Download Sales: The US, China, and the UK

Sales: The U.S. China, and the UK.
Meredith Morris-Babb, Nicola Everitt and Ken Rhodes.
Trends in
North American Library
Book Sales
Meredith Morris-Babb
Director
University press of Florida
Agenda
• A timeline of University Press of Florida’s evolution.
• ebook availability.
• Trends in Academic Library Book Acquisitions.
• Impact on publishers.
• Effects on collections.
• University Press impact.
2014
What we look like today:
Funding
Sources
Sales
SUS (Includes UF)
Misc
UF (Add'l)
P/H
Interest
$233,743
$150,000
$36,427
$1,315
$553,428
$2,494,724
Number of subject areas covered by publishing programs
U.S. Sales by channel (2015)
3%
7%
16%
44%
1%
18%
11%
Academic domestic
Academic export
Retail internet
Retail export
College stores
Public libraries
Retail bricks/mortar
Assessing success by vendor
Account
% change
Amazon
Amazon
Amazon
91.3%
13.9%
-50.1%
24.4%
16.0%
-56.1%
-56.3%
-20.3%
20.1%
30.8%
41.5%
24.6%
-45.9%
319.3%
-14.3%
-0.8%
-136.0%
-191.5%
-100.0%
-69.9%
32.0%
34.5%
65.7%
-26.9%
40.9%
142.3%
-7.9%
103.1%
-38.4%
-24.1%
-47.6%
17.3%
Baker & Taylor
Baker & Taylor
Baker & Taylor
Ingram
Ingram
Ingram
Barnes & Noble
Barnes & Noble
Barnes & Noble
AWBC (BAM)
AWBC (BAM)
AWBC (BAM)
Books & Books
Books & Books
Books & Books
UPF Website
UPF Website
UPF Website
FL Book Warehouse
FL Book Warehouse
FL Book Warehouse
Period
Oct
Nov
Dec
YTD
Oct
Nov
Dec
YTD
Oct
Nov
Dec
YTD
Oct
Nov
1%
Dec
YTD
Oct
Nov
Dec
YTD
Oct
Nov
Dec
YTD
Oct
Nov
Dec
YTD
Oct
Nov
Dec
YTD
% of YTD sales
32%
14%
11%
5%
0%
0%
4%
1%
Simultaneous ebook Availability
20%
34%
41%
46%
70,000
Print
ebooks
New Titles
60,000
50,000
51%
40,000
30,000
20,000
10,000
2011
2012
2013
2014
2015
ebook Availability by Aggregator (2015)
40,000
35,000
New Titles
30,000
25,000
20,000
40%
29%
38%
15,000
10,000
5,000
0
Print
Aggregator 1
Aggregator 2
Aggregator 3
Trends in Academic
Library Book
Acquisitions
(With thanks to Mike Zeoli,
Yankee Book Peddler)
Books Acquired by Libraries
(12 month periods)
p Orders
3% 1%
1%
0%
p Approval
6% 7%
e Approval
2%
7%
2%
e Orders
9%
STL
3%
2%
33%
49%
52%
62%
2011
DDA
31%
30%
2013
Units - 11 %
2015
Units Sold - 14 %
Digital Books Acquired by Libraries
(12 month periods)
STL
2%
10%
14%
39%
37%
41%
34%
14%
2011
e Orders
15%
10%
74%
e Approval
2013
E Units + 148 %
10%
2015
E Units + 10 %
DDA
Never has so much
content been
available in library
collections.
Massive numbers
of titles are
accumulating in
library DDA pools.
Print &
Digital
with DDA
Records
Sent
Books delivered to Libraries
by Acquisition Type (12 month periods)
2011
1%
0%
2015
5%
5%
3%
2%
0%
28%
42%
32%
59%
18%
1%
DDA
DDA Records Sent
e Orders
e Approval
p Approval
4%
p Orders
STL
Units Sold : - 24 %
Books delivered including DDA Records
(Florida Academic Library Acquisitions)
Total Units 2012 ($5.4m)
Total Units 2015 ($5.4m)
25%
25%
29%
32%
59%
8%
32%
2%
4%
1%
4%
1%
8%
1%
DDA Records Sent
e Approval
e Orders
DDA
STL
p Approval
p Orders
North American
University
Presses
University Press # 1
1,400
UNITS
1,200
P Approval
1,000
800
P Orders
600
400
DDA Records
200
0
2012
2013
2014
2015
University Press # 2
DDA Records
2,700
UNITS
2,400
P Approval
2,100
1,800
1,500
P Orders
1,200
900
e Approval
600
e Orders
300
DDA
0
2012
2013
2014
2015
STL
University Press # 2 [Digital Detail]
DDA Records
350
UNITS
e Orders
STL
300
250
200
150
e Approval
100
DDA
50
0
2012
2013
2014
2015
University Press # 3
8,000
7,000
UNITS
DDA Records
P Orders
6,000
P Approval
5,000
4,000
3,000
2,000
e Approval
1,000
e Orders
DDA
0
2012
2013
2014
2015
STL
University Press # 3 [Digital Detail]
DDA Records
e Orders
700
UNITS
600
500
e Approval
400
STL
300
200
DDA
100
0
2012
2013
2014
2015
“What a school thinks about its library is a measure of
what it feels about education.” […] How academe
responds to the transformation of libraries says a lot, not
only about its view of libraries and education, but also
about its capacity to address institutional change. The
university’s engagement in library change might be
considered a barometer of its ability to respond to other
change as well.
Dane Ward, Illinois State University
China
Nicola Everitt
What makes the China market unique?
• Import licenses.
• Censorship.
• Instability.
• Slow and costly import process for print copies.
• Local platform preferences.
• Retail prices.
