2. Upcoming MCN Pro Workshops Workshop #3: Social Media
Engagement: Dening and measuring success Tuesday May 7, 2013
Workshop #4 : DAMS for small-mid size insNtuNons Tuesday June 25,
2013 Workshop #5 : Digital Project Management: developing a toolkit
for successful project delivery Tuesday September 10, 2013 Welcome
to MCNPro
3. Stephen Hoban Associate Director for Publishing at the
Solomon R. Guggenheim, New York Tina Henderson Freelance
designer/producNon arNst of books, ebooks, and book apps Liz Neely
Director of Digital InformaNon and Access at the Art InsNtute of
Chicago Presenters
4. E-books: A Museums PerspecNve (Stephen) Terms and Formats
(Tina) Q&A Check-in Dive into the Formats and Authoring Tools
(Tina) Publishing and DistribuNon Strategy (Stephen) Trends (Liz)
Q&A Wrap Up Agenda
5. E-books: A Museums PerspecNve Stephen Hoban
6. Guggenheim Museum PublicaNons guggenheim.org/books Richard
Estes, The Solomon R. Guggenheim Museum, summer 1979. Richard
Estes
7. Scholarly exhibiNon catalogues often include: exhibition
artwork plates entries on each artwork substantial main essay(s)
backmatter (bibliography, exhibition history, chronology) Set print
runs Some books distributed to trade; others only sold in museum
store Scope determined by budget factorsMuseum printed books
8. Rising print costs Shrinking market Price ceilings Limited
quanNNes CompeNNon for museum store space LimitaNons of Print
Source: Smithsonian via Flickr commons
9. Books sell out
10. Is museum publishing a glacier? Source: Library of Congress
via Flickr commons
11. Advantages of Digital Publishing Lower costs of producNon
No limited print run Reach audiences that cannot aord print
catalogues Keep backlist in circulaNon Try new things Advantages of
Digital ngela Ruiz Robles con la Enciclopedia Mecnica, via
Wikimedia commons
12. Why now? Growth of e-book market Tablets oer nicer
presentaNon than readers Google Books threat Timing
13. 2004: Google Books project announced 2005: Authors guild
sues Google 2006: Sony Reader released 2007: rst Kindle released
2010: rst iPad released 2011: Kindle Fire released Some key
dates
14. Wade in or jump? Digital publishing as a supplement to
exisNng print program Does not replace printed books (yet) What do
readers want from ebooks? How should you price it? Approaching
digital
15. Terms & Formats Ebook, iBook, epub, mobi: What does it
all mean? Tina Henderson
16. Happy Mardi Gras! Photo used under CC BY-SA 2.0 from
TAZphotos
17. 1990s 2010s Photo used under CC BY 2.0 from Gavin St. Ours
DTP to Digital Publishing
18. Contained digital publicaNon NOT a print book, website,
producNvity app, game app Ebook formats: EPUB (reowable epub,
xed-layout epub) Kindle format (reowable mobi or KF8, xed-layout
KF8) MulN-Touch iBook book app PDF (staNc or interacNve) Ebook
19. Electronic publicaNon, free and open standard IDPF
(idpf.org) EPUB 2, EPUB 3 Mini-website HTML (markup) CSS (styling)
Some specic, required les (mimetype, container.xml, etc.) May
contain fonts, images, audio, video, javascript Reowable or
xed-layout Tools: InDesign, text editor EPUB
20. Amazons proprietary format Mobi Very limited html/css No
font embedding For older Kindles KF8 More extensive html/css, but
sNll limited Font embedding Fixed-layout opNon Tools: InDesign,
text editor, Kindle Previewer Kindle format
21. iBook iBooks Apple-trademarked term Free iOS ereading app
Informally, epubs sold in the iBookstore iBook & iBooks
22. iBooksAuthor (tool) MulN-Touch iBooks (format) Apples free
sooware Proprietary form of epub (Mac-only) for creaNng created
with iBooks interacNve ebooks Author Based on Apples Pages Can be
landscape-only, sooware portrait-only, or both Pre-designed
templates Can control layout, Clunky interface embed fonts Widgets
for interacNon Cannot reuse InDesign layouts MulN-Touch iBooks
23. App based on a print book, or App in the general format of
a book Not Angry Birds, Scrabble, or SpoNfy Can be highly
interacNve Can precisely control layout and embed fonts Tools:
InDesign with Adobes DPS, Aquafadas, Mag+, and other systems, or
Quark with AppStudio or Aquafadas Beware: Apple has been rejecNng
apps with no more funcNonality than an epub. Wants books in
iBookstore. book app
24. Portable Document Format StaNc (print-based) or InteracNve
Cant be sold via popular vendors (Apple, B&N, Amazon) Can be
viewed on many popular devices Tools: InDesign, Acrobat PDF
25. Q&A
26. Real-World Examples
27. Publishers seqngs Readers seqngs EPUB (reowable) in
iBooks
28. iBooks b/w Nook EPUB (reowable)
