More Related Content More from OReillyTOC (20) Cracking the Nonfiction Code9. Devices
Customers
Price
Narwhals
Competition from other sources
Gift economy of the book
Gift economy of the ereader
13. Data
vs.
Fun
(or at least Conscious)
14. “I hold the rights for the world’s largest
collection of narwhal field guides and
am going to decide what to price them
at the end of your talk.”
15. “I have spent the last two days learning
everything there is to know about
epub3. Entertain me or I will hang
myself with a lanyard.”
23. 2.5 million titles
7 million customers
Kobo eReader Touch
Kobo Vox
iPad, iPhone, Android,
Blackberry
28. Merchandising in 9 countries
(US, UK, Canada, Australia, New Zealand, Hong
Kong, Germany, France, Spain, Netherlands)
29. Merchandising in 9 countries
(US, UK, Canada, Australia, New Zealand, Hong
Kong, Germany, France, Spain, Netherlands)
31. Digital vs. Print Share of Purchase
Fic$on
Romance
221%
Fic$on
General
&
Other*
115%
Fic$on
Mystery
&
Detec$ve
120%
Fic$on
Fantasy
67%
Nonfic$on
RELIGION
6%
Nonfic$on
BIOGRAPHY
&
AUTOBIOGRAPHY
-‐16%
Nonfic$on
BUSINESS
&
ECONOMICS
-‐52%
Nonfic$on
HEALTH
&
FITNESS
-‐54%
Nonfic$on
FAMILY
&
RELATIONSHIPS
-‐63%
Juvenile
JUVENILE
FICTION
-‐66%
Nonfic$on
SELF-‐HELP
-‐71%
Nonfic$on
HUMOR
-‐72%
Nonfic$on
BODY,
MIND
&
SPIRIT
-‐74%
Nonfic$on
SPORTS
&
RECREATION
-‐83%
Nonfic$on
TRAVEL
-‐89%
Nonfic$on
REFERENCE
-‐90%
Nonfic-on
COOKING
-‐92%
Juvenile
JUVENILE
NONFICTION
-‐96%
Nonfic-on
COMICS
&
GRAPHIC
NOVELS
-‐98%
32. What is moving easily to digital:
Original stories à Fiction
Opinion, analysis and expertise vs. data and
information.
à Biography, History, Business
“Proprietary knowledge”
à Diets and health guides, self-help, instruction
33. Why are some categories significantly underindexed?
How many of them are richly illustrated with complex
formats?
à Constrained by supply in digital, still not a lot of
titles available vs. print
How many are given as gifts?
à Constrained by behaviour)
34. The categories at the bottom of the list:
those in competition with free ad-supported
web resources (cookbooks, travel, etc.)
à if you have a web-connected device to
read on, you’ll use it…
44. % of Library in Non-fiction
Kobo EReader 2.0
iPhone
Desktop Client - Windows
Kobo Website
Kobo Vox
Android App - downloadable
Kobo Touch
Desktop Client - OSX
iPad
Samsung Galaxy Tab
Blackberry Playbook
HTC Android Smartphone
Desktop Client - Linux
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
47. 0 - 0.99
1 - 1.99
2 - 2.99
3 - 3.99
4 - 4.99
5 - 5.99
6 - 6.99
7 - 7.99
8 - 8.99
9 - 9.99
BACKLIST
10 - 10.99
11 - 11.99
12 - 12.99
13 - 13.99
14 - 14.99
FRONTLIST 15 - 15.99
16 - 16.99
17 - 17.99
US Non-fiction pricing vs. unit sales
