to the PowerPoint presentation - Self

NIELSEN BOOK ‐
INTERNATIONAL
THE BUSINESS OF BOOKS
Clive Herbert, Head of Publisher Services
March 30, 2014
2
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
WHO USES NIELSEN BOOKDATA INFORMATION SERVICES?
•
Licensed to users via products and services •
Over 3,500 customers worldwide
•
Retailers – Product discovery, internal systems, websites
•
Libraries – Product discovery, title selection, MARC catalogue records, catalogue (OPAC) enrichment
•
Publishers – MARC records, product discovery
3
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
YEAR‐ON‐YEAR GENRE CHANGES IN THE UK TCM
Volume Sales for 1st period of 2014 (to 25‐Jan‐14)
TCM +5.6%
F Adult Fiction
Value Sales for 1st period of 2014 (to 25‐Jan‐14)
TCM +2.2%
F Adult Fiction
Non Fiction
+21.5%
‐1.3%
Y Children's,
Young Adult &
Educational
Non Fiction
+14.3%
‐4.4%
Y Children's,
Young Adult &
Educational
+0.6%
‐0.5%
4
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
NIELSEN INSIGHT INTO THE UK E‐BOOK CONSUMER MARKET
•
E‐book buyers ‐ who are they?
•
Who is most likely to buy an e‐book? Female, married, living with a partner but without children, C1 (lower middle) class, live in London, full‐time employment, middle‐aged. Women buy more e‐books and print books than men; but men are more likely to have switched to buying e‐books only. Readers who have stuck to print books only are more likely to be either at the top of the social classifications (AB) or bottom (E). 100 millionth e‐book was downloaded, and the 10 millionth adult buyer joined the market, since e‐book sales began to figure in the recording of book sales through the Kantar UK Worldpanel measure.
5
METADATA
THE BASICS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
THE ROLE OF METADATA
•
Discovery
•
Persuasion
•
Transaction
•
Fulfilment
•
Measurement...
... all of which help to maximise sales
7
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Registration Group (language or agency) element
ANATOMY OF AN ISBN
Publication element
978 – 1 – 84195 – 392 - 2
Prefix – distinguishes the bar code as belonging to a book
Registrant (Publisher) element
Check digit
8
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
SUMMARY OF BEST PRACTICE: ISBN
•
Each format results in a separate product
•
Each tradable product needs a unique ISBN
•
Only use ISBNs with a prefix that was issued to you – except if you are an intermediary, in which case apply ISBNs allocated by the publisher
•
Products not matching conventional book definitions and marketed on non‐book platforms should not have an ISBN
•
The ISBN User’s Manual contains many of the answers! •
Visit: http://isbn‐international.org/page/info
9
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
BIC BASIC REQUIREMENTS
•
ISBN
•
Title
•
Product form
•
Main BIC subject category
•
Imprint name
•
Publication date
•
Cover image
•
At least one supplier name
•
Availability status
•
GBP retail price including VAT
•
Statement of rights relating to UK
When ‐ 20 weeks ahead of publication date
10
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
ENHANCED METADATA FIELDS
•
Short Description
•
Long Description
•
Review
•
Author Biography
•
Table of contents
11
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Discovery sells books!
12
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
THE BOTTOM LINE
•
Titles which fail to meet the BIC basic standard and have no enhanced metadata:
• Average sales of 384 units
•
Titles which meet the BIC basic standard and have all four enhanced metadata elements:
• Average sales of 3,042 units
•
This represents an almost sevenfold increase in average sales per ISBN
13
NEW THINGS!
TITLE EDITOR & BOOK2LOOK
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
• New online editing tool for publishers
• Released at the London Book Fair
• Come and register!
Stand J325
15
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
BOOK2LOOK
The best marketing tool available for self‐published authors
•
Book2Look is a book widget with search inside functionality.
•
With our intuitive online editor, an interactive book sample (a ‘Biblet’), can be created quickly and easily ‐ no technical expertise required. •
Just upload the PDF and enter metadata with promotional links. Done!
•
We make ‘Biblets’ available to all online retailers, bloggers, and communities. 16
SHARED EVERYWHERE
You choose what is available to whom
Book2Look
Google+
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Pintrest
Facebook
LinkedIn
17
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
NIELSEN CONTACTS
Head of Publisher Services:
[email protected]
Subscription Sales:
[email protected]
Publisher Help Desk:
[email protected]
18