April 2010 Volume XVII, Number IV Free Speech? Not So Much April 2010 Roundup ’ - PEOPLE Ito-face interaction. But Twitter, Facebook, and other electronic Bill Lynch moves from President & COO of bn.com to CEO of modes of communication, along with the decline of bricks-and- Barnes & Noble, Inc., reporting to Chairman Len Riggio. COO mortar bookstores and the bad economy, have changed the ways Mitchell Klipper moves up to the newly created position CEO authors communicate with readers, and have shaken up the roles of the Retail Stores Group. Steve Riggio steps down as CEO but of speakers’ bureaus since we last wrote about them in 2006. will keep the position of Vice Chairman. Dan Gilbert has been 2at year, HarperCollins had just become the first named EVP, Operations and Customer Service, responsible for publisher to launch its own in-house operation. Today, all the the company’s fulfillment and warehousing for its retail and digital major houses have bureaus, but the question is whether to operations. He was VP, Customer Operations at Cisco Systems. outsource them or keep them in-house. When Simon & Schuster Bob Miller has left the division he started, HarperStudio, opened its speakers bureau in 2008, it partnered with Greater to become Group Publisher of Workman, including Algonquin Talent Network; Hachette Book Group followed suit in 2009. and Artisan. Peter Workman continues as President and CEO. On the other hand, Penguin Speakers Bureau, launched in Miller starts May 3. 2006, and Macmillan Speakers, launched in 2009, are both in- Melissa Possick, who was Director of Marketing at house. 2e Random House Speakers Bureau was launched in Workman, has joined the Random House Publishing Group as 2006 as the in-house Knopf Speakers Bureau and was rolled Associate Publisher, RH Trade Paperbacks, reporting to Jane Von out company-wide in 2009 at Markus Dohle’s initiative. Each Mehren. Kim Hovey, VP, Associate Publisher for Ballantine and division (Knopf Doubleday, RHPG, Crown, and Children’s) RH Trade Paperbacks, moves full-time to Ballantine. has a separate director who is a voting member of the bureau. Houghton Mifflin Harcourt Publisher Gary Gentel 2e in-house bureaus are generally separate from publicity announced that the company’s trade and reference division has departments, with the main difference being that publicity joined its sales and marketing groups under Laurie Brown, who departments handle unpaid events. has been named SVP, Sales and Marketing. She was SVP, Sales. Jamie Brickhouse, Director of the HarperCollins Speakers Maire Gorman has been promoted to VP, Sales and Children’s Bureau, draws a crucial distinction between in-house and out- Book Marketing from VP, Sales. Bridget Marmion, SVP Market- sourced bureaus: “Book sales are one of the main reasons HCSB ing, is leaving the company after eleven years and may be reached was created. As we point out to our author speakers, unlike out- at [email protected]. side speakers bureaus, book sales are crucial to what we do. We LibreDigital has appointed former Oracle executive Tom do it a few different ways, depending on the particular event: find Lavey to the position of EVP, Worldwide Sales. Lavey will help a local bookseller to sell books at the event; have the event ven- support publishing and consumer electronics clients in their ue buy books from a bookseller and sell the books themselves at efforts to deliver digital content across e-reading devices. the event; have the event venue buy the books from a bookseller Kat Meyer (www.thebookishdilettante.com) has gone to and give books to attendees; or have the event venue purchase O’Reilly Media as Community Manager for Tools of Change. from our Special Markets department and sell or give away the She has been President of Next Chapter Communications, books.” 2e HCSB also works with publicity to augment book continued on p. 2 tours by booking paid engagements at reduced fees in markets not Visit our website for updates throughout on the scheduled book tour. “We did this recently with Gregory the month: www.publishingtrends.com Maguire, Wally Lamb, and Adriana Trigiani,” Brickhouse says. “2e primary reason [for creating an in-house bureau] was not to increase our bottom line by 20%,” says Paul Bogaards, EVP, Executive Director of Publicity, Knopf Doubleday and Also in this issue: head of the RHSB, adding that Random House does not include tFinding What to Read: Chart, p. 3 speaking event book sales in its bottom line. “2e compelling tNew Search Engine Strategies, p. 5 reason to go down this road was an effort to broaden the t readership for our authors. If you look at the asset basis publishers Lessons from the Mobile Plunge, p. 7 lean on, some of them are shrinking. 