Digital Strategy Into Action brentlewisharlequin ca Harlequin Enterprises

Digital: Strategy Into Action brent_lewis@harlequin. ca Harlequin Enterprises Limited 1

Harlequin • • • Over 120 titles published each month 26 languages 109 international markets 1, 300 authors 18 branded series 10 imprints Harlequin Enterprises Limited 2

Harlequin Loyal audience: • 50 million women readers worldwide • 131 million books sold New Audiences: • NASCAR branded publishing partnership • Non-fiction Harlequin Enterprises Limited 3

Harlequin is a destination Wal-Mart Series Section Harlequin Enterprises Limited 4

a digital destination Harlequin Romance Radio Harlequin Enterprises Limited 5

playground rules Harlequin uses digital to develop and sell entertaining content in a variety of formats, nurture reader relationships, and build our brands. Harlequin Enterprises Limited 6

Environment • fragmentation • entertainment competition • digital economics • discovery • digital generation • customer conversation • devices Harlequin Enterprises Limited 7

Framework Commerce Relationships Technology Enablers Content Marketing Harlequin Enterprises Limited 8

Outcomes & Enablers Commerce • • • Relationships • • • Community My. Space Facebook Applications Shelfari i. Heart. Presents Sony ebooks Amazon Sprint Audible Fictionwise Verizon Technology Enablers • Audio • Mobile • ebook • Digital • RSS Warehouse Content • • • Digitaized print works Bundles Chunks Repurposed Digital Only Other Entertainment Marketing Harlequin Enterprises Limited • • • Paid Search Widgets Natural Search email Banners Social Media 9

Strategic Considerations • technology will change, outcomes shouldn’t • no one knows how it will unfold • go beyond the restrictions of the physical world • do customers care? • what will you do and what won’t you do Harlequin Enterprises Limited 10

Strategy Into Action …ebook Program Harlequin Enterprises Limited 11

Myth: ebooks are only for Techno Nerds Harlequin Enterprises Limited 12

Myth: only kids get ebooks Harlequin Enterprises Limited 13

Reality: Women are ebook Readers Harlequin Enterprises Limited 14

Myth: ebooks are for Sci Fi Geeks Harlequin Enterprises Limited 15

Reality: Romance is a Fast Growing Genre in ebooks Harlequin Enterprises Limited 16

Myth: No Good ebook Reading Device Harlequin Enterprises Limited 17

Reality Harlequin Enterprises Limited 18

ebooks are about the Benefits, not the gizmos and gadgets Immediate Volume -- Storage Portability Product Opportunities Harlequin Enterprises Limited 19

Harlequin ebook Program • Launched 9 titles/month in Oct 2005 • 100% front-list in Sept 2007 • Priced lower than print version • Work closely with e. Retailers, software providers and industry groups to learn and educate • Published e. Book exclusive content May 06; Launched e. Book originals Aug 07 Harlequin Enterprises Limited 20

But… • Buying process needs to be simplified • Interoperability • Price • Focus on benefits not technology • Diversity and breadth of content Harlequin Enterprises Limited 21

Strategy Into Action …other commerce Harlequin Enterprises Limited 22

mobile: Harlequin On The Go Harlequin Enterprises Limited 23

audio Harlequin Enterprises Limited 24

emerging opportunities Harlequin Enterprises Limited 25

Strategy Into Action …marketing Harlequin Enterprises Limited 26

retailer support Harlequin Enterprises Limited 27

partner marketing Harlequin Enterprises Limited 28

partner marketing Harlequin Enterprises Limited 29

hard to ignore Harlequin Enterprises Limited 30

Strategy Into Action …content Harlequin Enterprises Limited 31

digital only content Harlequin Enterprises Limited 32

digital content Author Collections New Seasonal Anthologies Themed Collections Popular Characters / Stories Harlequin Enterprises Limited 33

mobile content Harlequin Enterprises Limited 34

content considerations • digitizing books is only the beginning • forget limitations of the physical world • embrace long-tail principles • attention span • readability on device • internal Harlequin Enterprises Limited 35

Strategy Into Action …relationships Harlequin Enterprises Limited 36

why did you choose that book? Harlequin Enterprises Limited 37

harlequin community Harlequin Enterprises Limited 38

harlequin community Harlequin Enterprises Limited 39

harlequin community Harlequin Enterprises Limited 40

podcasts • Monthly podcasts • Author interviews • Behind the scenes @ Harlequin • Insider Tips on how to get published from the Editors at Harlequin & Silhouette • Goal: Looking for new talent Harlequin Enterprises Limited 41

myspace Author Focused Brand Focused Harlequin Enterprises Limited 42

blogs Harlequin Enterprises Limited 43

blogs Harlequin Enterprises Limited 44

XM radio • serialized novels • three times a day Harlequin Enterprises Limited 45

second life M. J. Rose Reading Victorian Ball Harlequin Enterprises Limited 46

relationship considerations • takes time to maintain two-way dialogue • experiment perpetual be ta • value-add – exclusivity, insight, • internal logy o n h c e t a t , no an attitude l on , d e t a r systems get better the more people use it tro n o ’t c pe o o c small p ieces lo osely jo i ned Harlequin Enterprises Limited 47

next? • phones are the ebook reader • in 2007, 5 of the year’s top ten bestsellers were originally written on and for mobile phones • after their mobile success the titles were published in print Harlequin Enterprises Limited 48