1.
BOOK TITLE PROPOSAL
For the 2015 Ebury Health Catalogue
ABSTRACT
A proposal for a new book title to be commissioned for
the 2015 Ebury Health catalogue for the Ebury Press
Imprint.
12068131: Sabrina Gutiérrez Oosthuysen
U65021,The Editor, Word Count: 2,615

2. 1
CONTENTS
Proposal Summary ................................................................................................................................................................ 2
Main Issues ............................................................................................................................................................................. 4
General ................................................................................................................................................................................. 4
Digital Issues ......................................................................................................................................................................... 4
The Author and Blog ............................................................................................................................................................. 5
Statistics ................................................................................................................................................................................ 5
Content .................................................................................................................................................................................... 6
Book Aim ............................................................................................................................................................................... 6
Book Structure and Outline .................................................................................................................................................. 6
Business Model & Strategy ................................................................................................................................................. 7
Augmented Reality ................................................................................................................................................................ 8
Digimarc ® Discover .............................................................................................................................................................. 8
Competition and Market ....................................................................................................................................................... 9
Competing Titles ................................................................................................................................................................... 9
Market Demographic ............................................................................................................................................................ 9
Financial Profile ................................................................................................................................................................... 10
Keeping Costs Low .............................................................................................................................................................. 10
Estimating Costs .................................................................................................................................................................. 10
Print Run ............................................................................................................................................................................. 10
Risk Assessment ............................................................................................................................................................ 11
Distribution ............................................................................................................................................................................ 11
UK Retailers ......................................................................................................................................................................... 11
Product Opportunities......................................................................................................................................................... 12
Evaluating Main Issues ....................................................................................................................................................... 13
How will we compete against the free online blog? ........................................................................................................... 13
Print Book vs. E‐book .......................................................................................................................................................... 13
Constraints and Limitations of our list and company .......................................................................................................... 13
Prospects and Outcome .................................................................................................................................................... 14
Appendix ................................................................................................................................................................................ 15
1) Nielsen Book Scan Competing Titles 2012‐2013 (Table) ........................................................................................... 15
2) Estimated Production Cost (Table) ............................................................................................................................ 15
3) Ebury Health 2013 Catalogue .................................................................................................................................... 15
References ............................................................................................................................................................................ 17

3. 2
PROPOSAL SUMMARY
To commission a title for the Ebury Press imprint of Ebury Publishing (Division of Random
House LTD). Adhering to the Ebury Health catalogue, the proposed title will be a non-fiction print book
with the themes of nutrition, weight loss, health, diet, cookery recipes, and fitness. Contributing to the
emerging digital market, this book will be intended in print format yet with features and opportunities
of Augmented Reality, hence merging the real and virtual content.
The author of the title in question, Mrs. Nichola Whitehead, is a popular UK online blogger of
the website NicsNutrition.com, with a fast approaching celebrity status and online blogging recognition.
She has an extensive and growing readership following her blog and social media updates, as well as
connections in the media industry (being awarded best blogger by Cosmopolitan Magazine UK), and
in her own field of study (nutrition, particularly in diabetes research). The proposed title is forecast to
be published during early Autumn (August/September) of 2015.
The market for this book ranges from the UK independent women aged 18 to 41 years of age.
This is similar to the current readership Mrs. Whitehead already has following NicsNutrition.com.
Unique selling points for the proposed title will firstly be that it will have the same name as the blog,
which initiates opportunities for branding. Secondly with the author’s media connections in her field of
study, in her published research articles, and with magazines and other bloggers, there will be a
contributing element for promotion of the content of our product to the niche (nutritional) market.
Thirdly, the use of her blog and social media sharing, with allow for further social promotion through
her strong online readership and fan base. And finally, with the additional recipe content, we would
also be distinguishing from the traditional Food Book and Cookbook product by merging these two
together and additionally furthering the content with augmented reality technologies.
‘Nic’s Nutrition’ (proposed title for the book in discussion) allows for further revenue streams
by merchandising the author and title in food, television, broadcasts and podcasts, academic/educational
lectures, applications and more. The Ebury Health catalogue, with a variety of health and lifestyle titles,
allows for this title to belong yet distinguish itself for competing imprints and titles, given that we have

