ebooks’ real impact on the book publishing market: 2009 – 2011
TRANSCRIPT
DigitalBookWorld.com | @digibookworld | #dbw
PANELISTS
Guy GonzalezDirector, Digital Content and Product Development,Media Source, INC | @glecharles
Frederique MeriotConsultant on the state of the European Ebook Industry
Eric FreeseSolutions Architect, Aptara | @efreese
MODERATOR
Matt MullinCommunity Relations Manager, Digital Book World | @muttinmall
Sponsored by Aptara
Ebooks’ Real Impact on the Book Publishing Market 2009 2011
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Digital Publishing Solutions
AptaraFounded in 1988 l 4,600 employees l 8 global locations l headquartered in Virginia
Available Now!The results of Aptara’s 3rd Survey of eBook Publishers: Reactions & Results 2009 – 2011
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Aptara eBook Survey Series
Goals– Track and document eBook production trends, challenges, best practices– Help publishers optimize their eBook operations and revenues
Timeline– Sept 2009– July 2010– April 2011
100% participation increase year over year
Third survey = 1,350 responses
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Survey Approach
Anonymous
Global, though weighted toward US
10 – 20 questions
Subset of questions repeated in all three survey
Sent to Aptara’s database of 25,000 small, medium, and large book and journal publishers (no authors), including respondents of previous surveys
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3rd Survey Respondents
Market Segment
30% Trade / Consumer25% Education / College21% Scientific / Technical / Medical
6% Corporate (B2B)5% Education / K–12
12% Other
Respondents’ Largest Market
70% United States14% Rest of the World
8% Continental Europe8% UK
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Publisher Size
14% Huge ($101M - >$1B)8% Large ($51M - $100M)
46% Medium ($1M - $50M)32% Small (<$1M)
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Sample Results and Statistics
Aptara’s Third AnnualeBook Survey of Publishers
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What % of Publishers are Producing eBooks?
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All Publishing Market Segments
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What % of Publishers are Producing eBooks?
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In addition, Trade is more committed to eBooks and at a faster rate than other publishers – with an increase of 50% to 76% in two years
All Publishing Segments
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eBook Production Volume is on the Rise
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eBook Publishers Distributing > 50% of Their Titles as eBooks in 2011
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eBook Production Volume is on the Rise
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eBook Publishers Distributing > 50% of Their Titles as eBooks in 2011
In addition, the % of publishers producing 76% - 100% of their titles as eBooks increased from 24% to 37% in last year.
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eBook Distribution Channels
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StatisticAmazon still dominates distribution—but by a steadily decreasing margin
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eBook Distribution Channels
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StatisticAmazon still dominates distribution—but by a steadily decreasing margin
ImplicationsMore a proliferation of new EPUB-based platforms/channels than a decline in sales for Amazon
Result is a larger ‘pie’
Publishers anticipating increase in EPUB-based channels
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Greatest Source of eBook Sales – All Publishers
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Statistics
Amazon generates significantly more sales than EPUB platforms and devices. Yet EPUB eclipses Kindle as the most widely targeted platform
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Greatest Source of eBook Sales – All Publishers
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Statistics
Amazon generates significantly more sales than EPUB platforms and devices. Yet EPUB eclipses Kindle as the most widely targeted platform
Implication
Suggests publishers are preparing for an increase in the adoption of EPUB
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Greatest Source of eBook Sales – By Publisher Type
Statistics
Publishers’ own eCommerce sites generate the greatest % of eBook sales for everyone except Trade
STM, College, K–12, and Corporate sell through their own eCommerce sites at double and triple the rate of Trade publishers
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Greatest Source of eBook Sales – By Publisher Type
Statistics
Publishers’ own eCommerce sites generate the greatest % of eBook sales for everyone except Trade
STM, College, K–12, and Corporate sell through their own eCommerce sites at double and triple the rate of Trade publishers
Implications
Publishers’ reluctance to share revenues with retail channel partners
Highlights Trade’s lack of direct-to-consumer initiatives
Retailers have tighter relationships with customer than publishers
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Greatest Source of eBook Sales – By Publisher Type
Statistics
Amazon produces greatest % of eBook sales for Trade, by a disproportionate margin (43%)
56% of Trade publishers report Amazon is largest sales generator, yet only 20% report distributing their content through Amazon
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Greatest Source of eBook Sales – By Publisher Type
Statistics
Amazon produces greatest % of eBook sales for Trade, by a disproportionate margin (43%)
56% of Trade publishers report Amazon is largest sales generator, yet only 20% report distributing their content through Amazon
Implications
Reflects Amazon’s central role in helping develop Trade eBook market
Either highest value content distributed through Amazon, or Amazon’s ROI is greatest
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eBook Production Trends: Digital and/or Print?
Statistics
85% of publishers produce print and eBook versions of their titles
10% of publishers produce eBooks primarily in place of print editions – up only 1% over two years / three surveys (9%, 9%, and 10%)
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eBook Production Trends: Digital and/or Print?
