Nielsen Publisher Seminar July 2012

Nielsen Publisher Seminar
Ann Betts, Commercial Director Nielsen Woking, 12 July 2012
Copyright 2011 The Nielsen Company. Confidential and proprietary.
What does Nielsen do?
More than 34,000 employees in over 100 countries countries

Nielsen measures markets, media and consumer behaviour across industries and around the world We transform raw data into strategic insights and tailor-made recommendations W analyse and advise about complex sales and We l d d i b t l l d marketing issues for winning business decisions
Nielsens Global Clients Include
What does Nielsen Book do?
Joseph Whitaker to Nielsen 1858 t 2010 to

The Bookseller magazine 1858 Bibliographic d Bibli hi data catalogue 18 4 l 1874 ISBN formed 1967 Data on Microfiche 1978 TeleOrdering launched 1979 BookData CD ROM 1987 BookScan:
1995 UK 1999 Australia 2002 US 2007 Italy, Denmark, New Zealand 2008 South Africa 2009 LibScan 2010 India 2011 e-book charts for the Wall Street Journal
6
Wrote the rules for the ISBN
Identification and standards
ISBN board membership and sponsoring company of the International ISBN Agency Operates UK ISBN agency Operates SAN (Standard Address Numbering agency) Sponsoring company for the ISTC
Over 19.3m English language g g g records
Nielsen BookData
Over 12m images Over 1.2m e-books O Over 800k new titles added i titl dd d in 2011 Over 35m price & availability data changes made Data collected from over 60 000 60,000 suppliers from over 70 countries
9
Who uses BookData Information Services?

Approx 3,500 customers worldwide
Retailers Product discovery, internal systems, websites Libraries Product discovery, title selection, MARC catalogue y, , g records, catalogue (OPAC) enrichment Publishers MARC records, product discovery
10
Product information is critical to discovery
11
Discovery y sells Books!
12
Promoting electronic trading in g g the UK and internationally
Nielsen BookNet
Providing solutions to allow exchange of business messages electronically O Over 60,000 di t ib t 60 000 distributors Millions of order lines handled each year Consultancy and project management services provided
13
How BookNet connects the supply chain
14
Nielsen BookScan
Independent authority for book p y sales measurement in 9 countries In the UK collects from over 90% of the retail trade G th Gathers ISBN, quantity and ISBN tit d price paid by store Measures library borrowings in the UK Provides timely and detailed market information less than 72 hours after the week end
15
16
www.nielsenbook.co.uk
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ISBNs - Use and best practice in a digital p g world

Julian Sowa, Senior Manager, Nielsen Registration Services
18
ISBN first principles
ISBN a unique international identification system for a each product form or edition of a monographic publication applicable to monographic publications and certain types of related products that are available to the public
(ISO standard 2108:2005)
Publications need separate ISBNs if anyone in the supply chain needs to identify them separately (ISBN User Manual 6.3)
19
What are ISBNs used for?

They enable supply chain participants to communicate accurately and efficiently concerning: Physical product (including digital files) Linking metadata to products
Bibliographic p (including images) g g ) Descriptive ( Price & availability
Reporting sales information

20
What makes digital different?

Production of the end-product may be out-sourced to more than one intermediary (or even to the retailer) y( ) The supply chain for e-books (and POD) is not the same as for conventional print-run publications p p With no print-runs to consider, publishers may be less concerned about the format the consumer actually buys A large proportion of all e-books currently being sold are retailer exclusive retailer exclusive versions Publishers content is appearing in non-book products
21
Who makes your e-books? (and who can assign an ISBN?)

You (the publisher) Conversion/aggregation service an intermediary who often holds a direct relationship with retailers One or more retailers
22
Apparent usage by e-book retailers

Amazon Kindle ISBNs are not used Apple iBooks use ISBNs (must not duplicate p-edition) Google Play accepts files with or without ISBNs g y p Kobo use ISBNs Sony ISBNs displayed (sometimes duplicate another) Waterstones use ISBNs WH Smith use ISBNs
23
E-books: our recommendation

Unless you are absolutely certain you will only ever publish one edition of your e-book and you only plan to sell it via the Amazon Kindle platform and you believe that Amazon will never change its current Kindle filemanagement practices practices Assign a separate ISBN for each e-book format If using a conversion/aggregation service, ask them to use a separate ISBN (provided & allocated by you) for each format they produce
24
Enhanced or non-book products

