1. 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

2. 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’

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

4. 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?

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

6. 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

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

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

9. Who’s on-line? Facebook 35-54 year olds biggest users 25-34 year olds doubling every 6 months Twitter largest age group is 35-49 year olds Second Life Average age: 33

10. 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

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

12. James McCall Contact Contact Tel: +44 (0)131 455 6024 Tel: +44 (0)131 455 6024 Email: j.mccall@napier.ac.uk Email: j.mccall@napier.ac.ukj.mccall@napier.ac.uk www.napier.ac.uk/RANDKT/RKTCENTRES/ SCOB www.napier.ac.uk/RANDKT/RKTCENTRES/ SCOB Thank you for listening Thank you for listening