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10 th Jubilee Congress of Slovenian Publishers The evolution of bookselling Sheila Lambie Senior Lecturer, Oxford International Centre for Publishing Studies.

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Presentation on theme: "10 th Jubilee Congress of Slovenian Publishers The evolution of bookselling Sheila Lambie Senior Lecturer, Oxford International Centre for Publishing Studies."— Presentation transcript:

1 10 th Jubilee Congress of Slovenian Publishers The evolution of bookselling Sheila Lambie Senior Lecturer, Oxford International Centre for Publishing Studies

2 Outline of talk  Understanding the environment  The marketing mix: old and new  Tools of the trade  The key role of publicity  Discoverability – why is it important?  Metadata in the publishing industry Oxford International Centre for Publishing Studies

3 Understanding the competitive environment  “Any company that drives forward while looking out the rear view mirror will sooner or later run into a ….”  Scan the environment  Google, Amazon, Apple, new rivals, new technologies, new markets  Gather information: constantly and from a wide range of sources  Make sense of the information  Analyse its implications  Use tools to help you act and differentiate yourself  PEST/PESTEL, SWOT analyses  Ansoff Matrix, Boston Matrix

4 How out of date is the traditional ‘marketing mix’? The famous 4 Ps = a promise  Product = Content in Context  Price = Customer value  Place = Convenience  Promotion = Communication, Conversation

5 The Product or Content in Context  Encyclopedia Britannica, from print-only to - CD-Roms - Internet licensing -Apps for the iPad -Chunks of content for partners

6 Enhanced Ebooks – where publishing meets marketing, and readers get more value

7 Price or Customer value FormatPrice Hardback£12.99 rrp £8.31 Amazon Paperback£7.99 rrp £3.92 Amazon Ebook£7.99 rrp £7.21 min from chains (Kobo, etc) £1.99 Amazon Kindle (not to mention the audiobook; Amazon owns Audible!)

8 Place or Convenience Customer choice is everything now, but good service plays a part Amazon has world domination in view; can it be controlled? But what happens when all the booksellers have gone? And what happens when the publishers’ profits are nil?

9 Promotion or Communication, conversation, and community

10 ‘Prosumers’ (producers who are also consumers) can access and read content in so many different ways now  Social media  Blogs  Instant messaging   Mobile  Discussion forums  Video and music sites  Ebooks that encourage you to talk to friends and even the author (eg Kobo)

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14 We need to use these tools better: FaBs, USPs, and AIDA  FAB = Feature and Benefit F: concrete, specific, measurable, “editorial” B: fuzzy, emotional, practical, “marketing” Ask: ‘So what?’ Answer: ‘…which means…’  USP = unique selling proposition  AIDA = Attract Attention → Gain Interest → Create Desire → Call to Action

15 So how can publishers and booksellers put themselves at the centre of these ‘conversations’?  Provide the tools and the places for interaction and communication  Add value to the experience of reading/sharing/discussing the content  Use the tried and tested tools we have  Focus on the quality that we as specialists can offer – but will the quantity follow?!  Don’t allow Google and the other techie companies to take over access, search, and discovery, as these are the new ways of selling

16 The key role of publicity Publishers: do more of it! Booksellers: just do it!  To increase sales  To raise profile  To create word of mouth, recommendations  Pivotal role – internally and externally  Internally: with other departments  Externally: author, agent, customers, influencers  Matching media with book and author, matching events with author Not just digital: twitter isn’t the answer to everything!

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18 Why is ‘discoverability’ so important?  The information on Google and other search engines is only ‘good enough’  If you don’t provide the right information for the right range of contexts, no one will find your content  People are starting to ‘try before they buy’, ie usage before purchase  Many people are looking at the topic before they look at the title  Google is hackable and corruptable (and messes up!); they, Apple, and Amazon have their own agendas

19 Metadata is critical to discoverability  The title of this book is “This is a Call ”  If you searched for “ Dave Grohl ” you wouldn’t find it.  If you searched for “ Kurt ” you wouldn’t find it. (“We’ve fixed that now”, say Harper Collins)

20 Metadata in the publishing industry  Not just author, title, a clear abstract, and key words  You need metadata elements such as - related editions - movie tie-ins - other titles in a series - prizes, rankings, awards  Publishers need to gather, structure, maintain it  Booksellers need to present it in an attractive and simple way Then people can discover, assess, and…buy!

21 Any questions? Hvala Thank you


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