2ey’re not making as many tSouth by Southwest Interactive, p. 7 continued on p. 4 © Market Partners International 2010 1 April 2010 continued from p. 1 a marketing and communications firm rector, Jynne Martin is Associate Direc- tinue to package on the side. focused on bringing books, authors, and tor, and Ashley Gratz-Collier is Associate *** publishers into technology. Publicist. And at Bantam Dell, VP, Direc- Yale University will launch the new Yale Cindy Loh has been named Edito- tor of Publicity #eresa Zoro announced Publishing Course this summer, bringing rial Director of Sterling Children’s. She that Susan Corcoran has been promoted “emerging industry leaders from around was most recently consulting, and previ- to Deputy Director and April Flores, the world together with experts in their ously at Scholastic as VP, Editorial School Diana Franco, Alison Masciovecchio, respective fields to tackle the most compel- Continuities. Meanwhile, Peter Norton, and Joe Scalora have all been promoted to ling issues facing publishers.” 2e first ses- who handled co-editions at B&N Pub- Publicist. . . . Matt Schwartz has been sion is July 18–23, 2010, with subsequent lishing, is leaving the company. promoted to VP, Director of Digital sessions held annually. 2e week-long John Brodie has joined Grand Marketing and Strategy for RHPG. program is geared to middle- and upper- Central’s Business Plus imprint as At Grand Central, Ben Greenberg level professionals in book, magazine, and Executive Editor, reporting to Rick Wolff. has been promoted to Senior Editor... online publishing and aims to “fill the He was Assistant Managing Editor at Matt Martz has been promoted to gap left by the closure” of the Stanford Fortune. Associate Editor at St. Martin’s, continu- Professional Publishing Course, which Kate Bittman, who was at Scribner ing to report to Kelley Ragland, Editorial ran from 1978 to 2009. 2e course will for five years, has been named Publicity Director of Minotaur. Katy Hershberger be limited to 80 students, about 40% of Manager at the New Yorker. has been promoted to Senior Publicist at whom will be international. Tina Weiner, Jen Besser has gone to Penguin as St. Martin’s. who has spent most of her career at Yale Publisher of Putnam Children’s, report- Jamie McDonald has been promoted University Press, heads the new venture. ing to Don Weisberg. She was Executive to Senior Publicist at Dutton. Editor at Disney Hyperion. . . . Courtney Big changes at Publishers Weekly: UPCOMING EVENTS Nobile has returned to Penguin as Senior Cevin Bryerman has been promoted to “Who Owns Creativity? Copyright and Publicist at Plume and Hudson Street Publisher from Director, Business Devel- Our Culture,” a panel discussion, will Press. opment. Jim Milliot and Michael Coffey be held April 8 at CUNY’s Macaulay Following the departure of co-founder have become co-Editorial Directors, taking Honors College (35 W. 67th St.), from Mary Ann Naples (who went to Open over from Brian Kenney, who becomes 6–8 PM. Bill Goldstein, founding Sky as VP Development), the remain- Editorial Director of Library Journal and editor of the books page for NYTimes.com ing staff of #e Creative Culture has SLJ under their new ownership by Media and frequent moderator for Times Talks, joined DeFiore and Company. Agents Source (which also owns Horn Book). Ron will moderate the group, which includes Debra Goldstein, Laura Nolan, Matthew Shank, who was Group Publisher of Reed’s Brian Napack, President of Macmillan; Elblonk, and Karen Gerwin bring the publishing division, is leaving with Kenney Michael Oreskes, Managing Editor of the total to nine agents. to become publisher at LJ and SLJ. Associated Press; Josh Greenburg, NYPL Liz Querio has joined Sourcebooks At HarperCollins, Barbara Director of Digital Strategy and Scholar- as Marketing Manager. She was Senior Fitzsimmons announced that Sasha ship; and Ann Kirschner, University Dean Marketing Specialist at OfficeMax. Illingworth has been promoted to Art of Macaulay. RSVP at http://macaulay.cuny. Lorin Stein succeeds Philip Director of the Children’s division. edu/rsvp/?q=node/272. Gourevitch as editor of !e Paris Review. Stephanie O’Cain has been promoted *** Stein has been editor at FSG since 1998. to Associate Marketing Manager at Little, 2e first Compleat Biographer Con- Brown Books for Young Readers. ference will be held May 15 at UMASS PROMOTIONS AND INTERNAL At HarperCollins UK, David Boston. It is run by the Biographers CHANGES Roth-Ey has been promoted to Group International Organization and will Jeanette Larson has been promoted to Digital Publisher, a new position, from focus on the practical aspects of the craft VP and Editorial Director, Harcourt Director of Biz Dev. Eric Winbolt, formerly and art of biography. www.biographers Children’s Books, an imprint of HMH Head of Digital Marketing, is now Group international.org/conference.html. Children’s. She was previously Editorial Director of Innovation. Both report to *** Director of Picture Books. She will be Charlie Redmayne, Global EVP, Digital, 2e 2010 Ypulse Youth Marketing Mash- moving to the East Coast. and Belinda Budge, HCUK Publisher. up, May 24–25 in San Francisco, focuses Rachel Geiger has been named