4. 3
currently two books about dieting and both only written by doctors in the field (Dr Michelle Harvie and
Professor Tony Howell) in our Ebury Health 2013 catalogue list. The addition of a book on nutrition
written both by a specialist in the field and celebrity-status blogger, will add style and value to the
product.
Further to be discussed will be the strengths, weaknesses, opportunities and threats that the
author, the proposed title, our list, and our publishing house has. Objective risk assessments of
competitors and the market will evaluate the revenue streams, financial costing, and prospective short
term and long term opportunities for introducing a brand new author to our prestigious Health list and
publishing house, which already hosts a number of celebrity cookery and nutrition authors.

5. 4
MAIN ISSUES
GENERAL
Three key general issues for this publication can be appreciated.
1) In 2014 we are expecting to publish the Hemsley sisters’ new food book to be titled The Art Of
Eating Well. Similarly to ‘Nic’s Nutrition’ author – Nichola Whitehead – the Hemsley sisters
wrote for the Guardian about healthy and nutritious recipes/habits (blogging celebrities). This
is a potential issue for in-house competition, therefore it will be important to use a digital
strategy and model to distinguish the proposed product, and divide the publication dates
between both books for a year.
2) Since the author, Nicola Whitehead, already publishes her research and recipes and other
content online for open access, it is important to use different content than what is offered
online, plus have tasting sessions for recipes, workout approval from experts, and have peer-
reviewed assessments of Mrs. Whitehead’s research. This investment will be necessary so that
her following and other readers are willing to pay for content instead of choosing free online
content.
DIGITAL ISSUES
1) Although the book will be written as a food book, it involves recipes and cookbook elements.
This coverage of two genres implicates how readers will regard the product. If it is regarded as
a cookbook it would have lower consumption levels because reports suggest that readers access
their recipes online or through applications. Therefore it is important to market the book in the
health/nutrition and food book category.
2) Ebury Press has not yet applied Augmented Reality technologies to the print products or to our
current Ebury Health catalogue. This means that investment in capital and contract

6. 5
arrangements with Augmented Reality companies (i.e. Digimarc® Discover) have to be
compiled/arranged.
THE AUTHOR AND BLOG
Blogger Nichola Whitehead, author of the popular blog titled NicsNutrition.com, is a UK
specialist registered dietician (RD). She blogs recipes, motivational mantras, tips and research on her
popular blog. She began blogging as of January 2012.
(The following disclaimer was extracted from NicsNutrition.com/about-me/ blog website.)
1) “NicsNutrition.com was short-listed for the Cosmopolitan Blog Awards 2013 (Best Food Blog
Category) out of over 43,000 entries, and Nichola came runner up for the ‘Nutrition
Writer/Broadcaster of the Year Award’ at the Nutrition and Health Live Conference 2013.”
2) “Nichola has a passion for understanding the latest nutritional and behavioural research, and is
a published author in the Journal of Human Nutrition and Dietetics, as well as journal reviewer.
Nichola has a background in Sport, having graduated with a First Class Honours degree
in BSc Sport & Exercise Science from Loughborough University, and specialised in nutrition
with a Post Graduate Diploma in Dietetics from Leeds Metropolitan University to become a
RD. Since qualifying, Nichola has achieved an MSc in Health Science and she is a certified X-
PERT diabetes educator.”
3) “Nichola has been quoted in various magazines and on-line publications including Women and
Home Magazine, Sainsbury’s Magazine, Zest Magazine, Women’s Running Magazine (hard
copy), The Mirror (October 2013 online & July 8th 2013 hard copy) and the Express.co.uk and
she writes regular articles for a variety of health focused websites.”
STATISTICS

