With the increasing popularity of self-publishing solutions, eAuthors reach their readers fast and with high margins. In this presentation, epubli CEO Dr. Jörg Dörnemann presents industry insights and trends in digital publishing.

1. Get your book out
Berlin, July 2013
#gybo

2. #gybo
Agenda
• Welcome
• Dr. Petra Eggers on the role of
the agent and author today
• Dr. Jörg Dörnemann on digital
publishing insights and trends
• Get together

3. The publishing industry is up in arms
#gyboSources: Forbes, The New York Times, Hamburger Abendblatt

4. Source: @popongap, http://twitpic.com/48d7ey
“e“ turns publishing as we know it upside down
• Book vs. eBook
• Audience Intelligence
• Digital Distribution
#gybo

5. Picture: HP Indigo 5500
Source: http://h50146.www5.hp.com/info/newsroom/library/images/fy2007/fy07-140.jpg
#gybo
Digital printing allows for publishing on demand

6. Sources: PEW Research Center, Statista, AAP
Picture: Amazon
• 34% of US citizens own a
tablet, 26% own an eReader
• eBooks accounted for 23% of
publisher revenue in 2012
#gybo
eBooks grow much faster than expected

7. In 2013 (YTD), eBooks accounted for
35% of publication sales revenues at epubli
epubli revenue distribution book vs. eBook sales
2010 2011 2012 2013 (YTD)
7% 30%<1% 35%
#gybo
Source: epubli
n = 2.928 authors

8. At epubli, eBooks already outran print books by the numbers.
Still, print book sales increase steadily
Number of epubli publications sold 2011-2013 (YTD + Forecast), Print vs. eBooks
2011
FCST
FCST
2012 2013 (YTD)
+45%
+373%
#gyboSource: epubli

9. Source: @popongap, http://twitpic.com/48d7ey
9
Audience Intelligence
#gybo

10. What readers want
• Quality
• eBook + print
• Always, everywhere
• No DRM
Picture: http://www.ibtimes.com/articles/127219/20110326/ipad2-launch.htm
What readers pay for
• Great content
• Convenience
• Patronage
• Reasonable Prices
#gybo
First, we have to understand
what readers really want and pay for

11. All books All eBooks Self-pub ebooks
1. Read author/series 23%
2. Browse in shop 18%
3. Word of mouth 11%
4. Request 10%
5. Browse online 9%
2. Browse online 26%
1. Read author/series 30%
3. Word of mouth 11%
4. Bestseller list 8%
5. Read book before 6%
1. Browse online 40%
2. Read author/series 27%
3. Rec/review online 9%
4. Bestseller list 7%
5. Word of mouth 4%
Follow author: SM/fan-sites 7%
Source: Bowker
Readers discover eBooks mostly by browsing online
and by looking for a certain author
#gybo

12. Price
Price
Blurb
Blurb
Subject
Subject
Extract Extract
Author
Author
0
10
20
30
40
50
<1€ 1-1.99€ 2-2.99€ >2.99€
%
Source: Bowker
Why readers buy self-published eBooks
#gybo

13. <2.99 € 2.99-4.99 € >4.99 €
„Cheap“ „Impulse Purchase“ „Approved Quality“
• 61% of eBook sales
• „Best bang for the buck“
• Genres: fiction, nonfiction
• 31% of eBook sales
• (Author)brands as „quality
label“ increase willingness
to pay
• Genres: science, nonfiction
• 8% of eBook sales
• Low sales price reduces
perceived value
• Low royalties
• Can be used as short-term
marketing trigger to boost
attention
eBooks priced between 2.99 € and 4.99 € generate highest
sales figures as well as high royalties per eBook sold
#gyboSource: epubli
eBooks priced between 2.99 € and 4.99 € generate highest
sales figures as well as high royalties per eBook sold

14. Source: @popongap, http://twitpic.com/48d7ey
Digital Distribution
#gybo

15. 0
50
100
150
200
250
Q1 10 Q3 10 Q1 11 Q3 11 Q1 12 Q3 12 Q1 13
Worldwide smartphone and tablet sales (by OS, in million units)
The market for eReading devices grows by leaps and bounds
#gyboSources: Gartner, Business Insider

16. 61%
22%
2%
1%
Other
14%
eReaders sold by producer (04/2012)
While the international market for eReaders
seems to be dominated by one supplier …
#gyboSource: Pew Research Center

17. 40 %
18 %
5%
Other
31 %
2%
4%
Tablets sold by producer
(01/13)
Smartphones sold by
operation system (01/13)
74%
3%
18%
3%
Other
3 %
… the tablet and smartphone market, however,
is ruled by several players
#gyboSource: Gartner

18. 8/2012 4/2013
Reading preference eReader vs. Tablet
49%
37%
44%
42%
In 2013, tablets outran dedicated eReaders as the preferred
reading device for the first time
#gyboSource: Book Industry Study Group

19. 0%
20%
40%
60%
80%
100%
May 2012 Nov. 12 May 2013
Ø 52%
Ø 34%
Ø 11% 24%
(May 2013)
epubli eBook market shares of bestselling stores (May 2012-May 2013)
Tolino (e.g. Weltbild, Hugendubel) was the second bestselling
sales channel right from the start
#gybo
Source: epubli
n = 3.166 published eBooks
Note: Revenue share of other shops (Kobo, B&N, etc.) below 10% by May 2013

20. “Based on what’s happening
in the industry, I think I can
do better in the long term on
my own.”
Barry Eisler after rejecting a
$500,000 advance
#gybo
Authors build up brands
and get in touch with their readers
Source: A Newbie‘s Guide to Publishing

21. We enable eAuthors*
to really reach their readers:
Creatively independent. Fast. With the highest margins ever.
* Authors with a capital “A”
plus “e” as in “electronic” and “entrepreneurial”
#gybo

22. Editing, Design, etc.
Production &
Distribution
Marketing & Sales
Core services production & distribution are complemented by “Page Tailors”
marketplace und free advice on marketing and sales
#gybo

23. The Author Cockpit unveils daily sales statistics …
#gyboSource: epubli

24. … and enables authors to market the right channel
#gyboSource: epubli

25. reference book by IT coach
five-figure author royalties
„Chick Lit“ by TV-Editor
2012 Bestseller
Novel on Russian women by literary author
generated many sales through readings and
highly successful social media activities
Innovative reader by leading conference
five-figure downloads and high attention
in on- and offline media
Longreads published by newspaper
revenue stream for digital content
Drama by artist
large review published in
FAZ supplement
Open-Access series by
leading research institute
five-figure savings of printing costs
Success stories are possible – with both, books and eBooks
#gybo

26. Thank You!
#gybo