Senior on best practices, research, and strategies Sales Manager at Chronicle. DULY NOTED on marketing to youth with technology. Lots of promotions and movement Downtown Bookworks, the children’s Speakers include Guy Kawasaki; Sean at RH imprints: Sally Marvin, Publicity packager started by Julie Merberg, is Horvath, EVP, Branded Entertainment, Director, Random House, Spiegel & becoming a publisher. It will launch with Alloy Media + Marketing; and PT alum Grau, and Dial Press announced that ten titles this fall, eventually publishing 20 Ariel Aberg-Riger, Creative Development Barbara Fillon has been named Deputy to 25 titles a year for 0- through 12-year- and Marketing Director, Fourth Story Director, London King is Associate Di- olds, with distribution by S&S. It will con- Media. Visit http://mashup.ypulse.com.
© Market Partners International 2010 2 April 2010 How Generations Find Out About the Books #ey Buy The below charts, created using data provided by Bowker PubTrack͕ůŽŽŬĂƚĮĐƟŽŶƟƚůĞƐƉƵƌĐŚĂƐĞĚŝŶϮϬϬϵĂŶĚĞdžĂŵŝŶĞ ƚŚĞƚŽƉƚĞŶǁĂLJƐĚŝīĞƌĞŶƚŐĞŶĞƌĂƟŽŶƐΎĮŶĚŽƵƚĂďŽƵƚƚŚĞŬƐďĞĨŽƌĞƚŚĞLJƉƵƌĐŚĂƐĞƚŚĞŵ͘tŚŝůĞƐĞĞŝŶŐƚŚĞŬŽŶƚŚĞ ƐŚĞůĨ;ŽƌŝŶĂŶŝŶͲƐƚŽƌĞĚŝƐƉůĂLJŽƌŽŶĂƐƉŝŶŶŝŶŐƌĂĐŬͿĚƌŝǀĞƐƚŚĞŵŽƐƚƉƵƌĐŚĂƐĞƐŽǀĞƌĂůů͕'ĞŶĞƌĂƟŽŶ;ďŽƌŶĂŌĞƌϭϵϴϵͿŵĂŬĞƐ ŵŽƐƚŽĨŝƚƐƉƵƌĐŚĂƐĞƐďĂƐĞĚŽŶƉĞƌƐŽŶĂůƌĞĐŽŵŵĞŶĚĂƟŽŶƐʹĂŶĚ͕ƚĂŬĞŶŽƚĞ͕ĂůƐŽůĞĂƌŶƐĂďŽƵƚƚŚĞŵŝŶƐĐŚŽŽů;ǁŚĞƚŚĞƌĨƌŽŵĂ ƚĞĂĐŚĞƌŽƌĂƐĂĐŽƵƌƐĞƌĞĐŽŵŵĞŶĚĂƟŽŶͿ͘
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© Market Partners International 2010 3 April 2010 continued from p. 1 we did in all of 2009.” He acknowledges that because of the way physical book stores as they used to. If we as a publisher were the business is structured, the figure is not “incredible,” but “it’s going to rely on serendipity to capture book sales, it seemed a little encouraging.” flawed.” 2at said, he describes the RHSB as “a complement to If the point of a speakers bureau is, as Bogaards puts it, to the work that book retailers do” and stresses that it always tries to “bring authors into contact with existing readerships outside get local stores involved on the sales side. Booksellers can also acts of traditional retail venues as a complement to the work that as “programming partners” and share commissions. book retailers do,” then social media has the potential to shake Blair Bryant Nichols, Director of the Simon & Schuster things up. “Social media, especially Twitter, has been an excellent Speakers Bureau, agrees that “the trend now is for publishers to marketing tool to spread the word about our speakers and find move away from having their own in-house speakers bureaus, so new event venues interested in booking them,” says Brickhouse. they don’t have the cost of having the staff themselves.” Speakers can also take questions from Twitter during lectures. “One of the things that’s happened because of the economy Speaker bureaus are also increasingly booking webinars (though and in light of the recession is that people have realized that the Nichols finds that webinars “are often still unpaid and tie into economics of the speakers bureau business is better served by out- publicity”), and language in speaker contracts often covers both sourcing it,” says Clea Connor, Director of Marketing at Greater live and virtual lecture appearances.” Talent. “It’s an arduous outfit for a publishing company to run.” “2e accessibility that the public has to an author is really Arlynn Greenbaum, President of Authors Unlimited, unprecedented historically,” acknowledges Connor. “You can reach acknowledges that publishers’ bureaus have cut into her twenty- pretty much any author on Twitter or become a fan on Facebook, year-old business. “I have to co-broker much more frequently be exposed to their every move, and even contact them directly [than I used to] and I can’t really get any new authors,” she says. for a speaking engagement—that’s hardly our favorite thing, but 2ough she describes the people she’s worked with at in-house it does happen.” bureaus as “wonderful” and appreciates being able to contact them “My loyal customers appreciate the filtering that I can do,” directly instead of going through publicists, “eventually we have to says Greenbaum. “2ey’ll get a wishlist from their committee, split the commission” (usually totaling 20% of the speaker’s fee). and I can go over it with them in ten minutes and tell them five Greenbaum also says that established speakers’ bureaus like names that would be totally inappropriate, because the authors hers perform services and have experience that the newer in-house aren’t good speakers or because their fees are too high and, and five bureaus do not. “We are much more proactive,” she says. “Many names in their price range. I can get them authors that are going groups work with me exclusively [for literary series and library to be successful and entertain their audiences. 