7. 6
The following statistics were extracted 07/12/2013 directly from social media.
‐ Twitter Following: 9,956
‐ Facebook likes: 1,553
‐ YouTube Subscribers: 2,127
‐ Instagram Followers: 2,165
After re-launching her website/blog in April 2013, NicsNutrition.com now receives over 37,000 visits
(25,500 unique visitors) per month and over 84,000 page views per month (NicsNutrition.com, 2013).
Mrs. Whitehead’s extensive following supports the evidence that the author has a big and
growing market and there is an opportunity to sell a book to promote her image, status, and recognition
in her field of study. The market extends from the niche of her field of study to the commercial market
where the reader would be interested in the topics covered for individual benefit.
CONTENT
BOOK AIM
1) To guide the reader to make healthy and informed decisions about food, exercise, and leading
a healthy lifestyle. Particularly aimed at readers interested in weight loss and nutrition for
diabetes and celiac diseases.
2) Easy to jump to different recipes but receive insightful information on ways to be a healthy
individual.
3) Have watermarked content (Augmented reality) for connecting video How To’s, Podcasts, links
to websites (including bog), shopping list documents, links to our catalogues/website, and
opportunities for more.
BOOK STRUCTURE AND OUTLINE

8. 7
Book will include topics such as: Breakfast, Lunch, Dinner, Snacks, Baking, Workout Foods: Pre &
Post-workout, Protein, and Recovery. Including an Introduction of what should compromise of your
diet (types of foods, their benefits), exercise and keeping your body strong, and an introduction
informing the reader about the author, her blog, awards, and research. ‘Nic’s Nutrition’ will cover the
following content:
1) About the Author
2) Interacting With This Book
a. Introducing the reader on how to use the book with augmented reality features.
3) Understanding What’s On Your plate
a. Chapter elaborates on types of food (i.e. Sugars, Carbohydrates, Fats, Proteins) and
what kind of foods are enriched with nutrition and health benefits.
4) It’s About When You Eat
a. Chapter content explains what our diet should consist of throughout the day. And how
does it affect your metabolism and the best time of day to eat certain foods.
5) Breakfast
6) Lunch
7) Dinner
8) Snack Ideas
9) Desserts
10) Food + Exercise Relationship
a. How Pre-Workout and Post-Workout foods/meals/snacks affect your body.
11) Weight Loss
12) Diabetes
13) Further Recipes
BUSINESS MODEL & STRATEGY

9. 8
AUGMENTED REALITY
Augmented reality is a market which is substantially growing in many industries, including in
publishing. Beneficially, Augmented Reality is a fast developing concept with a growing market.
According to statistics, it is forecasted that by 2014, just below a third of mobile subscribers (about
30%) in the UK mature market, will use Augmented Reality applications at least once per week, and
eventually by 2017, it is expected that 2.5. billion Augmented Reality mobile applications will be
downloaded in a year (Lee, 2013).
A software by the name Digimarc® Discover is particularly of upcoming value for publishers.
It ‘watermarks’ visual and auditory content and through smartphone and tablet devices can the
consumer access additional content. The interactivity between print, virtual, and consumer is
theoretically regarded as the future particularly of cookbook publishing (Abrams, 2013).
Possibilities for this feature in the book:
1) Every recipe will be watermarked so that in collaboration with a smartphone or tablet (Android
and Apple) the ingredients can be saved as a document for future “shopping list” reference.
2) Specific references in the chapters of the book may also be watermarked for YouTube
Webinars, Cooking videos, Workout Videos, and even Podcasts.
To the advantage of the proposed title, there will be a stabilised technology and a stabilising
market for Augmented Reality, therefore our investment in technology will receive returns in the long
term.
DIGIMARC ® DISCOVER
To enhance our product by connect the print book with virtual platforms. The reader would be able to
access with their smartphone the Digimarc® Discover application and launch any watermarked content
used in the visual print book.
Market of apps as of June 2013 is now dominated by Google Play Store, acquiring 1 million
apps. The Digimarc® Discover application advantageously is for both Apple store and Google Play

