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Is there such a thing as a good business model for publishing these days?

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Presented at O'Reilly's Tools Of Change for Publishing conference (February 15, 2011).

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Is there such a thing as a good business model for publishing these days?

  1. 1. Is there such a thing as a good business model for publishing these days? Lou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com Tools of Change for Publishing • New York •  2/15/11
  2. 2. Caveat: we’re a bit vertical Rosenfeld Media only publishes books on user experience design And pretty much only for user experience practitioners
  3. 3. Lou, just do the math for us! # units sold author royalties 100 $? 1,000 $? 10,000 $? New Author
  4. 4. In 2008...
  5. 5. In 2008... • Formats: paperback + screen- optimized PDF
  6. 6. In 2008... • Formats: paperback + screen- optimized PDF • Channels: direct + Amazon Marketplace
  7. 7. In 2008... • Formats: paperback + screen- optimized PDF • Channels: direct + Amazon Marketplace • Units: paperbacks + paperback/digital bundles + digital only
  8. 8. In 2008... • Formats: paperback + screen- optimized PDF • Channels: direct + Amazon Marketplace • Units: paperbacks + paperback/digital bundles + digital only • Pricing: either $19 or $36
  9. 9. In 2010...
  10. 10. In 2010... • Formats: paperback + screen-optimized PDF + printer-optimized PDF + ePUB + MOBI + webinars + ...
  11. 11. In 2010... • Formats: paperback + screen-optimized PDF + printer-optimized PDF + ePUB + MOBI + webinars + ... • Channels: direct + Amazon Marketplace + conferences + affiliates/partners + academic bookstores + Amazon Advantage + Scribd + iTunes + App Store + iBookStore + Safari + ...
  12. 12. In 2010... • Formats: paperback + screen-optimized PDF + printer-optimized PDF + ePUB + MOBI + webinars + ... • Channels: direct + Amazon Marketplace + conferences + affiliates/partners + academic bookstores + Amazon Advantage + Scribd + iTunes + App Store + iBookStore + Safari + ... • Units: paperbacks + paperback/digital bundles + digital only + library bundles + “future” bundles + chapters/sections/pages + ...
  13. 13. In 2010... • Formats: paperback + screen-optimized PDF + printer-optimized PDF + ePUB + MOBI + webinars + ... • Channels: direct + Amazon Marketplace + conferences + affiliates/partners + academic bookstores + Amazon Advantage + Scribd + iTunes + App Store + iBookStore + Safari + ... • Units: paperbacks + paperback/digital bundles + digital only + library bundles + “future” bundles + chapters/sections/pages + ... • Pricing: from micropayments to $199
  14. 14. Next year’s (business) model
  15. 15. Goodbye, business models.
  16. 16. Goodbye, business models. Hello...
  17. 17. The Faith-Based Business Model
  18. 18. expertise
  19. 19. expertise
  20. 20. book expertise
  21. 21. book ... expertise
  22. 22. book ... short book expertise
  23. 23. book ... short book white paper expertise
  24. 24. book ... short book white paper conference talk expertise
  25. 25. book ... short book white paper conference talk workshop expertise
  26. 26. book ... short book white paper conference talk workshop webinar expertise
  27. 27. book ... short book white paper conference talk workshop webinar consulting engagement expertise
  28. 28. book ... short book white paper conference talk workshop webinar consulting engagement instructional video expertise
  29. 29. Connecting: expertise broader world
  30. 30. Connecting: expertise broader world Connecting: network platforms
  31. 31. Connecting: expertise broader world Connecting: network platforms Connecting: innovators money-makers
  32. 32. What unique value does a publisher offer? Identifying a community’s needs. Identifying the expertise that will meet those needs. Efficiently connecting them. Everything else is commodifiable.
  33. 33. So... is there such a thing as a good business model for publishing these days? No. But there is such a thing as doing good business. For publishers, it’s based on purveying expertise, not books.
  34. 34. Thanks! Rosenfeld Media  www.rosenfeldmedia.com 457 Third Street, #4R Brooklyn, NY 11215 USA info@rosenfeldmedia.com @rosenfeldmedia +1.718.568.9756

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