All About E-Singles
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Transcript of All About E-Singles
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What are E-Singles?
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“Curling Up”
Illustration by Debbie Ohi
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Long reads
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Who Is Releasing Them?
Lots of different types of publishers…
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Traditional Book Publishers
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Magazines and Newspapers
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Startups…
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And Amazon!
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They Can Be About Anything.
• Fiction• Nonfiction – longform journalism• Nonfiction – memoir and personal essays• Nonfiction – useful/practical
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Where Does The Content Come From?
• Original • Repurposed content from a newspaper or
magazine
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Where Are They Sold?
• Separate sections of an e-bookstore• Floating around in the general e-bookstore
(not so great…stay tuned)• Standalone websites and author websites• Apps
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Kindle Singles
• Largest: Launched in January 2011, now up to 193 titles, about three new ones added per week
• Over 2 million sold• Submissions process, vetted by editor• For originals: Editing, cover design, jacket copy• Extra promotion and marketing
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Apple’s “Quick Reads” in the iTunes Store
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Nook Snaps
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Kobo Short Reads
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Apps
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What do they cost?
$0.99
$1.99
$2.99
A Breakdown of Kindle Singles prices…
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Business Models
– Standalone business/startup– Additional revenue stream within larger company– Partnerships– Why Barnes & Noble, Apple and Kobo are
different…
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Standalone Business/Startup
• The Atavist• Byliner Originals• Now and Then Reader
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Additional revenue stream within larger company
• Most newspaper/magazine models• Book publishers– Penguin Shorts– Rodale Essentials
• Kindle Singles
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Partnerships
• Hachette + Bloomberg Businessweek• Random House + Politico.com• Random House + RealClearPolitics• Penguin + The Economist• Open Road + ProPublica
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Why Are Apple, Barnes & Noble and Kobo different?
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Nook Snaps
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What are the advantages?
• Maintain reader interest between book releases• Give people more of a topic or author they love:
“Length is not a driving factor for people who are buying these” – Penguin’s Carrie Swetonic
• Content that writers simply could not sell before• Repackage content for new revenue streams,
cheaply• Monetize instead of just giving it away free
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Maintain reader interest between book releases. Give readers more of a topic/author they love.
Drive pre-orders for the next book.
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“Length is not a driving factor for people who are buying these.”
--Penguin’s Associate Director of Marketing, Carrie Swetonic
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Sampling…upsell!
$0.99
$35
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Repackage content to create new revenue streams – cheaply.
Monetize content that might have been free before.
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A home for content that authors simply couldn’t sell before…usually because it was too long for most magazines but too short
to be a full-length book.
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And what are the risks?
“If publishers think this is just a way of getting anything out there, as opposed to something that’s been edited and watered and fed and
cared for, we risk screwing up the genre on the front end”
– Random House Executive Editor Jon Meacham
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“Fill a genuine gap in the market”
--Penguin’s Associate Director of Marketing, Carrie Swetonic
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“It has been a bit of a challenge to make more people aware of the story’s existence. It’s not on any real-world bookshelves, and Atavist doesn’t have an army of publicists working on my behalf. Even people who want to read it sometimes need guidance on how to get it.”--David Wolman, author of “The Instigators”
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Low cost means you have to sell a lot of them to make a significant amount of money
(2 million sold sounds good, but…)
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Possible consumer confusion about what they are
$0.99?
Separate sections of the store are key
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Despite fast publishing process, picking a topic that is relevant…
Especially when readers are accustomed to getting the content for free.
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So how are they doing?
• Kindle Singles• Byliner• Atavist• Magazines• Traditional publishers
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What’s Next?
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Apps
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Other retailers get involved
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Questions?