Anglophone, Anyone?

The unusual tactics publishers in lesser-spoken languages are using to sell some rights, already.

The Millennium Trilogy may be on English-language bestseller lists all over the world, but that doesn’t mean translated literature has “arrived” quite yet. The famous 3 percent of translated books on the US market, according to (who else?) Three Percent at the University of Rochester, holds relatively firm. That 3 percent includes books from countries with robust publishing infrastructures and thousands of titles released every year. But for lesser-spoken language (LSL) publishers, the challenge of gaining visibility—let alone selling rights—is nearly impossible. Governments eager to attract interest have long offered translation subsidies, but even these often aren’t incentive enough for English-language publishers to take the extra effort and risk.

Magveto's translated anthology commissioned for Frankfurt 2011

Uncharted Places Read More »

Publishing Trendsetter Launches Today


Just in time for BEA 2011, Publishing Trends proudly announces Publishing Trendsetter, a blog-based website designed to foster career development, innovation, and intergenerational professional dialogue. Publishing Trendsetter is designed both to bring Publishing Trends’ expert analysis to a new generation of book professionals, and as an interactive medium for hearing ideas and insight from those in the industry 10 years or fewer.

Contributors are at various points in their careers, veteran to intern, and work in consulting, design, acquisitions, ebooks, publicity, reviews, and more. In addition to traditional posts sharing individual research and analysis, content will also be include Q&As, podcasts, surveys, and roundtables. By collecting indispensable knowledge from all corners of the industry in one interactive space, Publishing Trendsetter hopes to marry immediate know-how with a unique understanding of where the brilliant publishing minds of tomorrow are today.

www.publishingtrendsetter.com or trendsetter@publishingtrends.com

People Roundup, May 2011

People

Steve Wasserman has joined Yale University Press as Executive Editor-at-Large, General Interest books. He remains with Kneerim & Williams as a literary agent. He was previously Literary Editor of the LA Times and Editorial Director of Times Books.

Literary agent David Hale Smith has joined Inkwell Management, bringing his own list with him. He remains located in Dallas.

Random House VP Online Sales Director for Books, Ebooks and Digital Audio, Al Greco, writes, “I have decided to leave Random House in order to accept the position of SVP of Sales for Carson-Dellosa.” Read More »

People Roundup, April 2011

People

Philip Patrick has joined Amazon.com, in Seattle, as Senior Leader, Rights & Licensing. He was most recently VP, Digital & Marketing Strategy, Publisher Ebooks at Crown Publishing Group.

Margot Schupf has left her position as VP, Publisher, Sterling Innovation. She was previously SVP, Editorial Director, Digital Publishing for the Morrow/Avon/Eos group. Meanwhile, Derry Wilkins, who was Publicity Manager at Sterling Children’s, has joined Sourcebooks in the same role.

David Hathaway, who was most recently a buyer at Barnes & Noble, has gone to Greenleaf Book Group as Special Projects Manager.

Chronicle has appointed Ginee Seo as Children’s Publishing Director. She was most recently VP, Editorial Director at Atheneum/Simon & Schuster, and was previously at HarperCollins for 10 years.

Joy Aqulino has left Potter Craft/Watson Guptill, where she was Executive Editor.

Jason Root has been named Chief Content Officer and Jeff Zakim named Marketing Director at Ruckus Media. Root was previously at Nickelodeon, and Zakim was at EMI Music.

Justine Trubey has rejoined Random House as SVP, Technology and Operations. Previously, she was Senior Manager of Global Content Operations for Amazon Kindle, and before that, Executive Director, Operations, Random House Audio. Also at Random House, Nihar Malaviya has been named VP Strategy, Analytics & Program Development.

Susan Piver has been named Editor-at-Large at Shambhala. She is also the author of several spiritual/self-help books, including The Wisdom of a Broken Heart.

Sue Grimshaw has joined Ballantine Bantam Dell in the newly created position of Category Specialist and Editor-at-Large, focusing on romance. She spent 15 years at Borders, and will continue to work from her home in Michigan.

Author Michael Levin has been named an Editor-at-Large at Brown Books’ new business books division. Levin has written and co-written over 90 books, including Giants (with Pat Summerall) and Rules of Engagement (with Chad Hennings).

Caroline Garner has joined Turner as Director of Publicity. Previously, she was a Senior Publicist with The Penguin Press.

Adams Media has hired Simone Parham from Ryland, Peters, and Small as Special Sales Manager, reporting to Publisher Karen Cooper.

Rodrigo Corral has joined FSG as Creative Director. He remains head of Rodrigo Corral Design.