10. 9
store users, thus allowing us to expand further into our market prospect. In addition, to download
Digimarc® Discover application is for free in both Google Play Store and on Apple store, thus
encouraging further our readers to simply download the application.
COMPETITION AND MARKET
COMPETING TITLES
Between 2012 and 2013, the following authors under the Adult trade non-fiction division and
under the food, nutrition, diet and fitness genre have been the authors who have sold and profited the
most in the UK market.
1) Oliver, Jamie
2) McKeith, Gillian
3) Atkins, Robert
4) Lawson, Nigella
5) Myers, Dave & King Si
Two of these authors (Jamie Oliver and Nigella Lawson) are cookbook publishers while McKeith,
Atkins and Myers & Si, publish nutrition books. Opportunistically although they offer a range of recipes
(similar to our product) these are dieting instruction manuals, while our product informs the reader to a
healthier lifestyle.
MARKET DEMOGRAPHIC
‐ Women from 20 year-old to 40 year old.
o Reason: The average age of cookbook buyers has shifted down to 41.5 years old from
46.5 in the past two years (Greenfield, DigitalBookWorld.com, 2013).

11. 10
o Market expands from the young (probably student) independent woman to the mature
45 year old range because these are the women who are interested and preoccupied
with their body health and image.
‐ Market for Augmented Reality.
‐ Market for Cookbooks and Women’s Health books.
FINANCIAL PROFILE
KEEPING COSTS LOW
‐ Use our own photographers for food images.
‐ Style (cover design) similar to blog (colour palette, potentially word marque).
‐ Arrange permissions for Digimarc® Discover application to be used in our print product.
ESTIMATING COSTS
(Refer to Appendix for further costing agents).
 5,000 Print Copies (Hardback)
 RRP(£): 20.00 p/unit
 Retailer Discount (%): 50
o Cost per unit (£): 10.00
 Author Royalties on Net Receipts (%): 12
 Gross Profit (£ per unit): 3.79
o Gross Profit Margin (%): 38
High prospective Gross Profit Margin(%). Reduces risk for title publication and allows for investing in
Digimarc® Discover features.
PRINT RUN

12. 11
First print run: September 2015. Reason being that the Strengths and Opportunities outweigh the
Weaknesses and Threats.
RISK ASSESSMENT
‐ Strengths
o 1 years after publication of The Art of Eating Well by Jasmine and Melissa Hemsley,
thus promoting instead of competing with in-house titles.
o Allows for development of Augmented Reality technologies.
o Allows for author to develop further research, to review the recipes for taste and
nutrition, and enough time to write the book.
‐ Weaknesses
o Profit margins: although we have a solid margin, with fluctuation of technology our
investment has to be safe.
‐ Opportunities
o The author’s blog induce a bigger following; opportunity to take author to Food
Festivals and Nutrition Conventions to promote her book and research, plus create
further connections in the industry, and keeps our promotion and marketing campaign
on a lower budget.
‐ Threats
o More UK food bloggers may be commissioned to write their own book as well
(competing titles).
DISTRIBUTION
UK RETAILERS
‐ Amazon

13. 12
o According to reports, half of all cookbook, food & drink, and diet & fitness book sales
are made on Amazon and that more of these book genre purchases are impulse buys
compared to planned buys (Greenfield, 2013). Hence Amazon is a necessary retailer.
‐ RandomHouse.co .uk Website
‐ High-street bookshops
o Waterstones, WHSmith, Blackwell’s.
‐ Supermarkets
o Tesco, Sainsbury’s, Waitrose, Asda, Morrisons.
According to statistics, our biggest retailers will be through Amazon and Supermarkets (Mintel, 2013).
PRODUCT OPPORTUNITIES
‐ Rights and Licensing
o Rights to all videos used for the book.
o Rights to not publish recipes through any other platform (recipes that are in the book).
o Author cannot write for any other publisher a product of competing nature. Is allowed
to continue blogging (separate content which is not covered in book), and write
research articles.
o Rights for merchandising.
 TV; Radio; Applications; Branding the author
o Serial rights.
o International rights.
o Translations.
o Full ownership permissions for augmented reality technology and
photography/illustrations within the book.

