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Is there such a thing as a
good business model
for publishing these days?

Lou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com

 Tools of Change for Publishing • New York •  2/15/11
Caveat: we’re a bit vertical


 Rosenfeld Media only publishes books on
 user experience design
 And pretty much only for user experience
 practitioners
Lou, just do
                the math for us!

             # units sold   author royalties
                      100       $?
                    1,000       $?
                   10,000       $?




New Author
Is there such a thing as a good business model  for publishing these days?
Is there such a thing as a good business model  for publishing these days?
In 2008...
In 2008...
• Formats: paperback + screen-
optimized PDF
In 2008...
• Formats: paperback + screen-
optimized PDF
• Channels: direct + Amazon
Marketplace
In 2008...
• Formats: paperback + screen-
optimized PDF
• Channels: direct + Amazon
Marketplace
• Units: paperbacks + paperback/digital
bundles + digital only
In 2008...
• Formats: paperback + screen-
optimized PDF
• Channels: direct + Amazon
Marketplace
• Units: paperbacks + paperback/digital
bundles + digital only
• Pricing: either $19 or $36
Is there such a thing as a good business model  for publishing these days?
Is there such a thing as a good business model  for publishing these days?
In 2010...
In 2010...
• Formats: paperback + screen-optimized
PDF + printer-optimized PDF + ePUB + MOBI
+ webinars + ...
In 2010...
• Formats: paperback + screen-optimized
PDF + printer-optimized PDF + ePUB + MOBI
+ webinars + ...
• Channels: direct + Amazon Marketplace +
conferences + affiliates/partners + academic
bookstores + Amazon Advantage + Scribd +
iTunes + App Store + iBookStore + Safari + ...
In 2010...
• Formats: paperback + screen-optimized
PDF + printer-optimized PDF + ePUB + MOBI
+ webinars + ...
• Channels: direct + Amazon Marketplace +
conferences + affiliates/partners + academic
bookstores + Amazon Advantage + Scribd +
iTunes + App Store + iBookStore + Safari + ...
• Units: paperbacks + paperback/digital
bundles + digital only + library bundles +
“future” bundles + chapters/sections/pages + ...
In 2010...
• Formats: paperback + screen-optimized
PDF + printer-optimized PDF + ePUB + MOBI
+ webinars + ...
• Channels: direct + Amazon Marketplace +
conferences + affiliates/partners + academic
bookstores + Amazon Advantage + Scribd +
iTunes + App Store + iBookStore + Safari + ...
• Units: paperbacks + paperback/digital
bundles + digital only + library bundles +
“future” bundles + chapters/sections/pages + ...
• Pricing: from micropayments to $199
Next year’s (business) model
Goodbye, business models.
Goodbye, business models.




         Hello...
The Faith-Based Business
Model
expertise
expertise
book




expertise
book
   ...




expertise
book
    ...
short book




expertise
book
     ...
short book
white paper




expertise
book
      ...
  short book
 white paper
conference talk




 expertise
book
      ...
  short book
 white paper
conference talk
   workshop




 expertise
book
      ...
  short book
 white paper
conference talk
   workshop
    webinar



 expertise
book
           ...
     short book
     white paper
   conference talk
      workshop
       webinar
consulting engagement


    expertise
book
           ...
      short book
      white paper
    conference talk
       workshop
        webinar
consulting engagement
  instructional video

    expertise
Is there such a thing as a good business model  for publishing these days?
Connecting: expertise   broader world
Connecting: expertise    broader world
Connecting: network     platforms
Connecting: expertise broader world
Connecting: network platforms
Connecting: innovators money-makers
What unique value does a
publisher offer?
 Identifying a community’s needs.
 Identifying the expertise that will
 meet those needs.
 Efficiently connecting them.


 Everything else is commodifiable.
So... is there such a thing as
a good business model for
publishing these days?

 No.
 But there is such a thing as doing
 good business.
 For publishers, it’s based on
 purveying expertise, not books.
Thanks!

