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7 PUBLISHING TRENDS THAT COULD IMPACT YOUR CAREER

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Title: 7 PUBLISHING TRENDS THAT COULD IMPACT YOUR CAREER


1
7 PUBLISHING TRENDS THAT COULD IMPACT YOUR CAREER
No need to take notes. To download this
presentation go to eddiejones.org/category/bootca
mp/
2
DISCLAMER
Any hypos associated with this presentation are
soulely the respectability of Eddie Jones and in
know way refract the quantity of work offended by
Lighthouse Publishing of the Carolinas or
Christian Devotions Ministries and its bored
staff.
3
1 - EBOOK GROWTH SLOWS
  • The stunning increases in ebook sales from 2012
    to 2014 led many to wonder if print books were
    about to become obsolete. Some predicted e-books
    would soon represent 50 to 70 of all book
    sales? Then late in the first quarter of 2014,
    the growth rates slowed. After years of double -
    and triple-digit increases, ebooks remain at
    around 30 of revenues for the publishers who
    report their sales through the Association of
    American Publishers.

4
(No Transcript)
5
Rise of the Machine
  • With dedicated e-readers, consumers could only do
    one thing read. But with tablets and phones,
    the distractions of email, social media updates,
    and video on demand, pull casual readers away
    from ebooks.
  • An estimated 80 percent of 18 to 24 year olds own
    a smartphone.
  • The growth in smartphone and tablet use offers
    more eReading opportunities but also more
    distractions.

6
Apple Owns the Tablet / Smartphone Market
  • In tablets, Apple continues to dominate the U.S.
    market with about 80 million users. Consider
  • A third of tablet owners use them for reading.
  • Tablet owners are the source of 42 of ebook
    purchases.
  • An estimated 21 million people read books on
    their phones but account for only 7 of ebook
    purchases.

7
So Where Do eBooks Go in 2015
  • The biggest threat to new authors and new titles
    is the glut of high-quality low-cost ebooks. The
    quality ebooks especially self-published ebooks
    - has dramatically increased competition. A
    decade ago, publishers constrained book supply by
    publishing a limited number of new titles each
    year. Not anymore. With the introduction of
    ebooks, every author can be found on Amazon. This
    rapid growth in the supply of ebooks has eclipsed
    demand. This means most new ebooks will sell
    substantially fewer copies than previous new
    releases.

8
Where Does eBook Pricing Go in 2015
  • Down. During the first years of the ebook
    revolution, large publishers refused to discount
    their ebooks. Most tried to sell in the 14.95
    to 19.95 range. Meanwhile, small publishers and
    self-published authors were happy to earn royalty
    rates of 70 and budget-conscious consumers loved
    the low prices. FREE and 99 cent ebooks allowed
    unknown authors to gain new readers and establish
    careers. No more. In the last year, large
    publishers have stepped up their price-cutting
    and begun offering temporary promotions on titles
    from big-name authors. In 2015 these temporary
    promotions will give way to permanent lower
    prices on backlist titles from big names and more
    aggressive discounting on recently released
    titles.

9
Will Free work in 2015
  • As the market becomes flooded with free ebooks
    FREE will lose influence. With the glut of FREE,
    high-quality books, good isnt good enough
    anymore. To reach readers, an author must deliver
    an emotionally satisfying read. This holds true
    for both fiction and non-fiction. If readers
    arent giving your book four or five star reviews
    and using words in their reviews like, wow,
    incredible and amazing, your book probably
    wont stick and sell long term. Books that wow
    readers turn consumers into evangelists.

10
2 PRINT IS BACK
  • While ebook sales plateaued in 2014, print books
    staged a comeback. According to Nielsen BookScan,
    print sales rose 2.4 in 2014, with total units
    topping 635 million. The 2014 figures provide
    evidence that print books are selling better than
    they have since sales of e-books took off in 2010
    and Borders closed its doors in 2011.
  • Trade Paperback increased 4.3
  • Hardcover increased 3
  • Mass Market Paperback declined -10.3
  • Audio remained flat at 0.2
  • The mystery and romance categories had the
    largest market shares at 32 and 36

11
The Revival of Bookstores
  • After several solid years, independents are
    beginning to add locations and taking back some
    of the physical bookshelf space they lost during
    the Great Recession and the ebook explosion. Some
    are focusing on underserved towns where Borders
    once flourished. Other stores are creating
    reading environments by partnering with local
    restaurants and coffee shop in order to increase
    foot traffic. Used bookstores fill a void by
    offering popular titles and discounted prices.
    For the author, local bookstores remain a bright
    spot and many will find their local bookstore
    eager to host an author event.

