1. Independent publishers are achieving success in niche subject areas not explored by major publishers. Sales data from Baker & Taylor shows independent publishers outperforming traditional publishers in categories like family relationships and health/fitness. 2. The top-selling titles from independent publishers target niche audiences through unique subjects like Scala programming, urban fiction, death metal music, and sexual instruction. Successful titles are often first to market in their niche. 3. To compete, independent publishers must be first, different, or visible in their niche. Traditional publishers can learn from their nimbleness in finding expert authors and underserved genres and audiences. Focusing on niche subjects and

1. Understanding the Impact of
Independent Publishers on the
U.S. Book Market
This BISG WEBCAST took place
Thursday,
Thursday June 22, 2010 at 1:00 p m Eastern
22 p.m.
To register for future BISG Webcasts, please visit:
http://www.bisg.org/event-cat-6-webcasts.php
© 2010, the Book Industry Study Group, Inc.
1

2. Creating a more informed,
empowered and efficient book
industry supply chain for both
physical and digital products.
physical and digital products
BISG is committed to the development of effective industry­
wide standards, best practices, research and events that
wide standards best practices research and events that
enhance relationships between trading partners.
www.bisg.org
© 2010, the Book Industry Study Group, Inc.
2 2

3. Who you ll be hearing from today…
Who you’ll be hearing from today…
ANGELA BOLE
Deputy Executive Director, Book Industry Study Group, Inc.
Angela Bole is Deputy Executive Director of the Book Industry Study Group, Inc.
(BISG). Based in New York City, BISG is an industry trade association working to create
a more informed, empowered and efficient book industry supply chain for both
digital and physical products.
JAMIE CARTER
Operations Manager, Publisher Alley: A Division of Baker & Taylor
For 6+ years before joining Baker & Taylor (B&T), Jamie served as manufacturing
buyer at Heinemann, now a Houghton Mifflin Harcourt company. Today, Jamie is
operations manager for Publisher Alley, an online tool for analysis of book sales
operations manager for Publisher Alley an online tool for analysis of book sales
through B&T. She also serves on the board of Bookbuilders of Boston, a regional
professional network covering all aspects of the book industry.
FLORRIE BINFORD KICHLER
President, Patria Press & IBPA
Florrie Binford Kichler is President of Patria Press, Inc., the publisher of the
award‐winning Young Patriots Series for children. A 17‐year veteran of the
publishing industry, she is also President of the Independent Book Publishers
Association (IBPA) and a member of the Children's Book Council. She serves
on the Indiana University Kelley School of Business Women's MBA Board of
Advisors, and the ACLU of Indiana Foundation Board.
3 © 2010, the Book Industry Study Group, Inc. 3

4. Purpose of today s Webcast…
Purpose of today’s Webcast…
A growing number of independent publishers are
achieving quiet success in niche subject areas not
yet explored by major publishers.
In this webinar, Jamie Carter will present sales
trends and other data related to the output of
independent publishers in the Baker & Taylor
independent publishers in the Baker & Taylor
wholesale channel.
Florrie Binford Kichler will then describe case
Florrie Binford Kichler will then describe case
studies where she's witnessed indie pub success
and describe the most common paths to
achievement among IBPA members.
© 2010, the Book Industry Study Group, Inc. 4

5. 5

6. Understanding the Impact Of
g p
Independent Publishers on the
U.S. Book Market
U S Book Market
Jamie Carter
Jamie Carter
Operations Manager
Publisher Alley: A Division of Baker & Taylor
© 2010, the Book Industry Study Group, Inc. 6

