Take a New Book Publishing Survey

If you’re a book publishing professional, you can take the Gilbane Group’s new survey:

http://gilbane.com/blog/2010/04/now_live_the_gilbane_groups_web-based_blueprint_survey_for_book_publishing_professionals.html

The survey “seeks to gain detailed information about what is really happening among the full spectrum of book publishers related to ebook and digital publishing efforts, and will identify the “pain points” and barriers encountered by book publishers when it comes to their developing or expanding digital publishing programs.  Issues such as royalties, digital format choices, and distribution difficulties are addressed.” Everyone who takes the survey will receive a copy of the results.

Now in Hardcover: The Series in 2010

Take a look at BookScan’s bestselling juvenile titles for the week ending April 25: an astounding 73% were titles from one of several series.

But these are not your Baby-Sitters’ Club of yesteryear: “Harry Potter turned the whole paperback series notion on its head,” says Megan Tingley, SVP, Publisher, Little Brown Books for Young Readers. “The strategy used to be predicated on the idea that these were the kinds of books people wanted to read once, read quickly and move on. Harry Potter and Twilight created a market for hardcover series with more complex, substantive storylines where readers could live in the world a bit longer. I think people came to want something different out of their reading experience, and it became more about depth than speed.”

The perception of what a book is has changed, agrees Susan Katz, President and Publisher of HarperCollins Children’s Books. “The same way kids watch a movie they love many times, they read the books they love over and over, and I don’t know if that was the case with [series like the Baby-Sitters Club].”

“Series were and still are a great way to market a property and to engage readers,” says Dan Weiss, Publisher-at-Large at St. Martin’s. However, he says, today “the main impulse is to try to make the books as distinct as possible because they need to stay on the shelves longer. We’re publishing in more expensive formats and the monthly cycle we did back then is no longer driving it, so the books have to be a little ‘bigger.’” Here’s the new face of series publishing. Read More »

People Roundup, May 2010

Crown Publishing Group President and Publisher Maya Mavjee announces big changes: Diane Salvatore, VP, Publisher of Broadway Books; Senior Editor Lorraine Glennon; and VP, Executive Director, Publicity Katie Wainright are leaving the company. Shaye Areheart steps down as Publisher of her eponymous imprint, Shaye Areheart Books (which will be discontinued), but will stay on as Editor-at-Large at Crown. David Drake has been promoted to SVP, Executive Director, Publicity. Meanwhile, Philip Patrick, VP and Publisher of Three Rivers Press, becomes VP, Digital and Marketing Strategy, Publisher, Crown Group Digital, relinquishing his Three Rivers duties. Tina Pohlman, who was Senior Editor at Spiegel & Grau, moves to become VP, Publisher, Three Rivers. Read More »

Who Owns Creativity?

At yesterday’s panel discussion, “Who Owns Creativity? Copyright and Our Culture in a Digital Age,” hosted by CUNY’s Macaulay Honors College, panelists were more united in their opinions than the audience of students, media professionals, and self-proclaimed copyright geeks. (Click here to download a podcast of the discussion.)

Bill Goldstein, Book Reviewer for Weekend Today in New York and founding editor of the books website for nytimes.com, moderated the discussion. Panelists Michael Oreskes, Managing Editor of Associated Press; Josh Greenberg, NYPL Director of Digital Strategy and Scholarship; Brian Napack, President of Macmillan; and Virginia Rutledge, lawyer and art historian explained and, at times, defended, their respective industries.

In some ways, Josh Greenberg explained, librarians are stewards of intellectual property, giving them a role in the “care and feeding” of a library’s contents, but not one in defending them.

Napack, who has taken public stands on piracy on behalf of the book industry, was unapologetic about the publisher’s interests: “We have no moral right—it’s a business. We make money off the buying and selling of IP.” He made a clear distinction between piracy and, for instance, the reselling of used books: “The used book business—I can’t stand it as a publisher, but I have no moral problem with it.” On the topic of recouping monies through advertising, he claimed that Macmillan has received a total of $10,000 in advertising fees over its three years with Google, despite millions of searches.