2at’s how I’ve built events] because of my track record and my contacts.” In-house up a very loyal following and a successful business all these years.” bureaus, she says, “often don’t really know what they’re doing, so Technology is helpful, but the human element and judgment and they’re reactive instead of proactive—the phone rings and they experience are very meaningful.” She considers social networking handle it. Sometimes they don’t know what to charge and they like Twitter and Facebook “a big time-waster.” charge too little. I have a couple of authors I share [with in-house Bogaards believes it’s more important to get technology right bureaus on a non-exclusive basis]. I’ll charge a certain fee, and behind the scenes. “Publishers in general are being very creative [the in-house bureau] will charge less because they want to get in their deployment of social media assets, but I would say that the speaking engagements, and that undermines my efforts. It’s it’s less of a priority for the speakers bureau, certainly for our not good for the industry, for [sponsors] to be able to say, ‘We authors,” he says. “Everything we’ve learned about this business can go to Random House and get the authors for less than we can suggests that what you really need to focus on is search optimi- at Authors Unlimited.’” In response to some in-house bureaus’ zation. People come to the speakers through search, and so you claims that their primary goal is exposure rather than revenue, need to get the mechanics of search right for this business to be Greenbaum says that then “they’re going to be willing to take less successful, and that’s one of the things we’ve been work- and persuade the author to take less.” ing on at Random House. We’ve seen our website 2ose we spoke with acknowledge that the economy has traffic triple in the last four months as a result of the search affected the business. “A lot of authors are willing to be flexible,” applications that we’ve been able to deploy. It’s still not perfect. says Nichols. “2ey understand they may need to accept a lower I’m happy with the growth we’ve experienced, but I think we can fee if the case calls for it, and they are willing to do more opportu- engineer a lot more growth.” nities than they would have in the past.” Bureaus are finding unusual new speaking outlets for their Brickhouse agrees that “all parties have been more open to authors. Mary Karr, author of L and T L C, is an ex- negotiating fees” and says that during the low point of the ample. “She’s an obvious draw for universities and arts and lecture recession, “we certainly saw a drop in speaking engagements. venues,” says Brickhouse, “but because of her open discussion in Budgets were cut completely for speakers or dramatically Lit about her alcoholism and conversion to Catholicism, we are reduced.” However, he’s noticed “an upturn in the past three [also] approaching recovery and spiritual groups.” Speaking events months.” 2e HCSB grew by 30% in fiscal year 2009 and projects for Patti Smith have included song performances. “better profits than anticipated” in fiscal year 2010. And the HCSB has found another way to reach new Bogaards says that in the first three months of 2010, the audiences. It has booked product spokesperson deals for RHSB “engineered as much revenue for our authors [the com- Carolina Buia and Isabel Gonzalez, co-authors of L C, mission they earn plus the percentage Random House takes] as with Macy’s, Splenda, and Avocados from Mexico. 4 © Market Partners International 2010 4 April 2010 Making Search Convert: Search Engine Strategies 2010 - ” ’ you can download and play back. Both Ash and Eisenberg cited “ESearch Engine Strategies conference in March in New usertesting.com. For just $39, usertesting will find a customer York—but finding the tactic that gets the best results was much matching your requested demographics and deliver a video of the more on the minds of the 5,000 attendees. user testing your site and a written summary of the problems he “Traditional direct mail generates conversions of two to three or she found. Ash also included his own free AttentionWizard. percent,” noted bestselling author Bryan Eisenberg (www.wide com, which generates a predictive heatmap that can even be used funnel.com) in a typical packed session, “But why be satisfied with with prototypes. that when people are searching for your product online with an Sarah Smith of Facebook offered a seminar on the intent to purchase?” 2e best online retailers show what’s pos- advanced features of Facebook ads. While Facebook has no plans to sible. In December, Amazon.com had a 25.1% conversion rate— introduce a CPA model, it has recently enabled conversion track- and that ranked fourth. Online grocery store Schwan’s was #1 ing. You can now insert an SKU into the tracking code for your with 45.9%, followed by Harry and David at 30%, and coffee Facebook ad to generate reports on the revenue it generates. And maker company Keurig at 28.8%. What’s their secret? Eisenberg Facebook now prompts you with suggested interests when you offered no less than “21 Tips from Top-Converting Web Sites.” create your ad. 2e best performing ads, according to Smith, a presentation that is available online at www.marketmotive.com. include clear calls to action, but logos tend not to perform as well One of his key points: Marketers must be in control of every as photos of people. aspect of the customer experience. All forms should continue the In one of several panels on social media and search, “scent” of the site: its colors, graphics, and Patricia Neuray of business.com cited the voice. 