© mind mark/ confidential professional career in publishing houses: an introduction to tasks and...

© mind mark/ confidential

Professional career in publishing houses:an introduction to tasks and requirements

training programme for publishers from the Arab World

Renate Dempfle + Jürgen MarkoffCairo, February 2009


Topics:

Intro: Recommendation and warning Typical organisation of publishing houses Key figures in publishing houses Publishing from customers point of view Segmentation of your target group Shared benefit thinking in your publishing

house Shared USP-thinking in your publishing house Customer loyality management Customer contact point management Crossmedia solutions and services Market research Author management


Recommendation and warning

Develope your own strategy for your target group

What works in one country, in one branch or for one target group, must not necessarily work for your country, your branch or your target group

But take an open minded look, what already works in other countries and publishing houses + make your own conclusions by analogy


Typical organisationof publishing houses


Segmentation of European book market

Newspapers Books

Consumer publishing / trade publishing• Fiction• Non-fiction

Educational or schools publishing Academic publishing Business and professional publishing Extra classifications:

• Children`s books• Religious books

Magazines and journals Directories and data basis


Organigram of publishing houses

General Management

Product-Management

Editorial office

-Copyright, - Licensing

Marketing Sales

-Sales Chanels-Customer Service

Production-Design

-Pre-Press-Printing

-Electronic-Publishing

Administration

-Book-Keeping-Personal

- IT

Distribution

-Order-Processing-Logistic

Controlling


Product-Management/Editorial Office

General Management

Product-Management

Editorial office


Marketing Sales


Production-Design

-Pre-Press-Printing


Administration


- IT

Distribution


Controlling

- Finding product-ideas - Searching for editors and authors- Authors contracts- Conception (target group, customer-benefit, content, competition, circulation, price, ….)- Project-Management (time schedules, milestones...)- Market research- Quality Management


Marketing /SalesGeneral

Management

Product-Management

Editorial office


Marketing Sales


Production-Design

-Pre-Press-Printing


Administration


- IT

Distribution


Controlling

- Cover-Design- Price- Sales-Chanel-Mix (directmarketing, public relation, bookselling-trade, online marketing, fairs…)- Advertising Materials- Market research


ProductionGeneral

Management

Product-Management

Editorial office


Marketing Sales


Production-Design

-Pre-Press-Printing


Administration


- IT

Distribution


Controlling

- Product-Design (typography, readability, size, illustrations, markup,…)- Coordination of type-setting, prepress repro, printing, electronic publishing- Responsability for production costs- Data storage


AdministrationGeneral

Management

Product-Management

Editorial office


Marketing Sales


Production-Design

-Pre-Press-Printing


Administration


- IT

Distribution


Controlling

- Book-Keeping (creditors and debtors), reminders- IT (administration and support of customer-files, invoice- management, IT-infrastructure for the workstations, online-service for customers…)- Personal (personal search, selection and development, personal administration,…)


DistributionGeneral

Management

Product-Management

Editorial office


Marketing Sales


Production-Design

-Pre-Press-Printing


Administration


- IT

Distribution


Controlling

- Customer Service (correspondence with customers by writing, phone, online,…)- Logistics (storage, product-shipment, return-shipments, ...)- Order processing


Key figures in publishing houses


time

sale

rise growth maturity decline

break even

Life Cycle of Products


Portfolio-Analysis by BCG

question marks

?

stars

poor dogs cash cow

market share

mark

et

gro

wth

low

hig

h

low high


Cycle of Innovations

time

break even

money new products


Key figures:

- break-even-analyses- break-even-point- direct costs, overhead costs- contribution margins 1 and 2- noveltis rate- response rate- return rate- days of inventory, rate of stockturn


Publishing from customers point of view


Trendsin customers environment

Potentialcompared to competition

Success FactorFrom customers

point of view

Strengthscompared to competition

matching

exte

rnal

anal

ysis

Deduction ofCompetitive Advantages

( = success factors that we can fulfill much better and easier as our competition

+ the success factors are hard to copy)

Concentration of our Resources:

oPrioritiesoGoals & TasksoSynergy Effects

target group

insid

ean

alys

is

Result:sentences and stories, of enthusiastic Raabe customers in 3 to 5 years

STRATEGY


customer

tasksto dos

+wishes problems

„pusher“

USP +

importent benefits

salesconcept

abo-salesconcept

bookCD Romoverhead transperencySoftwareInternetnewsletterbrochure.....

segmentationchartsmarginalaiconsflowchartchecklisttable.....

