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Semelhante a Transition to Digital Book Publishing-Leslie Hulse (20)
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Transition to Digital Book Publishing-Leslie Hulse
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Transition to Digital:
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The US Trade Book Experience
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1 1 0 1 October 18, 2012
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Leslie Hulse, Senior Vice President, Digital Development
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0 1 1 0 HarperCollins Publishers, New York, NY
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1 1 1 1 Leslie.Hulse@harpercollins.com
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Introduction
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• About Me: Senior Vice President, Digital Business Development
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for HarperCollins Publishers
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1 • About HarperCollins: One of the largest English-language
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publishers in the world, HarperCollins is a subsidiary of New
1 1 1 0 Corporation. HarperCollins has annual revenues of $1.5Billion
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1 0 1 1 and global operations in the US, UK, China, Canada, India,
Australia and New Zealand.
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HarperCollins is home to many great books & authors
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1 1 0 1 • November 2007: Kindle Launched with significant fanfare and
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1 1 1 1 • October 2008: Oprah Winfrey’s “My Favorite Things” Kindle
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0 0 0 1 • January 2009: Apple announces there have been over 500
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0 1 1 0 • February 2009: Amazon launches Kindle app for the iPhone
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1 1 0 1 • May 2009: Amazon announced that e-books now make up 35% of
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1 1 1 1 • July 2009: Barnes & Noble launches e-book store
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0 1 1 1 • April 2010: Apple launched the iBookstore on the iPad
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• December 20010: BN launches nook color and begins selling
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1 0 1 1 • Fall 2011: Amazon launches ebook stores in France, Italy, Spain
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Ebooks are now available on all kinds of devices
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0 • Many new entrants and new devices in the last 24 months.
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1 We’ve learned certain things are crucial for success
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1 0 1 1 • Large ebook catalog
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1 1 1 1 • One-click purchasing
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0 1 1 1 • Wireless delivery of content in a few seconds
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• Ability to read across multiple devices
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0 1 1 0 • DRM is not an obstacle
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1 1 0 0 • Competitive pricing
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0 0 0 1 • All titles on the print book bestseller list available in ebook format
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• Ebooks available on the same day as the print book
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Managing the transformation of our business
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1 1 1 1 1. Business Structure
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1 0 1 1 • Phase 1 -- incubator
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0 0 0 1 • Phase 2 -- integration
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2. Update job descriptions
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3. Upgrade systems for global access and distribution
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4. Optimize publication process
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1. Business Structure Phase I: Incubation
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1 1 1 0 • Took an incubator-style approach for the first 10 years.
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0 0 0 1 • Digital products published by a separate business unit
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0 1 1 1 • Strategic decision-making
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• Consistent approach in negotiating contracts and publishing
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• Streamlined operations
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1 1 1 1 Digital Publishing Print Publishing
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0 1 1 0 Editor Production Marketing Sales Editor Production Marketing Sales
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0 1 1 0 Print Print Print Print
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1 1. Business Structure Phase II: Integration
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• Revenue going to the imprint who originated the title
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Editor Production Marketing Sales
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1 1 1 0 Audio Print Audio Print
ebook ebook
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Audio Print
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1 2. Update job descriptions
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1 1 0 1 - Create faster & more flexible
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- Try new business models
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From acquisition through
- Improve process quality &
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product release efficiencies
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1 1 0 0 - Deliver content and information
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1 1 1 0 NEW “CRITICAL PATH” DATE “ZIPPER” THAT LINKS PRODUCTS AND MARKETING
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- Do earlier and more product
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- Leverage size and scale of our
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3. Upgrade systems for global access and distribution
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1 1 0 1 - Content & information will be centrally stored & commonly searchable
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- Major work processes will be digital and collaborative – not serial or manual
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1 1 0 1 Integrating knowledge, data, and content
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0 1 1 0 increases quality and add values for all
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3. Upgrade Systems: Global Product Manager
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0 1 1 0 Press Release, October 11, 2012
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“HarperCollins to Launch New Global Publishing System
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Streamlining Worldwide Operations and Data
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new global publishing system….will enable HarperCollins to unify
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1 1 1 0 “…It will transform the way staff view, manage and share product
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1011 4. Optimizing Process: Mapping
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Acquisition
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Review, Edit Printed
1011 Interior Review
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4. Optimizing Process: Measuring
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Operating Measure #2: Product Quality (Throughput)
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4. Optimizing Process: Sorting
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Publishers acquire a wide range of books - but have only one
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1 1 0 0 FLYERS FLYERS MAYBE
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Go
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4. Optimizing Process: Separate Production Lines
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• Questions?
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0 0 0 1 • Thank You!
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