Statistics
85% of publishers produce print and eBook versions of their titles
10% of publishers produce eBooks primarily in place of print editions – up only 1% over two years / three surveys (9%, 9%, and 10%)
Implications
Reflects publishers’ unease with going “all in” with eBooks until revenues and profits are more discernable and consistent
Emphasizes need for digital workflows with multiple-format output efficiency, i.e., XML-early processes
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eBook Production Trends: Source File Formats
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Preferred eBook Source File Format
StatisticPDF is most common eBook source file format for all publisher types for the last two surveys (not asked in the first survey)
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eBook Production Trends: Source File Formats
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Preferred eBook Source File Format
StatisticPDF is most common eBook source file format for all publisher types for the last two surveys (not asked in the first survey)
ImplicationsMost eBook production still follows printproduction, at the expense of improvedoperational efficiencies.
Publishers slow to transition from print-basedproduction to flexible digital workflows for multi-channel output from a single content source
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eBook Production Trends: Outsourcing
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Extent to Which eBooks Are Produced by an External Technology Partner
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eBook Production Trends: Outsourcing
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Extent to Which eBooks Are Produced by an External Technology Partner
Use of external technology partners has grown with the increase in eBook activity.
By a margin of 30%+, all publishers agree that the main driver for using an external technology provider is “Lack of internal capability and resources.”
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eBook Production Trends: Enhanced eBooks
StatisticsEnhanced eBook production has increased significantly in a year– College: 3% to 26%– K-12: 4% to 35%– Trade: 10% to 21%– STM: 7% to 16%– Corporate: 0% to 16%
Yet plans for enhanced eBooks remain modest—60% of publishers still investigating or not planning to produce them
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eBook Production Trends: Enhanced eBooks
StatisticsEnhanced eBook production has increased significantly in a year– College: 3% to 26%– K-12: 4% to 35%– Trade: 10% to 21%– STM: 7% to 16%– Corporate: 0% to 16%
Yet plans for enhanced eBooks remain modest—60% of publishers still investigating or not planning to produce them
ImplicationsSpurred by the introduction of the Apple iPad and other eReader tablets with native audio and video supportEducation publishers have long produced rich media content, though originally targeted at PCs and learning platforms
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eBook Production Trends: EPUB 3
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Publishers with an EPUB 3 Strategy
StatisticsAwareness of EPUB 3 is limitedPerception of enhanced eBooks is still largely separate from EPUB 3
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eBook Production Trends: EPUB 3
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Publishers with a Strategy for Moving to EPUB 3
StatisticsAwareness of EPUB 3 is limitedPerception of enhanced eBooks is still largely separate from EPUB 3
ImplicationsPublishers still catching-up to producing for the EPUB marketEPUB 3 is just now being finalized and currently has limited device support
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eBook Production Trends: Challenges
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Greatest Challenge in Bringing eBooks to Market
Statistics“Content format and device compatibility issues” -- the greatest challenge in all three Aptara surveysPublishers less concerned with cost than a year ago
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eBook Production Trends: Challenges
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Greatest Challenge in Bringing eBooks to Market
Statistics“Content format and device compatibility issues” -- the greatest challenge in all three Aptara surveysPublishers less concerned with cost than a year ago
ImplicationsPublishers concerned with the difficulty of getting content to marketAttempt to pursue as many eBook formats as possible isn’t practical until market further matures Production systems/services to help publishers have been in place in a competitive environment for some time, lessening the price concern.
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Publishers’ eBook Future
Statistics
1 out of 5 eBook publishers generates more than 10% of their revenues from eBooks. – impressive stat for an early-stage market– eBook market still has plenty of room for growth
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Publishers’ eBook Future
Statistics
1 out of 5 eBook publishers generates more than 10% of their revenues from eBooks. – impressive stat for an early-stage market– eBook market still has plenty of room for growth
2 out of 3 eBook publishers have not converted more than 50% of their backlist (legacy) titles– higher profit margins than front list titles– hold significant untapped revenues
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Publishers’ eBook Future
Survey Implications
Confirmation of vast eBook market opportunity– tip of the iceberg
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Publishers’ eBook Future
Survey Implications
Confirmation of vast eBook market opportunity– tip of the iceberg
Production optimization and further market maturity needed to reach full potential– digital first / XML early workflows necessity for maximizing profits– waiting for eReader devices/platforms, sales channels,
and pricing models to settle out
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Full Survey Results
Download the 3rd Annual eBook Survey Report
Uncovering eBooks’ Real Impact 2009 -2011
www.aptaracorp.com/home/SURVEY
featuring input from 1,350 publishers to 20 eBook production and sales related questions
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Visit Aptara in the Mobile Hot SpotFrankfurt Book Fair
October 12 - 16
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DigitalBookWorld.com | @digibookworld | #dbw
PANELISTS
Guy GonzalezDirector, Digital Content and Product Development,Media Source, INC | @glecharles
Frederique MeriotConsultant on the state of the European Ebook Industry
Eric FreeseSolutions Architect, Aptara | @efreese
MODERATOR
Matt MullinCommunity Relations Manager, Digital Book World | @muttinmall
Sponsored by Aptara
Ebooks’ Real Impact on the Book Publishing Market 2009 – 2011: Questions & Answers
DigitalBookWorld.com | @digibookworld | #dbw
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