james mccall
TRANSCRIPT
Digital Publishing in the 21Digital Publishing in the 21stst Century CenturyChallenges and opportunitiesChallenges and opportunities
James McCallJames McCall
Principal Consultant in International PublishingPrincipal Consultant in International PublishingScottish Centre for the BookScottish Centre for the Book
School of Arts and Creative IndustriesSchool of Arts and Creative IndustriesEdinburgh Napier UniversityEdinburgh Napier University
Who has the opportunities?Who has the opportunities?
Publishers – easy access to marketPublishers – easy access to market
Authors – easier to researchAuthors – easier to research
Writers – easier to ‘make public’Writers – easier to ‘make public’
Who may feel threatened?Who may feel threatened?
Booksellers?Booksellers?
Lecturers?Lecturers?
Readers?Readers?
Recent trends in e-publishingRecent trends in e-publishing Hachette – reported 5$ million sales in Dec ‘09Hachette – reported 5$ million sales in Dec ‘09
International Digital Publishers Forum – 250% growth in 2009 – International Digital Publishers Forum – 250% growth in 2009 – 56$ million sales in last quarter56$ million sales in last quarter
Waterstones sold 350,000 ebooks in 2009Waterstones sold 350,000 ebooks in 2009
Predictions from trade figures – CEO of Harper Collins suggests Predictions from trade figures – CEO of Harper Collins suggests 50% of books would be ‘e’ by 202050% of books would be ‘e’ by 2020
Optimism or pessimism?Optimism or pessimism?
Routes to marketRoutes to market
WaterstonesWaterstones
AmazonAmazon
AppleApple
Publishers’ websitesPublishers’ websites
Marketing methods –compare Marketing methods –compare and contrastand contrast
The Scattergun Approach The Scattergun Approach
‘‘Anytime, anyplace, anywhere’ Anytime, anyplace, anywhere’
Using free chapters to drive ‘e’ and printed salesUsing free chapters to drive ‘e’ and printed sales
A model for schools publishing?A model for schools publishing?
‘‘Pick and mix’ – the example of Lonely PlanetPick and mix’ – the example of Lonely Planet
QuoteQuote
“Internet social networking has handed authors their most powerful tool since the invention of paper.”
Steve Weber, Plug Your Book (2007)
Using social networksUsing social networks
Demographics and usageDemographics and usage
FacebookFacebook
TwitterTwitter
‘‘Second Life’Second Life’
Who’s on-line?Who’s on-line?
Facebook• 35-54 year olds biggest users• 25-34 year olds doubling every 6 months
Twitter • largest age group is 35-49 year olds
Second Life
• Average age: 33
That’s a lot of minutesThat’s a lot of minutes
In the UK, social sites account for one in every six minutes of online time
Facebook is the most popular social network in the world
In the UK - 47% of Britons online use the site
But don’t forget….But don’t forget….
The importance of paperThe importance of paper
Traditional ways to marketTraditional ways to market
VersioningVersioning
James McCallJames McCall
ContactContact Tel: +44 (Tel: +44 (0)131 455 60240)131 455 6024 Email:Email: [email protected]@napier.ac.uk
www.napier.ac.uk/RANDKT/RKTCENTRES/www.napier.ac.uk/RANDKT/RKTCENTRES/SCOBSCOB
Thank you for listeningThank you for listening