2e average shopping cart abandon- Forrester research finding that 70% of the ment rate among online retailers is around content read online by under-40-year-olds 70%—in many cases because their registra- was written by someone they know. 2is tion forms were designed by what Eisenberg finding was echoed in other panels that calls “bpus” (business prevention units). reported that user-generated content One spirited panel pitted pay-per- increases natural search traffic. click (PPC) paid search proponents against What can search teach us about e-mail? advocates of search engine optimization Lots, according to Stephanie Miller from (SEO), also known as organic search, in a Return Path. Are you using your search key- search marketing smackdown. SEO parti- words in your e-mail subject lines? And are sans maintain the best bang for the buck you enabling social media in your e-mails? is in optimizing a web site for natural or In a recent test, the average e-mail that used unpaid traffic from search engines. “PPC is for Forward to a Friend was only forwarded people who don’t get SEO,” according to twice—but when SWYN (share with your Todd Friesen of Position Technologies. network) buttons for Twitter, Facebook and SEO folks concede that PPC converts one other SM sites were enabled, the e-mail was to two times better, but note that SEO shared thirty times! gets seven times the traffic. “I’ll take the greater traffic any day,” And take advantage of targeting, Miller urges. Sephora sends says Friesen. 2e PPC folks counter that you could spend your welcome e-mails to its new signups based on what they clicked entire budget on SEO—and then wait six months for results. when they signed up. One caution: many e-mail recipients While the debate rages on, the evidence is that the two work never unblock the images in the preview, so make sure your call to well together: tests show that a paid ad on a search results page action is readable when images are blocked. Get more tips from increases organic search traffic. “First get your site ready,” urges Rae Miller in her recent ClickZ column: www.clickz.com/3639921. Hoffman of Outspoken Media, “then work on the marketing.” Developing a content strategy to build links and draw “Let’s face it. Your site probably sucks.” was a recurrent theme. search traffic were themes of several panels. Byron White of Keynote speaker and popular blogger Avinash Kaushik (www. IdeaLaunch outlined a ten-tip approach to content performance kaushik.net) offered a tutorial on how to use Google Analytics that began with using free research tools like wordvision.com, to find out “how much you suck.” He advocates using bounce spyfu.com, compete.com, and Raven-SEO-Tools.com to rate and the number of visits until purchase as metrics. Tim identify hot topics and keywords—and then using a separate set Ash of SiteTuners.com focused on five free or inexpensive tools of tools (PageStrengthTool.com, SEOContentGrader.com, you can use to identify problems with your site. For example, ideaLaunch.com, WebsiteGrader.com) to score your content Crazyegg.com can create a heat map of your site to show where for SEO strength. It’s important to then track how your content visitors are looking and clicking—it’s often not where you want affects traffic, repeat visits, decreased user acquisition cost, time on them to. Clictale.com not only offers heatmaps but also in-page site, and leads to sales. 4 web analytics reports on where people are hesitating or getting Publishing Trends thanks marketing consultant Rich Kelley stuck—they can also record a user’s path through your site that (http://twitter.com/rpmkel) for this piece.
© Market Partners International 2010 5 April 2010 International Bestsellers United Kingdom Small Publishers ϭøʽÊã½ZÊ»®½½, a Spain 1. T E H, Muriel novel about the druggy 1. R S, Matilde Asensi Barbery (Gallic) Berlin club scene by (Planeta) 2. A T S, Graham McNeill ϭϳͲLJĞĂƌͲŽůĚHelene 2. T B S, Maria Dueñas (Black Library) Hegemann, has sold (Temas de Hoy) 3. T B N W, Marlon James ŽǀĞƌϭϬϬ͕ϬϬϬĐŽƉŝĞƐ͕ 3. T S, Arturo Pérez-Reverte (Alfaguara) but the young author is (Oneworld) 4. E M, B I W M Y, ƵŶĚĞƌĮƌĞĨŽƌůŝŌŝŶŐŽǀĞƌ 4. T R, Eleanor Catton (Granta) Federico Moccia (Planeta) ϮϬƉĂƐƐĂŐĞƐĨƌŽŵďůŽŐͲ 5. D G, Catherine Hall (Portobello) 5. T B S, Åsa Larsson (Seix Barral) ger Airen’s book ^ãÙÊÊ͘ 6. 