18 - 18.99
19 - 19.99
20 - 20.99
21 +
49. 0 - 0.99
1 - 1.99
2 - 2.99
3 - 3.99
4 - 4.99
5 - 5.99
6 - 6.99
7 - 7.99
8 - 8.99
9 - 9.99
BACKLIST
10 - 10.99
11 - 11.99
12 - 12.99
13 - 13.99
14 - 14.99
FRONTLIST 15 - 15.99
16 - 16.99
17 - 17.99
18 - 18.99
19 - 19.99
Canada – Non-fiction Pricing by Unit Sales
20 - 20.99
21 +
50. 0 - 0.99
1 - 1.99
2 - 2.99
3 - 3.99
4 - 4.99
5 - 5.99
6 - 6.99
7 - 7.99
8 - 8.99
9 - 9.99
BACKLIST
10 - 10.99
11 - 11.99
12 - 12.99
13 - 13.99
14 - 14.99
FRONTLIST 15 - 15.99
16 - 16.99
17 - 17.99
18 - 18.99
19 - 19.99
Australia - Non-fiction Pricing by Unit Sales
20 - 20.99
21 +
51. 0 - 0.99
1 - 1.99
2 - 2.99
3 - 3.99
4 - 4.99
5 - 5.99
6 - 6.99
7 - 7.99
8 - 8.99
9 - 9.99
BACKLIST
10 - 10.99
11 - 11.99
12 - 12.99
Biography
13 - 13.99
14 - 14.99
FRONTLIST 15 - 15.99
16 - 16.99
17 - 17.99
18 - 18.99
19 - 19.99
20 - 20.99
21 +
52. 0 - 0.99
1 - 1.99
2 - 2.99
3 - 3.99
4 - 4.99
5 - 5.99
6 - 6.99
7 - 7.99
8 - 8.99
9 - 9.99
BACKLIST
10 - 10.99
11 - 11.99
Business
12 - 12.99
13 - 13.99
14 - 14.99
FRONTLIST 15 - 15.99
16 - 16.99
17 - 17.99
18 - 18.99
19 - 19.99
20 - 20.99
21 +
53. 0 - 0.99
1 - 1.99
2 - 2.99
3 - 3.99
4 - 4.99
5 - 5.99
6 - 6.99
7 - 7.99
8 - 8.99
9 - 9.99
BACKLIST
10 - 10.99
11 - 11.99
12 - 12.99
13 - 13.99
Food & Cooking
14 - 14.99
FRONTLIST 15 - 15.99
16 - 16.99
17 - 17.99
18 - 18.99
19 - 19.99
20 - 20.99
21 +
54. 0 - 0.99
1 - 1.99
2 - 2.99
3 - 3.99
4 - 4.99
5 - 5.99
6 - 6.99
7 - 7.99
8 - 8.99
9 - 9.99
BACKLIST
10 - 10.99
11 - 11.99
12 - 12.99
13 - 13.99
Health & Fitness
14 - 14.99
FRONTLIST 15 - 15.99
16 - 16.99
17 - 17.99
18 - 18.99
19 - 19.99
20 - 20.99
21 +
55. 0 - 0.99
1 - 1.99
2 - 2.99
3 - 3.99
4 - 4.99
5 - 5.99
6 - 6.99
BACKLIST
7 - 7.99
8 - 8.99
9 - 9.99
FRONTLIST 10 - 10.99
Comics & Graphic Novels
12 - 12.99
13 - 13.99
15 - 15.99
21 +
56. Is there a significant self-
publishing market?
61. 70.00%
12.31 All Non-fiction
60.00%
8.82
50.00%
8.70
40.00%
30.00%
20.00%
10.00%
0.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
62. 70.00%
Business & Non-fiction
13.81
60.00%
50.00% 11.85 11.45
40.00%
30.00%
20.00%
10.00%
0.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
63. 70.00%
Biography
12.42 11.42
60.00%
10.60
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
64. 70.00%
13.24 History
60.00%
11.50
50.00% 9.59
40.00%
30.00%
20.00%
10.00%
0.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
65. 70.00%
Cooking
60.00%
11.46 9.65
50.00% 9.61
40.00%
30.00%
20.00%
10.00%
0.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)
66. Health & Fitness
70.00%
60.00%
10.85
10.59
50.00% 9.11
40.00%
30.00%
20.00%
10.00%
0.00%
30 60 90 120 150 180 210 240 270 300 330 365
% of Total Quantity Sold Average Price Linear (Average Price)