Understanding How to Distribute Your Book

Moderator: • Patricia Payton |Senior Manager, Publisher Relations &

Content Development |Bowker

Speakers: • Jennifer Heinz |Manager of Distribution & Services

Fulfillment teams |Lulu.com

• Davida Breier |Manager |Hopkins Fulfillment Services

• Robin Cutler |Independent Publisher Manager |Ingram Content Group Inc.

3:00 pm – 3:50 pm, Room: 1E08

Agenda

ISBN Overview

Technical Product Creation

Book Distribution

Wholesale &Print on Demand Service

978-0-8352-5083-2

Indicates if can be cross referenced to ISBN10

Country of

Origin

Publisher or Imprint of Record

Title Check Digit

3

ISBN Overview

Bowker is USA ISBN agency: www.MyIdentifiers.com

Find your ISBN agency: www.isbn-international.org/agency.

Why do you need an ISBN?

• Parties in physical supply chain require it• Metadata travels with ISBN to buyers• Without it:

– Booksellers may not be able to list your book– Distributors or ebook converters may assign

their ISBN to your work– Readers may purchase the incorrect book

4

Self Publishing Supply Chain:

Product Creation

Jennifer HeinzJune 1, 2013

Self Publishing: Print on Demand

Retail Distribution Channels

Lulu Listing

eBook

Print

Royalties

80%

20%

Traditional

PublisherAuthor

Royalties

20%

80%

Self Published

PublisherAuthor

Publishing

Marketing

Distribution

On to ONIX

Publishing: Content Elements

Project Files

Manuscript

MetadataCover

The Manuscript

• Writing• Feedback

– Editors– Review

• Formatting• Conversion

– Word > PDF– Word > EPUB

• Meeting Distribution Requirements

Metadata Really Matters

• Title MetadataTitle, Subtitle, Author NameISBN, Imprint, Edition

• Merchandising MetadataPrice, Keywords, Description

• Pay Special Attention to:

1. Spelling2. Capitalization3. Match metadata to the

cover

-- M

eta

data

In

Act

ion

--

Creating a Cover

• Full-Featured ToolsetsTemplatesLayoutsStandard Themes

• Custom CoversDesign a custom cover using the toolsUpload Photoshop files of finished cover art

Assemble all three into a project and you are ready to publish your work. It

really is that easy.

Creating the Project

Quick Marketing Tips

• Get the word out• Build a brandSocial Media

• Face to face• Signings,

readings• Get feedback

Meet Readers

• Blogs• Forums

Web Communities

• Community involvement

• Find your audience

Genre Specific

Tell us what you’ve got.

On to Distribution

ONIXFeeds

Manuscript

MetadataCover

Submission Process

Electronic

Review[Author]

Select Channel

s[Author]

Proof Copy

[Author]Or

Review [Author]

Metadata & Files Submitt

ed[Lulu]

Files Receive

d[ISBN

Agencies &

Distro Channel

s]

Into the Supply Chain

Book Distribution

How do books land on store shelves?

The magic (actually grinding logistics) of book distribution…

A distributor acts as a publisher’s

fulfillment center and handles credit and collections. Essentially, a distributor takes care of the back office work, which enables a publisher to focus on production, sales, marketing, and acquisitions. Additionally, master distributors actively sell the titles to wholesalers and retailers, and are exclusive to their covered markets.

A Few Definitions

Master distributor – examples include

Perseus, IPG, NBN, Cardinal Publishers Group, Atlas Books, IPS. They offer publishers sales representation, which includes major retailers, independent stores, and specialty accounts.

Fulfillment distributor – examples include HFS, BookMasters, Pathway Book Service. They primarily offer pick/pack and credit and collection services, with optional add-on services.

A Few Definitions

Wholesalers provide books to retail

customers, are nonexclusive, and do not have a sales force. They are reactive rather than proactive about demand.

A Few Definitions

A Few Definitions

Wholesaler – the largest examples include Ingram, Baker and Taylor. There are also regional and niche wholesalers.

Retailer – brick-and-mortar and online stores. Some are selective about what is shelved, this is especially true of brick and mortar stores, and some allow you to place your content with them, this generally applies to eRetailers.

Some distributors and wholesalers focus on a

single market, as Quality Books does for the library market, or region, such as America West Books.

Some focus on multiple markets, which may include traditional bookstores, big-box stores (e.g., Costco, Target, Wal-Mart), religious bookstores, gift stores, libraries, and educational accounts.