12
Print and ebook Live On
  • Declines in print revenues will slow over the
    next five years and, in the long term, the market
    will plateau, with printed books still seen as
    desirable to own. PricewaterhouseCoopers (PwC)
  • As the economy continues to improve, consumers
    have demonstrated a willingness to spend money on
    print books. That said, the struggles at Barnes
    and Noble might continue to drive consumers
    towards online sales and independent bookstores.

13
3 - PUBLISHERS EMBRACE DIRECT-TO-CONSUMER SALES
  • Publishers have considered direct-to-consumer
    sales for years but the Amazon / Hachette dispute
    of 2014, combined with continuing concerns
    regarding Barnes and Noble and independent
    bookstores, has prompted many publishers to take
    a fresh look at these new sales channels.

14
MR. PUBLISHER, MEET MRS. READER
  • Last year HarperCollins relaunched its website to
    sell its books, e-books and audiobooks directly
    to the consumer. Meanwhile Hachette partnered
    with Gumroad to see if the Twitter platform could
    sell books direct via social media. For
    publishers the benefits are obvious greater
    control of profit margins, a database of customer
    profiles, customer contact information, and the
    ability to data mine (learn insights into
    consumer buying habits).

15
What Does This Mean for the Author?
  • Direct-to-consumer sales will allow publishers to
    focus more on mobile marketing where the emphasis
    is on the author and less on the publisher behind
    the author.
  • For years trade and academic publishers have used
    online communities to market and sell to
    consumers. Expect this trend towards social
    engagement to continue. A recent study
    commissioned by Bowker Market Research (BMR)
    reveals that

16
  • 84 of publishers plan to expand their online
    community involvement
  • 64 of publishers with online communities felt
    their investment paid for itself
  • 73 of publishers interviewed felt that online
    communities helped or would help them to engage
    better with their audiences
  • 72 of trade publishers said their online
    communities helped or would help to increase
    direct relationships with customers
  • 45 claimed they provided or would provide good
    marketing support to sales channels

17
How Can Authors Take Advantage Of This Sales
Shift?
  • By signing with a house that understands the
    importance of a strong online community, and
    remaining socially engaged even if youre a
    social media klutz.

18
4 - RISE OF THE HYBRID AUTHOR
  • Not long ago, literary agents sold books to
    publishers, publishers sold books to booksellers,
    and booksellers sold books to the reading public.
    But as the book publishing industry continues to
    consolidate and contract, mid-list authors find
    it increasingly difficult to land contracts with
    their previous publisher. Enter the new hybrid
    author. While the definition of hybrid author
    remains fluid, the term generally means a
    traditionally published author who occasionally
    self-publishes when the project is served best by
    taking full ownership.

19
When To Go Hybrid
  • First, make sure you have a platform to sell your
    books. Successful hybrid authors know their
    readers, have access to their readers contact
    information via newsletters, emails, fan mail,
    and usually have an extensive social media reach.
    If, as an author, you are doing the bulk of the
    marketing and moving the majority of the books,
    hybrid may be a good option for you. Here are
    three publishing options for hybrid authors.

20
What Is A Traditional Publisher
  • Large advance (any figure over 1000)
  • Heavily invested in bookstore distribution
  • Submits your work to prestigious review outlets
  • Physical location with salaried employees
  • Prints books offset press and stores them in
    distribution centers
  • Pay royalties on a quarter or semi-annual basis

21
Advantages of a Traditional Publisher
  • Traditional publishing remains the gold standard.
    Often you receive an advance, validation or your
    work (the house is paying you to write), and the
    prestige of reviews, bookstore distribution, and
    hope that your book will become a best seller.
    While the number of slots continues to dwindle,
    remaining loyal to a house (and waiting longer
    for a contract) may pay dividends later.

22
Small Press
  • None or a very small advance (50 to 200)
  • Very little bookstore and library exposure
  • Few salaried employees
  • Virtual staff
  • Ability to adjust or adapt a title after its
    release
  • Agile marketing
  • Treat imprints as consumer brands
  • Use printon-demand
  • Heavily promotes ebooks
  • Higher royalty percentages than with traditional
    houses

23
Advantages of a Small Press
  • Small press publishing gives debut and mid-list
    authors the chance to write and sell more books ?
    provided their titles sell a reasonable number of
    copies. With a lower overhead, a small press
    doesnt need to sell as many copies to recoup its
    investment. Many mid-list authors find that a
    small press is the best option since the author
    does not pay for the books production yet still
    retains some input in the books title, cover,
    and marketing.

