DEVELOPED BY DIGITAL BOOK WORLD & PUBLISHERS LAUNCH CONFERENCES Publishing Start-Up Survey SUMMARY...
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- DEVELOPED BY DIGITAL BOOK WORLD & PUBLISHERS LAUNCH CONFERENCES Publishing Start-Up Survey SUMMARY RESULTS PRESENTED BY MIKE SHATZKIN FOUNDER & CEO, THE IDEA LOGICAL COMPANY TUESDAY, JANUARY 14, 2014
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- Publishing Start-Up Survey Respondents
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- 43 publishing start-ups From 8 countries Including 10 start-up publishers Diverse range of types and sizes 25 traditional book publishers From 8 countries Staff tasked with meeting with and evaluating start-up propositions
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- Respondents include self-funded and bootstrapped operations through to three rounds of investment totaling near $8m Total full-time employees range from 1 to 150 Started as early as 2002 and several slated to launch in 2014 Average age of over 2 years old First, the start-ups
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- Geographic distribution of start-ups Respondents came primarily from the US, but also from the UK, Germany, Canada, South Africa, Israel, Russia, and Japan
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- Causing disruption 74% of start-ups surveyed consider themselves disruptive to one or more of the players in the traditional book publishing value chain:
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- Greatest challenges start-ups face We've been doing this a while. We've done more than people know. To get anywhere you have to execute ferociously to drive revenue. It's a tremendous amount of work. That often gets overlooked it's a lot of work. Its a lot of work.
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- Greatest challenges start-ups face Working within slow publishing sales/business development cycles and often reluctant publishers Managing pivots Marketing (B2B and B2C) Building user base/audience (of both authors and readers) Generating (and maintaining) interest and engagement among readers, authors, and publishers Handling DRM Funding/operating capital For start-up and e-first/e-only publishing houses: Building clout with traditional publishing partners (e.g. bookstores, media) Developing robust sales and distribution capabilities Understanding the digital marketing and advertising landscape
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- Now, the publishers No. of titles published per year
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- Geographic distribution of publishers Respondents also primarily from the US (over 50%), but also from Canada, Italy, the UK, Germany, South Africa, Portugal, and Australia
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- Who meets and evaluates start-ups? Role/title of the person(s) tasked with evaluating start-up propositions: (select all that apply)
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- Biggest technology problems publishers face Data Getting useful data, analytics, and metrics Internal data management (incoming and outgoing) Digital asset management Creating and managing metadata Marketing assets Shifting to an XML workflow Digital marketing, promotion, and discovery Staffing for a digital workflow Lack of personnel Need for new skillsets and training Sometimes lack of interest Managing and updating internal systems and technology
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- What these publishers would be investing in Marketing and discovery Metadata App development Workflow/collaboration technologies Anything that weakens Amazons hold
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- What are the problems the industry faces today? Who are the key stakeholders for whom each of those problems are a pain point? For what types of content and for which markets do these problems (and their hoped for solutions) apply? Finding common ground (and points of contention)
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- Problems/pain points Start-ups: What problem(s) are you trying to solve? Publishers: What problem(s) would you like start-ups to tackle?
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- Problems for whom? START-UPSPUBLISHERS Accessibility Authors (54%) Readers (43%) Publishers (26%) Readers (56%) Libraries (44%) Publishers & Retailers (26%) Audience engagement Authors (54%) Readers (46%) Publishers (43%) Publishers (63%) Authors (57%) Libraries(31%) Content/Editorial Authors (54%) Readers (37%) Publishers (37%) Publishers (38%) Authors (19%) Retailers & Agents (13%) Data/Insight/Intelligence Publishers (66%) Authors (57%), Agents (29%) Readers (26%) Publishers (94%) Retailers (38%), Libraries (31%) Aggregators (31%) Discovery/DiscoverabilityAuthors (63%) Readers (57%) Publishers (51%) Publishers (69%) Readers (50%) Authors (44%)
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- Problems for whom? START-UPSPUBLISHERS Enabling social interaction Authors (51%) Readers (49%) Publishers (31%) Publishers (50%) Authors (38%) Readers (31%) Improving workflow Authors (49%) Publishers (37%) Agents (26%) Publishers (81%) Retailers(25%) Aggregators (25%) Marketing Authors (77%) Publishers (43%) Agents (31%) Readers (26%) Publishers (75%) Retailers (44%) Authors (38%) Aggregators (25%) Simplifying/enabling transactions Publishers (46%) Authors (40%) Readers (34%) Retailers (44%) Publishers (38%) Readers & Aggregators (19%) Simplifying technologyPublishers (51%) Authors (51%) Readers (34%) Publishers (50%) Readers & Retailers (38%) Aggregators (25%)
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- To Publishers:
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- Content/markets Start-ups: At what types of content/markets are your services aimed? Publishers: What content/markets do you publish/serve?
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- Start-ups working with publishers What cooperation do you need from established publishing players? (select all that apply)
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- Publishers evaluating start-ups
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- Some start-ups publishers are glad they made time for.
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- Advice from start-ups Find ways to better serve and support authors Go D2C: Cultivate direct relationships with readers Establish new ebook sales terms/models for special use cases (e.g. classrooms) Think mobile Develop long-tail SEO, discoverability, and digital marketing strategies Rethink DRM
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- Some predictions Fiction and non-fiction are diverging as they go digital, and while the focus has mostly been on fiction up till now, things are about to warm up for non-fiction. Publishers will use start ups for: hiring base for engineering talent and out placement source of employment for departing executives.