When is a product containing text not a book? Think about who actually cares! Imagine the B in ISBN as currently standing for Book B ISBN Book supply chain Even with a large amount of textual content a retailercontent, exclusive app is outside the current scope of the book supply chain and ISBN standard
25
Print-On-Demand books
Not a digital product, but partially-digital production May sometimes have a similar supply chain to that of ebooks, but they still need an ISBN If a conventional print-run is exhausted and further demand is met with a physically identical POD edition, then the same ISBN should be used (assuming it is the same publisher instigating these POD copies) When POD production is used for facsimile copies of public domain publications instigated by a different publisher, these are new publications requiring their own ISBN
26
Summary of ISBN best practice

Each format results in a separate product Each tradable product needs a unique ISBN Only use ISBNs with a prefix that was issued to you except if you are an intermediary, in which case apply intermediary ISBNs allocated by the publisher Products not matching conventional book definitions and marketed on non-book platforms should not have an ISBN The ISBN Users Manual contains many of the answers! User s Visit: http://isbn-international.org/page/info
27
Thank you, any questions?

I look forward to meeting you at lunch and the break out sessions UK ISBN Agency Tel: +44 (0)1483 712 215 Email: isbn.agency@nielsen.com www.isbn.nielsenbook.co.uk
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Data Collection and Support

Clive Herbert, Publisher Relations Manager
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Agenda
Data supply
The what, when and how

Common data queries
Cl Classification, price & availability and di it l products ifi ti i il bilit d digital d t

Publisher Support
Support for publishers
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What to send 1
All separately tradable products need to be identified individually with a separate ISBN, allocated by the y p y publisher
Physical products with different characteristics hardback, paperback, CD p p products made by putting other products together e.g. packs, sold as packs Digital products with different characteristics different file format: PDF, EPUB, MP3 etc Kindle as a retailer exclusive Access model: download Cloud download,
31
What to send 2
BIC Basic minimum data elements
ISBN Title Product format BIC Subject Classification Code (Scheme version 2.1) Imprint/publisher/supplier identification Publication date Availability status code Price Territorial market rights Cover image
Additional data elements

Contributors, series title, edition, audience, physical details, e-book file type, related product, descriptions, other promotional information
32
Free listing and Nielsen BookData Enhanced Service

Free listing service
A free basic listing for your titles
basic bibliographic details including jacket/cover image record approval may take up to 6 weeks
Nielsen BookData Enhanced Service

Annual subscription service per title charges Basic records enhanced by
descriptions tables of contents author biographies, reviews descriptions, contents, biographies named editorial contact work is prioritised
Nielsen Publisher Subscription Team

33
When to send
In advance of publication
All BIC Basic data elements at least 20 weeks ahead of publication date
ensures that booksellers have information 16 weeks ahead 4 weeks for data to flow through aggregator systems to the trade
OR, at least 4 weeks before you start selling to booksellers and wholesalers
Updating is allowed
Often to price, p p , publication date, publication status ,p Sometimes to title, contributor, description etc
Balance
E l enough f information to be in th t d f b i cycles Early h for i f ti t b i the trade for buying l Late enough so product details are reliable
34
How to send
Electronic files
ONIX: industry standard way of delivering data Other structured electronic feeds
Nielsen PubWeb
Online tool to access your titles on our systems
Paper
New Title Form Advance Information Sheets
Jacket/cover images
35
Common Data Queries
36
Specific data topic 1: Subject Classification

Youve changed the subject classifications of my books! Your BIC Subject Codes held separately in record
and can be reviewed and updated in Nielsen PubWeb
Our specialist Classification Team also classify

to use the BIC Scheme fully and consistently to add library-required Dewey Decimal numbers to apply correct Nielsen BookScan Product Class code
Nielsen assigned codes are preferred on output

37
Specific data topic 2: Price and Availability

Youre showing the wrong price/availability for my books! Wh ? Where?
In our products/services? or one of our customers?
Have you provided an update? When? How?

Check it on Nielsen PubWeb
Are you the best source of P&A information?

Are you distributed by a third party distributor?
C t Customers may h have other sources of supply and i t th f l d interpret t the availability of a product in their own way!
38
Specific data topic 3: Digital product

Can I list my digital products on your database? Yes, under both our Nielsen BookData Enhanced and free listing services Key product data requirements
Separate record for each separate product Different product characteristics need different product records File format type Distribution information vital Supply by Nielsen PubWeb or Electronic file only
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Publisher Support pp
40
Overview of the Editorial Customer Support Team

Publisher Help Desk - to support publisher queries about data supply and how the product information is disseminated to customers Named Editor specific support for publishers subscribing to the Nielsen BookData Enhanced service from allocated editorial staff Publisher Relations Managers management support for publishers subscribing to the BookData Enhanced service, plus new electronic feed development and support with improving data quality
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In conclusion
Data content ensure it is complete and timely Chose a data delivery method that suits your business Use it! Keep us updated Communicate: were happy to answer questions! Subscribe: maximise the effect of your metadata Expert support: we have lots of data experience This is a partnership: help us to help you!
42
Thank you, any questions?

