&

Director of Publishing Services, Bowker

James oversees the client relationship of a host of Bowker business intelligence services, including the PubTrack Consumer Research Service reaching annually over 80,000 ‘e’ and ‘p’ book consumers.

In addition to being involved in the consumer research panel, he oversees sales data collection and analytics tools for the higher education and trade book markets for Bowker.

Before his current position James served for Nielsen BookScan UK and US managing client relationships with Point of Sale data.

2

Introduction to consumer data

Background on the best practices

Introduction to how book consumer data is used sales, editorial and marketing professionals◦ What are you using now to support your

decisions?

◦ What would help you?

◦ Does having a consumer perspective give you an advantage?

6

7

Survey

Sample: 6,000 Unique Book Consumers per outgo

Type: Online

Frequency: Monthly

Length: 75 questions

Rewards: ZoomPoints

2011 Annual Consumer Sample Size

80,000 Unique US book consumers

Selected according to Age, Gender, Income, Household size, and

location balanced to US Census

Representing an annual view of 205,000 book purchases and

140,000 shopping occasions

Case Study: Acquisitions - Using Consumer Data to Understand the Cookbook Market Decline

Cookbooks 2009 = 3026 new

cook books published…

BookScan sales numbers show a flat to declining market over past 6 quarters

Question: Does the world need another cookbook?

0%

10%

20%

30%

40%

50%

Q1 '07 Q2 '07 Q3 '07 Q4 '07 Q1 '08 Q2 '08 Q3 '08 Q4 '08

Quarterly Sales of Cook Books By Generation

Gen X Boomers Matures

Demographics: Who buys and reads different kinds of books?

How old are they? What gender? How much do

they earn? Where do they learn about books?

Categories &

Formats:

What do they buy? Which genres or subject

areas? What formats? Which price points?

Market

Channels:

Where do they buy? How often do they shop

there? How much do they spend?

Motivation: Why do they buy? As an impulse? As a gift?

Where do they learn about books? Why do they

choose the titles they ultimately purchase?

All Books All Fiction Graphic

Novels

Mystery Romance Biography Cooking

41% 38%

67%

30%

11%

46%36%

59% 62%

33%

70%

89%

54%64%

Gender/Males Gender/Females

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

27%23%

60%

13% 15%

26%22%

13% 18%

0%

29%18% 16% 13%

65+ Years

55-64 Years

45-54 Years

30-44 Years

18-29 Years

13-17 Years

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

17% 17% 20% 17% 21%13% 13%

16% 15%19%

13%

13%

17% 19%

>=$150.0K

$100.0-149.9K

$75.0-$99.9K

$50.0-$74.9K

$35.0-$49.9K

$25.0-$34.9K

<$25.0K

0%

5%

10%

15%

20%

25%

30%

15%

18%

25%

7% 7%9%

26%

21%

8%

5%

Year 2009 Year 2010

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Amazon.com B&N Wal-Mart

12% 9%21%

13% 15%

4%

>=$150.0K

$100.0-149.9K

$75.0-$99.9K

$50.0-$74.9K

$35.0-$49.9K

$25.0-$34.9K

<$25.0K

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%13% 18%

2%

19% 19%12%

6%E-Book

Audio

Hardcover

Trade Paperback

Mass Market Paperback

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

Qtr 1

2009

Qtr 2

2009

Qtr 3

2009

Qtr 4

2009

Qtr 1

2010

Qtr 2

2010

Qtr 3

2010

Qtr 4

2010

Qtr 1

2011

All Books

Graphic Novels

Mystery

Romance

Biography

Cooking

Ranking of Units Q1 2011 All BooksGraphic Novels Mystery Romance Biography Cooking

Like Author 2 3 1 1 2 4

Like This Series 3 1 2 2 14 10

Like Character 8 2 3 7 4 15

Liked Topic/Subject 1 4 4 3 1 1

Price 6 9 5 4 9 3

Recommend Fr Someone I Know 4 8 6 10 3 8

Intrigued By Book Title 7 11 7 8 5 6

Cover/Jacket Descp./Testimonials 10 14 8 5 13 12

Looked Thru Book, And Liked It 5 5 9 6 7 2

Special Offer/Price 11 10 10 9 11 5

Other Reason 9 13 11 11 10 7

Good Book Review 12 12 12 13 6 9

Ranking of Units Q1 2011 All BooksGraphic Novels Mystery Romance Biography Cooking

Other Awareness 1 1 1 1 2 2

In-Store Display/On Shelf/Spinning Rack 2 3 2 2 3 1

Friend/Relative Recommend 3 2 3 3 1 3

Best Seller List 7 14 4 8 7 17

Book Club 9 16 5 7 9 6

Online - Book Review 5 5 6 6 5 5Online - Retailer Recommend (e.g., Amazon.com, B&N.com) 6 4 7 5 11 4

Online - Author's Website 10 9 8 4 12 22

Book Review (Not Online) 12 19 9 9 6 18

Email From Retailer 18 23 10 13 22 16

In-Store Sales Clerk 8 11 11 11 17 8

Received as a Gift 14 20 12 14 14 13

31% 35%21% 18%

34%24%

22%

33%

21%15%

28%

18%

25%

19%

38%42%

17%

22%

22%13%

20% 25% 21%36%

Impulse Purchase

Plan A Book At Specific Time,

But Not Specific Bk

Plan This Specific Book, But Not

Specific Time

Plan This Specific Book At That

Specific Time

31

Diagnostics:

POSITIVE: Top 2 Box

16%

4%

12%

57%

19%

5%

24%

Bottom 2 Box (Net)

Definitely Would Not Buy

Probably Would Not Buy

Might or Might Not Buy

Probably Would Buy

Definitely Would Buy

Top 2 Box (Net)

9%

13%

22%

Value

Uniqueness

Liking

Purchase Interest

20%

44%

44%

64%

34%

46%

Trend Setting

Stylish

Provocative

Intriguing

Cool

Contemporary

Attributes:

POSITIVE: Top 2 Box

NEGATIVE PI OPEN ENDS:Is it about a foggy bench in the park?Looks sappyToo darkDoesn’t relate to the title

OPEN

81%

The likes are all around the opening in the

scene with light. The darkness surrounding

the opening is generally getting less positive

reactions.

33

Listen. Interact. Collaborate. ActToday’s Imperatives

> Listen to consumers as they talk candidly to one another

> Interact with them in familiar and engaging environments

> Collaborate with them on new solutions to meet their needs

> Act on improving existing solutions and processes for better experience

Customizable

themes and logos

Articles that users

can comment on

(including the

ability to respond

to other user’s

comments)

Picture and video

uploads with user

ratings/ comments

Polls

Rule-based points

system for

incentive

management

Threaded User

Forums

And more!!!

@bookbuyrinsight

www.bookconsumer.com

PubTrackInfo@bowker.com