Our Training Modules

Module 01: 4, 7 and 8 June 2021

Going digital in publishing: Make your mid-sized book business a front runner!

Digital in the book business is so much more than ebooks and digital audio. The complete workflow has become digital, from authors preparing a manuscript, to contract management, editing and layout, all the way through to direct-to-consumer marketing, social media-driven PR, and finally to read and analyze the book buyers’ preferences for making it all even better the next time.

While big corporate publishers spend millions on optimizing these processes, small independents have an ever-harder time doing the same with their small teams and limited resources.

This module is an opportunity to understand and take advantage of the digital tools available for small and medium-sized publishing enterprises (SMEs). This training combines a presentation on the state of the art of AI and workflow improvements with insights into six business cases. Each of the trainees will have the opportunity to interact with the leaders of the cases and build a collaborative business case canvas for each of the projects.

The learning goals are to understand what is happening in the world of books in recent years and what trends are outlined for the future. This means providing data on the market and its evolution as well as how the different players in this environment are modifying their strategies.

The duration of the entire module will be 10 hours (across two sessions).

Target group: publishers, distributors and retailers

Detailed schedule and information: Module 01

Module 02: 29 and 30 April 2021

Become a book business like a start-up: Fast, innovative, and yet high quality

What would a book company look like if conceived as a digital start-up from scratch? How would the team discuss novel ideas – not only new content but new ways for getting things done? How will relations with authors change, or with retailers, and readers? What cultural values must be preserved despite all the creative new thinking? What methods are available to initiate, and handle such a process?

During one sprint design thinking session, participants will generate ideas for digital marketing. The group will learn together to understand the impact of the pandemic in the role of the Internet for small and medium-sized enterprises (SMEs), and how to prioritize the effective triggers in marketing triggers.

The main objective of this module is to offer participants the opportunity to build knowledge through a collaborative and active process using a remote tool for developing a business plan (‘canvas’), and to familiarize trainees with disruptive processes which the publishing sector confronts today.

The purpose of the second part of the module is to teach the basics of interaction design and how to use state-of-the-art design software that typically used by large e-commerce platforms.
Participants will learn how to implement and operate the principles and processes of user-centric design also in small and medium-sized enterprises, and how to adapt lean and agile work processes in their businesses as the cornerstones of user-driven practices (‘UX’) in publishing.

The duration of the entire module will be 9 hours (across two sessions).

Target group: publishers, distributors and retailers

Detailed schedule and information: Module 02

Module 03: 18, 19 and 20 May 2021

Implementing innovation – Focus on marketing and supporting data analysis

Coronavirus crisis has given marketers in the publishing industry the opportunity of a lifetime: As most interactions and communication around books and culture are moving online, digital channels have become their primary method to reach out to audiences. 

Digital marketing campaigns can be implemented and evaluated based on insights obtained from developing communities of readers and book consumers, which opens options to collect and analyse data on how a book is consumed.

Publishers, distributors and retailers must therefore learn to carefully understand and implement a more complex book market environment, which includes not just printed books, but many digital formats (ebooks, audiobooks), which come with multiple business models and distribution channels (Direct-2-Consumer marketing campaigns, download sales, sales through aggregators, subscription services, et al.)

Proper use of metadata, SEO (search engine optimization), community development, digital marketing campaigns, market and data analytics are the tools and required competencies for this novel situation, which this training module will introduce in hands-on approaches and relevant case studies, provided by experienced practitioners and innovators of the book business.

The duration of the entire module will be about 10 hours (across three sessions).

Target group: publishers, distributors and retailers

Detailed schedule and information: Module 03

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Module 04: 25, 26 and 27 May 2021

Sustaining publishing values under new economic and cultural conditions

The recent transformations in the book business – and more broadly in the media and content industries – introduced new digital formats for books as well as new digital business and distribution models, notably self-publishing, direct-to-consumer, subscription and streaming models. As a result, markets and their various segments have become increasingly diversified in terms of territory, genre category and targeted reading audiences. The recent pandemic has further accelerated these transformational processes.

Publishers in smaller markets and small publishing ventures with limited resources, in particular, have been confronted with ever more difficult economic challenges from these developments.

This training module introduces dedicated research in the relevant fields and explores in theory and practice how smaller stakeholders in the book business can take advantage of innovative practices to meet their goals. Key topics include market trends for translated literature, e-books and audiobooks as well as subscription and streaming models, and new rules on accessibility in digital publications.

The duration of the entire module will be about 12 hours (across three sessions).

Target group: publishers, distributors and retailers

Detailed schedule and information: Module 04

Sustaining and Innovating cultural Diversity in literary Translations

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Telephone: +43 1 9612331

 

 

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