Bookstores can order from distributors or wholesalers. How they order will depend on the size of the order, freight costs, and the discount provided.

A Few Definitions

So how does this really work?

Yay! Flow charts!

Market Share By Channel

Primary channels include: Chain bookstores Independent bookstores Online retailers (largest segment) Big box stores Warehouse clubs Grocery stores Library market Gift stores Religious bookstores

Market Share By Channel

How Books Land On Store Shelves

Author is contracted and a publication date is set. Publisher creates metadata and marketing materials

for their distributor. Distributor creates a catalog and distributes

metadata to sales reps and accounts. Sales reps call on their accounts and present the

book. Orders are placed. Book is published. Books are received and shelved by retailers. The process can take anywhere from three to twelve

months.

Sales and Marketing

Selling to the major accounts is one of the most important functions a master distributor performs.

They usually have house reps (employed directly by the distributor) who sell to the major wholesalers and retailers and commission reps who sell to the independent stores and specialty accounts.

There is a catalog-based selling season and metadata is transmitted to all major retail and wholesale databases.

This is all built into the sales and distribution cycle.

Content

Traditional Trade Distribution Model

Cold Reality

Most stores will only shelve books that help pay the rent. Space is limited and critical to the financial health of the store.

A brick and mortar store will carry 10,000-20,000 titles. Compare that to the millions available at an online retailer.

Publishers have to pay for prime locations in chain stores.

Chain stores have a complicated buying process, but online retailers make it easy for small publishers and author publishers to reach consumers.

Cold Reality

The competition between distributors can be intense, especially as the number of larger independent publishers shrinks compared to the exponential growth of small presses.

Furthermore, the profit margin for distributors is razor thin.

Books that do go out to bookstores stand a good chance of being returned. The industry average for trade books is about 20-30%.

Cold Reality

The majority of books are sold from warehouses, not bookstores.

Content

New eContent Distribution Model

Note: eContent can refer to both eBooks and digitally printed (POD) paper books that carry no inventory.

Content

Self-Publishing Distribution Model

Opportunities

Social media marketing has created new opportunities that lower the financial and access barriers to consumers.

Digital content has disrupted the traditional sales cycles and brings topical books to market much faster.

Reaching niche audiences has never been easier.

Real live booksellers still hand-sell, something the internet cannot replicate (no matter how hard its little algorithms try).

Opportunities

Direct-to-consumer sales and back-of-the-room sales can be a publisher’s bread and butter.

POD (print-on-demand) options mean that books can be available (and never out of stock) at major wholesalers and retailers (and without the assistance of a distributor).

eRetailers now account for 44% of book sales (PW 5/13/2013).

