This is the second in a series of three webinars between Bowker and Firebrand technologies. These webinars will help publishers to manage the varied characteristics of trade, ebook, and higher education metadata in this rapidly changing world of publishing. The Ebook Persona: What are the unique metadata challenges for digital works -- whether they have a print sibling or not?

1. •The Trade Print Book Persona
•The Ebook Persona: Today- March 3, 2016
•The Higher Education Persona: March 15, 2016
Three-part webinar series

2. The Ebook Persona

3. Agenda
• Ebooks Here To Stay
• Digital Original
• Ebook Metadata Elements
• Descriptive Metadata
• Key Takeaways

4. Ebooks Here To Stay
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Image
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5. Ebooks Here To Stay Despite Sales Decline
2010
Ebook sales on the
rise
Print sales decline
Panic over future of
print books
2014
Ebook sales
flatten
Print book sales
increase
Readers reveal
preference
Bookstore sales
on the uptick:
$10.9 billion*
2015
Ebook sales fall by
10% first half
Bookstore sales hit
$11.2 billion*
Digital natives
(AKA millennials)
prefer print to
digital**
*Figures released by U. S. Census Bureau.
**The Washington Post, “Why digital natives prefer reading in print. Yes, you read that right.”

6. Ebook Sales Decline…Let’s Calm Down
“We have to remember there has been a model shift in the
market, and the market is still absorbing that. There has
also been an adjustment in price points, and an adjustment
in consumer demand, as you would expect.”
Chantal Restivo-Alessi, Chief Digital Officer & Executive V-P of International for
HarperCollins*
*Publishers Weekly, “What Does 2016 Hold for Digital Publishing?”, January 1, 2016

7. Ebook Sales Driven By Online Discovery
“We need to find the right level of friction, the sweet spot for
facilitating browsing in the digital space.”
Richard Nash, Digital entrepreneur and publishing consultant*
*Publishers Weekly, “What Does 2016 Hold for Digital Publishing?”, January 1, 2016

8. Ebooks Are Just Another Format Choice
Readers want the format that suits them
• Print – Hardcover or Softcover
• Ebook – EPUB or PDF
• Audio – CD or Downloadable

9. Digital Original
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10. Digital Original…Publishing Today
XML
Tagged
Print
Digital
Metadata Marketplace
“It’s essential that today’s workflows are output-agnostic.”
Matthew LeBlanc, Digital Director Workflow at F+W*
*DBW, “How Ebooks Have Changed Book Production and Workflow”, October 31, 2013

11. Digital Original…Be Flexible

12. Digital Original…An Evolving Definition
From BISG’s Best Practices for Product Metadata-
DGO Digital original: 2013
A digital product that has no print counterpart and is
not expected to have a print counterpart.
DGO Digital original: 2015
A digital product that, at the time of publication, has or
had no print counterpart and that is or was not
expected to have a print counterpart for a reasonable
time (recommended at least 30 days following
publication).

13. Digital Original…An Early Example
2010 first time ebook edition in a
market before the print edition.
Capitalize on the book being a
finalist a literary prize.
Print edition out a month later.

15. Digital Original Via ONIX
Type: DGO
Reference: <EditionTypeCode>
ONIX 2.1 Short tag: <b056>
ONIX 3.0 Short tag: <x419>

17. Ebook Metadata Elements
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18. Digital ISBN Rules To Remember
content + print format
= unique ISBN
content + file format +
usage rights
= unique ISBN
PDF for library use
perpetual access
multiple use
limited printing
EPUB
sold by retailer to single
consumer

19. PDF EPUB
ISBNs for Different Formats

20. ISBNs For Enhanced Ebooks
Enhanced eBooks = unique ISBN
ISBN-13:
978-0-316-19803-5
ISBN-13:
978-0-316-17586-9

21. Shared ISBNs
vendor <> unique ISBN (but is allowed)
pricing <> unique ISBN (but is allowed)
Retailer A sells at $15.95
Retailer B discounts to $9.95
Retailer C tests at $3.95 for 30 days, then $15.95

22. Third Party ISBNs
Publisher
EPUB
Reformat for
particular
device
Printing
restrictions
put on
library
edition
Unique
ISBN
No printing
restrictions
on
consumer
edition
Unique
ISBN
Guidelines
• Link new ISBNs to publisher supplied ones
• Maintain publisher metadata for consumers
• Provide sales feedback using original ISBN

23. EPUB Format Via ONIX
<b014>EPUB</b014> Describes format
<b211>029</b211> Format from ONIX Code list
<b212>2</b212> EPUB version number
<b214>06</b014> Open ebook publication structure
<b213>Open Ebook Format</b213> File structure
Required

24. PDF Format Via ONIX
<b211>002</b211> Format from ONIX Code list
<b214>06</b014> PDF
<b213>Acrobat Ebook Reader</b213> File structure
Required

25. Descriptive Metadata
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26. Descriptive Metadata…Goes To Work
25

27. Ebook Cover Images

28. Submit Via ONIX
<ProductIdentifier>
<ProductIDType>15</ProductIDType>
<IDValue>9789027217356</IDValue>
</ProductIdentifier>
<ProductForm>DG</ProductForm>
<Title>
<TitleType>01</TitleType>
<TitleText textformat="02">&#39;Yvain&#39;
dans le miroir</TitleText>
<MediaFileLink>https://benjamins.com/covers/475_jpg/97890272
17356.jpg</MediaFileLink>

29. Watch For Errors
<productidentifier>
<b221>15</b221>
<b244>9780440339496</b244>
</productidentifier>
<b012>DG</b012>
<b211>029</b211>
<title>
<b202>01</b202>
<b203>Look at the Birdie</b203>
</title>
<mediafile>
<f114>04</f114> Front Cover
<f115>03</f115> JPEG
<f116>06</f116> Filename
<f117>9780440339496.jpg</f117>
</mediafile>

30. Send Metadata For Each Format
<relatedproduct>
<productidentifier>
<b221>15</b221>
<b244>9780307273062</b244>
</productidentifier>
<b012>DG</b012>
</relatedproduct>
Remember, if an ebook record is
communicated in the related product field,
you still need to send an individual
metadata record for every ebook edition!

