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Slidecast of British Council's Young Creative Entrepreneurs Seminar organized at LONDON BOOK FAIR 2012 on 16th April 2012.
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The Future of InternationalPublishing Start-Ups
16 April 2012 London Book Fair 2012
British Council's Young Creative Entrepreneur Publishing winners present market insights and innovative business models from China, India, Turkey and South Africa.
James BridleWriter, Publisher and Artist
Chairperson
James Bridle is a writer, publisher and artist based in London, UK. He has founded innovative publishing start-ups and helps publishers and arts organisations understand new media. At the moment he's particularly interested in networks, architecture and digital behaviour. He makes things with words, books and the internet, and writes about what he does at booktwo.org.
Arthur AttwellManaging Director and Co-FounderElectric Book Works
AboutArthur finds innovative ways to deliver publishing solutions in developing countries. Arthur studied at Cape Town University, where he majored in English Literature and Latin and completed an MA in Creative Writing. In 1998 he joined Oxford University Press in Cape Town and, in 2002, Oxford. Upon his return to South Africa he worked as a senior publisher at Maskew Miller Longman, a Pearson company. In 2005 he left big publishing to start a new venture, which in 2006 became Electric Book Works, a company specialising in applying innovative technology to traditional publishing. As managing director of EBW, Arthur has initiated and overseen a range of publishing projects and research, including services for large and small publishers, the publication of two acclaimed children's books and of EBW's flagship EBW Healthcare series (, and the development of Mousehand, EBW's self- and small-scale publishing service, which produces and distributes books/ebooks locally and internationally for a range of new and established authors. In addition to his role at EBW, Arthur's current work focuses on research and consulting on print-on-demand and ebooks, and on developing new ways to deliver content in developing countries. Arthur was one of the finalists of the YCE Publishing Award 2009.
Gökçesu TamerProduct ManagerDogan Kitap
Gökçesu Tamer had an interested and varied career before realising she wanted to work in publishing. She is currently part of the marketing team at Dogan Kitap. She was born and raised in Ankara and in 1996 moved to Istanbul to study International Relations at Bogazici University. In 2002 Gökçesu began her career at Focus popular science magazine as editor and translator. But, in May 2003 Gökçesu life turned around when she decided that, for her, 'it was all about books,' and after years of constant reading Gökçesu became a bookseller. As the Category Manager of Megavizyon Bookstores chain, she's taken part in 9 store openings and is responsible for the stores from A to Z. After following this path, Gökçesu realised she wanted to be a part of the publishing world. Now, Gökçesu is a member of Dogan Kitap marketing team and works on everything from book selection to launch and the associated marketing activities. Gökçesu is a winner of the YCE Publishing Award 2012.
Publishing in TransitionPublishing in Transition
New Business Models New Business Models From Turkish Book MarketFrom Turkish Book Market
Gökçesu TamerGökçesu Tamer16 April 201216 April 2012
Publishing in Turkey: a quick Publishing in Turkey: a quick glanceglance
• 8000+ active publishers• 6000 bookstores• 43,190 new titles published in 2011• 8 % VAT• Average price: 10 USD• Market size: 2.2 billion USD
Going beyond traditional distributionGoing beyond traditional distribution
• Online distribution company• Provides solutions for small bookstores• 1360 publishers & 1400 bookstores• Book data for e-trade
Immigration to digital worldImmigration to digital world
• E-book sales started in April 2010
• By now share of e-books is only 0,38%, but growing rapidly ( 400% last year)
• ~ 3500 titles converted to e-books
• New applications, new platforms are being developed.
