Supporting multi-format publishing
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Suppor&ng mul&‐format publishing Leslie Hulse VP, Digital Business Development HarperCollins Publishers Start with XML Conference January 13, 2008
description
Panelists address how the agile content produced by an XML workflow enables revenue growth through more effective digital marketing, content licensing, and multi-format publishing. (Leslie Hulse, HarperCollins Publishers)
Transcript of Supporting multi-format publishing
Suppor&ng mul&‐format publishing
Leslie Hulse
VP, Digital Business Development
HarperCollins Publishers
Start with XML ConferenceJanuary 13, 2008
AboutHarperCollinsPublishers
• One of the largest English‐language publishers 30,000 books in printworldwide
• A subsidiary of NewsCorpora&on
• HC was the first publisher to digi&ze its content and create a global digitalwarehouse to protect the rights of its authors, meet consumer demand andgenerate addi&onal business opportuni&es
• HarperCollins US publishes 5,000 books in e‐book format with DRM protec&on
HC’s approach to digital content
• Produc&on process that supports output into many formats
• Centralized repository with content for online readers (below) and e‐books
• Business deals to distribute marke&ng content as widely as possible
• Global solu&on that support all divisions
Ini&ally we published e‐books selec&vely and added lots of “extra” content.
Nowwepublisheverythingasane‐bookandaddfew“extras”.
2001 2005 2009
Title Count 200 600 5,000
Approach Only Select bookspublished in e‐book format
Select All (contractspermi_ng)
Type Text Only Text with someimages and charts
Text, image,charts, video,audio
Extras Every book hadextra value‐addcontent (Q&A,Reading GroupGuides, etc.)
Some books hadextras
Most books don’thave extras.Experimen&ngwith video, etc.
Our e‐book publishing strategy has evolved over the years
The number of units we must sell to break even has beendeclining,evenaswe’veaddednewformatsandexpandeddistribution.
•Conversion costs declining due to the EPUB standard and technological improvements
•EPUB shibs costs from the publisher to the distributors/retailers
To grow the e‐book market we seek the widest possibledistribution…online,ondevicesandin‐store
Sym&o bricks & mortar distribu&on
Lessons Learned
• Efficiencies to be gained from centralized produc&on processes
• Set up workflow that enables lots of outputs at low cost.
• Don’t over‐build or over‐tag. Tag appropriately for your business model;Re‐evaluate as necessary