intelligent solution

content

structurelayout

fitting media or mediamix


For which target group?1

... which tasks/to dos/common behaviours?2

... what problems + pressures do appear3

... which wishes, motives, interests, attitudes4

... The way how they use information from which medias5

... which content6

... which form7

... which media8

... which sales- and communication channels9

... which messages / which USP10

... which price11

... which customer loyality concept12

= intelligent solution

12 + 1 questions for your marketing conceptco

mp

are

d t

o y

ou

r co

mp

etit

ors


segmentation of your target group


common characteristics for your target group

geographic characteristics country town, street, clime, Religion

demographic characteristics age, male - female, family status, number of children

soziographic characteristics earning, buying power, education,profession, characteristic possessions, social behaviour


Who are this people?

• two men, both born 1948 in Great Britain and grown up there• both married with almost grown up children• both very wealthy and succeeded in business• both do not live together with their wife anymore• both spend their vacation in the Alps• both are world-famous

defining your target group with geographic, demographic, sociographic characteristics is probably not enough


defining your target group with geographic, demographic, sociographic characteristics is not enough!!!


segmentation into the following identifying characteristics

psychographic characteristics lifestyle, attitude, intrinsic values, expected benefits, thrill for risks, social responsibility

characteristics of behaviour information seeking behaviour

- daily use of public media, - communication pattern/behaviour, - visits of events

buying patterns/behaviour- point of purchase, - choice of trademark, - brand loyality, - intensity of purchase, - price consciousness,- preference of package


segmentation into the following identifying characteristics?

characteristics of behaviour attidtude of usage

- usage categorie, -intensity, -moment, -surroundings, - storage, - attidude of maintenance,- attidude of recommendation

characteristics of organisation size of enterprise, organisational structure, rules of buying, structure of decision makers, monetery restrictions


moderne performer, 9 %, young elite:intensive live – businesswise and private, multioptional, flexible, entusiastic about multimedia

Source: Sociovision


© Sinus Sociovision 2007

Meta-Milieus in Europe


The Web 2.0-Styles

individuell communication public communication

constitutive

watching

active participating user

passive participating user

© Result together with Medienforschung des Südwestrundfunks

© mind mark/ confidential© Result together with Medienforschung des Südwestrundfunks

Percentage distribution of Web 2.0-Styles

active participating user

passive participating user

communicators

Information searchers

Entertainment searchers


„Customer-Typology“ by your own experience

Part of the „type-map“ for doctors/general practitioners:

1. the „idealist“

... the most important for him is, „to be there for his patients – he chooses integral diagnosis and well-tolerated methods of treatment. He hates „technical gadgets“ and „unnecessary chemistry“ - he uses chemical pharmaceuticals only if the patients really need it for the healing process.

.....

2. The „god in white“

3. The „patient-assembly-line-worker“

4. The 100%-security-guy“


Shared benefit thinking in your publishing house


distinguish between three different kinds of benefit

functional benefit

high involvement

pschological benefit

A functional benefit is measuredin money, time, duration, or physical measures

A psychological benefit gives to the customer a pleasant feeling such as self esteem, feeling of power, pleasant view and so on

If a consumer pays attention to buy a product, then it is considered as a high involvement product. If he does not pay too much attention, there is a low involvement product


distinguish between user and purchaser benefit


product,service

individual benefit for your customer

attribute,feature

benefit from the customers point of view – not just attributes


slogan,catchphrase

product,service

individual benefit for your customer

benefit from the customers point of view – not just slogans


product,services

attribute,feature

individualbenefit

car 300 horsepower

- passing other cars much quicker- arriving quicker- being the „coolest in town“- ...

book checklist

- will not forget the 10 most important questions, that have to be answered for his concept- knows ahead, what the inspector will control- ...


product,services

slogan,catchphrase

individualbenefit

book up-to-dateness

secures a competitive adventage (for example on the stock market) because he gets the information at the same time

shows me what`s socially „in“ and „out“,so I will not make a complete fool out of me

gives me reliable information, about the state of scientific, medical or technicalknowledge, so I can implement it in mydaily work

gives me the latest news, rumours, trends, and inventions to participate successfully in discussions


What general benefits do our customers expect, when they read our content?Create your own „benefit-list“ from your customers point of view

+

decide, if the benefits are „nice to have“ or „must have“

I want an easy review

I want „ready to use-solutions“

„nice to have“

„must have“

...

...

...

...

...