A Platform for e-BooksA Platform for e-Books
• B2C and B2B sales• Works on «all devices with a screen»• Compatible with Publishers
Association’s DRM module
• Samsung e-Book application for Samsung Turkey
• e-Book sales in Migros kiosks (April 2012)
Publishing «with» the readersPublishing «with» the readers
DEX is an imprint for young adult books, targeting 16-25 aged young adults.•Interactive, trendy and cinematographic content•Fantasy, mystery, horror, love and more...•Effective use of social media: Talking with the readers rather than talking to them
E-cards with quotes from your favorite authors
Share your stories with Elif Shafak
Social media appsSocial media apps
Ganesh RamFounder & CEOeMahatva Technologie
Ganesh Ram is the founder of eMahatva Technologie, a start-up committed to developing technologies that will facilitate publishing in the future. Ganesh hails from a small town called Udumalpet, located near Coimbatore, known as Manchester of South India. After completing his school education there, he went to Chennai and did his Bachelors Degree in Commerce. With an ever-glowing interest in Computers and Information Technology, he learned number of application on his own, and in 2007 along with his friend Saravanan he started working on innovative mobile applications. Their project was selected under InfoDev – a World Bank programme – to be developed and supported by the Incubation centre of VIT University, one of the leading private technology university in India. This led to the creation of Ganesh’s technology start-up, eMahatva Technologie. The start-up is committed to developing technologies that will facilitate publishing in the future, especially mobile phones and tablets. Ganesh is keen to make publishing in Indian languages on these devices easier and more widespread. FUBLISH platform, which stands for 'Futuristic Publishing' developed by the organization, aims to improve the way knowledge is imparted in the future. Currently the platform enables Publishers and Authors to take their works to many digital media forms right from basic phones to tablets. Ganesh is a winner of the YCE Publishing Award 2012.
Hello !
The Future of International Publishing Start-ups
- Ganesh Ram KR, Founder & CEO, eMahatva, India
Setting the Stage
“Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.”
- Chinese Proverb
PDF, ePUB, Apps, digital questions ???
Fublish :: The Future of Publishing
The Problem / Opportunity
Where is the BIG Opportunity in India ? Kindle, iPad, Android Tablets...
If this is our perception, is that correct ?BUT we think otherwise...
What about 800+ million mobile phone users ?BUT there is problem.
Are local languages displayed on the phones ?NO in more than 90% its not supported.
Let us try to solve this problem and here is a REAL OPPORTUNITY
The Solution
We have developed a solution for that.
mvFont Rendering Engine
Works on even basic phones (sub $40 phones) that doesn't support Indian Language charactersets on them..
Can be used by any developer for their mobile applications..
This is our small contribution to bridge the digital divide
The Business Model
Still, there is another bottleneck. App Delivery.
WALLED GARDENS, PRICING, PAYMENT PROCESSING
TRYING A NEW BUSINESS-MODEL :
“Seed” mobile library is a collection of 1000 books (copyright free / open domain )
This is stored on a Memory Card / CD and delivered to Users
A simple activation process to handle mass-piracy.
The pilot marketing was successful. Gearing for next version.
Interesting Developments
Other Significant developments in India :
* Aakash Tablet
* Pratham Books
* Print-on-Demand
* Self-Publishing
* The FlipKart Story
Jason RenFounderLittle Thing Magazine
Jason Ren founded Little Thing Magazine to encourage people's awareness of 'the beautiful things in life.' Jason has been running Little Thing Magazine for nearly 4 years. It’s a bi-monthly fashion magazine with a focus on the creativity and lifestyle of the new generation Chinese females. Little Thing Magazine is circulated in over twenty two big cities in China, including Hong Kong, and has won the title of 'the most beloved fashion magazine for creative and artistic girls' in the country. As co-founder and publisher of the magazine, Jason manages everything from advertisement, circulation and branding to finance and HR. The magazine’s slogan is ‘we collect beautiful things’ and aim to encourage awareness of the beautiful little things in their life. To achieve this, the magazine conducts firsthand interview with designers and artists in different countries and create inspiring fashion images. In 2011, the success of the project has led to an exciting product line and shopping experience. With the idea of social entrepreneurship, Little Thing Magazine launched its online and retail shop to sell their products, namely independent designer items and fair trade products from all over the world. Before founding little thing magazine, Jason studied in CEIBS for MBA from 2004-2006 (exchanged in HEC, Paris in 2005) and worked in marketing for different multinational companies like GE and AC Nielson for more than 10 years. Jason is a winner of the YCE Publishing Award 2012.
Conference Sessions
Brief Review of Challenges in China Publishing Industry
Jason Ren (China)
Little thing magazineApr.2012
Current in China Publishing Industry
• Publishing organization reform and integration keep deepening - New opportunity to some open minded traditional state owned publishing groups - Some conservative and less market focused organizations will face bankruptcy
• Major publishing profit from teaching material related sector - teaching material makes up over 50% of share in China publishing industry, size and profit - in the future, teaching material reuse will totally change some publishing house biz model
• Severe stock issue, higher circulation cost, less profitability - In mainstream book selling Channel, Xin Hua bookstore, stock higher than total books sold - Large stock in books occupied Publishing house capital, cash flow and increased circulation cost
• Popularity on Digital terminal and internet reading - Digital, mobile & internet publishing is more considerable to new publishers- Prosperous online book selling changes traditional small bookstore business environment
Liu bin jie
Chief Director of The General Administration of press and publications
Key Challenges in China Publishing Industry
• New Books hard to re-publish - 55% of new books per year not able to be republished, waste of content
• Starting printing number - Lots of book stock caused by the “have to” print number, over printing to meet start print number
• Niche positioned high quality books hard to publish - Niche positioned books due to sizable problem hard to get break even, no publishing house would like to publish - High quality content not easy to reserve and broadcast
New Business Model in China publishing Industry? - On demand publishing?
