DigiReady Update

Two weeks ago we completed the first two DigiReady training seminars. We trained 16 freelancers and 11 additional internal editors for a total of 15 trained internal editors. We surveyed them, and the results are overall positive. The general findings are:

1. Being 100% DigiReady is critical to our future
2. We are far ahead of our competition
3. DigiReady will increase our sales
4. DigiReady will streamline our processes
5. DigiReady will improve our quality
6. Need to train other freelancers working with editors
7. DigiReady is going to put additional pressure on editor's limited time

The final point #7 is not a surprise. It does put additional time pressure on our editors. Through the numerous DigiReady pilots, however, we have learned that DigiReady gets noticeably easy after about three titles. Like most things in life, there is a learning curve. And, the DigiReady team is looking for ways to always improve the process.

#6 we will be addressing with an additional training seminar in November for freelancers. We are finding most freelancers see the DigiReady training as a way for them to be more valuable to Thomas Nelson and other publishers, which they are!

Nelson editors...don't forget about the follow up internal training on November 10. Not only is it a chance for us to get together and discuss issues, but you can win prizes!! We will have $50 gift cards for the winners of certain categories and a grand prize of a new Kindle 2 for the editor that we feel best utilizes the DigiReady process. The categories are:

• Most MSS
• Most Accurate MSS
• Most Complex MSS
• Best Success Story
• Worst Nightmare Story
  

Again, a big thanks to our hardworking editors and freelancers for making Nelson a publishing leader.

Bowker Pub Track 2008 Book Research

Bowker’s Pub Track presented interesting facts from their 2008 Demographics & Book Buying Behaviors survey at ECPA’s Executive Leadership Summit. Here are some quick facts.

Who reads books?

• Only 45% of Americans over 13 years-old read books
• 32% of book readers are over 55 years-old
• The average book reader is 44

Which and how much media do Americans consume each week?

• 15 hours on-line
• 13 hours watching TV
• 6 hours listening to music
• 5 hours reading books
• 5 hours reading newspapers and magazines
• 4 hours watching DVDs

Note to self: Americans spend 3x more time each week on-line being informed, educated and entertained than reading books. Need to devise a digital strategy for our content quick! Drop the idea of buying ABC from Disney; consumers spend more time on-line than watching TV.

How do consumers initially learn about a book?

• 37% In-store displays and placement
• 12% Friend or family recommendation
• 6% Online book review
• 6% Direct Mail or Catalog
• 6% Online ads

Observation: Online ads and online book reviews now create as much awareness as viral marketing from friends and family. An on-line marketing strategy is critical. Also, according to Bowker, the impact of all print, TV and radio combined accounted for less than 5% of consumers' book awareness. - Tough news for established, traditional media.

Just a few other interesting Bowker facts:

1. Consumers are going to online book reviews two times more often than print reviews.


2. 19% of all books purchased the consumer became aware or viewed the product online before purchasing.


3. 60% of all Christians under 30 have a Facebook account.


4. The largest adopters of the Kindle are over 55 years-old.


5. Bowker’s data has now drawn a correlation that audio and e-books are cannibalizing sales of hardcover books.

Think this stuff is interesting? Wait till you read what Wildfire Marketing has figured out when authors have dynamic web sites. Talk about an impact on book sales! Stay tuned. That’s the next blog.