14. 13
EVALUATING MAIN ISSUES
HOW WILL WE COMPETE AGAINST THE FREE ONLINE BLOG?
‐ Add celebrity status to the author: Publishing in 2015 will allow us to promote the author
enough in 2014, through nutritional conferences/events, have her connect with magazines for
article writing and magazine features.
‐ New recipes which cannot be found on the blog (tasted and reviewed).
‐ Attractive Augmented Reality features.
‐ In depth exploration of nutrition for the modern woman.
PRINT BOOK VS. E‐BOOK
‐ Non-Fiction trade food books on nutrition, diet, and weight loss remain profitable in print
(including hardback) form.
‐ By collaborating with digital technologies and with the implementation of Augmented Reality,
it extends our market by combining consumer preferences of print content and digital content.
‐ By publishing a book instead of an application, it allows for future merchandising opportunities
into the Application world, by opportunistically creating platforms which promote and support
our print content, hence furthering our revenue streams.
CONSTRAINTS AND LIMITATIONS OF OUR LIST AND COMPANY
‐ Titles do not have augmented reality, however publishing in 2015 allows for these technologic
limitations and constraints to be overcome.
‐ Develop new contracts and permissions for use of applications of other companies with our
content.

15. 14
PROSPECTS AND OUTCOME
‐ Profitability through merchandising and author stature (celebrity).
‐ Further opportunities with e-book sales.
‐ Creating application platforms to enhance print content.
‐ Potential for author to write more books with our company.

16. 15
APPENDIX
1) NIELSEN BOOK SCAN COMPETING TITLES 2012‐2013
(TABLE)
2) ESTIMATED PRODUCTION COST (TABLE)
3) EBURY HEALTH 2013 CATALOGUE
1)
Title Author Imprint
Publis
her
Group
Volum
e
Value RRP ASP Binding
Pu
b
Dat
e
Product
Class
Jamie's
30-Minute
Meals
Oliver,
Jamie
Michael
Joseph
Pengui
n Grp
1,801,4
56
£24,767,56
8.26
£26.
00
£13.
75
Hardbac
k
Sep
30,
201
0
T16.0 Food
& Drink:
General
You are
What You
Eat:The
Plan That
Will
Change
Your Life
McKeith,
Gillian
Michael
Joseph
Pengui
n Grp
1,104,7
65
£11,778,02
8.49
£14.
99
£10.
66
Paperba
ck
Jun
17,
200
4
T9.4 Fitnes
s & Diet
Dr. Atkins'
New Diet
Revolution
:The No-
hunger,
Luxurious
Weight
Loss
Atkins,
Robert
C.
Vermilion
Rando
m
House
Grp
1,057,6
58
£7,358,283.
86
£8.9
9
£6.9
6
Paperba
ck
Jan
2,
200
3
T9.4 Fitnes
s & Diet
Jamie's
15-Minute
Meals
Oliver,
Jamie
Michael
Joseph
Pengui
n Grp
924,40
3
£11,334,91
8.04
£26.
00
£12.
26
Hardbac
k
Sep
27,
201
2
T16.0 Food
& Drink:
General
Jamie's
Italy
Oliver,
Jamie
Michael
Joseph
Pengui
n Grp
839,56
3
£9,459,646.
26
£25.
00
£11.
27
Hardbac
k
Oct
3,
200
5
T16.1 Nati
onal &
Regional
Cuisine