 Rosenfeld Media 
 www.rosenfeldmedia.com
 457 Third Street, #4R
 Brooklyn, NY 11215 USA
 info@rosenfeldmedia.com
 @rosenfeldmedia
 +1.718.568.9756

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Is there such a thing as a good business model for publishing these days?

  • 1. Is there such a thing as a good business model for publishing these days? Lou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com Tools of Change for Publishing • New York •  2/15/11
  • 2. Caveat: we’re a bit vertical Rosenfeld Media only publishes books on user experience design And pretty much only for user experience practitioners
  • 3. Lou, just do the math for us! # units sold author royalties 100 $? 1,000 $? 10,000 $? New Author
  • 7. In 2008... • Formats: paperback + screen- optimized PDF
  • 8. In 2008... • Formats: paperback + screen- optimized PDF • Channels: direct + Amazon Marketplace
  • 9. In 2008... • Formats: paperback + screen- optimized PDF • Channels: direct + Amazon Marketplace • Units: paperbacks + paperback/digital bundles + digital only
  • 10. In 2008... • Formats: paperback + screen- optimized PDF • Channels: direct + Amazon Marketplace • Units: paperbacks + paperback/digital bundles + digital only • Pricing: either $19 or $36
  • 14. In 2010... • Formats: paperback + screen-optimized PDF + printer-optimized PDF + ePUB + MOBI + webinars + ...
  • 15. In 2010... • Formats: paperback + screen-optimized PDF + printer-optimized PDF + ePUB + MOBI + webinars + ... • Channels: direct + Amazon Marketplace + conferences + affiliates/partners + academic bookstores + Amazon Advantage + Scribd + iTunes + App Store + iBookStore + Safari + ...
  • 16. In 2010... • Formats: paperback + screen-optimized PDF + printer-optimized PDF + ePUB + MOBI + webinars + ... • Channels: direct + Amazon Marketplace + conferences + affiliates/partners + academic bookstores + Amazon Advantage + Scribd + iTunes + App Store + iBookStore + Safari + ... • Units: paperbacks + paperback/digital bundles + digital only + library bundles + “future” bundles + chapters/sections/pages + ...
  • 17. In 2010... • Formats: paperback + screen-optimized PDF + printer-optimized PDF + ePUB + MOBI + webinars + ... • Channels: direct + Amazon Marketplace + conferences + affiliates/partners + academic bookstores + Amazon Advantage + Scribd + iTunes + App Store + iBookStore + Safari + ... • Units: paperbacks + paperback/digital bundles + digital only + library bundles + “future” bundles + chapters/sections/pages + ... • Pricing: from micropayments to $199
  • 25. book ... expertise
  • 26. book ... short book expertise
  • 27. book ... short book white paper expertise
  • 28. book ... short book white paper conference talk expertise
  • 29. book ... short book white paper conference talk workshop expertise
  • 30. book ... short book white paper conference talk workshop webinar expertise
  • 31. book ... short book white paper conference talk workshop webinar consulting engagement expertise
  • 32. book ... short book white paper conference talk workshop webinar consulting engagement instructional video expertise
  • 34. Connecting: expertise broader world
  • 35. Connecting: expertise broader world Connecting: network platforms
  • 36. Connecting: expertise broader world Connecting: network platforms Connecting: innovators money-makers
  • 37. What unique value does a publisher offer? Identifying a community’s needs. Identifying the expertise that will meet those needs. Efficiently connecting them. Everything else is commodifiable.
  • 38. So... is there such a thing as a good business model for publishing these days? No. But there is such a thing as doing good business. For publishers, it’s based on purveying expertise, not books.
  • 39. Thanks! Rosenfeld Media  www.rosenfeldmedia.com 457 Third Street, #4R Brooklyn, NY 11215 USA info@rosenfeldmedia.com @rosenfeldmedia +1.718.568.9756

Editor's Notes

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  3. From: http://greenopolis.com/files/images/lorax02.png\n
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  9. From: http://matthewcody.files.wordpress.com/2010/06/img0433v.jpg\n
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  17. http://nazareneblogs.org/pewview/files/2010/09/faith.jpg\n
  18. From: http://www.3dimages.co.uk/gallery/d/712-2/3D+Audience.jpg\n
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