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Página nº 1
Marcelino Elosua Madrid, March 13rd 2014
Publication of management content: Trends and new tendencies
Página nº 2
Agenda
1. Written communication
2. Digital arrives
3. Message, audience and platform
4. New author – publisher relationships
Página nº 3
1. Written communication (I)
Tablets Hand-made books
Black and white
Printed book Modern book with QR code Electronic book Digital library
Página nº 4
1. Written communication (II)
Tablets Hand-made books
Printed book Modern book with QR code Electronic book
LOCAL USE
Digital library
SUBSCRIPTION SERVICE
Search
TRADING
Página nº 5
Key drivers
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
Página nº 6
Impact on bookstores
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
Página nº 7
Impact on publishers
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
Página nº 8
Agenda
1. Written communication
2. Digital arrives
3. Message, audience and platform
4. New author - publisher relationships
Página nº 9
Digital is audiovisual…
Página nº 10
Digital is audiovisual and interactive …
Página nº 11
…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
Página nº 12
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
Página nº 13
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
Página nº 14
Market share by reading platform
2005 2015 2025 0
20
40
60
80
100
Market share
Years
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
Source: Informe Omniprom, Marcelino Elosua, 2013
Página nº 15
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!
Página nº 16
Index
1. Written communication
2. Digital arrives
3. Message, audience and platform
4. New author - publisher relationships
Página nº 17
Each audience and content has its platform
Message
Platform
Author Audience
Página nº 18
The four business book segments
Size of target public
ACADEMIC (*) Professors Academic databases
PROFESSIONAL
Executives Virtual bookstores
TEXT Students Specailized stores
TRADE General public
Chains
Specialized
Introductory
- +
-
+
(*) SEGMENT NAME Main audience Main channel
Segmentation by depth/audience
Level of content
Specific public General public
Página nº 19
The four kinds of books (I)
FACTORS
Target audience
TEXTBOOKS ACADEMIC PROFESSIONAL TRADE
University students Professors Business executives General public
Purpose of the book To teach To share research To rationalize action To motivate action
Use of audiovisuals Important Only for support Important Becoming much more important
Complementary support Electronic book Seminars, digital libraries Learning paths, in-company Keynote speech
Bookstores Specialized Digital databases Virtual and airports Chains
Author type Professor / editorial team Researcher Consulting partner / professor with consultancy
Speaker / mass media author
FACTORS
Covers Identifying Descriptive Motivational Eye-catching
Página nº 20
The four kinds of books (II)
TEXTBOOKS ACADEMIC PROFESSIONAL TRADE
Content and style It must cover the syllabus, use language suited to the level, attractive photos, irroba and complementary audio-visual material essential, glossary
recommended, teacher book including tips advisable
Original approach, own research for texts, usually checked with other research, well supported and reasoned, including all the viewpoints and background,
citations in brackets, footnotes and comprehensive bibliography
Practical approach, an important or current subject, a problem to solve, case studies, easy reading, a certain degree of depth (neither too much nor too little), background doesn't
need to be too original but form should, it is advisable to
include an action plan and practical tips, irroba
recommended
Broad subject, background need not be original , but
must have a new format for expressing it, must be simple, in plain language and easy to
follow, simple real-life examples, personal action
plan
Binding Color hardback (4/0) without flaps
Paperback without flaps Paperback with 10 cm flaps Paperbacks without flaps
Size 29.1 x 21 cm 17 x 24 cm 15 x 22 cm 15 x 23 cm
Paper type White, matte-coated 90gr ivory offset 90g Ivory offset 90g Ivory offset 80g
FACTORS
Interior layout Varied on a base of two and a half columns
One column One column One column
Interior printing Two-tone (2/2) or full colour in lower levels (4/4)
Single colour (B/W) Single colour (B/W) Single colour (B/W) may be two-tone
Price According to subject and print run
High, due to low circulation Medium, suitable for executives Low, competitive
Number of words Target 60,000; from 40 to 85,000
Target 75,000; from 40 to 120,000
Target 45,000; from 30 to 60,000
Target 30,000; from 20 to 45,000
Página nº 21
Printed Book (I)
QR codes Blurbs
Página nº 22
Printed Book (II)
Booksites
Página nº 23
Libro en papel (III)
Social media Speakers
Página nº 24
ebook
.iBook
• Image
• Liquid text
adaptable to any screen size
• The user can choose types and sizes
• Layers: follow the creative
layout of the printed book
• Audiovisual and interactive contents, all languages
• Social media sharing capabilities
• Forums, polls…
3
Página nº 25
Speakers
Página nº 26
Webinars
Página nº 27
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
Página nº 28
Academic journals
Página nº 29
Professional journals (I)
Página nº 30
Professional journals (II)
Página nº 31
Digital marketing
Social networks Videos
Email marketing Booksites Invitations
Página nº 32
Public Relations (I)
Reviews, interviews Content placement
Página nº 33
Public Relations (II)
Ad bartering Sales campaigns Subscription presents
Página nº 34
Strategic Public Relations (I)
Invitations to events Associations’ support
LID editorial te invita a:
Página nº 35
Strategic Public Relations (II)
Knowledge partner for events
Sponsor of events
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Página nº 36
Strategic Public Relations (III)
Networking partner Café de LIDeres
Página nº 37
Index
1. Written communication
2. Digital arrives
3. Message, audience and platform
4. New author – publisher relationships
Página nº 38
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
Página nº 39
Professional goals Brand attributes Communication strategy Book concepts Competitors’ benchmark Strategic alliances (content, PR) Co-authors
Business Strategy
√ √ √ √ √ √ √
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)
√ √
√ √ √ √ √ √ √ √ √ √
Speakers bureau International distribution Strategic Public Relations Professional sales to companies Support in other countries / activities
Building on the success
√ √ √ √ √
The role of the new publisher
Tasks Classic publisher New publisher
Página nº 40
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
Página nº 41
I thank you for your feedback and questions
Marcelino Elosua Founder and CEO
LID Publishing London / New York / Shanghai +1 646 588 8438