Nielsen Publisher Seminar

Ann Betts, Commercial Director Nielsen Woking, 12 July 2012

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What does Nielsen do?

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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

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Nielsen’s Global Clients Include…

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What does Nielsen Book do?

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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
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• 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

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• 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
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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

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Product information is critical to discovery

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Discovery y sells Books!

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• 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

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How BookNet connects the supply chain

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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
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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

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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)
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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
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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
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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

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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
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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
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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

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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

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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 User’s Manual contains many of the answers! User s Visit: http://isbn-international.org/page/info
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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,
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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
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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
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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
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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
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Common Data Queries

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Specific data topic 1: Subject Classification
You’ve 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
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Specific data topic 2: Price and Availability
You’re 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!
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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

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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: we’re 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!
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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
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+ metadata

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Our data and approach
• Nielsen Book’s bibliographical data – which covers over 19.3m records • Nielsen BookScan’s 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

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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
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Title of Presentation
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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
Title of Presentation
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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
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The value of meeting BIC Basic requirements

98%

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The effect of BIC Basic on offline and online sales
124%

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The effect of BIC Basic across broad genres
+173% +52%

+97% +33% %

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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
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The effect of enhanced metadata on sales

55%

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The effect of enhanced metadata on offline and online sales
35% 178%

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The effect of enhanced metadata across broad genres

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Complete metadata – the effect of meeting BIC Basic and supplying enhanced metadata
+59%

+45%

+103% +52%

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The most important enhanced metadata elements

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Releasing Enhanced Metadata

the impact on sales of adding enhanced metadata to records

Title of Presentation

Annual sales for publishers releasing their enhanced metadata for the first time
+28%

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Title of Presentation
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Conclusions

Key findings
• Titles that meet the BIC Basic standard see average sales 98% higher than those that don’t 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
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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
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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

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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)
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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
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Unlocking the value in your Supply Chain
Jo de Courville, Business Development Manager Nielsen BookNet

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The book supply chain pp y

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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

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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
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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
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• •

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Group Question G Q ti
• If you were to do a self evaluation of your own business self-evaluation processes , what would you change?

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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
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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
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The book supply chain pp y

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Thank you any questions? you,
Jo de Courville, Business Development Manager Tel: +44 (0)1483 712 249 44 Email: joanna.decourville@nielsen.com

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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

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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

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Introducing Nielsen BookScan
•The world’s 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
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Total Consumer Market (TCM)
Chains Blackwell’s 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 cont’d BBC Retail* Computer Manuals Fopp* HMV PC Books PC World* SSG (formerly SPCK) St. Andrew’s Wesley Owen* y zavvi*

February 2012

Travel chains Alpha Retail* Book Etc Travel* WH Smith Trvl

Supermarkets & Mixed Multiples Asda Martin’s* Morrisons Sainsbury s Sainsbury’s Somerfield* Tesco Waitrose Woolworths* (via EUK)

Internet Amazon.co.uk Asda Online The Book People (excl Core Range) Blackwell’s Online Eden.co.uk Eden co uk Play.com Tesco Online Waterstones Online WH Smith Online

Academic chains Blackwell’s John Smith & Son Waterstones Academic Children’s chains Early Learning Centre Mothercare

Media Guardian Media ~ The Mail ~The Mail on Sunday ~ The Telegraph

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90+% of retail sales * Historical
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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
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Borrowings through public libraries International Data I t ti lD t

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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

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* different online platform
January 2012
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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
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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 / competitor’s p y p promotion working? REACT TO MARKET DEMAND g – Did I meet my targets? MEASUREMENT OF RETURN ON INVESTMENT
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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
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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?
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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.
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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
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