29. EPUB (reowable) le lisNng
30. EPUB (reowable) html le in text editor
31. EPUB (reowable) CSS
32. Kindle Fire Kindle e-ink Kindle (mobi)
33. Kindle Fire Kindle e-ink Kindle (mobi)
34. Kindle (mobi) le lisNng
35. Kindle (mobi) html
36. Kindle (mobi) css
37. Courtesy of Laura Brady, BradyType EPUB (xed-layout)
38. Courtesy of Laura Brady, BradyType EPUB (xed-layout)
39. EPUB (xed-layout) le lisNng Courtesy of Laura Brady,
BradyType
40. All courtesy of Laura Brady, BradyType EPUB (xed-layout)
html and css
41. iBooksAuthor 2.0 templates
42. MulN-Touch iBook (landscape & portrait)
43. MulN-Touch iBook (full-screen gure)
44. iBooksAuthor (Layouts & Style Drawer)
45. iBooksAuthor InteracNve Widgets
46. iBooksAuthor Widget Inspector
47. DPS book app
48. DPS book app (landscape & portrait)
49. DPS book app (panorama)
50. DPS book app (Overlay Creator)
51. DPS book app (Slideshow opNons)
52. DPS book app (Folio Builder)
53. Aquafadas, Mag+, Twixl, AppStudio, in5, etc. Check pricing:
some charge per download DPS compeNtors
54. InteracNve PDF with booksmarks & video
55. Web Books & apps idpf.org (epub specs) EPUB: Straight
to the Point Formaqng guidelines: From InDesign CS5.5 to EPUB
Amazon, B&N, Apple and Kindle mobileread.com Kindle Forma
56. Publishing and distribuNon strategy Stephen Hoban
58. Guggenheim approach Digital publishing program launched
fall 2011 Reowable exhibiNon catalogue ebook Fixed-layout childrens
book Out-of-print catalogue essays as singles DigiNzed historical
books with archive.org An all-in strategy
59. Released fall 2011 No rights issues Approval by the arNst
Text-driven design Books structure allowed easy linking of
references in the main essay to the catalogue secNon Maurizio
CaDelan: All
60. Kindle vs. iBooks layouts
61. Taken from popular backlist catalogues Priced aordably
($1.99 & $2.99) Based on Kindle Singles model Essays
62. Reader series: CompilaNons of topical essays
63. Id Like the Goo-Gen-Heim
64. iBooks Author
65. Too many plavorms? Self-distributed Print distributor
Direct through website Self-distributed Ntles focused on Amazon and
iTunes DistribuNon through Artbook|D.A.P. included smaller- share
plavorms (B&N, Kobo, et cetera) DistribuNon challenges
66. So how did we do?
67. Slow, but steady, sales for Maurizio CaDelan: All exhibiNon
catalogue e-book Moderately strong sales for backlist essays on
Amazon.com, less on iBooks No interest in Id Like the Goo-Gen-Heim
childrens book Successes and less-than-successes
68. Why no one wanted it No signage in the museum shop that an
e-book was available Not enough markeNng on our site or elsewhere
Lirle interest in an art exhibiNon catalogue as an e-book (market
not yet adjusted to this opNon) Confusion with app
Guggenheimstore.org unable to sell e-book directly; had to link to
iTunes, Amazon and B&N Maurizio CaDelan: All Maurizio CaQelan,
UnStled (Ostrich), 1997
69. E-book market share 2012 Kindle / Kindle Fire
iPad/iPhone/iPod Nook/Nook color Desktop/Laptop Sony Other smart
phone Other devices 1% 3% 4% 6% 14% 55% 17% Source: Publishers
Weekly, November 9, 2012
70. Everything else Book sales by type 7% Audio 2% Mass market
Hardcover 12% 27% E-book 22% Trade paperback 30% Source: Publishers
Weekly, November 5, 2012
71. The market for digital text is established The illustrated
digital book market is in its infancy BUT: it should grow along
with iPad and Kindle Fire Amazon remains the dominant seller (for
now) MarkeNng digital books is a challenge How much does price aect
sales? Lessons?
72. Serial Ntles EducaNonal and professional focused
Digital-exclusive iBooks Author OpportuniNes
78. Epic Storytelling Snow Fall: The Avalanche at Tunnel Creek
By John Branch The New York Times,
hrp://www.nyNmes.com/projects/2012/snow-fall/
79. From the Art InsNtute of Chicagos OSCI preview publicaNon:
Kimberley Muir, "Cat. 13. The Beach at Sainte-Adresse, 1867:
Technical Report," in Monet PainJngs and Drawings at the Art
InsJtute of Chicago, ed. Gloria Groom (Chicago: Art InsNtute of
Chicago, 2013), para 12. Digital HumaniNes: Art History
80. From: Local/Global: Mapping Nineteenth-Century Londons Art
Market by Pamela Fletcher and Anne Helmreich with David Israel and
Seth Erickson Nineteenth-Century Art Worldwide, Volume 11, Issue 3
Autumn 2012 Digital HumaniNes: Art History
81. From: Where Am I?, a sample ePublicaNon by Greg Albers
prototyping the use of geolocaNon in enhancing a reading
experience. Learn more and download the ePub on the Museum Digital
Publishing Bliki. Smart Books