ARISE! BOOKSTORE, COLLEGE SUPERSTORE, THREE RIVERS MARKET, TOUCH OF GRACE (DBA), STRANGER THAN FICTION BOOKS, CANTERBURY TALES, YORK DRUGS, HOPENOW, ROBINSON COMPANIES (DBA), TECHBOOKSOLUTIONS INC , WT'S BOOKS, OLD FIREHOUSE BOOKS (DBA), CIELO HOME AND CHID (DBA), MENTORHOPE LLC, FRY'S ELECTRONICS INC, NEW BEDFORD WHALING MUSEUM DBA, TALULAH JONES, KMS GROUP, JANET BROWN INTERIORS, GARDEN STATE PERIODICALS LLC , DRIFTSTONE PUEBLO INC, BOOK EXPRESS, DANCERS, PLANET PULSE, CONNECTICUT CHILDRENS, HH NASHVILLE LLC (DBA), CARDBOARD MEMORIES, HANNA LIQUIDATORS, HARBOR BOOKS & GALLERY, MAIN STREET BOOKS , OYSTER ISLAND EMPORIUM INC, STONEHOUSE BOOKSTORE, CACHE MOUNTAIN TRADERS, SUPERMART.COM, COLOURS INC, NATIONAL ELECTRONIC TYPE INC, QIVIUT BOUTIQUE OF ALASKA, PAPERBACKS PLUS, MYRA HOEFER DESIGN LLC, ART THINGS INC, BOOKS FOR LESS LLC, JAZZ STORE, SOLUTIONS FOR DYSLEXIA, NOVA SOUTEASTERN UNIVERSITY, BUTTER PADDLE, CALLAHAN'S, SALLIE HOME, SIXTH SENSE BOOKSTORE, DAILY 235, CARTOON ART MUSEUM, INVISION COMPUTING, ORANGE ELEPHANT (DBA), TALKEETNA ROADHOUSE (DBA), REDE LLC, EVERYTHING ABOUT LEARNING(DBA), VESICA INSTITUTE, VERTIGO BOOKS, SAINT THOMAS HOSPITAL, MBI DISTRIBUTION SERVICE (DBA), MACKINAC ISLAND STATE PARK, O'SUZANNAH, DOG EARED HALF-PRICED BOOKS, NORTHFIELD BOOKSTORE, BAJA NEWS CAFE INC, PIONEER MUSEUM GIFT SHOP, AIA ST LOUIS PUBLICATION, EXPLORATIONS CATALOG (DBA), OLIVE BARN INC, SAINT LOUIS CELLARS, PLAINS ART MUSEUM, UNWIND, NORMAN MAILER WRITERS COLONY, DUEBER'S, BEGINNING WITH BOOKS, FAMILY FRIENDLY BOOKS, HIVECITY INC, DREES, FARMERS MUSEUM INC, SAYVILLE GENERAL STORE, BUTTERFLY HOUSE, MARKLIN RETAIL, WORDS BOOKSTORE (DBA), BOOKS AND STUFF LLC, HANG UP FRAME SHOP & GALLERY, SALVATION ARMY, DAVID ALLEN CO, RAVEN BOOK STORE, AIA BALTIMORE BOOKSTORE, L'AVENUE, LA BUENA VIDA LLC, COMFORTABLE HOME INC, FLOWERS ON BROADWAY (DBA),

CHANNELS

Jay Gatsby, Holden Caulfield, Humbert Humbert, Leopold Bloom, Rabbit Angstrom, Sherlock Holmes, Conan Doyle, Atticus Finch, Molly Bloom, Stephen Dedalus, Lily Bart, Holly Golightly, Gregor Samsa, The Invisible Man, Lolita, Aureliano Buendia,, George Smiley, Mrs. Ramsay, Bigger Thomas, Nick Adams, Yossarian, Scarlett O'Hara, Scout Finch, Philip Marlowe, Kurtz, Stevens, Cosimo Piovasco di Rondo, Winnie the Pooh, Oskar Matzerath, Hazel Motes, Alex Portnoy, Binx Bolling, Sebastian Flyte, Jeeves, Eugene Henderson, Marcel, The Cat in the Hat, Peter Pan, Augustus McCrae, Sam Spade, Judge Holden, Willie Stark, Stephen Maturin, The Little Prince, Santiago, Jean Brodie, Muriel Spark, 1961The Whiskey Priest, Neddy Merrill, Sula Peace, Meursault, Jake Barnes, Phoebe Caulfield, Janie Crawford,, Saul Bellow, Jay Gatsby, Holden Caulfield, Humbert Humbert, Leopold Bloom, Rabbit Angstrom, Sherlock Holmes, Conan Doyle, Atticus Finch, Molly Bloom, Stephen Dedalus, Lily Bart, Holly Golightly, Gregor Samsa, The Invisible Man, Lolita, Aureliano Buendia, Clarissa Dalloway, Ignatius Reilly, George Smiley, Mrs. Ramsay, Bigger Thomas, Nick Adams, Yossarian, Scarlett O'Hara, Scout Finch, Philip Marlowe, Kurtz, Stevens, Cosimo Piovasco di Rondo, Winnie the Pooh, Oskar Matzerath, Hazel Motes, Alex Portnoy, Binx Bolling, Sebastian Flyte, Jeeves, Eugene Henderson, Marcel, The Cat in the Hat, Peter Pan, Augustus McCrae, Sam Spade, Judge Holden, Willie Stark, Stephen Maturin, The Little Prince, Santiago, Jean Brodie, Muriel Spark, 1961The Whiskey Priest, Neddy Merrill, Sula

