The Book Publishing Industry
Assessment 1: Industry Opportunity
Analysis
Name: Joyce Yi
Student no: n9102434

EXECUTIVE SUMMARY
The publishing industry is incredibly resilient and is undergoing some incredible changes. This report will analyse the industry with respect to the 4C’s of
Entertainment Marketing and identify the key opportunities that are currently evident within the publishing industry and thus devise two potential ideas for future development and implementations. Research has found that indie publishers and authors are taking up a huge portion of the market and therefore more beneficial for these professionals to create digital content and distribute it independently. As publishers are not educated in IT and data Analytics, these skill sets will need to be outsourced or taught in order for self-publishers to maximise their revenue and consumer retention. Mobile applications are also proving to be the new way to read digital content by enhancing the consumer’s experience, thus adding value to the product. The growth of virtual spaces that allow people to network and collaborate on creative projects are also increasing and globalisation has shaken the industry and provide huge opportunities to bring distribution closer to the consumer and pursue a much larger audience. Therefore, this analysis indicates there could be future development for a platform at which authors, publishers, and developers can come together to collaborate and create book apps (which have already shown massive popularity in self-help content) and virtual print-on-demand bookstands that will allow self-publishers to print their work globally, to a much larger audience.

Table of Contents
1.0 INDUSTRY ANALYSIS

3

1.1 FIFTY SHADES OF INDIE AUTHORS (CONTENT & CONVERGENCE)
1.2 THE HITCHHIKERS GUIDE TO “COMMONS CREATION” (CONDUIT & CONVERGENCE)
1.3 BRAVE