We look forward to meeting you at lunch and the break out sessions Clive Herbert Edwin Pillans Email: Pubreg.book@nielsen.com Email: Pubhelp.book@nielsen.com
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The Link Between Metadata and Sales

David Walter Research & Development Walter, Analyst Nielsen BookScan
What we do
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Agenda - analysing book sales and metadata

Our data and approach BIC Basic sales impact of basic levels of metadata Enhanced metadata the additional value of descriptive data and the impact adding descriptive data can have to sales Conclusions what have we seen for online and offline book sales, and what this might mean for e-book sales e book
46
+ metadata
47
Our data and approach

Nielsen Books bibliographical data which covers over 19.3m records Nielsen BookScans UK book sales data covering over 90% of the UK book g market, representing 1.6bn in 2011 or 209m unit sales across over 1m unique ISBNs The best selling 100,000 titles in the UK market in 2011, representing 91% of the market by value and 87% by volume Sales of titles from publishers subscribing to the Nielsen BookData Enhanced service, for whom we send out the enhanced metadata fields Records of new subscribers who began releasing their enhanced metadata in 2010 48
The role of metadata

Discovery Persuasion Transaction Fulfilment Measurement... ... all of which h l t maximise sales ll f hi h help to i i l
49
Title of Presentation
What we are measuring...

The level of population of metadata elements on title records, a d t e co e at o bet ee t s a d volume eco ds, and the correlation between this and o u e sales
...and what we are not

The quality of the metadata is it accurate? How good/persuasive are th d d/ i the descriptions, reviews or i ti i biographies?
The timeliness of the metadata was all of the appropriate data supplied sufficiently far in advance of publication to maximise sales? 50
BIC Basic
achieving the basic level of metadata requirements
BIC Basic requirements

ISBN Title Product form Main BIC subject category Imprint name Publication date Cover image At least one supplier name l t li Availability status GBP retail price including VAT p g Statement of rights relating to UK
52
The value of meeting BIC Basic requirements
98%
53
The effect of BIC Basic on offline and online sales

124%
54
The effect of BIC Basic across broad genres

+173% +52%
+97% +33% %
55
Enhanced Metadata
the additional value of descriptive data
Enhanced metadata fields

Short Description Long Description Review Author Biography Table of contents* *not included in our analysis as this is only applicable to a limited number of titles in our data set
57
The effect of enhanced metadata on sales
55%
58
The effect of enhanced metadata on offline and online sales

35% 178%
59
The effect of enhanced metadata across broad genres
60
Complete metadata the effect of meeting BIC Basic and supplying enhanced metadata
+59%
+45%
+103% +52%
61
The most important enhanced metadata elements
62
Releasing Enhanced Metadata
the impact on sales of adding enhanced metadata to records
Annual sales for publishers releasing their enhanced metadata for the first time
+28%
64
Conclusions
Key findings
Titles that meet the BIC Basic standard see average sales 98% higher than those that dont meet the standard Ensuring that all four key enhanced metadata elements are present on product records can help average sales rise by 55% in comparison to records where none of the elements are present New subscribers to the enhanced service can see annual volume sales increase by up to 28% y p
66
The online world

Split into offline and online sales:
offline sales see an increase of 35% for titles which have all enhanced metadata elements present online sales see a massive 178% increase for titles which have all metadata elements present in comparison to those with no enhanced metadata
Current sales figures from UK online retailers suggest that appropriate and descriptive metadata could be even more vital for e-book sales
67
The bottom line

Titles which fail to meet the BIC basic standard and have no enhanced metadata:
Average sales of 384 units

Titles which meet the BIC Basic standard and have all four enhanced metadata elements:
Average sales of 3,042 units

This represents an almost sevenfold increase in average sales per ISBN 68
Next steps
How do I ensure my product metadata is complete and of the required quality?
Contact our Publisher Relations Managers Edwin Pillans and Clive Herbert (Pubreg book@nielsen com) (Pubreg.book@nielsen.com)
How can I ensure that my enhanced metadata is sent out to t il ? t retailers?

