Traveling Through the Digital Landscape (Part 2)

Continuing my notes from Emma Dryden’s 2011 SCBWI LA talk on publishing and the digital landscape, this post will cover the challenges publishers and authors are faced with as the marketplace keeps changing. Be sure to read PART 1 on the development of digital technology and how it affects the way we read.

Who Gets What Percentage?

  • Currently publishers take in 50% of profits from e-books.
  • Self-published authors get 60%  to 80% of their royalties.
  • Barnes and Noble currently has 25% of the e-book market.  Apple has been interested in purchasing Barnes and Noble so they can compete head to head with Amazon.

Google is No Giggling Matter:

  • Pay attention to Google! They are trying to put out-of-print books into digital devices.

Do Agents become Publishers?

  • There is a new trend of agents and agencies doing editing, cover design, and even some publishing.
  • Andrea Brown Agency and Dystel & Goderich are becoming agency consultants.
  • This is a controversial concept. Is an agent really the perfect publishing partner? The jury is still out on this topic.

New Publishing Outlets:

  • Retailer Publishing
  • Author Publishing
  • Children’s Publishing by: tik-a-tok, inkpop, and figment.
  • UTales is a new platform for illustrators and picture book writers.
  • Indies on Demand
  • Great places to share content include: youtube, itunes, flicker, blogTV, Glogs, Skype.

How does a Publisher Stay Competitive and Fashionable?

  • What keeps a publisher making money?
  • They need to consider Google editions and Google affiliates. How do you control what is on Google? What is fair to the copyrights?
  • How do we deal with piracy? How do we determine what’s free and what is not?
  • “Don’t pirate this book because your friend needs the money vs. Buy this book so you can read it.”
  • Publisher’s Competition = Online Vendors. How does a publisher make themselves a better outlet for authors than these other outlets?
  • Publisher’s Competition = Self-Publishing
  • Publisher’s Competition = Print on Demand (POD) (Such as: Lulu, iUniverse, or Amazon.)
  • The relevancy of the publisher will be diminished if they are not involved in the digital market.
  • Publishers are asking: Who are our customers and why are they our customers? The answer used to be the bookstores, but that is changing.

Changes in Customer Choice:

  • Consumers are now starting to demand some choice in what they consume.
  • There is a growing trend in creating objects that a customer can purchase and customize.
  • We’ve moved from average mass media to the individual.

Author Interaction with His/Her Audience:

  • Lots of interaction is happening online now in “The Cloud”
  • Are authors ready to socialize? Do they want to create a dialog with their audience?
  • Do authors want to create a shared experience online with their audience?
  • What’s your web-utation (play on the word reputation).
  • As an author do you provide your audience with a website that includes: backstory (yours or your books), photos, contests, surveys and reviews, and songlists? Do you create content that your readers can share?
  • Listen, participate, talk with people (not at them), create relevant content, and show respect.

Some Social Media Statistics:

  • Facebook has 760 Million subscribers and the median age is 38.
  • Myspace has 100 million subscribers and the median age is 31
  • Linked in has 100 million subscribers and the median age is 44.
  • Twitter has 200 million subscribers and the median age is 35.
  • Google Plus is growing (no stats as of yet) but is a blend of social and professional.

Some Interesting Digital Things to Look Into:

  • Social Networking:
    • Online social networking for books: Goodreads
  • People to Follow on Twitter:
    • Open Road Integrated Media
    • Scroll Motion
    • Callaway Digital
    • Ruckus Media Group
    • Mindiemoms
    • Goodreads
    • Write4kids
    • drydenbooks
  • Other Fun Stuff:

Closing Quote: “We need to raise a new generation of writers and artists not for our nation’s economy, but for our nations soul.” – Mark Seigel

Emma D. Dryden began her career in children’s publishing in 1986 as an Editorial Assistant at Random House Children’s Books. She was then hired as Associate Editor for the legendary Margaret K. McElderry, whose eponymous imprint was a part of Macmillan Children’s Books, and was later named Senior Editor of the imprint. After McElderry retired, Emma was made Vice President, Editorial Director, and in 2005, Vice President, Publisher of Atheneum Books for Young Readers and Margaret K. McElderry Books, imprints of Simon & Schuster Children’s Publishing, a position she held until May 2009.

Over the course of Emma’s career she’s edited nearly five-hundred books for children and young readers, ranging in format from board books and picture books to poetry anthologies, novelty books, non-fiction, middle grade fiction, and YA/teen fiction and fantasy. As publisher, she oversaw the annual publication of more than one-hundred hardcover and paperback titles. Authors and illustrators whom Emma has edited include Ellen Hopkins, Karma Wilson, Susan Cooper, Alan Katz, David Catrow, Raul Colon, Shelia P. Moses, Marjorie Priceman, Lee Bennett Hopkins, David Diaz, and Paul Zelinsky.

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