6. T V T Y, Rosie Allison T Y E C, ŌĞƌƐŽŵĞďĂĐŬͲĂŶĚͲ Katherine Pancol (Esfera de Los Libros) (Alma) ĨŽƌƚŚ͕,ĞŐĞŵĂŶŶ͛ƐƉƵďͲ 7. W H Y N, Clara Sanchez 7. B, Raphael Selbourne (Tindal Street) lisher Ullstein released (Destino) 8. Frank Huyler Oneworld R T, ( ) ĂƐƚĂƚĞŵĞŶƚ͗͞dŚŝƐŶŽǀĞů 8. T W S, Lorenzo Silva 9. O F W, Sofie Laguna (Allison & ĨŽůůŽǁƐƚŚĞĂĞƐƚŚĞƟĐ (Destination) Busby) ƉƌŝŶĐŝƉůĞŽĨŝŶƚĞƌƚĞdžƚƵĂůͲ 9. T B S S, Marian 10. W N T K, Lionel ŝƚLJĂŶĚŵĂLJĐŽŶƚĂŝŶ Keyes (Plaza & Janés) Shriver (Serpent’s Tail) ĨƵƌƚŚĞƌĞdžĐĞƌƉƚƐ͟ďLJ 10. T T I F M, Lucía Source: !e Bookseller, 3/20/2010 ŽƚŚĞƌĂƵƚŚŽƌƐ͘^ŽƵƌĐĞƐ Etxebarria (Suma) will be included in the Source: El Cultural, 3/15/2010 France Ŭ͛ƐĨŽƵƌƚŚĞĚŝƟŽŶ͘ 1. T H, Patrick Modiano Sweden 2 (Gallimard) ϮÄãÄÙ®Ä͕by debut 1. T P K, James Patterson and 2. I, Paul Auster (Actes Sud) ŶŽǀĞůŝƐƚ^ĞŵͲ^ĂŶĚďĞƌŐ͕ Liza Marklund (Piratförlaget) (U.S. release 8/10) 3. C M A, ŝƐĂďŽƵƚĂŵĂŶǁŚŽ 2. L S, Dan Brown (Albert Bonniers) Eric-Emmanuel Schmitt (Albin Michel) ĞƐĐĂƉĞƐŚŝƐϭϬϬƚŚďŝƌƚŚͲ 3. T C W C O 4. T B E, Anna Gavalda ĚĂLJƉĂƌƚLJĂŶĚďĞĐĂŵĞ W D, Jonas Jonasson 2 (Le Dilettante) a surprise bestseller in (Piratförlaget) 5. I, Philippe Djian (Gallimard) ^ǁĞĚĞŶ͘ZŝŐŚƚƐŚĂǀĞ 4. T P Ł, Steve Sem-Sandberg 6. H, Arnaldur Indridason ďĞĞŶƐŽůĚŝŶ'ĞƌŵĂŶLJ͕ (Albert Bonniers) (Métailié) /ƚĂůLJ͕^ƉĂŝŶ͕ĂŶĚ&ƌĂŶĐĞ͕ 5. T H, Lars Kepler (Albert 7. L L, Harlan Coben (Belfond) ĂŵŽŶŐŽƚŚĞƌĐŽƵŶƚƌŝĞƐ͘ Bonniers) Contact Carina Brandt, 6. T L K, Camilla Läckberg 8. S I, David Vann (Gallmeister) carina@pontas-agency. (Bokförlaget) 9. A G L, Franz-Olivier Giesbert com͘ 7. T R M, Henning Mankell (Gallimard) (Leopard) 10. Donna Leon Ϯ S L C, KluunŝƐZĂLJŵŽŶĚǀĂŶ 8. P E, Karin Brunk Holmqvist (Calmann-Lévy) de Klundert; >Êò>®¥, (Kabusa) Source: L’Express, 3/12/2010 ŚŝƐĮĐƟŽŶĂůŝnjĞĚĂĐĐŽƵŶƚ 9. T S, Anders Roslund and Börge ŽĨůŽƐŝŶŐŚŝƐǁŝĨĞƚŽ Hellström (Piratförlaget) Germany cancer, was published 10. T C G, Filip Hammar and Fre- 1. H D, Tommy Jaud (Scherz) by ^ƚ͘DĂƌƟŶ͛ƐŝŶϮϬϬϳ͘ drik Wikingsson (Albert Bonniers) 2. T C, Martin Suter (Diogenes) Sequel d«t®ÊóÙ Source: Svensk Bokhandel, 3/15/2010 3. T W C, Jussi Adler-Olsen does not yet have a h͘^͘ƉƵďůŝƐŚĞƌ͘͞>Êò (dtv premium) #e Netherlands (Dutch Authors) >®¥ĐƌĞĂƚĞĚĂƐƟƌŝŶƚŚĞ 1. Renate Dorrestein 4. T B E, Anna Gavalda T B C, (Contact) h^͕͟ƐĂLJƐLaura Susijn 2. B, Martin Bril (Prometheus) (Hanser) ŽĨThe Susijn Agency͘ 3. T F C C, 5. A R (juv.), Helene Hegemann ͞/ŶEŽƌƚŚĞƌŶ ƵƌŽƉĞ͕ Franca Treur (Prometheus) (Ullstein)1 and in Taiwan and 4. T D, Herman Koch (Anthos) 6. Jo Nesbø 3 L, (Ullstein) China, Kluun’s books 5. L L, Kluun (Podium) 7. B D, Stephenie Meyer (Carlsen) have been a huge 6. O D P, Robert Vuijsje (Nijgh & 8. I E, Andreas Franz (Knaur) ƐƵĐĐĞƐƐ͘dŚĞLJŚĂǀĞƐŽůĚ Van Ditmar) 9. T S, William P. Young (Allegria) ǁĞůůďƵƚƐŚŽĐŬĞĚŵŽƌĞ 7. F, Susan Smit (Lebowski) 10. H N : M (YA), P. C. and ŝŶ^ŽƵƚŚĞƌŶ ƵƌŽƉĞ͘͟ 8. T W, Kluun (Podium) Kristin Cast (Fischer) Contact laura@the Source: Collective Promotion for the Dutch Book, 3/15/10, which Source: Der Spiegel, 3/11/2010 susijinagency.com͘ publishes the “Bestseller 60,” the top 60 titles in the Netherlands, each week. We separated out the Dutch authors to hit the top 60. © Market Partners International 2010 6 April 2010 Lessons from the Mobile Plunge game-like elements, is more “alternative reality game” than e- Dentering the booming mobile app marketplace, said panel- book, said Peter Costanzo, Director of Online Marketing, in a ists last month at the Publishing Business Conference’s “Making follow-up interview. “It’s a different experience entirely from read- the Most out of Your Mobile Opportunity.” ing a book.” 2e app turns from an e-book into a fake iPhone, Annette Tonti, CEO of mobile publisher MoFuse, predicted allowing the reader to “call” different characters from the story, it that 2% of the U.S. population will own Kindles by 2013, with “forces[the reader] not only to interact with the book, but interact 7.5 million active Kindles and $813 million in annual Kindle with the product itself,” he said. e-book revenues. But iPhone apps are the subject of most of the Ambitious app concepts must be rooted in solid financial excitement and innovation in the mobile app world, even though planning. Rados recommends that publishers minimize financial the number of book-related apps is currently dwarfed by those of risk by forming partnerships with mobile content providers; that e-books on single-use reading devices. way, publishers can share back-end expenses instead of fronting 2e number of Book apps available in the iTunes Store money for development. Rados used as a financial case-in-point the (27,235) eclipsed that of other kinds of apps for the first time last $4.99 “HappyHour” app she worked on when she was at Sterling. month, reported app research company Mobclix. But according Sterling created the app in-house at a cost of over $10,000, but it to a recent report by Dutch research firm Distimo, books still sold only modestly and is no longer available. In retrospect, Rados make up less than 5% of the apps actually downloaded. said, hiring an outside agency and bringing in a corporate sponsor In this cutthroat