Download - BEA 2014- uPublishU at BEA 2014 -Understanding how to distribute your book 052013 final pp
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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
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Agenda
ISBN Overview
Technical Product Creation
Book Distribution
Wholesale &Print on Demand Service
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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.
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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
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Self Publishing Supply Chain:
Product Creation
Jennifer HeinzJune 1, 2013
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Self Publishing: Print on Demand
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Retail Distribution Channels
Lulu Listing
eBook
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Royalties
80%
20%
Traditional
PublisherAuthor
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Royalties
20%
80%
Self Published
PublisherAuthor
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Publishing
Marketing
Distribution
On to ONIX
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Publishing: Content Elements
Project Files
Manuscript
MetadataCover
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The Manuscript
• Writing• Feedback
– Editors– Review
• Formatting• Conversion
– Word > PDF– Word > EPUB
• Meeting Distribution Requirements
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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
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-- M
eta
data
In
Act
ion
--
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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.
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Creating the Project
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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.
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On to Distribution
ONIXFeeds
Manuscript
MetadataCover
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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]
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Into the Supply Chain
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Book Distribution
How do books land on store shelves?
The magic (actually grinding logistics) of book distribution…
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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
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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
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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
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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.
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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
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So how does this really work?
Yay! Flow charts!
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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
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Market Share By Channel
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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.
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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.
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Content
Traditional Trade Distribution Model
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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.
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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%.
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Cold Reality
The majority of books are sold from warehouses, not bookstores.
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Content
New eContent Distribution Model
Note: eContent can refer to both eBooks and digitally printed (POD) paper books that carry no inventory.
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Content
Self-Publishing Distribution Model
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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).
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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).
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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
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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
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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
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• Traditional Wholesale
• Full Distribution (IPS)
• Print on Demand (POD) via Lightning Source
• Digital Distribution via CoreSource
Publisher Services
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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
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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
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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
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Company Confidential. Restricted. Distribution: Shred.
Where do you fit in?
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The New POD Publish on DemandSM Solution
• Easy to use platform
• P+E together
• Great value
• Assess to Ingram’s distribution channels
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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
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Launches July 1
Sign up for information at www.ingramspark.com