Possible benefits for the customers

I want an easy review

I want to evaluateand to compare

I want to have a cost-benefit calculation

I want to hear arguments

I want benefits from others experiences

complete solutions

tools for workcode of practise

I want help for realisation

I want to establish contact to other persons


I want an easy reviewMarginalia

Tables

Summary

Lead text

Comparison

Piktogram

Graphic

Mindmap

Selection

Organigram



I want to evaluateand to compare

Decision and Assessment

Criterion

InterpretationPro & Contra

RankingScoringTops Flops

Comparison

Strengths & Weaknesses

In & Out



I want to hear arguments

Argument Balance Sheet

Advantages & disadvantages

Position List

Strengths & Weaknesses

Pro & Contra

Discussion Forum

Chat Expert Opinion



I want to have a cost-benefit calculation

Cost-Benefit Equation

Sample Calculation

Calculation Software

Comparible Figures



I want benefits from others experiences

Examples out of Praxis

Experience Report „I do not want to

make the same mistakes“

Recommandation

Test Report

Questions & Answers

Case Study



I want to establish contact to other persons

Source

Help Desk, Help Line

Switching Centre

Adresses

exhibition Seminars

Insider-Meetings.......

„I want a benefit out of these contacts“



code of practise


Checklist

Data Sheet

Instruction for Action

Flowchart

Step by StepInstruction

Rules

Step by StepPictures

Process for RealisationSchemata



tools for work


Worksheet

Tool KitsForm

Calendar,Timer

Questionaire

Truth Table

Matrix



Ich will Argumentehören

Ich will vonErfahrungenprofitieren

complete solutions


„Solutions - directly to use+ it looks like, that I did all the work“

Specimen of a ContractSpecimen of a Letter

Specimen of a SpeechModule

Bausteine

Training MaterialTutorialTests

Presentation Slide

completemodularly



shared USP thinking

in your publishing house


new,actual

practical benefit

involvement,

nearness

• why important at the moment• new law• newest science• secret

• all kind of services• “dialog-actions”

• questionnaire• asking customers•questions & answers

• style of writing

• individual benefit from customers point of view• directly to use• ...

The perfect mixture for unique publishing products


USP

Unique Selling Proposition Unique Satisfaction Proposition

- unique and unmistakable value proposition (promise of benefit)- not offered by competitors- not easy to copy

=


„reason why“

USP1. unique and unmistakable value proposition/benefit not offered by competitors not easy to copy

Creating the USP

2.

tonality2.

How can we prove our value proposition/benefit?

rational and/or psychological arguments sample pages pictures

How should we adress the target group? Which tonality do the like most?

objective/realistic emotional pragmatic simple technical terms optimistic funny ...


Customer loyality management


Customer Loyality facts

Most of the companies are loosing 25% of their customers per year

companies are spending five to seven times higher amounts of money to win new customers – instead of keeping them

If companies are able to reduce the move of customers by 5% - their earnings will raise up from 25 to 85%

65 – 85% of the customers who left, have been satisfied with the performance of the company

If you ask the customers why they left - 75% can not say why


customer contactexpectations buying

fulfilled expectations customer satisfaction rebuy

rebuy+ performance + cross-Buying

rebuy+ performance + cross-Buying+ recommendation+ willingness to defend

customer retentionpsychological and/oreconomicswitching barriers

customer loyalitysparking exitement

Get a clear understanding for all the „customer catchphrases“


The Loyality-Ladder

target-group knows about us and shows interest

target group buys our first product

target group wants to be informed by us regulary

target group buys our second product

target group is a regular customer

target group is recommending our products

target-group does not know us


target-group knows about us and shows interest

target group buys our first product

target group wants to be informed by us regulary

target group buys our second product

target group is a regular customer

target group is recommending our products

target-group does not know us

find out the critical points of loosing your customer

feels, that he has the complete information

decides if he keeps the product or not

gets its first bill

decides about keeping the update


Customer contact point management


1. Search for the contact points of your customers

2. Which impression should your customer get at the contact points?

You,Your publishing house

Customer receives your product

Customer gets e-mail from you

Customer is calling you

Customer vistits your website

Customer reads your advertisingCustomer orders your product

Customer is visiting you

Customer is complaining


basic

expected

hoped for

positive surprising


Cross media solutionsand services


Medias influence our habits

typewriter1808/1865

Morse telegraphy

1848

Film/cinema1870/1895

Telephon1876

Phonograph1877

wireless telegraphy

1896

Braun tube1897

photography1839

candid-camera1925

Black and white TV

1926

Tabe recorder1930

TV in Germany1935 –44/ab 52

Telex1938

Colour TVUSA: 1953

D: 1967

Compact-tape1963

Chipcard1968

Video1971

PC1970

Mobile phone1983

Fax-serviceFederal

mail Germany1979

first E-Mailsin Germany

1984

Cable TV1983

CDCD-player

1982

laptop1989

Papyrus3000 v. Chr.

