Cracking the Nonfiction Code @kobo @mtamblyn #TOCCON In print - - PowerPoint PPT Presentation

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Cracking the Nonfiction Code @kobo @mtamblyn #TOCCON In print - - PowerPoint PPT Presentation

Cracking the Nonfiction Code @kobo @mtamblyn #TOCCON In print Fiction Non-fiction In print, with kids books Fiction Non-fiction In digital Non-fiction Fiction Why? Devices Customers Price Narwhals Competition from other


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Cracking the Nonfiction Code

@kobo @mtamblyn #TOCCON

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Fiction Non-fiction In print…

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Fiction Non-fiction In print, with kids books…

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Fiction Non-fiction In digital…

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Why?

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Devices Customers Price Narwhals Competition from other sources Gift economy of the book Gift economy of the ereader

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25 minutes

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Data

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Data vs. Fun

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Data vs. Fun (or at least Conscious)

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“I hold the rights for the world’s largest collection of narwhal field guides and am going to decide what to price them at the end of your talk.”

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“I have spent the last two days learning everything there is to know about

  • epub3. Entertain me or I will hang

myself with a lanyard.”

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Difficult balance

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Hard data.

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price

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share

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With interludes of Semi-substantiated speculation

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W, Empress of Content & Pricing Data

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About Kobo

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2.5 million titles 7 million customers Kobo eReader Touch Kobo Vox iPad, iPhone, Android, Blackberry

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eBooks to almost 200 countries

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and some countries that only questionably exist

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Acquiring content in 25 countries

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Merchandising in 9 countries

(US, UK, Canada, Australia, New Zealand, Hong

Kong, Germany, France, Spain, Netherlands)

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Merchandising in 9 countries

(US, UK, Canada, Australia, New Zealand, Hong

Kong, Germany, France, Spain, Netherlands)

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What is the fiction/non-fiction split?

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Digital vs. Print Share of Purchase

Fic$on ¡ Romance ¡ 221% ¡ Fic$on ¡ General ¡& ¡Other* ¡ 115% ¡ Fic$on ¡ Mystery ¡& ¡Detec$ve ¡ 120% ¡ Fic$on ¡ Fantasy ¡ 67% ¡ Nonfic$on ¡ RELIGION ¡ ¡ 6% ¡ Nonfic$on ¡ BIOGRAPHY ¡& ¡AUTOBIOGRAPHY ¡ ¡

  • ­‑16% ¡

Nonfic$on ¡ BUSINESS ¡& ¡ECONOMICS ¡ ¡

  • ­‑52% ¡

Nonfic$on ¡ HEALTH ¡& ¡FITNESS ¡ ¡

  • ­‑54% ¡

Nonfic$on ¡ FAMILY ¡& ¡RELATIONSHIPS ¡ ¡

  • ­‑63% ¡

Juvenile ¡ JUVENILE ¡FICTION ¡ ¡

  • ­‑66% ¡

Nonfic$on ¡ SELF-­‑HELP ¡ ¡

  • ­‑71% ¡

Nonfic$on ¡ HUMOR ¡ ¡

  • ­‑72% ¡

Nonfic$on ¡ BODY, ¡MIND ¡& ¡SPIRIT ¡ ¡

  • ­‑74% ¡

Nonfic$on ¡ SPORTS ¡& ¡RECREATION ¡ ¡

  • ­‑83% ¡

Nonfic$on ¡ TRAVEL ¡ ¡

  • ­‑89% ¡

Nonfic$on ¡ REFERENCE ¡ ¡

  • ­‑90% ¡

Nonfic-on ¡ COOKING ¡ ¡

  • ­‑92% ¡

Juvenile ¡ JUVENILE ¡NONFICTION ¡ ¡

  • ­‑96% ¡

Nonfic-on ¡ COMICS ¡& ¡GRAPHIC ¡NOVELS ¡ ¡

  • ­‑98% ¡
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What is moving easily to digital: Original stories à Fiction Opinion, analysis and expertise vs. data and information. à Biography, History, Business “Proprietary knowledge” à Diets and health guides, self-help, instruction

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Why are some categories significantly underindexed? How many of them are richly illustrated with complex formats? à Constrained by supply in digital, still not a lot of titles available vs. print How many are given as gifts? à Constrained by behaviour)

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The categories at the bottom of the list: those in competition with free ad-supported web resources (cookbooks, travel, etc.) à if you have a web-connected device to read on, you’ll use it…

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There are definitely opportunities for children’s books

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Gift shifting from “book” to “device to read books”

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Could we do a better job of on a device for kids?

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Sure.

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Are there non-fiction devices?

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Yes.

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Not about screen size.

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  • r OS.
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“Where the boys are…”

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0.00% 10.00% 20.00% 30.00% 40.00% 50.00% Desktop Client - Linux HTC Android Smartphone Blackberry Playbook Samsung Galaxy Tab iPad Desktop Client - OSX Kobo Touch Android App - downloadable Kobo Vox Kobo Website Desktop Client - Windows iPhone Kobo EReader 2.0

% of Library in Non-fiction

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Non-fiction Pricing

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Price Points by # of ISBNs in Catalog

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US Non-fiction pricing vs. unit sales

0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 14 - 14.99 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 + BACKLIST FRONTLIST

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(digital non-fiction is a backlist business)

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Canada – Non-fiction Pricing by Unit Sales

0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 14 - 14.99 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 + BACKLIST FRONTLIST

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Australia - Non-fiction Pricing by Unit Sales

0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 14 - 14.99 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 + BACKLIST FRONTLIST

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Biography

0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 14 - 14.99 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 + BACKLIST FRONTLIST

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Business

0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 14 - 14.99 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 + BACKLIST FRONTLIST

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Food & Cooking

0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 14 - 14.99 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 + BACKLIST FRONTLIST

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Health & Fitness

0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 14 - 14.99 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 + BACKLIST FRONTLIST

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Comics & Graphic Novels

0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99 10 - 10.99 12 - 12.99 13 - 13.99 15 - 15.99 21 + BACKLIST FRONTLIST

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Is there a significant self- publishing market?

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not yet.

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7% of all unit sales self-pub

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non-fiction 1% self-pub

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Price Decay in Non-fiction

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12.31 8.82 8.70

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 30 60 90 120 150 180 210 240 270 300 330 365

% of Total Quantity Sold Average Price Linear (Average Price)

All Non-fiction

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13.81 11.85 11.45

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)

Business & Non-fiction

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12.42 11.42 10.60 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)

Biography

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13.24 11.50 9.59 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)

History

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11.46 9.65 9.61 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)

Cooking

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10.85 10.59 9.11 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)

Health & Fitness

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Cracking the Nonfiction Code

@kobo @mtamblyn #TOCCON