HARPERCOLLINS, PENGUIN GROUP SIMON & SCHUSTER MACMILLAN HACHETTE BOOK GROUP US LIGHTNING SOURCE INC PERSEUS BOOKS GROUP INGRAM PUBL SERV JOHN WILEY & SONS INC ZONDERVAN PUB HOUSE HOUGHTON MIFFLIN HARCOUR PEARSON PTR W W NORTON & CO INC THOMAS NELSON INCROWMAN & LITTLEFIELD PUB GROUP INDEPENDENT PUBL GROUP TYNDALE HOUSE PUBLISHERS MCGRAW HILL BOOK CO OXFORD UNIV PR WORKMAN PUB CO CENGAGE LEARNING DELETED ACCOUNT DK PUB BAKER BOOK HOUSE DIAMOND COMIC DISTRIBUTOR UNIV OF CHICAGO PR HARLEQUIN ENTERPRISES LTD KENSINGTON PUB CORP TRILITERAL LLC STERLING PUBL CO INC ELSEVIER HEALTH SCIENCE BARRONS EDUC SERIES SPRINGER VERLAG NEW YORK LLC TAYLOR & FRANCISF&W MEDIA INC DOVER PUBN INC CAMBRIDGE UNIV INGRAM ENTERTAINMENT INTER VARSITY PRESS HARVEST HOUSE PUBL BROADMAN PR OSOTE PUB GALE CENGAGE LEARNING HAY HOUSE HAL LEONARD PUB GOOD NEWS PUBL NAV PR SOURCEBOOKS INC DAVID C COOK WILLIAM B EERDMAN CO BRILLIANCE CORP SAGE PUBN MOODY VIDEO MIDPOINT TRADE BOOKS INC CAPSTONE PUBL RITTENHOUSE BOOK DISTRIBUTORS GLOBE PEQUOT PR MOTORBOOKS INT CATHOLIC BOOK PUB CO GOSPEL LIGHT PUB ROCKPORT DBA QUAYSID HEALTH COMMUNICATION LONELY PLANE WHITAKER DISTRIBUTORS CREATION HOUSE JOHNS HOPKINS UNIV PR EMI-CMG ATLASBOOKS DISTRIBUTIO HOLIDAY HOUSE FIREFLY BOOKS LT CARSON DELLOSA PUB LLC LONGLEAF SERV INCLIPPINCOTT WILLIAMS & WILKINS PRINCETON UNIV PRES PROVIDENT MUSIC DIST AMER PSYCHOLOGICAL ASS BLACKSTONE AUDIO BOOKS ABINGDON P LERNER PUB GROUP GREENLEAF ENTERPRISES IN UNIV OF CALIFORNIA P SCHOLASTIC LIBRARY PUBLISHING SEND THE LIGHT

33,000 partners

25,000 partner

s

11 million titles

What is Ingram?

PUBLISHERS

The world’s largest and most trusted Wholesaler/Distributor of physical and digital content

Global Book Supply & Services• Over 45 years in the publishing industry • Book distribution to 220 countries

on 6 continents• 11 million+ active titles in-stock• 25,000+ publishers served

Big Numbers

62,000 in our distribution channel • Global & Regional Chain Bookstore• Independent Retailers• University Bookshops• Internet Retailers• Gift Retailers• Specialty Retailers• Museum Shops• Public and School Libraries

Huge Reach

• Traditional Wholesale

• Full Distribution (IPS)

• Print on Demand (POD) via Lightning Source

• Digital Distribution via CoreSource

Publisher Services

On-Demand Services POD

Global leader in POD solutions9.5 million POD titles printed this year

POD facilities in:

United States (5 facilities)

Internationally (4 facilities)

Play Ingram POD Video

Benefits of POD

• Never miss a sale

• Keeps books alive

• Greatly reduces risk of publishing

• Match supply to demand

• Expand globally, print in market

• Reduce costs and waste

Digital content delivered for e-readers

• 33+ million digital distributions last year

• 408,000+ e-books to Libraries

• Delivered to over 150 e-channels Amazon Kindle, Apple ibook,

B&N Nook, Kobo, Diesel and MiL

On Demand Services DOD

Company Confidential. Restricted. Distribution: Shred.

Where do you fit in?

The New POD Publish on DemandSM Solution

• Easy to use platform

• P+E together

• Great value

• Assess to Ingram’s distribution channels 

How it Works• Publishers upload content in multiple formats (P & E)

Print: PDFs

e-book: Epub, JPEG

• Publishers promote their titles to retailers and libraries

• Retailers place orders with Ingram

• Ingram uses POD to manufacture print titles and delivers

print and e-book content to retailer

• Ingram pays Publisher for the sale

Launches July 1

Sign up for information at www.ingramspark.com

ContactRobin@ingramcontent.com