remaking an industry: what publishers need to be thinking about in 2012
DESCRIPTION
Mike Shatzkin kicked off the third annual Digital Book World with a checklist of the key issues that publishers will need to grapple with in 2012. These topics fell into five broad areas of change: Technology; Channels to the consumer and monetization; Marketing; The products themselves; New competitors (or collaborators).TRANSCRIPT
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
Mike ShatzkinThe Idea Logical Company, Inc.
At Digital Book World24 January 2012
WHAT PUBLISHERS NEED TO BE
THINKING ABOUT IN 2012
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
THE BIG TOPICS
TechnologyChannels to the consumer and
monetizationMarketing
The products themselvesNew competitors (or collaborators)
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
TECHNOLOGY
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
TECHNOLOGY
The Amazon lesson (what you make for yourself can be sold
to others)
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
TECHNOLOGY
Metadata creation and dissemination
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
TECHNOLOGY
Price research, analysis, and adjustment
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
TECHNOLOGY
Add-ons to digital workflows, enriching the XML
file with additional info
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
TECHNOLOGY
SaaS (software as a service)
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
TECHNOLOGY
Managing in-house resources (people, storage,
bandwidth)
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
CHANNELS TO THE CONSUMER &
MONETIZATION
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
CHANNELS TO THE CONSUMER
Redistribution of print placement opportunities
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
CHANNELS TO THE CONSUMER
Evolving multi-vendor and global paths to consumers
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
CHANNELS TO THE CONSUMER
Platform plays (apps)
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
CHANNELS TO THE CONSUMER
Direct sales
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
CHANNELS TO THE CONSUMER
B2B opportunities
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
MARKETING
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
MARKETING
Verticalization
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
MARKETING
Names
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
MARKETING
Metadata
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
MARKETING
Influencer databases and relationships
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
MARKETING
Social marketing
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
MARKETING
The book as the beginning of engagement
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
THE PRODUCTS THEMSELVES
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
THE PRODUCTS THEMSELVES
Quality control of vanilla ebooks
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
THE PRODUCTS THEMSELVES
Illustrated books
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
THE PRODUCTS THEMSELVES
Enhanced ebooks and apps
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
THE PRODUCTS THEMSELVES
Audio within
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
THE PRODUCTS THEMSELVES
ISBNs beget ISBNs (combine and separate)
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
THE PRODUCTS THEMSELVES
Events
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
NEW COMPETITORS
(OR COLLABORATORS)
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
NEW COMPETITORS (OR COLLABORATORS)
Authors
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
NEW COMPETITORS (OR COLLABORATORS)
Agents
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
NEW COMPETITORS (OR COLLABORATORS)
Non-book publishers
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
NEW COMPETITORS (OR COLLABORATORS)
Ebook retailers
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
NEW COMPETITORS (OR COLLABORATORS)
Other IP creators (movie and TV studios, animators, game
creators)
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
NEW COMPETITORS (OR COLLABORATORS)
Other consumer-facing brands
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Logical
Idea
The
Company
© 2012 The Idea Logical Company, Inc.
WELCOME TO DIGITAL BOOK
WORLD