the long tail of publishing workshop slides 2009 10 10
DESCRIPTION
Serena Robar presentation at RWA Emerald City Writers' Conference 2009TRANSCRIPT
The Long Tail of Publishing
Insights and strategies from Chris Anderson’s bestselling book The Long Tail
Presented by a nerdy YA writer who likes to read economy books for fun-Serena Robar
The evolution of markets
• Location, Location, Location• We go to the goods=the goods come to us• We are turning from a mass market back to a
niche , defined not by our geography but by our own interests.
What is the Long Tail?
• Look! A pretty graphic
New growth market:Products you can’t find anywhere but online
30%
Amazon:5 million titles
Avg.
Sup
erst
ore
B&N
sto
re: 1
00,0
00 ti
tles
Products not available in largest offline retail stores
* 3/2008
80-20 sales
• Traditional Brick and Mortar sales model vs Long Tail
• Both are here, which can you influence?
The evolution of the 80/20 rule
Products Revenues Profits Products Revenues Profits0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online-only RevenueEveryone elseHits
80%
25%
50%
Bricks & mortar retailer Long Tail retailer
80%
20%
20%
100%90%
8%
2%
25% 33%
33%
33%
Hits are not dead, but their monopoly is over
• Type 1: Authentic Top down products that are excellent and resonate with a broad audience (Harry Potter and Twilight series)
• **Type 2: Synthetic top down hits: lame products with lots of marketing that get people to try them (but regret that they did)
• Type 3:Bottom Up hits that rise from word of mouth and grassroots efforts (13 Reasons Why, True Blood)
Three Forces of the Long Tail
• Make it• Get it out there• Help me find it
How to find it
• Aggregates for everyone– Online sellers for physical goods• Filters such as keywords, recommendations based on
other people’s purchases, etc
– Blogs/social networking for information• Filters such as by topic or niche (ie: romance novels and
smart bitches, trashy books)
Filters in a niche market:Without filters, everything in the long tail is
just noise.
• One size filters do not fit all– Don’t compare apples to oranges
Pre filters and Post filtersPre-Filters Post-Filters
Editors Blogs
Record label scouts Playlists
Studio executives Reviews
Department store buyers Customers
Marketers Recommendations
Advertisers Consumers
We go from predicting tastes(pre-filters) to measuring tastes(post-filters)Once something is measured or quantified, it creates a market. Vampires anyone?
6 rules of successful Long Tail authors
1. Your books, your backlist2. Let the fans do the work3. One distribution method doesn’t fit all4. One book=many opportunities5. Understand the power of free6. Art of social networking
Your books and backlist
• Don’t keep your backlist from the readers because a publisher doesn’t have it in print
• Strategies
Let fans do the work
• Make banner ads to give away on your site• Encourage fan fiction• Get a street team going• Allow comments and interact• Yahoo groups or forums
One distribution method doesn’t fit all
• Make books available in all formats– Print (traditional)• POD
– E-books• E-Readers• Cellphone
– Audio• iTunes• Mp3• CD
One book=many opportunities
• Manga• Magazine excerpts• Movie/tv options• Video game tie ins• Merchandising tie ins
Understand the power of free
• Online excerpts• Deleted scenes• Interviews with characters• Free book, novella, backlist• Graphics• Podcasts• Video• Niche things (recipes, knitting patterns, etc)
Art of social networking
• Who is influential in our space?• How do I influence them?• Effective blogging• Building your customer list• Art of begging for links• Contests, gimmicks, meme and other link bait
???