Oreskes and Rutledge argued about Shepard Fairey’s use of AP photographer Mannie Garcia’s iconic Obama picture, for which AP is now suing the artist over “fair use.” Rutledge claimed that modern art would not exist today under current expectations of IP, while Oreskes (who could not be too specific given the pending litigation) argued that the case isn’t a good example of what constitutes fair use. Oreskes also said—and other panelists agreed—that “most of the panic in the world right now is about business models, not about intellectual property.”

Rutledge reminded the audience that recent problems surrounding copyright have arisen because “the internet is global” while intellectual property law is applied locally—but that even enforcing what laws do exist in countries like China and India would not be enough.

When it was time for questions, a couple of students in the audience expressed hope that the iPad will be a savior for publishers, citing the success of iTunes, which has made it easier to buy music than illegally download it—and has exposed audiences to new artists. But Napack said that the music industry has shrunk by half and that the big artists get bigger, while little ones find it harder than ever to rise to the top. Midlist authors have similar difficulty breaking out. Napack said that blatant piracy (not things like mashups) is responsible for the biggest problems: “It’s the clear cases that are causing economic stress for our authors.”

When it was time for questions, a couple of students in the audience expressed hope that the iPad will be a savior for publishers, citing the success of iTunes, which has made it easier to buy music than illegally download it—and has exposed audiences to new artists. But Napack said that the music industry has shrunk by half and that the big artists get bigger, while little ones find it harder than ever to rise to the top. Midlist authors have a similarly hard time breaking out. Napack said that blatant piracy (not things like mashups) is responsible for the  biggest problems: “It’s the clear cases that are causing economic stress for our authors.”

Making Search Convert: Search Engine Strategies 2010

Thanks to marketing consultant Rich Kelley for this piece.

“Ever-evolving engines” was the theme of this year’s Search Engine Strategies conference in March in New York—but finding the tactic that gets the best results was much more on the minds of the 5,000 attendees.

“Traditional direct mail generates conversions of two to three percent,” noted bestselling author Bryan Eisenberg of WiderFunnel in a typical packed session. “But why be satisfied with that when people are searching for your product online with an intent to purchase?” The best online retailers show what’s possible. In December, Amazon.com had a 25.1% conversion rate—and that ranked fourth. Online grocery store Schwan’s was #1 with 45.9%, followed by Harry and David at 30%, and coffee maker company Keurig at 28.8%. What’s their secret? Eisenberg offered no less than “21 Tips from Top-Converting Web Sites” (a presentation that is available online at MarketMotive). One of his key points: Marketers must be in control of every aspect of the customer experience. All forms should continue the “scent” of the site: its colors, graphics, and voice. The average shopping cart abandonment rate among online retailers is around 70%—in many cases because their registration forms were designed by what Eisenberg calls “bpus” (business prevention units). Read More »

Free Speech? Not So Much

It’s often said that social media is no substitute for face-to-face interaction. But Twitter, Facebook, and other electronic modes of communication, along with the decline of bricks-and-mortar bookstores and the bad economy, have changed the ways authors communicate with readers, and have shaken up the roles of speakers’ bureaus since we last wrote about them in 2006.

That year, HarperCollins had just become the first publisher to launch its own in-house operation. Today, all the major houses have bureaus, but the question is whether to outsource them or keep them in-house. When Simon & Schuster opened its speakers bureau in 2008, it partnered with Greater Talent Network; Hachette Book Group followed suit in 2009. On the other hand, Penguin Speakers Bureau, launched in 2006, and Macmillan Speakers, launched in 2009, are both in-house. The Random House Speakers Bureau was launched in 2006 as the in-house Knopf Speakers Bureau and was rolled out company-wide in 2009 at Markus Dohle’s initiative. Each division (Knopf Doubleday, RHPG, Crown, and Children’s) has a separate director who is a voting member of the bureau. The in-house bureaus are generally separate from publicity departments, with the main difference being that publicity departments handle unpaid events.

