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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
The book transformation
Online Distribution/Retail
Digital
Brick and Mortar Retail Online Retail
Form
at/C
onte
nt
The first Kindle goes on sale in November 2007
The Kindle DX Graphite debuts in July 2010
The iPad1 first ships in April 2010
eBooks Growth: 2008 – 2013
Borders
The impact
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
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%
What we’re seeing today
Expanded Children’s Books Offering at Retail
The Continuing Momentum of YA
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
Book Based Media Tie-Ins
“
”
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
The Persistence of Physical Books
Ebooks and
learning Apps
YouTube YA stars
Reinvention of libraries
Social reading +
writing platforms
Evolution of children’s books at Sourcebooks
Sourcebooks Children’s Bestsellers Entering 2011
Children’s Book Sales 2011 - 2015
3.5x growth
Young Adult Book Sales 2011 - 2015
7.5x growth
Sourcebooks Sales by Piece of Business 2015
Growth Continuing in 2016 (up 23%)
Jab-Fire Starred Reviews
2014 2013 2015 2012 2011 2016
Personalized Content
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
Self-published books developed for personalization
Author + content driven
Marianne Richmond
Greg Lang
Could you create additional revenue for bestselling authors and brands
through personalized books?
The #1 Personalized Books Site in
America
Our Bestselling License Partners
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.
Creating extraordinary customer + book experiences…
Your child as narrator Your child’s name woven into Illustration
Play “I Spy” with your child’s face
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.”
Coming to Put Me in the Story from Harper Collins
Creating additional revenue for bestselling authors and brands
NEW revenue for bestselling books + licensed content partners
“
”
…nothing says 'transformation' more than revenue sources you didn’t used to have. —Mike Shatzkin, ideolog, Nov. 5, 2015
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
At the beginning…
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
Barnes and Noble: Immediate in-store experience : Espresso Machine
Barnes and Noble: experimenting with in-store
211 stores across the
country
Barnes and Noble: Online
The #1 Personalized Books Site in
America
Creating an extraordinary
customer experience
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
“
”
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
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
“
”
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
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