Yvette Chin has joined Digital Book World as Content Editor, where she will write articles and help map out editorial strategy.

The Book Industry Study Group (BISG) announced that Mindy Im has been appointed to the newly created position of Marketing Director. Im, who was most recently Associate Director of Marketing at Hachette, will be responsible for membership outreach, media relations, and overall organization branding.

Mauro DiPreta announced that Denise Oswald has joined HarperCollins’ It Books as Senior Editor. She was Editorial Director of Soft Skull and previously oversaw the Faber and Faber list at FSG.

Comcast/NBC Universal’s iVillage has named former Barnes & Noble VP, Digital Products Douglas Gottlieb as VP for User Experience. He joins Mike Skagerlind, iVillage’s SVP/GM, who also came from B&N, where he ran digital media and was GM of Sparknotes.

Book critic and social-media consultant Bethanne Patrick is joining Shelf Awareness as Editor of its forthcoming consumer publication.

Laura Nolan has joined Paradigm as a literary agent and will serve as head of the agency’s book publishing division. She was most recently an agent with The Creative Culture.

PROMOTIONS AND INTERNAL CHANGES

The National Geographic Society has promoted Melina Bellows to EIC of adult and children’s books. She also runs NG’s children’s magazine Explorer. The company is conducting a search for a new books division President.

The Crown Publishing Group has reorganized its religious publishing program. It has done away with the Doubleday Religion imprint and moved the Catholic list under the Image Books imprint. Michael Palgon, SVP and Deputy Publisher of Crown, announced that all Catholic-interest titles will be overseen by Trace Murphy, EIC, Image. Murphy will now report to Steve Cobb, who becomes President and Publisher of Image and continues to oversee Waterbrook Multnomah, which is based in Colorado Springs. All marketing, publicity, and sales administration will move to Colorado under the direction of Carie Freimuth, VP, Associate Publisher for Waterbrook Multnomah and Image.

In Norton’s College division, the Emedia group will reorganizate to meet increased demand for digital products. Peter Lesser will head up the emedia editorial group, with the new title Editorial Director, College Digital Media. Meanwhile, as part of his current responsibilities, Peter Kay will head up a separate product development group, responsible for looking forward six to eighteen months and beyond and building digital. Dan Jost, as New Product Development Manager; Cliff Landesman; and the rest of his emedia and customer support team will comprise this group.

Dennis Eulau announced that Sam Cohen has been promoted to Director, Digital Content Development, at Simon & Schuster. In her new position, Sam will staff, train, and manage a dedicated Digital Content Development department. Joining Sam in the new department is Steve Leung, with other staff to be hired. Also, Doug Stambaugh has been promoted to VP, Business Development & Ops.

Duly Noted

Michael Cader and Mike Shatzkin have formed a partnership to produce educational events worldwide under the banner of Publishers Launch Conferences PLC expects to convene up to eight events in four cities over the next year. The first, “Ebooks Go Global,” will be held in conjunction with BEA. The second event follows on June 21 in London, as PLC pairs with The Publishers Association for a full-day show focused on opportunities and challenges for British publishers in the world English-language ebook market. Digital Book World/F+W Media continue as a primary producing partner and events will be added to the DBW annual conference and other F+W-owned events, including the inaugural StoryWorld Conference taking place in San Francisco in October. PLC will also work with the Frankfurt Book Fair to convene a full-day conference the Monday before the trade exhibits and a half-day show on Tuesday. Additional freestanding PLC events in NYC will be announced shortly.

IN MEMORIAM

Walter Zacharias, 87, founder of Kensington, died on March 2 in New York City.

Owen Laster, 72, former EVP and Worldwide Head of Literary Operations for William Morris, died March 9 after a short illness. The date for a memorial service will be announced.

Former agent Edward Knappman, 67, died on March 10 from an infection that resisted antibiotics. He was the former president of New England Publishing Associates, where he worked with his wife, Elizabeth Frost-Knappman. They retired in 2010 after selling the business to Roger Williams at the Publish or Perish Agency. Prior to 1990, Knappman was Publisher and EVP of Facts On File.

Roger Waynick died on March 22. He was Founder and President of Cool Springs Press, the largest publisher of gardening books in the U.S. He was a founding partner of the Williamson Herald, former owner of Franklin Booksellers, and former VP of Taylor Impressions.

Welcome, Daily Dish Readers

If you are coming to us through the Daily Dish, welcome! Learn more about Publishing Trends and book publishing consultancy Market Partners International here. Here are some articles from our archives that you may enjoy:

How to Get a Job in Publishing

Taking on Ebook Bestsellers and how we beat the New York Times

The Skills Publishers Need: A Self-Evaluation

If You Build It, They Won’t Come: A Guide to Author Websites

What Publishers Can Learn from the World of Trend Research

The New Review and Rotten Tomatoes for books

Bloggers Weigh In on the Kindle Swindle and New Fraud

Our story and Mike Essex’s original post have sparked discussion across the Web (oh yeah, and the spammers weighed in too).

