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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