Paper/Europe1100

Paper/China100 v. Chr.

Printing of books1434

nespaper1665

mail1490

Digital cameraEnde 90er

Wikipedia2001

Digital mobilnetwork

ab 1990

Xbox2001

iPod2001

Start Teletext inGermany

1990

first SMS1992

E-Book1999

PDA1993

DVD1995

MP31998

first Weblogs1999

Podcasting2000

MMS2001

HD DVDBlu-Ray Disc

2006

start www1991

1800 2000


From 1997 to 2006 the proportion of online-users in Germanygrew from von 6,5 auf 59,5 %


From1997 to 2006 the number of online-users in Germany grew from 4,11 to 38,64 million users


Mutimedia equipment of german households 2006

Mobile phone

Television


more and more mobile working locations

more and more multifunctional hardware and electronic equipment

more and more ways of digital publication

more and more digital access pathes

Changing user media habits:


multiple products and product forms

at any time

at any place

deriving from * one content and* one content database

Consider the future challenges in Publishing


intelligent solutions in new format

intelligent solutions in new format

different types of customers

new editing

existing contents from your publishing house

continuous text

picturetable

tool

different types of medias

book laptopmobile phone E-book ......newspaper


media examples “what do the medias stand for?”

(from customers point of view)

print-media bookloose-leaf booknewsletterpostercalendarnewspaper, magazinBrochure, bookletformularoverhead transparencyprint testsboard messagemapspostcardsgames (monopoly)

easy to handleeasy to readgood for detail readingindependent from electronic medias

Think about the different medias and their different advantages and disadvantages


electronic media

PClaptopfaxhandheldmobile phonesTVRadioElectronic billboard discCDvideo intranetinternete-mail

GPS, navigation systemsPodcast/vodcastRSS-feed

up to dateof current interesteasy to updategood for a huge amount of archive material







sevices trainings, seminarsE-Learningadvice on requesthotlineinfolinefairs“clubs”“bringing people together”trade markettraveltoursexperience exchange circlesguaranteeinsurance

dialognearnessinvolvementgood contactinsiderimagerelationship



Multimedia productsand services

Connecting to experts

E-Mail-Newsletter

Seminars

Conferences

Discussion forum

Warranty

Access to database-information

Customer meetings

Facsimili-services

Consultation of experts

Downloads

Loyality bonus

Exclusive entrance to the website

Create added value around your „core product“


market research


Developing a market research process

Data collection

Analysis of datas and information

Presentation of results

Come to a decision

Definition of target

Secundary research primary researchData source

observationinterviewexperimentFocus group

Methods of data collection

questionaireMicrophone, cameraSkin/eye messurement

Research tools

Main unitSample sizeSelection procedure

Sample design

writtenelectronictelephonicpersonally

Design of survey

The market research process and his instruments


• standardised questionaire within the product• questions directly in the product• mail questionaire• standardised questionaire in interviews• Internet questionaire

• face to face interview• telephone interview• tradeshow interview• Usability-Tests

• Focus group• Group of experts• Prototyping

one-on-one interview

asking

written verbal

group discussion

market research instruments


observing

Guest observer:To accompany the target group at their daily work

„hidden observing“Watching the target group on tradefairs, in the book store, ...

market research instruments


market research:

future management


managing the future

present time

chances risks future


sociocultural environment

businessenvironment

technologic-sientificenvironment

political environment

wir

Direct Faktors(Micro-Analysis)

Indirect Faktors(Micro-Analysis)

Macro-Factors(Macro-Analysis)

What will influence

us or

our target groups

?


market research

questionnaire design


1. Dichotomy

„Are you responsible for ...?“

yes no

2. Multiple choice

„Please mark the tasks you are responsible of?“

preparing the school lessons organizing the meeting with parents ... ... ...


3. Preferences

„Please mark the „top 3 tasks“ you are responsible of?“


2. Rating

„Please rate from 1 to 4, how you like the following book titles?“1= like it very much; 2 = like it; 3 = not so exiting; 4 = do not like it at all

Handbook for professional teachers How to deal with disturbing students ... ... ...


5. Likert-Scale

„To be successful as a teacher I need ready to use exercises for my lessons“

I agree totally I agree I do not agree I do absolutly not agree

6. Ranking

„Please bring the following tasks into your personal ranking of importance“1= the most important task; 5 = most unimportant task



7. Semantic differential

Please point out with a cross along the line which statements you agree more:„RAABE Publishing House is ...