Jamie Brickhouse, VP, Director of the HarperCollins Speakers Bureau, draws a crucial distinction between in-house and outsourced bureaus: “Book sales are one of the main reasons HCSB was created. As we point out to our author speakers, unlike outside speakers bureaus, book sales are crucial to what we do. We do it a few different ways, depending on the particular event: find a local bookseller to sell books at the event; have the event venue buy books from a bookseller and sell the books themselves at the event; have the event venue buy the books from a bookseller and give books to attendees; or have the event venue purchase from our Special Markets department and sell or give away the books.” The HCSB also works with publicity to augment book tours by booking paid engagements at reduced fees in markets not on the scheduled book tour. “We did this recently with Gregory Maguire, Wally Lamb, and Adriana Trigiani,” Brickhouse says. Read More »

Multimedia and E-Book Rights: Found Money or Legal Gamble?

As authors venture further into inking separate e-book or multimedia deals with publishers like Open Road, the threat of lawsuits from their print publishers looms. The legal tug-of-war has only just begun with the 2001 judgment in the Random House v. Rosetta Books case, said speakers at the “Rethinking Author Contracts for the Digital World” panel during last month’s Publishing Business Conference in New York.

Despite non-compete clauses in many author contracts, said Sara Pearl, VP and Director of Business Affairs at Trident Media Group, courts tend to favor the authors.

“The courts don’t like to cut off how someone makes their living,” she said.

Nevertheless, Pearl is concerned that authors are often not indemnified by their e-book publishers, leaving the authors with the legal exposure at a time when multimedia rights ownership is still hotly contested.

“It’s clearly up in the air,” Pearl said. “It shouldn’t be up to the author to bear the risk.”

The Random House v. Rosetta Books case set a major legal precedent when the New York Federal Court refused to grant Random House a preliminary injunction against Rosetta, an e-book publisher that was trying to publish electronic versions of Random backlist titles like Styron’s Sophie’s Choice and Vonnegut’s Breakfast of Champions.

According to U.S. District Judge Sidney H. Stein, “In [Random House’s] case, the ‘new use’ – electronic digital signals sent over the internet – is a separate medium from the original use – printed words on paper.” The court pointed out that Random House included separate language in its contracts for other forms of printed books such as large print, book club editions, and Braille editions, indicating that Random House did not believe that its contracts automatically granted the company the rights to all possible forms of its books.

But Random House struck back this December when CEO Markus Dohle sent a letter to agents asserting that it holds e-book rights to all of its titles. In the letter, Dohle calls the 2001 judgment and other challenges to its claims “misunderstandings” and points to Random House’s noncompetition clause as further proof that authors are prevented from “granting publishing rights to third parties that would compromise the rights for which Random House has bargained.”

Judge Stein’s ruling itself takes pains to limit its scope. The judgment was merely a “neutral” interpretation of contract law in Random House’s case, he noted in the decision.

“This is neither a victory for technophiles nor a defeat for Luddites,” he wrote, leaving the door wide open for new interpretations of other publishers’ claims.

John Silbersack, an Executive VP at Trident, admitted at the panel that Amazon’s practice of selling e-books and print books next to each other on its website gives publishers possible legal ground to stand on.

“We’re talking about developing products that are going side by side” with print books, Silbersack said. “It’s a little hard to argue that you’re not in the same space.”

For agents, backlist titles are an attractive option because newer contracts often include the sale of ebook rights. “When you get to the frontlist, you cannot sell a book without selling ebook rights,” Pearl said. “The hot new thing is multimedia rights.” The new mobile or iPhone content is only restricted to 20-25% verbatim from the author’s work – the rest is “bells and whistles,” she said.

But publishers are also eager to capitalize on backlist titles; Silbersack said that agents are encountering pushback when they try to obtain termination notices for out-of-print books, something that he said his agency is “aggressive” about.

An author’s sale of his multimedia rights is not yet a major revenue source, serving instead as a form of publicity.

“It’s more of a forward-looking thing, a marketing thing,” Silbersack said. “They can make use of these features to reach beyond the book reading world.”

Though little money is currently changing hands in these deals, it’s obvious that both agents and publishers are anticipating an industry-wide shakeout over these new platforms and are jittery about losing their stakes.

