And what is the use of a book . . . without pictures or conversations? (My first time @BookExpo)

I attended  BookExpo in NYC, last Thursday, for the first time.  I had no idea of what to expect, so I’m sharing here a recap of everything I took (and didn’t take) from BookExpo 2018:

The variety. People and books everywhere, I felt like Alice in Book Wonderland. Sometimes shrinking within the crowd, sometimes enlarging by book displays, only to find myself chasing The White Rabbit, always late for the next talk that I wanted to attend. What a fascinating conglomeration of publishers, titles, events, and everything that is new in the publishing world!

The networking. Whether in booths or in the long lines for book signings, the atmosphere was electric. I was delighted to talk to other colleagues with different interests and from the most varied backgrounds. The result: I walked out of BookExpo with fresh insights, new marketing tools provided by the speakers from Ingram, and more importantly, a handful of business cards with the contact information of people with whom I will collaborate in the future.

The University Press world. I spent my afternoon visiting the other university presses exhibiting at BookExpo. I met with fellow marketers and exhibitors, and we chatted about catalogue design, the most cost-effective merchandising for publishers, new releases, and last but not least, how to better promote our books on our social media platforms.

The food. More excited than the Hatter at the Mad Tea Party—and forgetting about that article with tips for first time attendees—I ate at the Javits Center’s food court. It had a surprisingly wide array of options, and even a vegetarian selection. Plus, I met a wonderful lady in line and we shared our lunch, talking about the importance of encouraging children to read from a very early age. Priceless.

The giveaways & galleys. My Queen of Hearts, both antagonist and favorite character. Even though I gathered some books and souvenirs, I felt a bit underwhelmed by the few giveaways available at the event. On the bright side, I found everyone at their booths to be very animated, always handing out a catalogue or business card when they didn’t have a galley to offer.

The maze. The King of Hearts. Even though by walking in circles I found exhibits that were not in my loop, I found the layout of the event to be a bit confusing. I spent a fair amount of time looking for the Midtown stage, with no BookExpo volunteers in sight to ask for directions, and a small map not suitable for a short-sighted person like me.

The wandering about. Finally, I just took the time to wander about. During this time, I wrote on the “What is the book that changed your life?” wall, entered a contest to win a book basket, wheeled my little bag around until I got a few children’s titles for my son, and even met a translator that recommended some books in Spanish that I will read in the near future.

All in all, I found BookExpo to be a success. I appreciate the contagious energy, the excitement, and the friendliness that transpired in that place. It reminded me of the magic worlds that open up with every page we read, and the fact that behind every book that is published, there is a story, an author, and a team of dedicated people who are working hard to bring it to life.

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About the author of this blog post: Adriana Ferreira is the Social Media Coordinator at Cornell University Press. She is grateful to have attended BookExpo 2018 and more than anything, to the people at Sleeping Bear Press who gave her free cake for dessert!

 

And what is the use of a book . . . without pictures or conversations? (My first time @BookExpo)

Hot Take from #PWYW

Last week, the marketing team chatted about the forthcoming Pay What You Want sale. Last-minute logistics were discussed. I threw out the idea that maybe only three or four of us would be sufficient to handle the email offers on PWYW day. My team pushed back and said it would be best to start with everyone on board and see what happened. I listened. And now I pat myself on the back.

Still a little bit hesitant about our PWYW experiment, we used a mini movie, blog posts, emails, social media, word-of-mouth, and our website, to promote the campaign. We cross-promoted, we coordinated. Ahead of the big day, more than 24,000 emails went out with an open rate of 33%. Our first tweet hit 15,000 impressions. Our first blog blew past 2,500 reads. Before Tuesday, I already considered PWYW day a success. Now, I consider it simply amazing. The outreach, the branding, the goodwill, the communication, the media attention, and the buzz have been beyond my expectations; the number of offers made exceeded anything I could have foreseen.

mkt team PWYW
CUP Marketing team minus Marketing Designer Elizabeth Kim (from left to right): David Mitchell (Exhibits/Awards Coorinator), Nathan Gemignani (Metadata & Special Sales Rep.), Cheryl Quimba (Publicity Manager), Adriana Ferreira (Social Media Coordinator), Martyn Beeny (Marketing Director), Carmen Torrado (Marketing Assistant), and Jonathan Hall (Digital Marketing Manager)

Two days after the sale, I’m just floored by the response on the day. My team were right. We needed every marketing hand available, plus the boss. Nine of us spent twelve hours on May 15th, and another nine hours the next day responding to all the amazing people who made their PWYW offers. I don’t yet have the specifics, but I want to get my initial thoughts down on “paper,” in the immediate aftermath of what I believe was a truly innovative and pioneering marketing campaign in our little university press world.

