Whilst carrying out my regular scouring of the internet for anything publishing related, I came across the term digital-first. On looking more into the term, it appears that many publishers are looking to release new titles in digital format only, in order to predict as to whether the book can sell well in print format. Some of the first publishers to trial this new concept are HarperCollins and Harlequin.
The former announced earlier this year that mystery line, Witness Impulse, would be one of the first lines which the publisher would release digital-first. The first ten titles shall be released in October under the imprint, William Morrow.
Dan Mallory, the man behind the line noted that digital-first publishing was the most effective way to market unknown books and authors. He also highlighted that the launch involved libraries as they aim to deliver titles through ebook loans. Shawn Nicholls, marketing director for Impulse (an imprint of Morrow), mentioned that digital-first is ‘part of a larger branding campaign to build sales for midlist authors overall and to help readers discover’.
As my previous blog entry suggests, discovering books through digital formats, i.e. the internet in particular, will become easier with apps such as BookVibe. Integration with digital is increasingly becoming a part of everybody’s daily life. Should ‘digital-first’ be embraced by more publishers in the future, it can be suggested that browsing for books online will become easier. (Now don’t even get me started on what this will mean for bricks-and-mortar booksellers!)
Over the past couple of months, bookshops have been a prominent topic in the news and have been something which I have been blogging about over the months. Not only are bookshops one of the key places publishers can sell their works, they are also places of inspiration. Bookshops are places of beauty. I love visiting bookshops, I could spend all day in one. It is for this reason that I have been keeping an eye on any news about bookshops which has recently been in the media.
The Bookseller has published two articles over the past couple of days where they stated that ‘bookshop browsing is vital for the publishing industry’. One of the points which was emphasised was that bookshops enable customers to browse and therefore discover. Bookshops open up an avenue of discovery which online retailers such as Amazon cannot match; consequently, it has been suggested that consumers do not browse the internet as often as thought. It was discovered that 21% of all book sales were a result of consumers browsing in bookstores.
I think one of the key questions is, is whether consumers will continue to browse in bookshops if they have to pay to browse? (CEO of Harper Collins, Victoria Barnsley, predicted last month that customers will have to pay to browse in bookshops in the future) It was said that 35% of all book purchases are from a book shop, meaning that 65% of people order their books online. Whilst it seems like a small amount, if 21% of that 35% is made up of purchases through browsing then it means that a significant amount could potentially be lost if bookshops do start to charge customers to browse, or the business closes down.
It seems though, that bookshops will not be leaving our high streets without a fight… Also this week the Mail Online reported that mortar-and-bricks retailers will start to sell books with additional chapters and content which will not be made available online. Essentially, bookshops will hold exclusive content in order to draw customers into buying from them as opposed to e-retailers. The idea is only just being introduced with Joanna Harris writing an exclusive additional chapter for her latest novel Peaches For Monsieur Le Curé, which is only available through Waterstones. Ian Rankin is another who is keen to publish exclusive content which will only be available through Waterstones.
With these latest developments in the revolution of the mortar-and-bricks bookseller coupled with the #FutureFoyles project and the introduction of bookselling degrees at the University of Derby, the bookshop of the future will certainly be an intriguing development in the industry. Personally, I cannot wait to see what will become of the beloved bookshop.