31. Cross Reference All Formats
Audio
Ebook
Print

32. Related Item Composite
<productidentifier>
<b221>15</b221>
<b244>9780307271679</b244>
</productidentifier>
<b012>DG</b012>
</relatedproduct>
<productidentifier>
<b221>15</b221>
<b244>9780307273062</b244>
</productidentifier>
<b012>BB</b012>
</relatedproduct>

33. Prices

34. Retail Price With Discount Code
<price>
<j148>01</j148>RRP excluding tax
<discountcoded>
<j363>02</j363> Proprietary code
<j364>096</j364> Actual discount
</discountcoded>
<j151>6.99</j151> Price
<j152>USD</j152> Currency
<j161>20160212</j161> Price date
</price>

35. Retail Price With World Sales Rights
<price>
<j148>01</j148>
<j151>27.95</j151>
<j152>USD</j152>
<j303>WORLD</j303> Code for geographic area
</price>
Required

36. Agency Price With Individual Sales Rights
<price>
<j148>41</j148>
<j151>6.99</j151>
<j152>USD</j152>
<b251>AS</b251>
<b251>FM</b251>
<b251>GU</b251>
<b251>MP</b251>
<b251>PR</b251>
<b251>PW</b251>
<b251>UM</b251>
<b251>US</b251>
<b251>VI</b251>
</price>
Required
Rights Individual
Territories

37. Library Pricing Example
<price>
<j148>01</j148>
<j261>06</j261> Corporate price
<j151>23.74</j151> Retail price excluding tax
<j152>USD</j152>
<j303>WORLD</j303>
<j161>20140717</j161>
</price>
Required

38. PRINT EBOOK
Descriptive Metadata…A Final Note

39. Key Takeaways
• Ebooks Here To Stay
• Digital Original
• Ebook Metadata Elements
• Descriptive Metadata

40. Metadata Resources & Articles
Publishers Weekly, “What Does 2016 Hold for Digital
Publishing?”, January 1, 2016
DBW, Ebook Production FAQ, “How Ebooks Have Changed
Book Production and Workflow”, October 31, 2013
Book Industry Study Group (BISG), Metadata Standards & Best
Practices
Bowker, Metadata Title Submission Resources
Contact: Ralph.Coviello@bowker.com
Follow us on Twitter @Bowker & @firebrandtech

41. About Bowker
Bowker is the world’s leading provider of bibliographic
information and management solutions designed to help
publishers, booksellers, and libraries better serve their
customers. Creators of products and services that make
books easier for people to discover, evaluate, order, and
experience, the company also generates research and
resources for publishers, helping them understand and
meet the interests of readers worldwide. Bowker, a
ProQuest affiliate, is the official ISBN Agency for the United
States and its territories and is headquartered in New
Providence, New Jersey with additional operations in
England and Australia.

42. Webinar #2
The eBook Persona
© 2016 Firebrand Technologies

43. 1. Include as much metadata as you can.
© 2016 Firebrand Technologies

44. 2. Keep it up-to-date.
© 2016 Firebrand Technologies

45. ONIX 2.1
vs.
ONIX 3.0
© 2016 Firebrand Technologies

46. Benefits of ONIX 3
• Details about DRM and all related information on
restrictions
• Specifics about enhanced eBooks
• Tiered pricing and print-equivalent comparison prices
• Better descriptions of complex international sales rights
and markets
• Block update reduces the amount of data transferred
© 2016 Firebrand Technologies

47. EPUB format in ONIX 2.1
© 2016 Firebrand Technologies
Or…
EPUB format in ONIX 3.0

48. Additional Information
© 2016 Firebrand Technologies

49. Basic Digital-Only Title in ONIX 2
© 2016 Firebrand Technologies
Basic Digital-Only Title in ONIX 3

50. © 2016 Firebrand Technologies
Enhanced Title in ONIX 2
Enhanced Title in ONIX 3

51. Description on Amazon
© 2016 Firebrand Technologies

52. Other content on Amazon
© 2016 Firebrand Technologies

53. iBookstore Description
© 2016 Firebrand Technologies

54. iBookstore Description
© 2016 Firebrand Technologies

55. Apple Pricing Quirks
© 2016 Firebrand Technologies

56. Author Bios
© 2016 Firebrand Technologies

57. Adding ONIX to EPUB 3
© 2016 Firebrand Technologies

58. © 2016 Firebrand Technologies

59. © 2016 Firebrand Technologies

60. Resources
• EPUB 3 Accessibility Guidelines for ONIX (IDPF)
• Using ONIX 2.1 and 3.0 to describe ebooks and other
digital content (EDItEUR)
© 2016 Firebrand Technologies

61. Many thanks to these publishers for their samples!
Open Road Integrated Media David C Cook
© 2016 Firebrand Technologies

62. Joshua Tallent
Director of Outreach and Education
joshua@firebrandtech.com
978-225-2757
www.firebrandtech.com
@jtallent @firebrandtech
© 2016 Firebrand Technologies