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How Book Publishing Is Changing: Perspectives of a Small Publisher

How Book Publishing Is Changing: Perspectives of a Small Publisher. STEVEN PIERSANTI PRESIDENT AND PUBLISHER BERRETT-KOEHLER PUBLISHERS, INC. How Book Publishing Is Changing Steven Piersanti. 32 years experience in book publishing

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How Book Publishing Is Changing: Perspectives of a Small Publisher

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  1. How Book Publishing Is Changing: Perspectives of a Small Publisher STEVEN PIERSANTI PRESIDENT AND PUBLISHER BERRETT-KOEHLER PUBLISHERS, INC.

  2. How Book Publishing Is Changing Steven Piersanti • 32 years experience in book publishing • 1977 – 1991: Jossey-Bass Publishers (promotional copywriter, marketing director, editor, editorial director, executive vice president, president) • 1992 – 2009: Berrett-Koehler Publishers (founder, president and publisher) Sources of My Perspectives

  3. How Book Publishing Is Changing Steven Piersanti • BK Currents: societal change • BK Business: organizational change • BK Life: individual change • Trade, Professional, and Textbook Berrett-Koehler Publishers, Inc. Mission: Creating a World That Works for All

  4. How Book Publishing Is Changing Steven Piersanti • Publish 30 to 40 new books & new editions per year • Approx. ¾ perfect bound, ¼ case bound • Nearly all one-color, a few two-color and four-color • First printings: POD to 50,000 copies • Reprints: POD to 20,000 copies

  5. How Book Publishing Is Changing Steven Piersanti • The 10 Awful Truths about Book Publishing • The Digital Publishing Revolution • The Growth of Print on Demand • Opportunities for Book Manufacturers Presentation Topics

  6. How Book Publishing Is Changing Steven Piersanti • #1: The number of new books being publishing in the U.S. has exploded. • 560,626 in 2008 (more than doubled in 5 years) The 10 Awful Truths about Book Publishing

  7. How Book Publishing Is Changing Steven Piersanti • #2: Book industry sales are declining, despite the explosion of new books. • 13.5% decline from 2003 to 2008 adjusted for inflation The 10 Awful Truths about Book Publishing

  8. How Book Publishing Is Changing Steven Piersanti • #3: Average book sales are shockingly small, and falling fast. • Average U.S. book now sells less than 250 copies/year and 3,000 copies/lifetime. The 10 Awful Truths about Book Publishing

  9. How Book Publishing Is Changing Steven Piersanti #4: A book has less than a 1% chance of being stocked in an average bookstore. There are 100 to 1,000 or more titles competing for each shelf space. The 10 Awful Truths about Book Publishing

  10. How Book Publishing Is Changing Steven Piersanti • #5: It is getting harder and harder every year to sell books. The 10 Awful Truths about Book Publishing

  11. How Book Publishing Is Changing Steven Piersanti • #6: Most books today are selling only to the authors’ and publishers’ communities. The 10 Awful Truths about Book Publishing

  12. How Book Publishing Is Changing Steven Piersanti #7: Most book marketing today is done by authors, not by publishers. The 10 Awful Truths about Book Publishing

  13. How Book Publishing Is Changing Steven Piersanti #8: No other industry has so many new product introductions. The 10 Awful Truths about Book Publishing

  14. How Book Publishing Is Changing Steven Piersanti • #9: The digital revolution is expanding the number of products and sales channels but not increasing book sales. The 10 Awful Truths about Book Publishing

  15. How Book Publishing Is Changing Steven Piersanti • #10: The book publishing world is in a never-ending state of turmoil. The 10 Awful Truths about Book Publishing

  16. How Book Publishing Is Changing Steven Piersanti The Digital Publishing Revolution

  17. How Book Publishing Is Changing Steven Piersanti • Digital = 5% of BK revenues and growing rapidly •  Berrett-Koehler e-books • 213 Kindle format • 223 Universal PDF format • 17 EPUB format • Chunks of BK books • Fast Fundamentals • Books24x7 • Safari Books Online The Digital Publishing Revolution

  18. How Book Publishing Is Changing Steven Piersanti • Digital is growing rapidly. • Print is not going away. • Technologies exist side-by-side (radio, movies, TV, internet). • Digital is taking market share from print rather than increasing overall book sales. The Digital Publishing Revolution BK’s view of the marketplace:

  19. How Book Publishing Is Changing Steven Piersanti • Some publishers have switched entirely to POD. • BK uses POD to keep slow-selling books in print. • BK uses POD to print digital-primary books and other special publications. • BK is considering switching to POD after first printings for many books. The Rise of Print on Demand

  20. How Book Publishing Is Changing Steven Piersanti • BK has 28 POD titles with Lightening Source. • BK has 16 digital short-run titles with Malloy, Hamilton, Webcom, Ltd, and Odyssey Press • These numbers are growing rapidly. The Rise of Print on Demand

  21. How Book Publishing Is Changing Steven Piersanti • From book concept to printed book in 7 weeks and 2 days. A BK case study:

  22. How Book Publishing Is Changing Steven Piersanti Espresso Book Machine Game changer?

  23. How Book Publishing Is Changing Steven Piersanti • Conversion of book files to EPUB and XML • Reduce printing costs at low quantities • Make it economical to switch back and forth between offset and short run • Speed: make it possible to print and reprint in 2 to 5 days when needed (with higher prices) • Support publisher’s environmental priorities A small publisher’s needs = opportunities for book manufacturers

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