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Jean Srnecz SVP Merchandising Baker & Taylor Making Market Research Pay BEA June 2, 2005 Slide 2 Making Market Research Pay 60 Seconds 10 Minutes Slide 3 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? Slide 4 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 Slide 5 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 Slide 6 Who Writes Your Titles Resume Entry level or low level employee usually responsible for content of data files supplied to customer Fact Art/ interpretation Slide 7 Publisher Research Competitive landscape Market potential : Print run Forecast : Sales Curve Seasonally : Backlist Reprint timing Area Tools Slide 8 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 Slide 9 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 Slide 10 All Titles Search Select Publishers, All Biographies, Pubd since 1/1/04 with a review in New York Times Book Review Slide 11 Search results Slide 12 Sales by market/submarket Slide 13 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 Slide 14 Contact Information Sam Dempsey sam.dempsey@btol.com 704-998-3148sam.dempsey@btol.com Eleanor Fanicase eleanor.fanicase@btol.com 908-541-7320eleanor.fanicase@btol.com Diane Wilton (ONIX) diane.wilton@btol.com 908-541-7359diane.wilton@btol.com www.baker-taylor.com/pubinfo/pubtitles.htm - for drop-in titles www.baker-taylor.com/pubinfo/pubtitles.htm bttitles@btol.com for B&T Excel template bttitles@btol.com newtitles@btol.com submit Excel templates newtitles@btol.com pc@btol.com price changes pc@btol.com datafix@btol.com for all updates datafix@btol.com coverimages@btol.com for cover image enquiries coverimages@btol.com Your buyer Thank you!