8. Associativity-Test

„Which three words can you name spontaneously, when you read/hear the following:

Loose-leaf RAABE ... ... ...

scientific practical


9. Sentence extension test

Please complete the following sentence:

„To be a successful teacher it is very important ...“

10. Story extention test

Please complete the following story:

„Last time, when I visited a bookstore – a friendly bookseller came up to me and asked, if he can help me. I thought by myself .....“


11. balloon test

Please complete the following speech balloon:

Your son disturbed the last English

lesson


12. Picture telling test

Please tell me a story about what is happening/could happen on that picture:

Source: Spiegel Online


For example: Could you please describe your daily routine at work. What kind of tasks have to be solved properly – so, that you are professionally recognised by your boss/colleges? How do you act, when the problem …….. appears? What are your first steps? What kind of help do you miss? What of your tasks are routine, unpopular, seldom – but with big consequences, under a lot of pressure, easy- going, ……? What are the sources of information you already use? What is the most important source of information? (newspaper, books, seminars, asking colleges, …..) What kind of working aids do you use? In which situations do you use them? Are you satisfied with the working aids? What would you improve?

13. Open-end question


“What do you think are the big (heavy-going; uncomfortable; unpopular) problems for a beginner in your job?” “What are the biggest mistakes of beginners/inexperienced colleges?” “Which tasks start to begin routine for beginners?” “What kind of help would beginners need?” “What are your five most important advices for beginners/inexperienced colleges?” “How do colleges solve the problem?” “What are they doing, when the problem appears?” “You as a professional: how to you solve the problem?” “Image: an angel would fulfil three wishes for your job – what would be your wishes?”

14. “detective-questions”

If you want to find out the real problems of your target-group you should not ask them directly about their problems.

Help them to “jump” into an other person – in the end they will tell you about themselves and of course about their problems


author management


• How can we find the best authors and not just anybody?

• How can we win them – but also test them?

• How can we make our authors writing the perfect manuscripts?

Key questions for the realisation of your products together with experts and authors


procedures & tools for finding the right authors:

10 to 50 potentiell authors+ priority-list

Research of possible authorsMost promising actions:

professional journal asking our authors looking in organisations

Looking in government departments

etc.

gathering informations About the authors

adresses publishments Fields of activities contacts to other persons:…. etc.

+sending documents

.......... ......... ....... ........

wanting documents

........ ......... ........ ...........

etc.

approach (telephon, E-Mail, letter)

Interview guide


Ideas, how to make your content more interesting:

1. Use the „head-“ and the „heart-side” of your customer

A ttentionI nterestD esireA ction

2. Use “AIDA“

• examples• stories• quotations• pictures• questions & answers• cartoons• ....

emotional side

• numbers• facts• statistics• law & commentary• judgement• scientific information• logical• ....

logical side


3. Start with:

4. create a mixture of

• a rhetorical question• a provocative question• a promise• a secret• by pointing out a danger

newactual

practical benefit

involvement

nearness

why important at the moment new law newest science secret

all kind of services “dialog-actions”

o questionnaireo asking customerso questions & answers

style of writing

Ideas, how to make your content more interesting:


Most important Content-Check-Approaches

benefit in headlines + sub-headlines

benefit in the chapter

percentage of “head-“ and “heart-content”

percentage of new/actual – practical benefit – involvement/nearness

percentage of overview – detail – selective

percentage of closeness – security –new/actual


Most important Quality-Check-Approaches

Topic-Expertise-Checkcorrect, reliable, „state of the art“ “, actuality, ...

Language-Check readable, language style, short, to the point, , ... grammar, punctuation, …

Benefit-Checkbenefit for the customer, directly to use, ...

Emotion-Checkinteraction, involving, human touch, positive vibration, ...

Presentation of Content-Check

structure , visualisation, pictures, graphics, head, subhead, summary ...

Article-Manuscript-Check

Easy-Handling-Check„fast lane reading“,, „Highlight -Management“, solutions easy to find? ...

Loyality-Checkbuilding up a trademark? binding-elements, ...

Product-Check

Emotion-Checkinteraction, involving, human touch, positive vibration, ...


Thank you for your attention!

Renate Dempfle + Jürgen Markoff

Neidhartstrasse 27D – 86159 Augsburg

for any questions contact:[email protected] (0)821 /58 97505

© mind mark/ confidential professional career in publishing houses: an introduction to tasks and...

Documents

academic publishing

publishing house shared

confidential recommendation

confidential topics

analogy slide

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online marketing

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