“I don’t think that anyone can argue . . . that this is a battle that needs to be fought right now from a monetary perspective,” Silbersack said. “However, it’s a battle that needs to be fought to discuss what the points of tension are. Trident is beginning to test these waters.”

Pearl agreed that despite the hassle and the possible legal ramifications for authors selling multimedia rights, the panelists were enthusiastic about pursuing multimedia deals.

“I think you can’t fight it,” Pearl said. “Most of this is found money. Authors can control how the content is used, and they make a little bit of money. Right now, nobody’s doing anything with [the rights]. Net, it’s not a bad thing.”

Other legal issues discussed at the panel, and at other conferences last month, stemmed from Macmillan and Amazon’s agency model vs. trade model tug-of-war, which Silbersack said would be the next big legal issue for publishers, and the familiar struggle over fair use that Google Books is currently involved in. At the OnCopyright Conference, also held last month in New York, Google’s Senior Copyright Counsel Bill Patry said the best approach to fair rights issues concerning the Internet was self-policing through privately sourced licensing agreements. Patry cited as an example the CHORUSS music copyright licensing service, which allows schools to pay a set licensing fee for unlimited use of a music catalogue within the schools. He recommended that trade groups stop lobbying so fervently for copyright as an “economic right” and instead seek actuarial solutions from the Copyright Clearance Center or ASCAP. Relying on changes in the law will lead nowhere, said Patry, as technology moves faster than our legal system ever could.

Lessons From The Mobile Plunge

Differentiation and budgeting are key to successfully entering the booming mobile app marketplace, said panelists last month at the Publishing Business Conference’s “Making the Most out of Your Mobile Opportunity.”

Annette Tonti, CEO of mobile publisher MoFuse, predicted that 2% of the U.S. population will own Kindles by 2013, with 7.5 million active Kindles and $813 million in annual Kindle e-book revenues. But iPhone apps are the subject of most of the excitement and innovation in the mobile app world, even though the number of book-related apps is currently dwarfed by those of e-books on single-use reading devices.

The number of Book apps available in the iTunes Store (27,235) eclipsed that of other kinds of apps for the first time last month, reported app research company Mobclix. But according to a recent report by Dutch research firm Distimo, books still make up less than 5% of the apps actually downloaded.

In this cutthroat environment, “the key is that you understand what your goal is,” said Ryan Charles, Senior Product and Marketing Manager at Zagat. He added that finding out what devices your readers are currently using is also important.

The marketing angle for the $9.99 Zagat-To-Go app, launched in 2008, is to enhance the “core, in-the-moment experience” of readers by helping them find local restaurants and reviews on the go. The app uses augmented reality technology to overlay information about local restaurants on the phone’s realtime camera view.

Chelsea Green’s $4.99 app for Howard Dean’s Prescription for Real Healthcare Reform takes a “more utilitarian” approach, said Kate Rados, Director of Digital Initiatives. The app includes a “citizen action kit” that connects to Facebook and Twitter and allows readers to look up their Congressmen. Publishers should begin by “looking at the backlist and thinking, if I were a reader, what would I want to carry around with me?’”

One backlist title that made an app-fueled comeback is Perseus’s 2006 YA title Cathy’s Book. The $0.99 app, which blends sample chapters with illustrations, animations, voice-acting, and game-like elements, is more “alternative reality game” than ebook, said Peter Costanzo, Director of Online Marketing, in a follow-up interview. “It’s a different experience entirely from reading a book.” The app turns from an e-book into a fake iPhone, allowing the reader to “call” different characters from the story, it “forces[the reader] not only to interact with the book, but interact with the product itself,” he said.

Ambitious app concepts must be rooted in solid financial planning. Rados recommends that publishers minimize financial risk by forming partnerships with mobile content providers; that way, publishers can share back-end expenses instead of fronting money for development. Rados used as a financial case-in-point the $4.99 “HappyHour” app she worked on when she was at Sterling. Sterling created the app in-house at a cost of over $10,000, but it sold only modestly and is no longer available. In retrospect, Rados said, hiring an outside agency and bringing in a corporate sponsor would have been wiser.