Contact our Publisher Subscriptions Team Liz Pilgrim and Vesna Nall (Publisher.services.book@nielsen.com)
69
The Link between Metadata and Sales published Wednesday, 25th January, 2012 Free PDF download from www.nielsenbookscan.co.uk printed copy in your pack David.Walter@nielsen.com
70
Unlocking the value in your Supply Chain

Jo de Courville, Business Development Manager Nielsen BookNet
71
The book supply chain pp y
72
Overview
Key facts about Nielsen BookNet Basic principles of electronic trading What our customers say How to unlock the value getting started Questions and answers
73
Key Facts about Nielsen BookNet

Links book trade businesses Routes millions of order lines annually Works with 60,000+ clients Coverage extends outside the UK g Solutions available to suit clients needs Wealth of supply chain expertise
74
Basic Principles p
Business relies on a number of distinct transactions: order, order acknowledgment, d li d d k l d t delivery note, i t invoice, returns i t request, credit note The transactions are similar whether you are a publisher, distributor, wholesaler, bookseller, library supplier or e-tailer . Exchange business or time critical information in recognised formats and to agreed standards. Each transaction uses the ISBN-13 to identify the product Automate these frequent, repetitive and business critical transactions
75
Group Question G Q ti
If you were to do a self evaluation of your own business self-evaluation processes , what would you change?
76
What our customers say

Reduce consumables
reduce costs, enhance green credentials
Automate repetitive tasks p

reduce risk of input errors, increase speed of processing
Redeploy resource
focus on value added tasks
Speed up the supply chain

reduce lead times improve delivery times improve cash flow
77
Unlocking The Value g

BookNet Value Proposition
Roles d R l and responsibilities ibiliti Easy to set up Change your business processes in as little as 2 weeks Training T i i & support t Expertise No infrastructure costs for our web based service Scalable, t S l bl gateway t other services to th i
78
The book supply chain pp y
79
Thank you any questions? you,

Jo de Courville, Business Development Manager Tel: +44 (0)1483 712 249 44 Email: joanna.decourville@nielsen.com
80
Nielsen B kS Ni l BookScan - G idi the trade Guiding th t d

Using Sales Data to improve business strategy
Reeta Windsor, Business Development Manager , p g Joann Cox, Sales and Account Executive Nielsen BookScan
81
The next 20 minutes

Introducing Nielsen BookScan How BookScan guides the trade to better business decision making
Guidance for the smaller publisher for strategic thinking
82
Introducing Nielsen BookScan

The worlds first continuous retail sales monitoring service for books Showing what has actually sold to the consumer and at what price Purchase information representing sales through 6,500 retailers each week In a typical week in the UK we collect, code and analyse sales of over 200,000 different titles worth over 30million The definitive UK aggregated book market information
83
Total Consumer Market (TCM)

Chains Blackwells High St Books Etc* Borders* British Bookshops* Eason (NI) Waterstones WH Smith Niche B&Q British Museum Eden Project English Heritage Forbidden Planet Games Workshop Imperial War Museum Inst of Contemporary Art The National Gallery National Portrait Gallery Natural History Museum QVC RHS River Cottage Saatchi Gallery Tate Gallery e Stationary Office The Stat o a y O ce Victoria & Albert Museum Independents General Academic Specialist Foyles Stanfords Chains contd BBC Retail* Computer Manuals Fopp* HMV PC Books PC World* SSG (formerly SPCK) St. Andrews Wesley Owen* y zavvi*
February 2012
Travel chains Alpha Retail* Book Etc Travel* WH Smith Trvl
Supermarkets & Mixed Multiples Asda Martins* Morrisons Sainsbury s Sainsburys Somerfield* Tesco Waitrose Woolworths* (via EUK)
Internet Amazon.co.uk Asda Online The Book People (excl Core Range) Blackwells Online Eden.co.uk Eden co uk Play.com Tesco Online Waterstones Online WH Smith Online
Academic chains Blackwells John Smith & Son Waterstones Academic Childrens chains Early Learning Centre Mothercare
Media Guardian Media ~ The Mail ~The Mail on Sunday ~ The Telegraph
84
90+% of retail sales * Historical

Definitive UK Book Market Sales Information

Top Title Bestsellers Lifetime Title / Author Sales Market Size Value Pub Date Market Trend Volume Genre Full Titles in any Genre Title / Author Trends Market Competitors
RRP / ASP / Discounting Binding Imprint / Publisher
Regions in UK
Separate Panel for Ireland E-books

