Density - Tobias Nielsen
International book marketing for the small publisher. How to compete.
20,000 titles in
hardcover is a huge success in Sweden
Sometimes the digital
edition in English of the Swedish title is offered by a competitor at half the
price.
International
Competition
What you buy:
translated vs original
When you buy:
-
the fans
-
titles in English: time, price, search (status) (search shows the English translation right next to your Swedish text)
-
the buzz
English language
can sell 13 times better than Swedish version in Sweden.
Tying back to the
keynote, ABBA wrote the narrative for how Swedes can go international
Key Lessons
Focus – being
available is not equal to being discovered
Dedicated distributors vs. self-publishing platforms – dedicated distributor helps get
your titles featured which is why they are better
Monitor, evaluate,
and adapt
Local PR support
is very helpful (local agencies w/n market you want to enter) work with
aggregators who are in contact with online booksellers
Don’t be Swedish
– thought that labeling as Swedish would be useful, but in truth most people want
a general take away and don’t care about that branding
Stockholm text
launched last summer 2012 with 15 titles. 4 of 15 titles did well. Mystery and
crime fiction did well. Used creative campaigns, active price stargy, and focus
on retailer promotions. Thought as a traditional print publisher instead of out
of the box.
40k – Italian
publisher who thought digital would be easy, but some of the big hurdles are
the same as print
Crossroads ahead
Digital-first vs.
physical books
Niches vs. the
big market share
Densified format
(short reads) vs. traditional format – kindle sales show that densified does
better, though you are locked into certain number of words and low price
(especially if you assume long tail is true)
Density
Knowledge is
important
Specialized
knowledge critical
But clear and
fast
Hence, “densify”
knowledge
A gap exists
today
www.theDensity.com
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