China’s Academic Market
• 2400+ Universities & colleges. (1500 uni libraries)
• 27 ranked in QS World University Rankings 2014/15.
• Students (2011 data): PG 1.65m, MA 1.6m, PhD 270k.
• Further 5.5m in adult education.
• International Students/English language medium.
• Top 5 degrees: law, engineering, management, science, literature
Key players for academic content
• Universities: local, foreign
programmes.
• Textbooks: libraries, faculty
/occasionally students!
• Journals via national and regional
consortia.
• CNPIEC
• CEPIEC
• CTI Group
• Shanghai Book Traders
• Zhonghua Shangwu (GZ)
• BJZK, CBIC and others
• Online retailers
Library Books
INSTITUTION
receives
publisher and
importer calls
and
catalogues
STATE
CENSOR &
CUSTOMS,
FINALLY TO
IMPORTER
FORWARDER
(airfreight to
China)
STATE
LICENSED
IMPORTER
books
PUBLISHER
Special projects
• HEBF.
• Project 211: 106 institutions.
• Project 985.
• C9 League of Universities.
Digital matters
• Fast growth domestically.
• Usage of foreign platforms: streaming & downloading to library platforms.
(as a one-time purchase)
• CNPIEC E-Reader and others to follow.
Marketing options
• Direct: 10-20 accounts.
• Agent: from China mainland or Hong Kong.
(CPS/Edwin Chu, Sino Publishers, APS HK, Charlesworth, Ian Taylor Associates).
• Exclusivity: appropriate for specialised or small lists.
Marketing your brand
• Focus your marketing.
• Nurture faculty.
• Explore conferences.
• Be visible at all the right places.
• Don’t ignore local publishers.
Build alliances
Universities:
Publishing:
• Case study: SAGE + ICU
(‘MLeague’).
• ‘Going Out’ emphasis.
• Mutual gain not just rights.
• Co-brand ie SAGE/CQUP.
• Ownership of subject:
conferences, visiting speakers,
Visiting professorships.
• Editorial training.
• Reciprocal visits.
• Ultimately tap into local publisher’s
marketing channels.
SAGE’s collaboration with the
Communication University of China
What they get:
What SAGE get:
• Extended trials to digital product.
(with revenue commitment to
SAGE)
• Speakers from SAGE staff and
authors.
• SAGE Resource centre.
• Donated books.
• Journal collaboration.
• Priority ordering within library of
SAGE content.
• Branded resource centre.
• Space to host events and talks.
• Journal collaboration (with
extensive Government funding).
• Opportunities for authors.
• Closer ties within MoE.
Copyright & Co-publishing:
•
•
•
•
Partnership: local publishers.
Co-branding.
Co-marketing.
SAGE Little Green Books:
Chongqing University Press.
• Truth & Wisdom Press.
• Education: Education Science.
Publishing House.
• East China Normal University Press.
Remember:
University Press brands open doors in China,
BUT
Are you using this to your full advantage?
Academic Sales in the UK
Ken Rhodes
Rowman & Littlefield
Global market share for academic books
6%
2%
8%
US
ASIA
40%
UK
18%
EUROPE
AUSTRALIA
25%
AFRICA
NBN International sales by key customer
2013/14/15
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
Key customer 2013/14/15 - detail
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
NBN International customer share
GARDNERS
AMAZON ADVANTAGE
19%
BERTRAMS
30%
WATERSTONES
17%
THE BOOK DEPOSITORY LTD
BLACKWELLS RETAIL
3%
3%
4%
LIBRI GMBH
5%
7%
12%
COUTTS
OTHER
Student numbers 2003/4 and 2013/14
(Universities UK/HESA)
400000
350000
300000
250000
200000
150000
100000
50000
0
Academic staff by cost centre 2012/13
(Universities UK/HESA)
50000
45000
40000
35000
30000
25000
20000
15000
10000
5000
0
Signs of hope?
Competitor mission statement 1
Cengage:
“We are leading the transition from print to value-added
digital and custom solutions by developing a deep
understanding of our customers' needs, capitalizing on
synergies across our businesses and delivering
innovative products and services that cannot be matched
by our competitors.”
Signs of hope?
Competitor mission statement 2
“Wiley's mission is to be a global information and
education company providing content and services to
professionals, researchers, educators, students, lifelong
learners, and consumers worldwide. Wiley is dedicated
to serving our customers' needs while generating
attractive intellectual and financial rewards for all our
stakeholders - authors, customers, clients, colleagues,
and shareholders.”
Things to think about
• Pricing strategies: annual and upwards.
• Sales engagement: active management of agents.
• Marketing extension.
Pricing
• Review annually three months before activation.
• Structure price intervals rather than a particular price per ISBN.
• Assume every price increases by an interval.
• Review a before and after ‘basket’.
• Sensitivity and anomaly check.
• Communicate with key accounts and Nielsen.
• Check returns are credited at invoice not current price.
Sales engagement
• Don’t rely on agents.
• Schedule quarterly meetings to review key accounts.
• Consult competitors.
• Establish best practice routines for information dissemination.
• Meet customers at book fairs.
• Deconstruct key title performance.
Marketing extension
Review your marketing balance:
• Direct mail.
• Email marketing.
• Website traffic.
• Social media engagement.
• Author care.
• Conference programme.
Schemas of influence
Importance
Influence
12
10
8
6
4
2
0
-2
-4
-6
Customer 1
Customer 2
Customer 3
The world out there
• The global higher education economy.
• General government attitudes.
• Open access and quality control.
• Library selection.
• Individual purchase and the future of pricing.
Skills & attitudes
• Be positive.
• Be proactive.
• Improve your skills.
• Improve your service.
• Focus on relationships.
• Leverage your efforts.
Persistence
&
Perseverance
Questions