Ben Metcalfe wonders why Amazon “continues to prioritize on penalizing its customer base [shutting down sites like Lendle, for instance] while practically ignoring the rampant content abuse and fraud that is going on further up the chain within its own house.” Of course, as Making Light points out, “there isn’t any pressure on Amazon to stop ‘em, since they get their cut regardless.”

Bruce Schneier notes that in addition to publishing spam content, a second type of fraud is also possible on the Kindle Store: “stealing a book and selling it as an ebook. So someone could scan a real book and sell it on an ebook site, even though he doesn’t own the copyright. It could be a book that isn’t already available as an ebook, or it could be a ‘low cost’ version of a book that is already available. Amazon doesn’t seem particularly motivated to deal with this sort of fraud. And it too is suitable for automation.”

In fact, at least one author has already reported his content stolen and posted on Amazon by someone else. Read More »

The Kindle Swindle

Now that Google has gone after content farms, the next frontier for spammers is e-books.

This DVD set is $27. Its creator promises it covers “EVERY single step of putting a keyword optimized book on Kindle in such an easy to understand and simple fashion that a 10 year old could do it,” and recommends hiring a virtual assistant to do most of the work for you, and says he’s averaged $4/book/month over the last 2.5 years.

Mike Essex, a Search Specialist at UK digital marketing agency Koozai, believes that ebooks are the next frontier for content farmers and is already noticing an increasing number of spam e-books hitting ebookstores like the Kindle Store. He originally wrote about his discovery on the Koozai blog.

The Kindle Store allows anybody to upload identical content under multiple user names.


Many ebook vendors don’t check copyright on works that are submitted, and Essex noticed that people are stealing content from the web, quickly creating ebooks about the same topics from multiple angles in order to target different keyword variants, and publishing them—some Kindle authors have “written” thousands of books in a single year. The Amazon.com domain name gives these books an added boost in search results; royalty payouts are high even when a book is priced at $0.99, and reviews aren’t a surefire solution to combating the problem.

Manuel Ortiz Braschi has published over 3,000 books on the Kindle Store, including public-domain titles like Alice in Wonderland. He has added 20 more in the past day.

In his blog post, Essex pointed out that readers won’t necessarily recognize whether content has been plagiarized. And if an e-book is exposed as plagiarized, the author can simply take it down and resubmit it under a new name. A bad review on one site won’t keep people from buying the same ebook on another site. And these titles are priced so low that unhappy buyers may not bother complain.

Essex carried out an experiment for PT: “I took the lyrics to the song ‘This is the song that never ends’ and repeated them over 700-plus pages. No formatting, just one continuous block of duplicate text. Within 24 hours, it was live on the Amazon Kindle Store and I haven’t received a single message from Amazon about it. Surely an automated process would be able to easily tell I had repeated myself over and over, but this wasn’t flagged up.

“It’s maddening. The logic of ‘the market will decide’ is flawed. How many customers have to be ripped off by shoddy content that adds no value before someone leaves a bad review? There’s no option to report a book as spam, and people can get away with rubbish content which dilutes the offering for good authors. I’ll continue to carry out tests until Amazon looks into this.” (Amazon did not respond to our request for comment.) Read More »

What a Load of…Content

Google was getting worse. Complaints about its search results began to appear regularly online slightly over a year ago. In December 2009, venture capitalist Paul Kedrosky blogged about the difficulty of finding helpful dishwasher reviews online. He said the experience reminded him of the pre-Google era when search was “completely overwhelmed by spam and info-clutter.” Throughout 2010, power users continued to expressed concern that Google was no longer the wonder search engine that it had once been. Its results were clogged by the same domains: eHow, Suite101.com, wiseGEEK, Associated Content, Examiner.com—all offering short, oddly specific, and generally poorly written throwaway articles.

Welcome to the world of content farms. These companies employ hundreds of low-paid freelance writers to churn out low-quality content specifically geared toward specific search engine queries: “How to ignore eye floaters,” “How to sign in & out of MySpace.” Because these pages match search queries precisely, they rise to the top of Google results. Users click (the #1 result on the first page generally attracts 20–30% of clicks, with a steep dropoff thereafter) and the sites make advertising revenue based on the number of page views.