24
Self Publishing Company
  • You pay for the production of your book,
    marketing services, and / or may be required to
    purchase a certain number of books.
  • According to Bowker, the number of self-published
    titles in 2013 increased to more than 458,564,
    up 17 percent over 2012 and 437 percent over
    2008. Bowkers data is based on ISBNs issued.
    Its widely acknowledged that self-published
    authors frequently avoid buying an ISBN, so the
    number of titles is certainly larger.

25
Advantages of a Self Publishing
  • Self-publishing give authors the most control
    over their books. Authors can often buy books for
    much lower than what a small press might offer.
    This is important if you are a speaker and expect
    to move most of your books at the back of the
    room. Many self-pub firms offer extensive
    marketing for a fee. With self-pub, you risk your
    money but have more control and receive a greater
    share of the profits.

26
5 - EBOOK SUBSCRIPTIONS MAY REACH A TIPPING (OR
BREAKING) POINT
  • In 2014 Amazon launched its subscription service,
    Kindle Unlimited, joining ebook subscription
    services like Oyster, Scribd, 24Symbols, Mofibo
    and others. With so much of our lives tied to
    subscriptions newspapers, magazines, gym
    memberships, streaming media ? the opportunity to
    deliver ebooks on a weekly or monthly basis may
    seem like a logical step. From the content
    standpoint, publishers have been slow to partner
    with subscription services for fear of
    cannibalizing their title list.
  • Will this trend benefit authors? First, lets
    explore how ebook subscriptions work.

27
How Do Ebook Subscriptions Work?
  • With an e-book subscription, you get unlimited
    access to a library of books for a monthly fee.
    You can read as many books as you want, for as
    long as you want. Unlike a traditional library,
    there are no due dates. But like a library, you
    do not own the books you read. If you cancel your
    subscription, you lose access to any titles you
    saved. Now lets look at three of the most
    popular ebook subscription services.

28
KINDLE UNLIMITED
  • Unlimited costs 9.99 per month, and offers
    around 600,000 books. KDP Select authors and
    publishers supply many of these books. You will
    also find many popular and best-selling books,
    including the "Hunger Games" and "Harry Potter"
    series. There are also plenty of classics, such
    as "Animal Farm," "Moby Dick" and Mark Twain's
    "The Adventures of Tom Sawyer." In order to read
    a book, you download it to your Kindle device.
    One of the biggest drawbacks to Unlimited is that
    you will have to search the Amazon's website for
    all books and select those designated as
    Unlimited titles. This can become tedious.
    Unlimited works great if you already have an
    Amazon device and dont mind wading through
    thousands of titles to find the book you want.

29
OYSTER
  • Oyster's main selling point is its legacy of
    being an early entry into ebook subscriptions.
    Oyster has a library of around 500,000 titles,
    few of which are from self-published, Amazon
    Kindle authors. Since its a dedicated ebook
    subscription service, searching for and finding a
    particular author or title is faster than
    Unlimited. Oyster is a great option for your
    iPad, Android tablet or smartphone.

30
SCRIBD
  • Scribd is similar to Oyster, with a catalog of
    more than 500,000 books that you can borrow for
    just 9 per month, one dollar cheaper than Kindle
    Unlimited and Oyster. The app is simply designed,
    with books organized into genres and categories.
    Scribd recently added around 15,000 new e-books
    from publisher Harlequin, which is best known for
    its romance novels. With Scribd you also have
    access to thousands of documents, from court
    cases to scientific studies. Scribd is a great
    choice if you want to read books on your
    computer, as well as an Android or iOS device.

31
How Does This Help the Author?
  • By signing with a house that participates in
    ebook subscription service, your name and books
    may be seen by thousands of new readers. While an
    author may not see substantial royalty checks
    from ebook subscription loans, the exposure
    could lead to increased print sales.
  • Look for Oyster and Scribd to merge in 2015 or
    2016 as they battle Kindle Unlimited for
    dominance.

32
6 - CHRISTIAN FICTION STRUGGLES TO REMAIN RELEVANT
  • Of all the categories in publishing, print book
    sales of Christian Fiction declined 25 from
    2012-2014. This follows recent announcements
    that
  • Abingdon Press suspended fiction acquisitions,
    (removing 25-35 titles per year from the market)
  • River North (Moody Publishings fiction imprint)
    will reduce its title offerings to 3-5 books per
    year
  • BH Publishing Group has realigned its fiction
    strategy to only publish novels tied to its films
  • And Harlequins Heartsong Presents closed its
    doors in January
  • Combine that with news that Family Christian
    Bookstores, the nation's largest Christian retail
    outlet, has filed for bankruptcy, and you have a
    perfect storm of catastrophic proportions for
    Christian Fiction authors.

