Presentation on theme: "June 22, 2007 Making Book Discovery Ubiquitous Online BISG/NISO Conference Washington, D.C."— Presentation transcript:
June 22, 2007 Making Book Discovery Ubiquitous Online BISG/NISO Conference Washington, D.C.
Version 6/11/2007 1 Three themes Digital standards for discovery and distribution are required to enable books to compete with other media for consumer time and spending. It is a publishers strategic and tactical responsibility to create standardized repositories that insure lawful distribution of authors work. The first application of these standards may be to expand discovery of--and marketing for--printed content instead of direct digital commerce.
Version 6/11/2007 2 First, some historical context...
Version 6/11/2007 3 American Consumer (Percent that read a book) 59.8% 62.1% 59.7% 54.9% 52.8% 47.2% 40.9% 42.8% 47.7% 46.6% 51.6% 48.9% 45.3% 35.7% 0% 10% 20% 30% 40% 50% 60% 70% 18-2425-3435-4445-5455-6465-7475 + Age Reading 1982 1992 2002 Reading books is in steep decline among the young 2002 Study by the National Endowment for the Arts
Version 6/11/2007 4 But... 65M Americans ARE frequent readers Read 1-5 53M 23M 31M 10M Read 6-11 Read 12-49 Read 50+ 0 50 100 150 200 Reading Habits of 210M US Adults Number of Books Read per year 1 - 5 6-11 12-49 50+ 93M 2002 Study by the National Endowment for the Arts We are most interested in the 65M who read more than 6 books a year
Version 6/11/2007 5 –Amazon has been a bigger online brand than most search engines –Promotion efforts drive consumers first to retail to purchase 1997 + New retailers increase book discovery Publisher content Consumers Print & broadcast media + Publishers have historically remained distant from consumers!
Version 6/11/2007 6 –Search becomes more and more brandedGoogle grows –Consumers start book discovery at search, not necessarily at retail –SEO gains in importance –Amazon visits grow more dependent on search / email marketing, not direct traffic 2003 + Search changes the process of discovery Publisher content Amazon Consumer Print & broadcast media +
Version 6/11/2007 7 The growth of search has been dramatic... Major Online Partners Ranking Users Page Views #1130M36B #3115M18B #4113M13B #6 62M40B #8 46M 2B Source: Comscore/Business Week, January 2007
Version 6/11/2007 8 Googles reach is 22 points higher than Amazons Googles daily reach has quadrupled from 8% to 25% over this period. Amazons reachwhich once grew to 5%shrunk again to below 2%. Google Amazon Source: Alexa.com
Version 6/11/2007 9 2005 + A time of rapid change in media Search wars led to race to digitize books Community sites get hot Buzz about user generated content (blogs, podcasts) Newspapers are losing readers Authoritative content falls out of fashion? Web 2.0 is everywhere Internet investment is back Meanwhile, book consumption is flat!
Version 6/11/2007 10 How do search engines work with print sisters? Newspapers and magazines are treated as premium branded sites –Search engines ask permission to crawl archives –Consumer experience is owned by the newspaper or magazine publisher, not the search engine –Search engines goal is about discovery, not retaining traffic / hosting Newspapers and magazines have years of experience –Digitizing their content –Building a web product complementary to print –Growing an online audience
Version 6/11/2007 11 2005 - A tipping point for book digitization 2001 HarperCollins begins archiving books digitally 2002 Amazon launches Look Inside This Book 2004 Google launches Google Print & Library (books treated differently than newspapers and magazines!) 2005 MSN announces plans to digitize books Yahoo announces plans to digitize books Open Content Alliance to digitize books Authors and Publishers file suit against Google Library Amazon Announces Upgrade and Pages Programs RH Announces Pay Per Page Business Model Q: Do all these multiple digital copies make sense? A: No. But... what do we do?
