In the dynamic landscape of book publishing, the rise of digital technology has heralded significant transformations, none more impactful than the advent of ebooks. For publishers, the ebook market opens doors to significant opportunities, especially in the consumer and library sectors. Despite the challenges and misconceptions that have slowed their adoption, ebooks offer substantial benefits. This blog post explores these benefits, examines the obstacles publishers face in making ebooks accessible to libraries, and highlights key trends and statistics underscoring the increased importance of digital lending.

The Consumer Market
 
Ebooks provide consumers with unmatched convenience and accessibility. Significant market shifts occurred with the launch of Amazon’s Kindle in 2007 (available in Australia in 2009) and Apple’s first iPad with iBooks in 2010. The proliferation of smartphones, tablets, and dedicated e-readers enabled consumers to carry entire libraries in their pockets. This portability is especially advantageous for avid readers and travellers, reducing the need for physical space and the burden of carrying multiple books. Despite the jokes about always needing a charger, ebooks quickly became the preferred format for high-volume readers, particularly in genres like science fiction and erotica/romance. Ebooks often come with adjustable font sizes, text-to-speech capabilities, and other features that enhance accessibility for readers with disabilities. These options make reading a more inclusive activity, broadening the potential audience for publishers.
 
The Library Market
 
Libraries have long been pillars of community and education, and the integration of ebooks into their collections only strengthened this role. For publishers, making ebooks available to libraries means reaching a broader audience who may not otherwise have access to their titles. Digital borrowing is particularly beneficial when physical library access is limited, as seen during the COVID-19 pandemic. Although Australian university libraries generally prefer digital formats, the pandemic significantly accelerated the shift to digital, especially for textbook publishers.
 
For the larger publishers, creating their own ebook platform for libraries meant they could encourage direct relationships with their customers but they also worked with the ebook aggregators to ensure they had their content available in all possible sales channels – but saw them as competitors in many instances rather than partners or even solutions in that market. Overtime the number of aggregators decreased as they were acquired and merged into other platforms e.g. ProQuest’s Ebook Central is the platform name created by the acquisition and merger overtime of EBL, MyILibrary, ebrary.

Library Suppliers
 
We first saw the big shift to digital content with the reference publishers - as it was encyclopedias and dictionaries that were the first to transition to digital and impact library supplier revenue back in the mid to late 2000s. To counteract that change, library suppliers would work with publishers directly on a commission basis selling the publisher’s own platform. They also had to partner with ebook distributors so they could continue their role in the library supply chain and meet the tender requirements of their customers, especially if they worked in the academic library space. Library suppliers and ebook aggregators are more or less one entity these days with ProQuest and Ebsco prominent in academic library markets. Overdrive/Libby and Borrowbox are prominent in public library markets but there are a number of options available and publishers should ensure their content is available in all sales channels.
 
Challenges
 
Libraries expect content to made available in all available formats – print, ebook, audiobook, databases, multimedia, online platforms etc – to meet the needs of their readers, students, lecturers or researchers. Despite the clear benefits, publishers have historically faced several challenges in making their ebooks available to libraries:

1. Licensing Models: Traditional one-copy-one-user models have often been at odds with the nature of digital content. Libraries and publishers have had to navigate complex licensing agreements that balance fair use with profitability. Ebook platforms now offer multiple licensing models  to publishers who are able to decide what works best in terms of commercial arrangements as well as aligning it to the company's business philosophy.
2. Pricing Structures: Publishers have sometimes struggled with pricing ebooks for libraries in a way that reflects the value of unlimited digital access while remaining affordable for library budgets. The fear of cannibalising print sales has also influenced pricing strategies.
3. Piracy Concerns: The ease of digital distribution has raised concerns about unauthorised sharing and piracy, prompting publishers and ebook distributors to implement stringent digital rights management (DRM) measures that can sometimes hinder the user experience.
4. Cost of Distribution: If the publisher does not have a distributor who handles their print and ebooks, tech systems capable of making the process easier are not affordable - so manual workflows need to be implemented. Smaller publishers do not the resources to handle ebook distribution for multiple sales channels - particularly as each distribution partner has their own way to ingest metadata (if ONIX is not an option) so data templates needs to be filled in separately, workflows documented and followed, and training available so staff – and new staff - understand the requirements of each platform.
5. Content Restrictions: handling rights and restrictions in author agreements can be tricky at the best of times! It’s critical that only books with digital rights are placed library and consumer platforms.

Trends
 
Despite these challenges, the trend towards digital lending is unmistakable. Recent statistics highlight the increasing demand for library ebooks:
 
Global Rise in Ebook Lending:
According to OverDrive, a leading digital reading platform for libraries and schools, 2023 saw over 500 million ebook and audiobook loans globally, a significant increase from previous years.
 
Academic and Scholarly Libraries:
A report from the International Federation of Library Associations and Institutions (IFLA) noted that academic libraries have seen a marked increase in digital lending, with ebooks comprising a substantial portion of their collections. In Australia, for example, academic libraries reported a 25% increase in ebook borrowing in 2022 compared to the previous year.
 
Consumer Preferences:
A Pew Research Center survey found that 28% of American adults had read an ebook in the past year, indicating a steady shift towards digital reading habits.
 