7. PUBLISHER GROUPS
• New Publishers
• 191 new publishers registered, with titl i 40 of 52 t
bli h i t d ith titles in f top-level BISAC subject areas.
l l bj t
• 548 titles listed (includes some backlist)
• On average, 123 units sold per title
• T diti
Traditional P bli h
l Publishers
• Included all publishers, both trade and academic, in the 40 top-level BISACs
• 311,976 titles listed (all published between 9/1/08-4/30/10)
• O average, 157 units sold per title.
On i ld il
Interesting Comparisons
• In both groups, exactly 15.7% of titles released were adult fiction. However, new publishers
released many more juvenile fiction titles than traditional publishers did (28% vs. 8%)
• In both groups, the distribution of titles across formats was identical: 4% CD/spoken word; 28%
cloth, and 68% paper.
p p
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8. New Publisher
Subject Area Study
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9. SUBJECT AREAS FAVORED BY NEW PUBLISHERS
In these subject areas, new publisher output exceeded that of traditional publishers by
more than double in percentage terms
terms.
Body, Mind & Spirit Juvenile Fiction
Family R l ti
F il & Relationships
hi Poetry
P t
Foreign Language Study Self-Help
Health & Fitness
Within Family & Relationships and Health & Fitness, the new publishers achieved
high average unit sales per title (within 20% of traditional publishers in the same
a erage nit ( ithin p blishers
categories). This warrants a closer look at the titles they published.
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10. FAMILY & RELATIONSHIPS TITLES
Top Five Family & Relationships Titles from New Publishers (Sales through 6/7/10)
Is It You, Me, or Adult A.D.D.? A Regular Guy: Growing Up
Published by 1201 Alarm Press With Autism
948 units sold since 2/24/09 Published by Landscape Press
414 units sold since 7/7/08
The Pro-Child Way:
Parenting with an Ex
Published by Untapped
Talent
First the Broccoli Then
229 units sold since
the Ice Cream 1/10/10
Published by Two Fish, Inc.
456 units sold since 4/15/10
You Can Call Me Hoppa!
Published by Lauren Charpio
233 units sold since 8/5/08
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11. HEALTH AND FITNESS TITLES
Top Five Health & Fitness Titles from New Publishers (Sales through 6/7/10)
Eat for Health
Published by Nutritional
Excellence Sleep Interrupted
2,498 units sold since Published by Jodev Press
2/18/09
297 units sold since 9/23/08
Raw Inspiration
Published by Martin Pearl
Beat Crohn’s! 249 units sold since
8/13/09
Published by
Solutions
99 Practical Ways to Save on
1,027 units sold
Prescription Drugs
since 6/15/09
Published by Villa One Group
149 units sold since 7/1/09
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www.bisg.org

12. New Publisher
Top-Selling Titles
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13. TOP-SELLING NEW PUBLISHER TITLES (Sales through 6/7/10)
#2 Trust No #3 Eat for
#1 Programming in Health
Scala Man
Nutritional
Wahida Clark
Artima Inc. Excellence
Presents
7,211 units sold since 2,498 units sold
4,163 units sold
1/19/09 since 2/18/09
since 4/1/09
#4 Estate #5 Thirsty #6 E i
Essie #7 Ki d
Kingdom
Planning Smarts Mindfulness of Simplicity
Wahida Clark
Publishing Skywriter Books
DJ Working Unlimited Presents
1,032 units sold 986 units sold
2,145 units sold since 1,519 units sold
since 6/25/09 since 6/24/09
12/22/09 since 4/29/09
#8 Is It You, Me, or #9 Swedish #10 Oral Sex Is
Adult ADD? Death Metal the New
1201 Alarm Press Bazillion Points Goodnight Kiss
948 units sold since 710 units sold since Bollywood Filmed
2/24/09 12/26/08 Entertainment
630 units sold since
9/15/09
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14. TOP-SELLING NEW PUBLISHER TITLES:
BACKGROUND
Simply, this was the first book available on Scala #1 Programming in
p g
programming. Others followed from traditional
g Scala
publishers in June, July, August, and October of Artima Inc.
2009, but they did not do nearly as well as the first
7,211 units sold since
out of the gate.
1/19/09
#2 Trust No
Man
Wahida Clark Trust No Man was assigned the BISAC of
Presents Fiction/African American/General, and Thi t was
Fi ti /Af i A i /G l d Thirsty
4,163 units sold assigned Fiction/Urban Life. From 9/1/08 to 6/7/10,
since 4/1/09 only 332 books have been published in English
overall in these two categories (most by independent
#5 Thirsty
y p
publishers). Kensington is strong in this g
) g g genre, but
Wahida Clark entries from large trade houses were scant.
Presents
1,519 units sold
since 4/29/09
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15. TOP-SELLING NEW PUBLISHER TITLES:
BACKGROUND
There is a dearth of titles on heavy metal music: #9 Swedish Death
since 9/1/08, only 30 have been published. The top
, y p p Metal
two sellers as of 7/19/10, Radio Silence and Bazillion Points
Swedish Death Metal, are from new publishers.
710 units sold since
12/26/08
#10 Oral Sex Is the
New Goodnight This title was assigned the BISAC code of
Kiss Self Help/Sexual Instruction
Self-Help/Sexual Instruction. Since 9/1/08
9/1/08,
only 213 titles have appeared in this category
Bollywood Filmed (most from independent publishers). The #1
Entertainment seller in the category as of 7/19/10 is Joy of
Sex from Crown, and there are other
630 units sold since
traditional publishers i th t t
t diti l bli h in the top ten.
9/15/09
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16. TOP-SELLING NEW PUBLISHER TITLES:
BACKGROUND
The author of this title, Holly Payne, was #7 Kingdom
p
previously p
y published by major houses. The
y j of Simplicity
publicity for this title was extensive, and it is set in Skywriter Books
the recently popular locale of Amish Country 986 units sold
(Lancaster, PA). since 6/24/09
#6 Essie
Mindfulness This powerful memoir of Jewish resistance to
Publishing imprisonment b th N i i superbly marketed at
i i t by the Nazis is bl k t d t
1,032 units sold
essieshor.com. It is targeted to journalists and
since 6/25/09 teachers and makes the most of a tie-in with the
2008 major motion picture, Defiance.
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17. MARKETS FOR NEW PUBLISHERS (Sales through 6/7/10.)
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18. Lessons for New And
Traditional Publishers
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19. NEW PUBLISHER LESSONS
Conclusions for new publishers aiming to compete against traditional publishers.
1. Be first.
2. Be different.
And/or
3.
3 Be visible (cultivate readership).
readership)
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20. TRADITIONAL PUBLISHER LESSONS
What traditional publishers can learn from new publishers.
1. Stay nimble and locate expert authors quickly.
2. Be aware of emerging genres and topics that are
under served.
And/or
3. Watch the self-publishing arena for authors
with a demonstrated following.
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21. Niche­Mining:g
Independent Publisher
Success Stories
Florrie Binford Kichler
Florrie Binford Kichler
President
Patria Press & IBPA
© 2010, the Book Industry Study Group, Inc. 21