Version 6/11/2007 12 Where we landed... 1. Digital Infrastructure 3. Build Traffic 2. New Marketing Programs 4. New Publishing Products HarperCollins digital efforts are grouped in four areas:
Version 6/11/2007 13 We focused first on creating a digital warehouse
Version 6/11/2007 14 What is a digital warehouse? Our digital warehouse will serve pages to all current and future online partners such as Google, MSN, Amazon. Defines and uses standardized web services for distribution of content and metadata. Goals Widest possible inclusion into search engines A single digital version is ensured Higher quality Better version control Do not replicate our 6 billion page archive in multiple locations Permit caching based on usage
Version 6/11/2007 15 It replicates what we already provide for print! Physical Warehouse Functions 1.Receive books 2.Store books 3.Distribute books to retailers and wholesalers 4.Distribute promotional materials to media and retail 5.Collections 6.Control territorial rights by partner and title 7.Security of books Infrastructure Big shed with racks Sophisticated logistics Digital Warehouse Functions 1.Receive digital books 2.Store digital books 3.Distribute digital books to retailers and wholesalers 4.Distribute sample pages to partners and book indexes to search engines 5.Collections 6.Control digital rights by partner and title 7.Security of digital books Infrastructure Computer Servers Telecommunications bandwidth Sophisticated Software
Version 6/11/2007 16 OTHER 3 rd PARTY SCAN HCP DIGITAL WAREHOUSE It insures our high standards for content quality
Version 6/11/2007 17 Digital warehouse status today 12,000 titles currently scanned and ingested All new titles automatically digitized Total global title count available online is now over 6,000 Nearly 700 titles in viral distribution through the widget
Version 6/11/2007 18 We next used our digital warehouse to market printed books
Version 6/11/2007 19 Browse Inside enables book sampling on our site Quality of books content is publisher controlled Amount of content shown is set by publisher Titles are automatically available on sale date or earlier
Version 6/11/2007 20 The BI widget is the viral version for bloggers, publicists and authors Widgets are available on all HarperCollins books in our digital warehouse
Version 6/11/2007 21 Authors took to the widget right away JOSH KILMER PURCELL ON MYSPACE Wanna free, personalized,signed bookplate for your copyof "I Am Not Myself TheseDays?How? Easy.Just put an "I Am Not MyselfThese Days" widget on yourMySpace page or website. It letsother people browse inside thebook to see what you've beenraving about for months. JOSH KILMER PURCELL ON MYSPACE Wanna free, personalized,signed bookplate for your copyof "I Am Not Myself TheseDays?How? Easy.Just put an "I Am Not MyselfThese Days" widget on yourMySpace page or website. It letsother people browse inside thebook to see what you've beenraving about for months. JOHN GROGANS AUTHOR SITE
Version 6/11/2007 22 Widget on MySpace
Version 6/11/2007 23 Widget placed on destination sites enables fast, scalable cross promotion with major sites! Fox.com gets over 1M unique visitors / month Fox placement drove nearly 4K page views by over 700 people
Version 6/11/2007 24 Oprah.com showed best the value of viral placement Oprah.com gets 3.4M unique visitors / month. Oprah placement drove nearly 10K page views by 1000 people
Version 6/11/2007 25 Data shows how weve increased our reach
Version 6/11/2007 26 Book sampling now available for all retailers Data shows sampling generates a 6-10% increase in book sales All online book retailers can now enhance the consumer book shopping experience easily Booksense.com bookstores now online
Version 6/11/2007 27 Sampling now available in all newsletters
Version 6/11/2007 28 Browse Inside is compatible with libraries too...
Version 6/11/2007 29 A final word on digital standards... Weve invested 18 months in developing our DW and its standards. Publishers should compete on content, not technology. Industry organizations have roles to play in speeding the ratification or validation of standards. Standards and policy need to be customer-centric and open while respectful of copyright ownership.
30 June 4, 2007 Carolyn Pittis SVP, Global Marketing Strategy & Operations 212-207-7754 firstname.lastname@example.org www.harpercollins.com