Kelly Gallegher's presentation at ELS.

1. Know Thy Consumer

3. 20 years ago… Christian publishing was a simpler world…

4. Fewer Publishers Fewer Retail Choices Fewer Media Choices Predictable Customers Simple Product Formulas Back then…

5. … the times they are a chang’n Bob Dylan

7. 20 Year Growth in Religious Title Output Source – Bowker Books in Print

8. Book unit sales Source – BISG Trends Reports

10. Struggle for attention: The competition for attention and for time increases Competition for attention 1985 2008 TV Channels 10 – 15 500 + Web Sites 0 30 million Publications 100 + 1,000 + Radio Stations 10 + 10,000 + Product Lifecycles Decades Months E-mail SPAM Messages sent per day 0 Over 60 billion per day Hours in the Day 24 24

11. The emergence of Zero-Sum

12. Paths of Life – The Way We Were Adolescence First Job Get Married Buy House Have Babies Raise Children Leisure Activities Travel Retire Visit Children Change Jobs Plan for Retirement Chance ? Single Married Empty Nest Retire Attend College Take Vacations Buy second house Start

13. Start First Job Get Married Buy House Have Babies Raise Children Travel/ Leisure Activities Retire Change Jobs Attend College Take Vacations Gen Y Gen X Boomers Matures Get Divorced Plan for Retirement Second Family Remarry Adolescence Paradox Prison Paths of Life – The Way We Are Now Sources: PQ Media, VISA Buy vacation property Chance ? Independent Need connected-ness Lack of time Do it yourself Info seekers Solution seekers Info overload Desire choice

14. … how do you make the connection?

15. WHO IS YOUR CONSUMER?

16. … A CHRISTIAN FOR THE MOST PART

17. CTI and Bowker to Partner on Christian Segmentation Study

18. PubTrack TM Consumer – About A consumer survey panel that provides answers to consumer book and media and purchase behaviors.

21. Developing a consumer-focused strategy starts with asking lots of questions… What are their habits? Where do they shop? What do they belong to? What motivates their book purchases? How much time are they spending online? How often do they buy? Where do they get their information?

22. … consumers can tell us things that book data can’t … Micro Market Define our retail value Create special product Define the competition Purchase Motivation? Why did they buy it?

24. Reading in America – Reading Frequency

25. The “Who” insights into the book buyer

26. Who Buys Books? – Revenue generated by Christian segment

27. Who Buys Books? Generational profile of books purchased

29. Understanding generational diversity Christian Book Buyer Genre Purchases by Generation

30. Age Change in The Decade Ahead

31. . Who Buys Books? Gender

32. Male vs. Female Christian Fiction Gap

34. Active Female Christians – General vs. Christian Fiction Purchases

36. Who Buys Books? HH Income Levels by Panel Participation

37. Who Buys Books? HH Income Levels by $$ Spent on Books

38. Christian books Purchased by Active Christians sales by binding types

39. General Trade Books Purchased by Active Christians GT sales by binding types

40. Comparison of Product Types Purchased by Active Christians General Trade Titles Christian Titles

41. Wal-Mart Book Sales by Binding Type

43. . Who Buys Christian Books? Types of ‘Christian’ Buyers

45. The “Where” insights into where books are purchased

46. . Where are Books Purchased?

47. Where are Books Purchased? Direct to Consumer Subset

48. Where are Books Purchased? Retail Subset

51. The “Why” insights into motivation for purchase

52. Why books are purchased? Planned vs. Impulse

53. Why books are purchased? Purpose

55. The “How” How much are they spending? How frequently are they shopping?

57. Purchase metrics: Value per channel . .

58. Purchase metrics How much are they paying? . .

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