85
Borrowings through public libraries International Data I t ti lD t
BookScan International Territories

Countries UK Australia USA (Volume Only*) Ireland South Af i S th Africa New Zealand Italy Spain (Volume Only*) India Market coverage Covers 90% of the market Covers 90% of the market Covers 75% of the market Covers 65% of the market Covers 68% of th market C f the k t Covers 70% of the market Covers 60% of the market Covers 90% of the market A significant proportion of the organised book market Start Date 1998 2003 2003 2003 (from A il) 2009 (f April) 2008 2007 2008 (from Oct) 2010
86
* different online platform
January 2012
Guiding the trade - Definitive UK Book Market Sales Information

Retailers Libraries Distributors Media Wholesalers Agents
Publishers The Big Guns The Specialist Publishers The Small, Independent & Niche
87
Guidance for the smaller publisher

The Before You Publish Stage
How have similar titles done? UNDERSTAND THE COMPETITION How do you expect to do? SET REALISTIC BENCHMARKS / PRINT RUNS What are the current price points for these titles, what are they actually selling at? SET THE APPROPRIATE PRICE When should you publish? LOOK AT SALES TRENDS
The Sales and Marketing Stage

Tool for retailer negotiations KNOWLEDGE OF YOUR MARKET A promotional tool PREVIOUS / SIMILAR TITLE PERFORMANCE p
The Monitoring Stage

Am I on plan? REPRINT DECISIONS Is my / competitors p y p promotion working? REACT TO MARKET DEMAND g Did I meet my targets? MEASUREMENT OF RETURN ON INVESTMENT
88
Guidance for the smaller publisher

Internet Research Publisher Association Statistics The Bookseller Association The AAP website Google From Nielsen BookScan Bespoke one-off data requests/Project work Entry level subscription services Tailored subscription packages
89
Finally Good and bad research

What is good research? Research gives you more knowledge it gives accurate information that reflects a true state of affairs at a point in time. However, research can be confusing and misleading if it is not specifically defined or indeed relevant. Good research should be objective and grounded in scientific method. Questions to think about when looking at market research What was the panel size? How was the panel made up? What methodology was used? Was the data collected at one point in time or at several intervals?
90
Finally Good and bad research

It is often easy to accept research as truth especially if the results of the research are attractive, or seem to confirm assumptions, hypotheses or opinions you have heard anecdotally.
But until you have asked questions and understand the basis of the research, it may be best to be skeptical. skeptical Not all research is good but good good, research is vital in uncertain times.
91
Thank you any questions? you,

Looking forward to meeting you at lunch and the break out sessions Reeta.Windsor@nielsen.com Joann.Cox@nielsen.com Nielsen BookScan 01483 712222
92

Nielsen Publisher Seminar July 2012

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Nielsen Publisher Seminar July 2012

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Nielsen Publisher Seminar

Ann Betts, Commercial Director Nielsen Woking, 12 July 2012

Copyright 2011 The Nielsen Company. Confidential and proprietary.

What does Nielsen do?

Copyright 2011 The Nielsen Company. Confidential and proprietary.

More than 34,000 employees in over 100 countries countries

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Nielsens Global Clients Include

Copyright 2011 The Nielsen Company. Confidential and proprietary.

What does Nielsen Book do?

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Joseph Whitaker to Nielsen 1858 t 2010 to

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Wrote the rules for the ISBN

Identification and standards

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Over 19.3m English language g g g records

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Who uses BookData Information Services?

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Product information is critical to discovery

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Discovery y sells Books!

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Promoting electronic trading in g g the UK and internationally

Copyright 2011 The Nielsen Company. Confidential and proprietary.

How BookNet connects the supply chain

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Copyright 2011 The Nielsen Company. Confidential and proprietary.

ISBNs - Use and best practice in a digital p g world

Copyright 2011 The Nielsen Company. Confidential and proprietary.

ISBN first principles

Copyright 2011 The Nielsen Company. Confidential and proprietary.

What are ISBNs used for?

Reporting sales information

Copyright 2011 The Nielsen Company. Confidential and proprietary.

What makes digital different?

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Who makes your e-books? (and who can assign an ISBN?)

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Apparent usage by e-book retailers

Copyright 2011 The Nielsen Company. Confidential and proprietary.

E-books: our recommendation

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Enhanced or non-book products

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Summary of ISBN best practice

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Thank you, any questions?

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Data Collection and Support

Copyright 2011 The Nielsen Company. Confidential and proprietary.

The what, when and how

Cl Classification, price & availability and di it l products ifi ti i il bilit d digital d t

Support for publishers

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Additional data elements

Copyright 2011 The Nielsen Company. Confidential and proprietary.