17. 16
Jamie's
Ministry of
Food:Any
one Can
Learn to
Cook in 24
Hours
Oliver,
Jamie
Michael
Joseph
Pengui
n Grp
800,95
2
£10,323,04
6.87
£26.
00
£12.
89
Hardbac
k
Oct
3,
200
8
T16.0 Food
& Drink:
General
Nigella
Express
Lawson,
Nigella
Chatto &
Windus
Rando
m
House
Grp
785,69
2
£11,179,16
7.25
£30.
00
£14.
23
Hardbac
k
Sep
6,
200
7
T16.0 Food
& Drink:
General
Hairy
Dieters,Th
e:How to
Love Food
and Lose
Weight
Myers,
Dave &
King, Si
Weidenfe
ld &
Nicolson
Orion
Grp
755,85
7
£6,239,686.
80
£14.
99
£8.2
6
Paperba
ck
Aug
2,
201
2
T16.0 Food
& Drink:
General
Jamie at
Home:Coo
k Your
Way to the
Good Life
Oliver,
Jamie
Michael
Joseph
Pengui
n Grp
748,19
9
£10,831,32
0.31
£30.
00
£14.
48
Hardbac
k
Sep
6,
200
7
T16.0 Food
& Drink:
General
(Nielsen Book Scan, 2013)

18. 17
REFERENCES
1) (2013), Augmented Reality and Virtual Reality Market by Technology, Sensors & Components,
Applications & Geography (2013-2018), ResearchAndMarkets.com, Accessed via web 09 Dec. 2013,
Available at: http://www.researchandmarkets.com/research/nbvh5m/augmented_reality
2) (2013), Augmented Reality Infographic (2013 Stats), Trigg-AR, Accessed via web 09 Dec. 2013,
Available at: http://www.trigg-ar.com/augmented-reality-infographic-2013-stats/
3) (2013) Digimarc ® Discover, Available at http://www.digimarc.com/discover
4) (2013) Ebury Press, Available at www.ebury.co.uk
5) (2013), Random House Experimenting with New Kinds of E-Cookbooks, DigitalBookWorld.com,
Accessed via web 05 Dec. 2013, Available at: http://www.digitalbookworld.com/2013/random-house-
experimenting-with-new-kinds-of-e-cookbooks/
6) (2013), Research and Markets: Breakthroughs in Augmented Reality Technology set to Completely
Change the Global Virtual Reality Industry, Yahoo Finance UK, Accessed via web 05 Dec. 2013,
Available at: http://uk.finance.yahoo.com/news/research-markets-breakthroughs-augmented-reality-
105800405.html
7) Abrams, Dennis (2013), THE FUTURE OF THE COOKBOOK IS INTERACTIVE, Publishing
Perspectives, publishingperspectives.com, Accessed via web 19 Oct. 2013,
http://publishingperspectives.com/2013/10/the-future-of-the-cookbook-is-interactive/
8) Davies, Gill (2004), Book Commissioning and Acquisition, 2nd
Ed., (London: Routledge), P. 192.
9) Dunsby-Sircana, Aby (2013), Best healthy eating and diet apps, Zest Magazine, zest.co.uk, Available
at http://www.zest.co.uk/nutrition/best-healthy-eating-and-diet-apps/4802-3.html#historysub
10) Gee, Samuel (2013), Mobile Phone Applications, Mintel, Accessed via Mintel 08 Dec. 2013.
11) Greenfield, Jeremy (2012), Are Digital Cookbooks Ready For Next Level?, DigitalBookWorld.com,
Accessed via web 09 Dec. 2013, Available at http://www.digitalbookworld.com/2012/are-digital-
cookbooks-ready-for-the-next-level/
12) Gutierrez, Sabrina (2013), ‘The Future of the Cookbook is: Interactive?’, Publishing in the Digital Age,
moningcupofpublishing.weebly.com, Available at:
http://morningcupofpublishing.weebly.com/publishing-in-the-digital-age.html

19. 18
13) Lee, Chris (2013), Augmented Reality takes another step with launch of “first social app”, NMK,
Accessed via web, available at http://www.nmk.co.uk/article/2013/12/8/augmented-reality-takes-
another-step-with-launch-of-%E2%80%9Cfirst-social-app
14) Whitehead, Nicola (2013), Nic’s Nutrition, Available at http://www.nicsnutrition.com
15) Wood, Laura (2013), Research and Markets: Breakthroughs in Augmented Reality Technology Set To
Completely Change The Global Virtual Reality Industry, Yahoo Finance, Accessed via web, Available
at: http://uk.finance.yahoo.com/news/research-markets-breakthroughs-augmented-reality-
105800405.html