Saving money on the back end helps keep the app price down, a crucial factor when competition is fierce. Costanzo said that partnering with Extended Books helped to keep the price of Cathy’s Book at $0.99. Rados cited HappyHour’s $4.99 price tag as nearly prohibitive; many similar apps are free. A $9.99 price tag doesn’t necessarily meant doom, but Distimo found that the average prices of the most popular book and game apps are $2.49 and $2.82, respectively. Worldwide, app prices have dropped 15% since last year.

One area where Rados does recommend spending real money is marketing, “breaking through all that noise” in the app marketplace by establishing a set budget for promotion. Ultimately, the first step is the most important one when you feel that you have book content that’s distinctive, said Charles. “If it’s something you know no one else has, I think you should feel free to start experimenting—now, rather than later,” he said. Rados concurred. “At least try something. If you’re not experimenting, you’re not learning.”

Should Publishers Attend SXSW?

As the Interactive portion of SXSW winds down and the music crowd takes over just as the rain appears, it’s time to consider what SXSW accomplished this year for publishing types—and whether it’s worth attending going forward.

As Richard Nash, a newbie this year, marveled, “If there’s a tech show that is friendly to culture, this is it.”  As a newbie last year, I couldn’t believe that “creative” and “geeky” coexisted so easily in so many speakers, panels, and attendees. Half a dozen sessions were mindblowing enough that I can recall specifics a year later.

This year, not so much.

True, there were some terrific panels—including, I’m relieved to say, two well-attended publishing-related ones: New Publishing and Web Content, moderated by Jeffrey Zeldman, with Lisa Holton, Erin Kissane, Mandy Brown and Paul Ford; and A Brave New Future for Book Publishing, with moderator Kevin Smokler and panelists Kassia Kroszer, Debbie Stier, Matthew Cavnar, and Pablo Defendini.  There was also a stunning brave new world panel called Imagineering the Fully Digitized and Connected Future that presented a day in the life, 2015-style.

But on balance—and this sentiment was shared by others—a certain pizazz was missing.  Was it that the crowds were bigger, so that some sessions got closed out early?  Was it that, as one person put it, the panels started resembling cliques, made up of like-minded friends who didn’t have a whole lot of creative tension to share? Or was it that, when the audience (this correspondent included) is so busy writing and monitoring tweets on the current panel, as well as those going on concurrently, it was hard to absorb the points being made—and even harder to not to feel that other, better sessions were being missed?  Is sxsw setting itself up to foster a sense of deprivation—why am I here listening to this, when I could have, should have, been there, listening to that? Read More »

Lessons from O’Reilly Tools of Change for Publishing 2010

“If you don’t eat your own children, someone else will”: That’s how Michael Mace, Principal of the Silicon Valley–based Rubicon Consulting, began his presentation, “Check Out My Scars: Seven Lessons from the Failure of E-Books in 2000, and What They Mean to the Future of Electronic Publishing,” at the 2010 O’Reilly Tools of Change for Publishing conference, which took place February 22–24 in New York City.

Mace, former VP Product Planning at Palm and VP Marketing for Softbook Press, warned against falling in love with the way you’re doing business today—inevitably, it will change. Sure, important barriers to e-book adoption—availability, pricing, usage patterns, and marketing—mean they’re not going to take off as fast as some people think. Printed books may be the last thing to go. And since the economic structure of traditional publishing is unstable, it’s tough to figure out when the real change will take place—but when it does happen, it will go very quickly. So how to predict what’s coming? We can look at the year 2000.

In 2000, hopes were high for the many e-readers on the market (including Softbook, Rocket eBook, Go Reader, Hiebook, Franklin eBookMan, and others, “more than there are now”). That year, the Industry Standard optimistically forecast e-book device sales between 3 and 7 million for 2001. (Point of reference: Kindle has sold an estimated 2 million units.) And Dick Brass, then Head of E-books at Microsoft, predicted that by 2020 90% of publishing would be electronic. “He’s got ten years to go, but I don’t think we’re likely to hit 90% in the next ten years,” Mace said. So what went wrong at the turn of the century? Read More »