environment, “the key is that you under- would have been wiser. stand what your goal is,” said Ryan Charles, Senior Product and Saving money on the back end helps keep the app price Marketing Manager at Zagat. He added that finding out what down, a crucial factor when competition is fierce. Costanzo said devices your readers are currently using is also important. that partnering with Extended Books helped to keep the price of 2e marketing angle for the $9.99 Zagat-To-Go app, C’ B at $0.99. Rados cited HappyHour’s $4.99 price launched in 2008, is to enhance the “core, in-the-moment tag as nearly prohibitive; many similar apps are free. A $9.99 price experience” of readers by helping them find local restaurants and tag doesn’t necessarily meant doom, but Distimo found that the reviews on the go. 2e app uses augmented reality technology to average prices of the most popular book and game apps are $2.49 overlay information about local restaurants on the phone’s real- and $2.82, respectively. Worldwide, app prices have dropped 15% time camera view. since last year. Chelsea Green’s $4.99 app for H D’ P- One area where Rados does recommend spending real R H R takes a “more utilitarian” money is marketing, “breaking through all that noise” in the app approach, said Kate Rados, Director of Digital Initiatives. 2e marketplace by establishing a set budget for promotion. app includes a “citizen action kit” that connects to Facebook Ultimately, the first step is the most important one when you and Twitter and allows readers to look up their Congressmen. feel that you have book content that’s distinctive, said Charles. “If Publishers should begin by “looking at the backlist and thinking, it’s something you know no one else has, I think you should feel if I were a reader, what would I want to carry around with me?’” free to start experimenting—now, rather than later,” he said. One backlist title that made an app-fueled comeback is Per- Rados concurred. “At least try something. If you’re not seus’s 2006 YA title C’ B. 2e $0.99 app, which blends experimenting, you’re not learning.” 4 sample chapters with illustrations, animations, voice-acting, and For more on apps, see PT 12/2009. SXSW ’ At “New Publishing and Web Content,” Happy Cog, a web TSXSW Interactive in Austin March 13–16 swelled to a cou- design agency that publishes the well-respected magazine A List ple of dozen or so, including the participants in one of the two Apart, announced that it will enter the book business with A publishing panels. Some were there for the first time, including Book Apart, whose titles will be 50 to 60 pages long and aimed at Hachette Director of Online Marketing Kelly Leonard, HMH “our audience of professional web designers and developers.” 2e Director of E-Marketing Strategy Ron Hogan, Richard Nash, thinking, founder Jeffrey Zeldman later told PT, was to create Macmillan’s Dan Weiss, and Brian O’Leary. Some, like Lisa books that are “the length they need to be,” which enables authors Gallagher, were second-year vets, though this year she attended to write them more quickly and Happy Cog to market them ef- as an agent from Sanford J. Greenburger. A dinner on the first ficiently (online, using third-party fulfillment). For each title, the full day of panels brought many of the disparate group together. author and publishing team—Mandy Brown, Creative Director 2e two publishing-related panels were both upbeat and, of Etsy and former Creative Director at Norton; graphic designer perhaps as a result, well-attended. 2e several “new journalism” Jason Santa Maria; and Zeldman—will split the profits. sessions were also packed, despite the dispiriting revelation that As always, there were plenty of books for sale at the B&N less than a handful of the audience admitted to paying for its news. mini-store South By Bookstore and author signings every One of the most anticipated events was an interview with Evan twenty minutes. 2e authors who were autographing, including Williams, the co-founder of Twitter. 2ough Williams made Gretchen Rubin, Larry Smith, and Jaron Lanier, also spoke at an announcement about Twitter’s new “At Anywhere” platform, the conference. But taking the store out of the exhibition hall also his lackluster interview resulted in 80% of the audience leaving took away some of the happenstance of people walking by, so a before the hour was up, causing one of the departed to muse that few authors poised to sign copies had a long wait. Williams’ lack of conversational skills may have been what prompt- For our blog post about SXSW, go to www.publishingtrends. ed him to invent the 140-character communication system. com/2010/03/should-publishers-attend-sxsw/. 