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Marcelino Elosua Madrid, March 13rd 2014

Publication of management content: Trends and new tendencies

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Agenda

1. Written communication

2. Digital arrives

3. Message, audience and platform

4. New author – publisher relationships

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1. Written communication (I)

Tablets Hand-made books

Black and white

Printed book Modern book with QR code Electronic book Digital library

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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

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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

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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

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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

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Agenda

1. Written communication

2. Digital arrives

3. Message, audience and platform

4. New author - publisher relationships

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Digital is audiovisual…

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Digital is audiovisual and interactive …

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…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

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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

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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

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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

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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!

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Index

1. Written communication

2. Digital arrives

3. Message, audience and platform

4. New author - publisher relationships

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Each audience and content has its platform

Message

Platform

Author Audience

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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

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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

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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

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Printed Book (I)

QR codes Blurbs

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Printed Book (II)

Booksites

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Libro en papel (III)

Social media Speakers

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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

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Speakers

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Webinars

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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

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Academic journals

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Professional journals (I)

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Professional journals (II)

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Digital marketing

Social networks Videos

Email marketing Booksites Invitations

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Public Relations (I)

Reviews, interviews Content placement

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Public Relations (II)

Ad bartering Sales campaigns Subscription presents

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Strategic Public Relations (I)

Invitations to events Associations’ support

LID editorial te invita a:

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Strategic Public Relations (II)

Knowledge partner for events

Sponsor of events

A fin de proteger su privacidad, PowerPoint bloqueó la descarga automática de esta imagen.

A fin de proteger su privacidad, PowerPoint bloqueó la descarga automática de esta imagen.

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Strategic Public Relations (III)

Networking partner Café de LIDeres

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Index

1. Written communication

2. Digital arrives

3. Message, audience and platform

4. New author – publisher relationships

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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

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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

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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

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I thank you for your feedback and questions

Marcelino Elosua Founder and CEO

marcelino.elosua@lidpublishing.com

LID Publishing London / New York / Shanghai +1 646 588 8438