33
What Is Christian Fiction
  • Christian Fiction is a genre of books that
    typically promotes values, teaches a lesson,
    always has a happy ending (good prevails over
    evil in all books), and adheres to a decency
    code (certain boundaries such as sexuality,
    strong language, and topics of such cannot be
    crossed).Deborah Bryan of the Kansas Library
    Association
  •  
  • Bryan also notes that a Christian Fiction author
    must comply with certain restraints such as
  • Accept the truthful authority of the Bible
  • Address dilemmas through faith in Jesus
  • Believe that Jesus died and rose for sins of all
    people
  • Avoid writing about certain taboo topics.

34
Christian Fictions Narrow Market
  • As Ron Benrey notes in his book, The Complete
    Idiot's Guide to Writing Christian Fiction,
    Readers of Christian fiction in America are
    Caucasian women, of childbearing through "empty
    nester" age, who identify themselves as
    evangelical Christians.
  • Given that this demographic represents such a
    narrow slice of the reading public and the recent
    decline in sales, Christian authors may ask Are
    we witnessing the end of the inspirational genre?
    Before we answer, lets consider the obstacles
    Christian authors face (and at least one
    advantage).

35
Can Christian Authors Relate?
  • First, too many Christian authors cannot relate
    to (or in some cases even tolerate) secular
    readers.
  •  
  • From an agents perspective, many faith-based
    writers simply dont know what theyre doing when
    it comes to writing for non-Christian readers.
    They arent part of the non-faith world, they
    dont hang out with non-Christian people, and
    they dont watch non-religious TV shows. In
    essence, they CANT speak to that group, because
    they dont know the language.Literary agent Chip
    MacGregorwww.chipmacgregor.com/blog/current-affai
    rs/is-crossing-over-from-cba-to-the-general-market
    -possible/
  • To reach readers in Samaria, Christian authors
    need to spend more time at the well in the heat
    of the day.

36
Write Stories Not Sermons
  • Second, too many Christian authors would rather
    preach than teach. Judging from Amazon reviews,
    large numbers of readers - even Christian readers
    - are turned off by such words as, prayer, pray,
    Jesus, Christ, conversion, salvation, and sin.
    Stories that emphasize a conversion experience
    may come across as manipulative and preachy. On
    the other hand, those same readers express
    similar discomfort with stories that overtly
    include and promote violence, promiscuity, and
    profanity. Regardless of the message and authors
    agenda, it seems most readers want a story, not a
    sermon.

37
Christian Authors Have an Advantage
  • Third, Christian authors have an advantage over
    secular writers. We already have plenty of
    examples of great stories that move readers to
    action and leave them pondering Gods truths and
    challenge us to change.
  • The Prodigal Son  a story of a parents
    unconditional, long-suffering love. Themes
    trust, hope, and the importance of home and
    family.
  • The Good Samaritan  a story of inclusiveness.
    Themes tolerance, institutional pride, religious
    hypocrisy, service, and generous giving.
  • The Hidden Treasure  a story of one individuals
    journey to find his purpose. Themes Passion,
    perseverance, risk and commitment to a noble
    cause.
  • Im sure you can think of other ways to spin
    Jesus parables. The point is, a great writer can
    shape the story to move the reader without
    relying on Christian words.

38
Will Christian Fiction Go Away?
  • Probably not. But if you want to write to a
    larger market and expand your chances of
    publication, consider focusing on story above all
    else. Do that and you may find Gods Spirit
    working in the hearts of readers eager for your
    stories.

39
7 -MANY AUTHORS WILL QUIT IN 2015
  • Writing a book is hard work. Writing a great book
    is really, really hard work and requires a team
    of editors. Turing a manuscript into a best
    selling book demands a detailed marketing plan
    and word-of-mouth buzz. Most authors dont want
    to work that hard, become discouraged by weak or
    slumping sales and give up.
  • This is good news for those authors who recognize
    that writing isnt a game of chance but a game of
    change that as an author you must adapt or die.
    If you write for the joy of writing, focus less
    on the sales numbers, and understand that
    instant successes is rare, you may find God
    speaking readers through their words for years to
    come.
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