The debate over content farms, and Google’s resulting tweak to its algorithm, is a wake-up call for book publishers who may not have seen these sites as relevant to their business. “At O’Reilly, SEO is a priority,” says VP, Online Allen Noren. “It’s paramount that our site and product pages are the authoritative source for our content. If not, any content farm can hijack the identity and authority of our products, and we lose the ability to control our message and marketing.”

Content farms are producing a massive amount of content, and making a lot of money. For example, Associated Content says its 380,000 contributors produce 10,000 new articles every month. It was purchased by Yahoo! in 2010 for $100 million. Demand Media, which owns eHow, has 8,000 contributors writing 180,000 articles a month, and its January 2011 IPO was valued at $1.5 billion.

At the end of February, Google responded to the growing number of complaints by making a major change to its search algorithm. The change affected about 12% of its search queries. “This update is designed to reduce rankings for . . . sites which are low-value add for users, copy content from other websites or sites that are just not very useful,” the company wrote on its blog. “At the same time, it will provide better rankings for high-quality sites . . . with original content and information such as research, in-depth reports, thoughtful analysis, and so on.” The Online Publishers Association, a nonprofit that represents legitimate online content providers (including NYTimes.com, WSJ.com, CNN.com, ConsumerReports.org, Disney.com, and other biggies), estimated that Google’s algorithm change shifted $1 bilion in annual revenue from content farms to real news organizations, and OPA’s member sites reported traffic increases between 5% and 50% the day after the change took place.

But news sites like these aren’t necessarily the ones who should be worried about content farms anyway. Actually, “it’s non-fiction book publishers that we really compete with,” wrote Suite101. com CEO Peter Berger last year in AdAge:

“In the past, consumers would buy a book to learn how to interpret a particular piece of music or when to plant specific bulbs. Now consumers can go online and find this information with no direct charge. The value we are offering is not the timely editorial ‘nose’ of a newspaper, but rather an identification of the search demand for content and writers and guidance to assure quality at scale.

So while being named a ‘competitor’ by news journalists is creating curiosity about our space, it is not a correct characterization. Our real competitors have to wake up to the seismic shifts we are seeing online and see that they are already at grave risk of becoming marginalized in the digital age. We’re still waiting for the McGraw-Hills, the Random Houses, HarperCollins’ and Simon & Schusters of the world to get active serving their traditional audiences online and entering the marketplace.”

How can publishers package some of the content they already have for the internet, make sure that it appears in search results, and pull in those pageviews? Some tips:

  • Use content farms to your advantage: Search them for queries that overlap with the content you publish to identify areas where people (and potential customers) are seeking more information. If you’re a cookbook publisher, for example, browsing eHow Food reveals that its #1 article is “Coconut Milk Health Benefits.” You can create web features based on these queries (and may even come up with new book ideas). You can also research trends in search with Google Insights.
  • Ask authors to write brief posts on time-dependent topics that could be outdated by the time a book is published, which will draw traffic to your site and attention to authors’ books.
  • Check out free web resources like FreeSEOReport.com, which provides you with a roadmap for optimizing your site and improving its search engine rankings.

If you are a book publisher who has tips about SEO, please let us know in the comments.

New Tools and Tactics for the User-Driven Web: Search Engine Strategies 2011

Publishing Trends thanks marketing and content development consultant Rich Kelley for this report.

Which webpage headline converts better: “Sign up for a free account” or “Sign up in 60 seconds”? Is there a better way to check backlinks than by using Google? Should you hire an agency to retarget website visitors or can you do it yourself? Panelists at the 2011 Search Engine Strategies Conference grappled with exactly these questions—and many more—in three days of nonstop presentations in New York City in March.

Understanding what a user intends: Kicking off the first day with a dynamic Prezi presentation, Wpromote’s dueling Mikes Mothner and Stone stressed how a Facebook user differs from a Google searcher: “Facebook users have no intent to purchase. They’re not searching for your product.” This explains why Facebook ads get stale faster and need to be refreshed constantly. Facebook users also dislike ads that link to outside sites. The Mikes get better results when a Facebook ad links to a fan page inside Facebook—and then links to the outside site.  Wpromote discovers what works for users by split testing page elements: “Sign up in 60 seconds” converted 30% better than “Sign up for a free account.” Replacing a globe image with a lock for a global hosting site improved conversions by 200%!

Infographics draw traffic. Want to draw traffic to your site? Wpromote found that infographics are catnip for tweeters and bloggers. “The best infographics are educational, humorous, controversial, or newsworthy,” they said. Inspired by the popularity of  Flowtown’s “The Evolution of the Geek”—and its absence of women—Wpromote created their own variation: “Which female tech influencer are you?” and watched it go viral and garner major media attention.