22. •Context
•Key Success Factors
•Publisher Stories
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23. Under the Radar
$14.2 billion
1.25 million
2009 Titles: 764,448 vs. 288,355
764 448 vs 288 355
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24. Definition: a place or position suitable or appropriate for a person or thing (or book).
Success Factors
1. Subject: Choose wisely
2. Education: Learn continuously
3. Editorial: Create professionally
4. Marketing Strategy: Focus relentlessly
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www.bisg.org

25. :
Niche
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26. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
Definition: a position particularly well
suited to the (book) that occupies it.
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www.bisg.org

27. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
“Niche-Mining”
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www.bisg.org

28. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
DJ Working Unlimited 1201Alarm Press
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www.bisg.org

29. 1. Subject: Choose wisely
•Know your subject matter
•See a need and fill it
See
•Analyze the competition
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www.bisg.org

30. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
2. Education: Learn continuously
• Business Basics
Industry
•Industry
•Formal: Books, trade journals, seminars
•Informal: Network support group
Informal: Network,
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31. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
3. Editorial: Create professionally
• Team of experts
•Industry standards
Industry
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www.bisg.org

32. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
4. Marketing Strategy: Focus relentlessly
• Marketing plan—Estate Planning Smarts
• Marketing plan Is it You Me or Adult
plan—Is You,
ADD?
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33. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
Marketing plan—Estate Planning Smarts
• Offline—mailings, trade shows, review
copies
• Online—articles, bloggers, Linked In,
Google
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34. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
Marketing plan—Is it You, Me or Adult ADD?
• Offline—speaking, endorsements, mailings
• O li
Online—support group, blogs, webinars,
t bl bi
Google
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35. Definition: a place or position suitable or appropriate for a person or thing (or book).
Success Factors
1. Subject: Choose wisely
2. Education: Learn continuously y
3. Editorial: Create professionally
4. Marketing Strategy: Focus relentlessly
g gy y
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36. Definition: a place or position suitable or appropriate for a person or thing (or book).
www.estateplanningsmarts.com www.1201AlarmPress.com
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37. Angela Bole
Deputy Executive Director
Book Industry Study Group, Inc.
www.bisg.org
angela@bisg.org
@
Florrie Binford Kichler
President
Independent Book Publishers Association
www.ibpa-online.org
p g
Jamie Carter florrie@ibpa-online.org
Operations Manager
Publisher Alley: A Division of Baker & Taylor
www.publisheralley.com
jamie.carter@baker-taylor.com
BISG WEBCAST
© 2010, the Book Industry Study Group, Inc.
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