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“Secrets of Digital Publishing”. February 2010. Secrets of Digital Publishing “They” Don’t Want You To Know About. Agenda About Us Fresh Facts “The Secrets”. About Us.

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Secrets of Digital Publishing“They” Don’t Want You To Know About


  • About Us

  • Fresh Facts

  • “The Secrets”

About us
About Us

The Perseus Books Group is an independent company committed to enabling independent publishers to reach their potential whether those publishers are Perseus-owned, joint ventures or owned by third parties. Member publishing programs include Avalon Travel, Basic Books, Civitas. Da Capo, Lifelong Books, Running Press, Seal Press, Vanguard Pressand Westview Press, as well as partnerships with Public Affairs andNation Books and joint ventures with Weinstein Books and The Daily Beast (Beast Books). Through Consortium, Perseus Distribution, and Publishers Group West, the Perseus Books Group is also the leading provider of sales, marketing, and distribution services to independent publishers. For more information, visit our website at

Ask us about Constellation Digital Services:

Presented by:

Rick Joyce, Chief Marketing Officer

[email protected]

Peter Costanzo, Director of Online Marketing

[email protected]

Fresh facts independent publishers attitudes towards digital issues
Fresh Facts:Independent Publishers Attitudes towards Digital Issues

  • Survey Conducted in February 2010

  • Presented to Independent Publishers

  • Clients of PGW, Consortium, Perseus Distribution

  • 70 Publisher Respondents

  • Broad representation by Size, Geography, and Publishing Focus

2010 more ebooks more social media more direct
2010: More eBooks, More Social Media, More Direct

eBooks Social Direct to All of the Enhanced Other

Media Consumer Above eBooks

Ebook barriers many rivers to cross
eBook Barriers - Many Rivers to Cross

Poor fit Piracy Retailer Cost of Waiting Poor Confusion Need for

Of titles w/ Pricing Conversion for eBook Handling About a Digital Device Market to of Color Technology, Partner

Capabilities Develop Standards,

Further or Process

43 simultaneous print digital strategy
43% “Simultaneous Print & Digital” Strategy

Simultaneous Wait & Other Experiment Window

Print & eBook See w/Windows

Promotion everything everywhere
Promotion – Everything Everywhere

Promote all Promote Dedicated None of

Formats Physical eBook the above

Everywhere Primarily Marketing

Piracy opinions on vary w i d e l y
Piracy: Opinions on Vary W i d e l y



Requires A Form of It’s a Dangerous Unsure Primarily

Monitoring Trial, Can Fairly & Growing, a Technical

Process Lead to Small Must Be Fix

Changes & Consumer Problem Aggressively

Education Awareness Addressed

Ipad unsure meets hope
iPad – Unsure Meets Hope

Too Soon Will Be A Will Be a Will Take Unsure/

To Tell Significant Powerful Awhile to Other

Reading Platform, Achieve

Platform But Reading Broad

Secondary Penetration

Agency model too soon to tell
Agency Model? Too Soon to Tell.


Unsure Yes at Yes at Other No Yes Unless

70%+ 50 to 70% Price Ceilinged

Freedom to price at will or at least over 10
Freedom to Price at Will (or at least over $10)

No Fixed $9.99 to $14.99 to Bundle Other $.99 to Over $20

Pricing $14.99 $19.99 w/Print $9.99

Shhhhhhhhhh the secrets
“Shhhhhhhhhh” (The secrets)

Enhanced organic hard
Enhanced = Organic (= Hard)

Click Image for Video Demo

  • Rethinking Page Layout

  • Click-to-show illustrations

  • Animating the right sequences

  • Non-navigation navigation

  • What wants to be audio?

  • Casting “the Shake”

  • Adding relevant hotlinks

  • Keeping your Spot

  • Getting the Voice Right

Less is more different is good
Less is More, Different is Good

  • Snapshots

  • Bite Size Chapters

  • Popular Sections

  • Repurposed Content

  • Built on Digital Databases

  • Mix, Match, Mash

  • Digital Print, Digital Editions

  • iPhone Apps

  • The Louvre

  • The Musee D’Orsay

  • Versailles

Building for speed timeliness
Building for Speed & Timeliness

May 2008: Book hits #1 on NYT list,Digital only solution to meet demand.

June 2009: Instant book created in 48 hours at Perseus BEA Booth in all formats, print, digital, and audio.

January 2010: e-Book released.

February 2010: p-Book released.

Total production time = 3 months

Prepare for pricing
Prepare for Pricing

Pricing Old World – Before Publication

  • Acquisition P&L Analysis, comps, etc.

  • Page count, trim size, special effects, etc.

  • List price

  • Retailer Decision

  • Pricing New World – Before & After Publication

  • Monitor Retailer Pricing

  • Version Pricing

  • Monitoring, Analyzing, Testing

  • Dynamic Pricing

Deep on devices
Deep on Devices

  • Wait and See = Let Others Learn

  • Devices will Keep Changing

  • Successful Features in Unsuccessful Devices

  • Capabilities Can Inform the Product

  • Understanding User Experiences

Qa is the new edit times 10
QA is the New Edit - Times 10

  • Test title on each device

  • Test what happens to rendering at each font size

  • Test each live link

  • Test each functional action

  • Test product discovery

  • Test purchase

  • Give it to a newbie & re-run

  • Who will the customer complain to if it doesn’t work properly?

Fail better
Fail Better

  • Newton  iPad

  • DOS  Windows

  • Experiments  Insights

  • The New starts unprofitably

  • Sneakerware Success starts inefficient

  • Scaling success  changing ourselves