Presentation on theme: "Jean Srnecz SVP Merchandising Baker & Taylor Making Market Research Pay BEA June 2, 2005."— Presentation transcript:
Jean Srnecz SVP Merchandising Baker & Taylor Making Market Research Pay BEA June 2, 2005
Making Market Research Pay 60 Seconds 10 Minutes
Today How Buyers Use Data Record on file - any backorders? Comparable titles? Sales/track record on comparable title Sales/track record of Author How did we do with last seasons buy Too many? Too few? Automatic shipment program Was title profiled?
Replacement/new edition Print run Ad budget Marketing plan Publisher / imprint Skill of rep: effectively present title potential Knowledge base of buyer Author consistency – format Competitive landscape / overall trends Today Continued
Meta Data: Your Titles Resume Quality and consistency of data is critical Appropriate access points Commas matter Greeley, Andrew Andrew, Greeley Know unique data requirements of all customers/buyers, and how they are used
Who Writes Your Titles Resume Entry level or low level employee usually responsible for content of data files supplied to customer Fact Art/ interpretation
Publisher Research Competitive landscape Market potential : Print run Forecast : Sales Curve Seasonally : Backlist Reprint timing Area Tools
Publisher Research Advance Channels : Rate of growth / shift Returns Supply chain: initial/re-supply timing Internal processes : Do publisher and customer process align Benchmarking Area Tools
Research Tools Trends - BISG Book Scan - Neilsen Books In Print - Bowker i-Page - Ingram Company data bases / data warehouse Title Source - B&T Pub Alley - B&T
All Titles Search – Select Publishers, All Biographies, Pubd since 1/1/04 with a review in New York Times Book Review
Sales by market/submarket
Use Research To Make Backlist Even More Profitable Data gap analysis Consistency of BISAC codes Replacement edition/ISBN handling Grade and age level of childrens books Childrens reprints: keep in stock – library rebinders Large print: not just for librarians Plan for backlist when title is acquired – marketing money Consistent definition for backlist across the industry Develop data mining tools and culture of respect for backlist
Contact Information Sam Dempsey Eleanor Fanicase Diane Wilton (ONIX) - for drop-in titles – for B&T Excel template – submit Excel templates – price changes – for all updates – for cover image enquiries Your buyer Thank you!