The Australian Context
 
For Australian publishers, the ebook market presents unique opportunities and challenges. The Australian Library and Information Association (ALIA) has been proactive in advocating for better access to ebooks for library patrons. In recent years, ALIA has worked with publishers to develop fair and sustainable ebook lending models that benefit both libraries and publishers.
 
A notable initiative is the National E-Deposit (NED) service, a collaboration between Australia’s national, state, and territory libraries. NED enables publishers to deposit digital publications, including ebooks, ensuring long-term access and preservation. This initiative not only supports the digital infrastructure for libraries but also provides publishers with a streamlined way to meet legal deposit requirements.

The Benefits of Multi-Format Availability
 
For publishers still hesitant to enter the ebook market, it is essential to consider the benefits of making content available in all formats:

• Market Expansion: Offering books in multiple formats—print, digital, and audio—allows publishers to reach diverse segments of the market. This inclusivity can drive higher overall sales and reader engagement.
• Enhanced Discoverability: Digital platforms often come with sophisticated search and recommendation algorithms that can increase the visibility of titles. Ebooks can also be sampled and recommendations shared more easily, fostering word-of-mouth promotion.
• Sustainability: Ebooks contribute to a more sustainable publishing model by reducing the need for physical resources such as paper and ink. This aligns with the growing consumer demand for environmentally friendly products.
• Data Insights: Digital formats provide valuable data on reader preferences and behaviours. Publishers can use these insights to make informed decisions about marketing strategies and future acquisitions.

Summary
 
Ebooks offer clear benefits to both consumers and libraries, providing convenience, accessibility, and broader reach. Although publishers have faced challenges in integrating ebooks into library collections, evolving licensing models, supportive industry initiatives, and growing demand for digital content make a compelling case for embracing this format. For Australian publishers, initiatives like the National E-Deposit service exemplify the forward-thinking approach needed to succeed in the digital age. By offering content in all formats, publishers can meet the diverse needs of their audience and ensure their continued relevance and success in an ever-evolving market


Our director, Rachael McDiarmid, has been in the library ebook space since 2003 and has championed digital content for decades - particularly in academic and scholarly publishing. She works directly with ProQuest for Ebook Central as publisher relations manager for the Australian and New Zealand market and consults regularly on ebook distribution, particularly for libraries. The number of publishers who don't have ebooks available for both consumer and library markets never ceases to amaze her. It's 2024 last we checked.

A number of months ago a good publishing friend - a director of an Australian press - told me I should have kept freelancing as more and more publishers need to call on experience and expertise, particularly in sales | marketing | distribution | operations - which is what I've essentially done for 27 years! With budgets getting tighter and tighter, and headcount always a bone of contention, having someone to provide the suite of services I do "on demand" was attractive because 1) financially the model makes sense (an hourly rate, 14 day account) 2) publishers, vendors and distributors know they can outsource tasks and projects to someone who knows what they are doing and 3) I had a great reputation in the marketplace for listening to what clients - and customers - wanted and delivering a professional service.

I thought about this for a while. The business had been very successful when I originally set it up and I had been regretting letting it dwindle, particularly in the past 12 months, while I worked full-time for a previous client. Once I went full-time, it was exhausting trying to do both for the first year or so but there was something attractive about freelance | contract | consulting work that appealed to me and I was beginning to miss the variety, the clients and the work. And then when not one, but two restructures (!) hit me, I knew it was time to go back.

Many publishers, booksellers, libraries, specialist resellers, authors, academics and professional associations know me and have worked with me in a variety of roles over the years I've been in the book trade. I'm probably most known for my work as publisher relations & marketing communications manager at James Bennett (a Baker & Taylor company), where I worked for 11 years. I had an amazing time there working not only on the library supply chain (primarily with academic publishers and digital vendors) but also on the wholesale/distribution side of Inbooks, which reported to me and was in many ways my "baby". I covered everything "e" and "p" and worked on some wonderful strategic projects with publishers. From distribution to marketing, ops and sales, I had a blast - getting to know publishers locally and internationally, from the small to the large, and distributors and vendors as far as the eye could see. It was a heck of a lot of work, particularly when I took on marketing on top of everything else, but I thrived in that environment -- and learnt a lot in the process.

So what can I do for you? What can't I do would be an easier question! (The answer is mass market publicity --- there are publicity experts out there with well established media contacts for your high profile authors. Oh, and I'm not experienced in video editing but am currently working on it using the apps I have through my Adobe Creative Cloud subscription). We can start at the very beginning - Writing, Proofreading, Editing - the basics are ingrained! Design. Flyers, brochures, POS materials. I like being creative. Digital Marketing - social media, email campaigns - I output campaigns with ease. Campaign Management. I love it. And let's talk Sales. Whether it's sales management or key accounts or even targeted business development, I know a lot of people and have a good network to call on. I've sold - and marketed - digital products for years and in my most recent role called on accounts directly for print as well. Double whammy! Library supply. In my blood. Special accounts. I love servicing the specialist resellers. Websites. How can you not love them? Planning and preparation, content management, design, analytics. Fun stuff! Operations. I'm not too shabby at the serious, back-end stuff and know my way around Bookmaster after more than 20 years of using it (oh remember those green screens!). