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Digital: Strategy Into Action

Digital: Strategy Into Action. brent_lewis@harlequin.ca. Harlequin. Over 120 titles published each month 26 languages 109 international markets 1,300 authors 18 branded series 10 imprints. Harlequin. Loyal audience: 50 million women readers worldwide 131 million books sold.

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Digital: Strategy Into Action

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  1. Digital:Strategy Into Action brent_lewis@harlequin.ca

  2. Harlequin • Over 120 titles published each month • 26 languages • 109 international markets • 1,300 authors • 18 branded series • 10 imprints

  3. Harlequin • Loyal audience: • 50 million women readers worldwide • 131 million books sold • New Audiences: • NASCAR branded publishing partnership • Non-fiction

  4. Harlequin is a destination Wal-Mart Series Section

  5. a digital destination Harlequin Romance Radio

  6. playground rules Harlequin uses digital to develop and sell entertaining content in a variety of formats, nurture reader relationships, and build our brands.

  7. Environment • fragmentation • entertainment competition • digital economics • discovery • digital generation • customer conversation • devices

  8. Framework Commerce Technology Enablers Relationships Content Marketing

  9. Outcomes & Enablers • Commerce • Sony ebooks • Amazon • Sprint • Audible • Fictionwise • Verizon Technology Enablers • Relationships • Community • MySpace • Facebook • Applications • Shelfari • iHeartPresents • Content • Digitaized print works • Bundles • Chunks • Repurposed • Digital Only • Other Entertainment • Audio • ebook • RSS • Mobile • Digital • Warehouse • Marketing • Paid Search • Widgets • Natural Search • email • Banners • Social Media

  10. Strategic Considerations • technology will change, outcomes shouldn’t • no one knows how it will unfold • go beyond the restrictions of the physical world • do customers care? • what will you do and what won’t you do

  11. Strategy Into Action …ebook Program

  12. Myth: ebooks are only for Techno Nerds

  13. Myth: only kids get ebooks

  14. Reality: Women are ebook Readers

  15. Myth: ebooks are for Sci Fi Geeks

  16. Reality: Romance is a Fast Growing Genre in ebooks

  17. Myth: No Good ebook Reading Device

  18. Reality

  19. ebooks are about the Benefits, not the gizmos and gadgets Immediate Volume -- Storage Portability Product Opportunities

  20. Harlequin ebook Program Launched 9 titles/month in Oct 2005 100% front-list in Sept 2007 Priced lower than print version Work closely with eRetailers, software providers and industry groups to learn and educate Published eBook exclusive content May 06; Launched eBook originals Aug 07

  21. But… Buying process needs to be simplified Interoperability Price Focus on benefits not technology Diversity and breadth of content

  22. Strategy Into Action …other commerce

  23. mobile: Harlequin On The Go

  24. audio

  25. emerging opportunities

  26. Strategy Into Action …marketing

  27. retailer support

  28. partner marketing

  29. partner marketing

  30. hard to ignore

  31. Strategy Into Action …content

  32. digital only content

  33. digital content Author Collections Themed Collections New Seasonal Anthologies Popular Characters / Stories

  34. mobile content

  35. content considerations • digitizing books is only the beginning • forget limitations of the physical world • embrace long-tail principles • attention span • readability on device • internal

  36. Strategy Into Action …relationships

  37. why did you choose that book?

  38. harlequin community

  39. harlequin community

  40. harlequin community

  41. podcasts • Monthly podcasts • Author interviews • Behind the scenes @ Harlequin • Insider Tips on how to get published from the Editors at Harlequin & Silhouette • Goal: Looking for new talent

  42. myspace Author Focused Brand Focused

  43. blogs

  44. blogs

  45. XM radio • serialized novels • three times a day

  46. second life M.J. Rose Reading Victorian Ball

  47. relationship considerations • takes time to maintain two-way dialogue • experiment • value-add – exclusivity, insight, • internal perpetual beta an attitude, not a technology cooperate, don’t control systems get better the more people use it small pieces loosely joined

  48. next? • phones are the ebook reader • in 2007, 5 of the year’s top ten bestsellers were originally written on and for mobile phones • after their mobile success the titles were published in print

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