- Digital publishing?
Challenges and New Business Model in China
Magazine Industry
Key Challenges in China Magazine Market
• Great competition from Online Media - more advertisers shift from magazine to web - quickly shrinking magazine AD budget - online competitors have larger volume - easier to track and better data on viewers
• Fierce competition in current sector, limited circulation channel, new media hard to survive - Chinese magazine market is not deeply fragmented, magazines are fighting closely - distribution channels limited to newsstands operated by local post , high enter barrier - difficult for new titles to gain sizable readers and circulation, hard to attract AD
•Quickly shrinking reader base and circulation - from end 2011, a lot of magazine titles facing quickly shrinking circulation - in some segments, the shrinking can be up to half - many more readers looking for information from website, special forums and blogs
• Lack courage to try new business model - most magazines still focus on AD selling and try to keep circulation size - lack of resources (human, finance, ideas) to try new biz model - worry to make mistake
Instyle left China market after 3 years
Fierce competition
big online players
Shrinking circulation
New attempts made in the market
• Online gateway - some magazines go online to leverage brand name as gateway to attract online advertisement, yet still a long way to go
• Sell online - some magazines leverage their name to build online B to C portal including us - product from sports shoes to low price clothes to luxury goods - still at beginning stage, wait and see
•App - nearly every big magazine titles launched their APP for free - some of them get good readership and start selling AD - new model to be discovered
Online portal
Little thing Magazine Business Model Introduction
The most Beloved fashion magazine for Creative & Artistic girls!
Business Model of little thing
Business model:
• Publishing - A great reading inspiration for fashion, creativity, handmade, lifestyle and art• Advertisement – An integrated marketing partner with strong creativity and wide resources• Product – A sales platform for independent designers, fair trade, recycled and handmade A creative brand itself for fashion clothing, accessories and stationery
Pop up card
Magazine selling itself can be a profitable business - By good control of selling rate and increased subscription Potential business opportunity in publishing•High quality magazine content - book publishing (with authors & creators in little thing mag) •Sell in cool coffee & book shops, multi-brand creative shops - limited edition of gift pack magazine(20Euro each) in select channels
Publishing
Magazine basics: 25RMB, bimonthly issue, 4 years publishing, high quality eco friendly paper, golden printing award, Circulation in key cities of mainland China, Hong Kong, Taiwan, Singapore & MalaysiaTeam basic: 16 people in house with contributing journalist in London, Paris,Tokyo and Australia
Advertisement
Shopping mall exhibition with artist
Little thing - An Integrated Marketing Partner
Harmony AD Environment
Independent female artist exhibition
Little thing x MIXC
Little thing x Adidas Originals
Creative Advertorial
Not Just page, but ideas Creative Event marketingOnline marketing &
Influencer Resources
插画家
designer
buyer Stylist & blogger
photographer
curator
artistFashion critics
illustrator
On-line marketing
Little thing influencers
Product Little thing online shop Little thing showroom
A online platform for independent designer and little thing itself as a creative brand
A bridge for independent designer and creative shops and buyers in China & Asia
Little Thing - the influence of community, a little thing village
More than magazine it’s a Community!
Little ThingMagazine
Little ThingOnline
Little Collaborated
Project
Little Thing Store
Ownership
Commercial value - surprise
Little Event
Care and interact
Little Thing communication
Eg. Newsletter, Little Treats, Road shows, IMart. ect
A little thing community for creativity, art and people with love!
Official Web, weibo, other social media
Concept Shop,
Online Shop
Little Voice for Music, Other Event for Fashion, Arts…
Co-work with other commercial brand
participant
Core image
Emotional link
Thanks!
Little thing magazine
We collect beautiful things!
The Future of InternationalPublishing Start-Ups
British Council's Young Creative Entrepreneur Publishing winners present market insights and innovative business models from China, India, Turkey and South Africa.
For more information, visithttp://creativeconomy.britishcouncil.org/