Publishing and marketing infographics abound. How many of these are you familiar with?

“Why publishing a book is like playing lotto”

“Online publishing: small vs big brands”

“Top social media brands”

“The journey of Amazon”

“The Noob guide to online marketing”

“Google’s collateral damage”

“Social media maps for social media marketing“

Changes in search: Incisive Media VP Mike Grehan identified the biggest change of the past year as the shift toward information seeking on social media sites, which he calls “information seeking via a chain of trust.” Local, mobile, social and multimedia are all converging. “Digital communities now counterbalance one-sided branded messages” and apps allow users to sidestep Web browsers. Yet certain SEO principles don’t change. Some on Grehan’s list reappeared in other presentations:

  • The quality of your links is more important than the quantity (bad links can actually lower your quality score on search engines and lower your search traffic. One SEO clinic revealed that many publishers are inadvertently accruing bad links by posting press releases to generic PR sites.)
  • Images always trump text on search results page (make sure your images have alt tags so they get found)
  • Display ads improve search conversions (sometimes you have look beyond the last click to attribute conversion results accurately)

Social media tips: As social media evolves, its strengths can show up in surprising areas. Lisa Buyer from The Buyer Group cited some of the surprising findings from the 2010 PRWeek/PR Newswire Media Survey: 43% of journalists reported getting pitched through social media—and, amazingly, 70% of these pitches resulted in coverage (versus 0 to 20% through standard media). Buyer also provided a tip on how to keep your blog fresh on Facebook: rather than linking your blog posts to your Facebook feed (where they scroll down over time), set up your blog as a tab on your Facebook page: the most recent post will always be available to visitors.

The power of Like: Facebook’s extension of the “Like” button to websites outside Facebook has opened new targeting possibilities that marketers have just started to discover. As Harry J. Gold from Overdrive Interactive emphasized, every time you “like” a product anywhere on the Web, you are doing three things: “expressing what you like to your friends, telling Facebook what you’re interested in,” and, most importantly for marketers, “becoming a ‘fan’ of an object.” Last October Facebook released its admin interface to contact Likers. The owner of the Liked product now has the ability to contact the Liker about that product through Facebook. Levi’s, for instance, has put the Like button on every product on its website—and can now send targeted offers to anyone who has “liked” skinny jeans. Putting the Like button on your products costs nothing and gets you direct access to the Likers.  In July, 2010 Facebook reportedly served 3 billion Like buttons a day. Expect to start seeing a lot more everywhere.

Retargeting: Last year’s emergent theme became pervasive this year. Ever see an ad for a product moments after you almost bought it? That’s retargeting: the process by which a visitor gets a cookie on your site so that she sees your ads when she visits other sites. There are several agencies that specialize in collecting the data, doing the coding, and setting up the ad networks to enable you to do this (BlueKai, Chango, Criteo, AdRoll, FetchBack) but David Szetala from Clix Marketing explained how advertisers on the Google Display Network can do this inexpensively now using Google AdWords. Once you define in the new AdWords Audience tab the visitors you want to target (e.g., visitors who don’t convert or customers who abandon the shopping cart) and choose what ad group you want them to see, Google will supply you with javascript for the relevant pages on your website. Visitors to those pages will then see the ads you chose when they visit sites on the Google Display Network.  You pay only when someone clicks on the ad and, because you are retargeting qualified visitors, you can probably increase your CPC for those ads.

Content farms: Greg Jarboe of SEO-PR weighed in on the content farm debate by wondering whether “high cost” publishers are deliberately trying to confuse “low cost” content with “low quality” content. Stung by publishers’ charges that its search algorithms favored low quality content, Google changed its algorithms. Yet the evidence is that Demand Media, eHow, and other low cost content suppliers came through the algorithm change fine. “Usage is powering search,” said Jarboe. If you search for how to do a “bunny hop” on your dirt bike, four of the five top videos will be from Demand Media.

Cool tools: Jim Boykin of WeBuildPages returned with his popular talk on cool tools. We can’t cover all 28 but the ones he seemed most exciting about were the SpyFu SEO Recon Files (reports on how many clicks you should be getting from your organic placements on Google, how many you are getting, what that traffic would have cost if you had to pay for it; who your top organic competitors are; where you rank on the keywords you’re bidding on, what keywords you should be bidding on) and the rather scary Spokeo, which likely reveals much more about you than you believed the Web could possibly know. Finally, if you are using Google to check your backlinks, Boykin urges you to stop it, now. Google tracks backlinks to domains, not to sites. To check your backlinks properly (for now), go to http://in.yahoo.com and enter linkdomain:yoursite.com –site:yoursite.com.