you create additional revenue for bestselling authors and brands
through personalized books?
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The #1 Personalized Books Site in
America
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Our Bestselling License Partners
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Bestselling Author Brands Come from book publishing and are author/creator driven
Lemony Snicket Bestselling author of the Series of
Unfortunate Events, we are creating personalized hilarity with his All The
Wrong Questions series.
Nationally known gift product and novelty book author brings
her new picture books to Sourcebooks & PMITS.
Internationally renowned photographer Anne Geddes has joined Sourcebooks
with both personalized and non-personalized product.
Marianne Richmond
Cornerstone Sourcebooks and Put Me In The Story author with more than 2
million books sold.
Nancy Tillman New York Times bestselling author and
illustrator.
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Creating extraordinary customer + book experiences…
Your child as narrator Your child’s name woven into Illustration
Play “I Spy” with your child’s face
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An Adoption Story “Safe and sound, you’re here with
me now, and that’s all I’ll ever need.”
11 Year Old with Asperger’s “I got this book for my 11 year old
daughter with Aspergers. She absolutely loves it and reads it over and over. It’s
helped bring some positive interactions into every day, days often filled with frustration. I’m going to order her a second one. This
is the best gift I’ve ever gotten her.”
100’s of Different Use Cases How customers use Put Me In The Story
Deployed Daddy “My boys love this book, especially my
3 year old. Daddy is deployed, so whenever he misses him he can look through the book and find Daddy’s
smiling face on every page.”
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Coming to Put Me in the Story from Harper Collins
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Creating additional revenue for bestselling authors and brands
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NEW revenue for bestselling books + licensed content partners
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“
”
…nothing says 'transformation' more than revenue sources you didn’t used to have. —Mike Shatzkin, ideolog, Nov. 5, 2015
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2015: Put Me in the Story adds significant additional revenue
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
0 10 20 30 40 50 60 70 80 90
PMITS % of Sales
PMITS % of Sales
AVERAGE 36%
On average Put Me in the Story adds
36% NEW units
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At the beginning…
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Creating an Additional Revenue Stream for Books: Experimenting with Non-Book Product
Plush 1. Sleepytime Elmo 2. My Favorite Teddy Bear 3. Cozy Polar Bear Plush 4. Sesame Street Elmo Plush
Personalized Gifts 1. Santa is coming placemat 2. I Love You placemat 3. Lil Owl Nightlight 4. Little Sweetheart Pillowcase 5. Whooo Loves You Placemat
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Barnes and Noble: Immediate in-store experience : Espresso Machine
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Barnes and Noble: experimenting with in-store
211 stores across the
country
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Barnes and Noble: Online
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The #1 Personalized Books Site in
America
Creating an extraordinary
customer experience
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There are no secrets to
success. It is the result of preparation, hard work,
and learning from failure.
Colin Powell
The future of children’s books —
physical books and read aloud will not change
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“
”
Every author is a potential brand, every brand is a potential license; every book has multiple format and
market opportunities. What is great about children’s publishing and media is that there is both lateral opportunity—formats, series, tv, movies, games,
licenses, toys, etc.—and potential for ubiquity and longevity that happens in the adult market only rarely.
—Lorraine Shanley, 2016
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Creating New Revenue Streams for Authors + Brands Around Personalized Books As Gifts
Personalized Book
Personalized versions of print or digital books.
Personalized Gifts based on books
Personalized non-book gifts include puzzles, placemats, wall
art and more.
Non-Personalized Gift Non-personalized, non-book gifts
include things like plush, to be bundled with book product.
Non-Personalized Book
The trade version of a book, in print or digital. The same product that could be purchased in stores.
non-
pers
onali
zed
pers
onali
zed
physical + digital book non-book gifts
CONFIDENTIAL
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“
”
Ingram sees personalized publishing as a strong growth area both for trade publishing
and also for our print and fast distribution capabilities.
In creating Put Me In The Story, Dominique Raccah and her Sourcebooks colleagues foresaw this trend, locked up premium
content with licenses, and have started an unbelievable franchise that is only scratching
the surface of its potential.
—John Ingram, March 2016