Archive for February, 2012

eBook Marketing in a Long Tail World

Wednesday, February 29th, 2012

More than a million ebooks are expected to be published in 2012. This number is it set to grow exponentially. This huge increase in the number of ebooks published, poses a huge challenge for publishers. How can publishers gain the attention of their audiences in a crowd of choices and alternatives? How can publishers market their ebooks in a cost effective manner? What tools can publishers leverage to market their titles even has their marketing budgets shrinks?

Publishers on iPublishCentral who sell directly to end customers are provided with a number of tools to market their ebooks. An overview of all the marketing tools available on iPublishCentral is provided below:

Widget: It is equivalent to placing a banner advertisement on website or blog. It is possible to generate a widget for each title on iPublishCentral. This widget can then be placed on other blogs and websites to provide the target audience with information about the book.

The widget can be configured to provide links to sample content, table of contents, and links for the buying the ebook. To see a sample widget that has been posted by the author on a blog for the ebook – click here

ViewInside: Enables a prospective buyer to browse through an ebook before it is purchased. ViewInside can be generated for each title on iPublishCentral. The publisher can control which pages the potential buyer can read. To see a sample ViewInside created by one of the publishers on iPublishCentral – click here

Access Code: Enables a publisher to provide access to a specific title without buying the title on iPublishCentral. The publisher can generate access codes with specific built in controls for access on redemption – can specify duration for which title can be accessed after redemption, can control number of times an access code can be redeemed, can restrict redemption to a specific registered user. Access codes can be used for a variety of purposes like - providing access to a professor so that it can be adopted as a textbook for a class/course, providing access to an electronic copy of the book when a print book is sold.

Discount Coupons: Publishers can generate discount coupons to run a variety of marketing campaigns. Discount coupons of various types can be generated – provide discounts only when value of ebooks purchased is above a particular value (Example more than hundred dollars), provide discounts when number of ebooks purchased is above a specific number (Example more than five ebooks), or provide discounts on every purchase. Discounts can either be set at a fixed dollar value (Example ten dollars) or as a percentage of the total cart value (Example five percent)

Free ebooks: Publishers can also mark an ebook as free to attract the attention of a specific target market. Publisher can either make it mandatory for readers to register on the portal before reading the book or make it a frictionless experience by eliminating the registration process.

The team at iPublishCentral recognizes the critical role that marketing tools will play in the years ahead and continue to provide additional tools. Do you have any thoughts or ideas on additional marketing tools that can be incorporated iPublishCentral? Please share your thoughts and ideas with us - feedback at ipublishcentral dot com or pandith.jp at impelsys dot com.

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Amazon: Changing the publishing landscape

Friday, February 17th, 2012

Technology has penetrated  every industry and publishing industry is no exception. The sprawling giant ‘Amazon’ has tremendously expanded its ambitions this year and is now at a verge of adding some more to its kitty. Throughout the year, Amazon was in the news for various reasons like - mergers & acquisitions - and biggest among them was the release of the Kindle Fire.

Amazon was initially known only for selling ‘stuff’ and has now spread completely into eBook business by establishing its own hardware to promote the books. Amazon started 2011 with a bang, when Amazon.com sold more Kindle books than paperback books and towards the end of the year made its presence felt by aggressively quoting a lesser price for the Kindle Fire than the iPad 2. Here are some facts:

January: Amazon launched Amazon deals, a free iPhone App that provides an overview of daily deals to the customers.

March: Amazon joined the online music streaming business with Cloud Player, a music player that allows anyone to upload the music to Amazon’s servers and stream them on the web, an Android device, iPad or a Kindle Fire.

April: Amazon launched the Android equivalent of Apple’s App Store to improve the Google’s Android market shopping experience, the go-to store to purchase Android apps with unique test drive feature. Read more: http://mashable.com/2011/03/22/amazon-appstore-android/

May: Amazon hits the runway with MyHabit.com, a membership-only shopping site that offers sales up to 60% off clothes and accessories for men, women and children. The site also offers discounts on toys, beauty and home products. It was in this month that Amazon added a new member to the Kindle family: a 6-inch Kindle 3G. Only four years old, Amazon’s Kindle eBooks outsold physical books purchased on Amazon. For every 100 print books sold, 105 Kindle eBooks were sold. Amazon launched the Mac Downloads Store, a direct competitor to Apple’s Mac App Store.

June: In another European deal, Amazon acquired The Book Depository, a UK-based online bookseller that offers more than 6 million book titles and free delivery worldwide. Read more:http://mashable.com/2011/07/04/amazon-aquisition/

September: Details about Amazon’s Android-based tablet emerged ahead of Amazon’s press event.

