Publishers' Outlook 2011
According to West Academic's Justin Hummel, the company's digital tools, such as The West Education Network (TWEN) "are changing how people are using [and] accessing content."
BB: Do you anticipate more integrated print/digital offerings in 2011, or will the trend be toward replacing print with digital?
Rothberg: We will continue to offer the vast majority of our books in both print and digital formats. And now, with the growth of tablet and color e-readers, we look forward to expanding our catalog of digital offerings to include illustrated children's books. Certain titles, like enhanced e-books that have integrated video, obviously can only be offered digitally, but at the moment that is a small number of titles. ... [These titles also are] offered in print and as standard e-books: "Nixonland" by Rick Perlstein, "The Kennedy Detail" by Gerald Blaine and Lisa McCubbin, and "You: Raising a Child" by Michael F. Roizen and Mehmet C. Oz are the best examples.
BB: What do you anticipate will happen with mobile apps in the trade book market over the next year? How will S&S respond?
Rothberg: We have done a number of successful apps, many as [a] means to promote or supplement specific books, or to satisfy fan interest in a particular author. We will continue to take a selective approach to apps, as the universe is so large that discovering book apps is pretty difficult for the consumer, and we are competing against many very low price points.
For some authors with a particularly dedicated fan base (such as Jodi Picoult and Jennifer Weiner), we've created apps that allow the fans to keep close tabs on the author and their books. Other apps extend the content of a new or popular book or strong brand in a fun way (Bro2 Go, Search for Wondla game, The Silly Band Books), [or] provide practical information (Wealth Watchers, Healing Foods).
BB: What retail trends do you expect in 2011? How will changes in retail affect large trade publishers such as S&S?