4 © Market Partners International 2010 7 April 2010 Calendar of Book Fairs, Conventions, and Conferences April 12–16, 2010 May 11, 2010 June 8–10, 2010 MIPTV FEATURING MILIA CHILDREN’S BOOK WEEK GALA LICENSING INTERNATIONAL EXPO Cannes, France. www.miptv.com Announcing Children’s Choice Book Awards winners Mandalay Bay Convention Center, Las Vegas, NV. Guastavino’s, New York, NY. www.licensingexpo.com April 16–18, 2010 www.bookweekonline.com/gala CHICAGO COMICS & ENTERTAINMENT EXPO June 9–12, 2010 Sponsored by Reed May 12–16, 2010 RIT FUTURE OF READING CONFERENCE McCormick Place Convention Center, Chicago, IL SEOUL INTERNATIONAL BOOK FAIR Speakers include Chris Anderson, Margaret Atwood www.c2e2.com Guest of Honor: France Rochester Institute of Technology, Rochester, NY. COEX, Seoul, Korea. http://www.sibf.or.kr/eng http://futureofreading.cias.rit.edu/2010/index.php April 17–19, 2010 MUSEUM STORE ASSOCIATION May 13–16, 2010 June 14–16, 2010 CONFERENCE & EXPO BOOK WORLD PRAGUE DIGITAL MARKETING DAYS CONFERENCE Austin, TX. www.museumdistrict.com/confexpo/ Guest of Honor: Poland. Hilton New York, New York, NY Focus: Literature for Children and Young People www.the-dma.org/conferences/dmdays10 Prague Exhibition Grounds, Prague, Czech Republic. April 19–21, 2010 www.bookworld.cz/en June 17–19, 2010 LONDON BOOK FAIR 14TH NATIONAL MUSEUM PUBLISHING Market Focus: South Africa May 13–17, 2010 SEMINAR Earls Court, London, England. TURIN INTERNATIONAL BOOK FAIR “Of Print and the Web” www.londonbookfair.co.uk Guest of Honor: India Renaissance Hotel, Washington, DC. Lingotto Fiere Exhibition Center, Turin, Italy. Contact Kineret Jaffe, 773.834.2931. https://graham- E-mail info@fierolibro.it; www.fierolibro.it school.uchicago.edu/php/museumpublishingseminar April 21–May 10, 2010 BUENOS AIRES INTERNATIONAL May 16–19, 2010 June 24–June 29, 2010 BOOK FAIR NATIONAL STATIONERY SHOW ALA ANNUAL CONFERENCE & EXHIBITION La Rural, Predio Ferial de Buenos Aires, Jacob K. Javits Center. New York, NY. Washington Convention Center, Washington, D.C. Buenos Aires, Argentina. www.el-libro.org.ar www.nationalstationeryshow.com www.ala.org
April 22–25, 2010 May 20, 2010 June 26–June 28, 2010 THESSALONIKI INTERNATIONAL BOOK FAIR MEDIABISTRO CIRCUS INTL. NEW AGE TRADE SHOW WEST Guest of Honor: China. !eme: Antiquity and Us !eme: Women in Media and Technology Denver Merchandise Mart, Denver, CO. Helexpo International Exhibition Centre, 92YTribeca, New York, NY www.inats.com 2essaloniki, Greece. http://www.mediabistro.com/circus/ www.thessalonikibookfair.com June 27–30, 2010 May 20–23, 2010 INTL. CHRISTIAN RETAIL SHOW April 22–25, 2010 WARSAW INTERNATIONAL BOOK FAIR America’s Center, St. Louis, MO ST. PETERSBURG INTL. BOOK SALON !eme: Frederic Chopin www.christianretailshow.com Lenexpo Exhibition Complex, St. Petersburg, Russia Palace of Culture and Science, Warsaw, Poland. E-mail www.bookunion.spb.ru [email protected]; www.arspolona.com.pl July 8–11, 2010 TOKYO INTERNATIONAL BOOK FAIR April 25–28, 2010 May 24–27, 2010 Tokyo Big Sight, Tokyo, Japan INTL. READING ASSOCIATION CONVENTION DMA RETAIL MARKETING CONFERENCE web.reedexpo.co.jp/tibf/english McCormick Place, Chicago, IL. www.reading.org Gaylord Palms Resort, Orlando, FL www.the-dma.org/conferences/dmaretailmarketing July 17–19, 2010 April 28–May 2, 2010 HARLEM BOOK FAIR New York, NY. www.qbr.com GENEVA BOOK FAIR May 25–27, 2010 including Japanese manga festival BOOK EXPO AMERICA July 19–23, 2010 Palexpo Exhibition Center, Geneva, Switzerland. Javits Center, New York, NY. O’REILLY OPEN SOURCE CONVENTION E-mail [email protected]; www.salondulivre.ch/fr www.bookexpoamerica.com Site TBA, Portland, OR. www.oscon.com/oscon2010 Partnering for the first time with: April 29, 2010 IDPF DIGITAL BOOK 2010 July 21–27, 2010 MYSTERY WRITERS OF AMERICA May 25, 2010 HONG KONG BOOK FAIR EDGAR AWARDS http://www.idpf.org/digitalbook2010/ Grand Hyatt Hotel, New York, NY. Hong Kong Convention and Exhibition Center, www.mysterywriters.org Hong Kong. hkbookfair.hktdc.com June 2–5, 2010 May 6, 2010 CANADIAN LIBRARY ASSOCIATION July 30–August 2, 2010 BISG MAKING INFORMATION PAY CONFERENCE AND TRADESHOW CAPE TOWN BOOK FAIR McGraw-Hill Auditorium, New York, NY. Shaw Conference Centre, Edmonton, Alberta. Cape Town International Convention Center, Cape http://www.bisg.org/mip/ www.cla.ca/conference/2010 Town, South Africa. www.capetownbookfair.com Publishing Trends is published monthly by Market Partners International, Inc. Market Partners International is a consulting firm dedicated to all aspects of consumer publishing. It is comprised of its principals, Lorraine Shanley and Constance Sayre. Laura Hazard Owen is Editorial Manager of Publishing Trends. Cindy Peng contributed to this issue. One-year subscriptions (12 issues): Print (U.S. and Canada): $245. PDF (U.S./Intl.): $195. International Print and PDF: $295. Please pay in U.S. funds with Paypal, Visa, Mastercard, American Express, a check drawn on a U.S. account, or wire transfer. Publishing Trends is protected by copyright; it is illegal to make copies of the newsletter without permission, even for internal use. .BEJTPO"WFOVF t/FX:PSL /:t tGBY MBVSB!QVCMJTIJOHUSFOETDPNtXXXQVCMJTIJOHUSFOETDPNtJOGP!NQJVTDPNtXXXNQJVTDPN © Market Partners International 2010 8 March 2010