November: Amazon’s Kindle eReaders and tablets sold exceptionally well on Black Friday, especially the Kindle Fire, which was the bestselling product on Amazon.com that day. Read more:http://mashable.com/2011/11/28/black-friday-kindle/

December: Amazon Publishing Acquires Children’s Imprint Marshall Cavendish. Read more:http://www.mediabistro.com/galleycat/amazon-buys-450-marshall-cavendish-childrens-books_b43471

With the publishing industry evolving ever so dynamically, Amazon seems to be seizing the opportunity to captivate as big a market as it can through diversified strategies and plans. Now the big question here is, will the publishers and literary agents be able to withstand such a change and challenge?

With Amazon having gained the experience and power to develop, publish and distribute its own books, it will be interesting to study its relevance in the publishing circle.  Amazon has changed the landscape of the publishing industry totally by having its say in all spheres and it is clear now that we have entered a “dynamic world of publishing”.

This article was featured in the iPublishCentral Newsletter. To subscribe to our newsletters, write to us at marketing@impelsys.com

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Multi Format Support on iPublishCentral

Friday, February 17th, 2012

Wishing you a happy, healthy and prosperous 2012!

One of the key themes for updates to iPublishCentral in 2011 was support for reading of eBooks on a variety of devices like the iPad, iPhone, Android tablets, and Android smartphones. Smaller screen sizes on these devices makes it very difficult to read “fixed-format” content (like PDF) that is intended for larger screen resolutions. The solution to this problem is to provide content in formats like EPUB that re-flows or automatically adapts to fit the display resolution of the device on which it is being read. As consumption of eBooks on mobile devices is increasing, it is imperative for publishers to make their content available in a variety of formats so that their customers can read on a device that they prefer.

iPublishCentral now makes it possible to associate multiple file formats with an eBook. An eBook on iPublishCentral can be made available for sale in PDF, EPUB, and mobi file formats. Publisher can configure an appropriate file format to be delivered based on the device on which it will be read.

For example, iPublishCentral can be configured to deliver the eBook in EPUB file format when the eBook is accessed from an iPad and deliver the eBook in PDF file format when it is being accessed from a laptop or a computer. Multi format support also ensures that there is a single listing of the product on the end user portal.

Publishers are also provided the flexibility of pricing the different file formats either independently or as a bundle. For example, a publisher can decide to price a title at $10 for reading on the iPhone, iPad, and computers/laptops by making the PDF and EPUB file formats available for that price. Alternatively, the publisher can price the same title at $5 for reading on the computer/laptop by only providing the PDF format of the title and $7 for reading on the iPhone and iPad by only providing the EPUB format of the title.

In order to enable customers to read eBooks after purchase, iPublishCentral provides dedicated apps for reading on the computer/laptops, iPad, iPhone and Android smartphones, and Android tablets. iPublishCentral will continue to support new and emerging trends to stay relevant to the needs of publishers and end users.

Please share your thoughts on trends that will become important in future ipublishcentral dot com or pandith.jp at impelsys dot com

This article was featured in the iPublishCentral Newsletter. To subscribe to our newsletters, write to us at marketing@impelsys.com

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Understanding the ‘Readership’ paradigm

Friday, February 17th, 2012

To know  your readers better, it’s important to peep into the readership paradigm and understand the dynamics of a reader’s mind. We have tried to collate certain attributes that largely explain how important it is to know your readers before formulating a strategy to even reach them.

  • Understanding the reader’s experience

To better formulate your plans, the best way to start is to understand the reader behavior patterns and stay updated of the key industry trends.  It is absolutely essential to buy books from different retailers, download them on to your device and read them. This is a relatively a small monetary investment compared to the insights you will receive in doing so.

  • Adapt the technology that readers are using

To best reflect the technology adoption in your digital publishing assets, the first step is to understand the technology that the readers are skewed towards. It’s important to understand the metrics of how and where most of the readers are reading their books today. The winning side is the one that will embrace the new technologies, and figure out how to leverage them into revenue.

  • Track your readers online

To better understand what your readers are reading and what topics they are following, it’s important to track them where they are – Online. Publisher analytics has gained momentum. Your readers are more than Google Analytics’ “Unique Visitors” and “Page Views.” They are people with unique backgrounds, needs, and wants. They have problems for which they visit your blog to get solutions. Many of your readers are like-minded individuals having similar needs and desires. However, the keyword here is “individual”. Each reader will view your content within their own context. To be successful, you need to be aware not just of needs and wants but of context so you offer the right solutions for your readers.

Become a Reader

The best way to understand you readers is to become one!

Not knowing much about your readers brings extreme struggle to provide relevant and valuable content and information, which will eventually translate into inability to build readership, authority and generate income.  The best way to interpret your readers and understand their reading habits more clearly, still remains to be in becoming a reader of your own content.

This article was featured in the iPublishCentral Newsletter. To subscribe to our newsletters, write to us at marketing@impelsys.com

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