Digital Publishing in the 21 st Century Challenges and opportunities James McCall Principal Consultant in International Publishing Scottish Centre for the Book School of Arts and Creative Industries Edinburgh Napier University

Who has the opportunities? Publishers – easy access to market Publishers – easy access to market Authors – easier to research Authors – easier to research Writers – easier to ‘make public’ Writers – easier to ‘make public’

Who may feel threatened? Booksellers? Booksellers? Lecturers? Lecturers? Readers? Readers?

Recent trends in e-publishing Hachette – reported 5$ million sales in Dec ‘09 Hachette – reported 5$ million sales in Dec ‘09 International Digital Publishers Forum – 250% growth in 2009 – 56$ million sales in last quarter International Digital Publishers Forum – 250% growth in 2009 – 56$ million sales in last quarter Waterstones sold 350,000 ebooks in 2009 Waterstones sold 350,000 ebooks in 2009 Predictions from trade figures – CEO of Harper Collins suggests 50% of books would be ‘e’ by 2020 Predictions from trade figures – CEO of Harper Collins suggests 50% of books would be ‘e’ by 2020 Optimism or pessimism? Optimism or pessimism?

Routes to market Waterstones Waterstones Amazon Amazon Apple Apple Publishers’ websites Publishers’ websites

Marketing methods –compare and contrast The Scattergun Approach The Scattergun Approach ‘Anytime, anyplace, anywhere’ ‘Anytime, anyplace, anywhere’ Using free chapters to drive ‘e’ and printed sales Using free chapters to drive ‘e’ and printed sales A model for schools publishing? A model for schools publishing? ‘Pick and mix’ – the example of Lonely Planet ‘Pick and mix’ – the example of Lonely Planet

Quote “Internet social networking has handed authors their most powerful tool since the invention of paper.” Steve Weber, Plug Your Book (2007)

Using social networks Demographics and usage Demographics and usage Facebook Facebook Twitter Twitter ‘Second Life’ ‘Second Life’

Who’s on-line? Facebook year olds biggest users year olds doubling every 6 months Twitter largest age group is year olds Second Life Average age: 33

That’s a lot of minutes In the UK, social sites account for one in every six minutes of online time Facebook is the most popular social network in the world In the UK - 47% of Britons online use the site

But don’t forget…. The importance of paper The importance of paper Traditional ways to market Traditional ways to market Versioning Versioning

James McCall Contact Contact Tel: +44 (0) Tel: +44 (0) SCOB SCOB Thank you for listening Thank you for listening