Anecdotally, 1,500 people made offers to us. In 10 hours. They WANTED our books.

I can’t wait to dig into the metrics, to analyze the data from the day, to draw conclusions about what we do and how we do it. I’ll write in more depth about the sale and what we learned in due time, but for now, just know that I am proud of my team, proud of the books we sold far and wide, and so incredibly grateful to all those who thought highly enough of PWYW and our books to take a chance and make us an offer.

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About the author of this blog post: Martyn Beeny is Marketing and Sales Director at Cornell University Press. He had a dream for PWYW; his team made it a reality.

Hot Take from #PWYW

The reality of book sales (is an asteroid hurtling through space)     

In February, Publishers Weekly released data indicating that print book sales dropped 4 percent in 2017. The early-warning doomsdayers are looking skywards and believing they see an asteroid making its way towards the book publishing world. Perhaps. Although I don’t believe so. What I do believe, though, is that we’ve entered a new paradigm for book sales, particularly for sales of scholarly books.

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Photo by César Viteri on Unsplash

If we consider recent data, it quickly becomes apparent that what was once true is no longer. Sales of individual titles are just not the same as they were five or ten years ago. The reasons for the drop are myriad, of course, and have been discussed over and over. To list just a few, libraries no longer purchase as many books, new types of courses that use non-traditional materials emerged, there’s a perceived aversion to print books from both students and younger scholars (although I’m not truly buying that one), and, of course, there’s the internet. And so on. Regardless of the foundational reasons, the reality is that what we all thought to be our baseline for sales on any given type of scholarly book has changed.

My study of books published in the last twenty-four months shows a drop of between ten and twenty percent in expected first-year sales (XFS) over books published in the previous twenty-four months. It’s a relatively small sample size, but it’s still indicative in a way, and will cause us to evaluate how best to approach sales projections in the next couple of years. What this little bit of analysis doesn’t show, is the three-year projected sales (or beyond). I’ll look at trends there in a coming blog post, but my hope is that we can overcome the drop in XFS over the longer haul through focused marketing and new techniques and technologies.

This reality check isn’t all doom and gloom. Sure, we’d all love sales to be ticking upwards at the same rate as they fall, but that isn’t happening. But the end of the (book publishing) world isn’t yet here and I have cause for optimism. These new real numbers will, if anything, push us to find efficiencies across the Press, and to look for the very best of all projects that have the biggest upside and show an XFS of n+25% (or some other wonderfully optimistic number). We’ll be forced to innovate, finding new and creative (and inexpensive or collaborative) platforms to use to help us boost sales. To borrow an oft-used phrase of a few years ago, we’re going to have to “git ‘r done.”

Having reworked the marketing team over the past six months, hired three new people, and developed a nascent marketing strategic plan, we’re well positioned to face the threat of diminishing sales. Our invigorated team is constantly brainstorming and experimenting. We’ve even invited our colleagues to sit in on open marketing meetings to see how we’re attempting to meet our challenges. New technology, integrated marketing approaches, and an openness to ideas from outside are all ways in which we will address the drop in sales of print books. We refuse to stick our heads in the sand like marketing ostriches. And though it’s no use pretending sales are what they were five years ago, it’s also not an excuse for sitting back and waiting for the asteroid to come crashing from the sky.

 

Related article on the topic: “Three experts share publisher expectations for 2018”

Recommended watch:

 

About the author of this blog post: Martyn Beeny is the Marketing Director at Cornell University Press. He has the crazy idea that we’re here to sell books. You can follow him on Twitter @MartynBeeny

The reality of book sales (is an asteroid hurtling through space)     

This May 15th . . . Pay What You Want for Our Books!

On Tuesday May 15th, we’re going all out. And for one day only, you can put a price on our books.

Why are we doing this?!

One, we love books as much as you do. Two, we want to help spread knowledge. Three, we trust you!

How does it work?

  1. Visit our website
  2. Choose your book(s)
  3. Decide how much you can pay
  4. Email us with your offer at cupress-sales@cornell.edu
  5. Enjoy your new book(s)!

Simple.

Is my offer good enough?

Next, we’ll take a look at your offer. If we can do it, we’ll send you a special discount code to use online or by phone.

If we can’t make it work, we’ll offer you free digital access to the book, or the chance to make a new offer. 

So, save the date:

May 15th, 9am-6pm EST, Pay What You Want, and enjoy your reading!

*U.S.A. only

paywhatyouwant-1

 

This May 15th . . . Pay What You Want for Our Books!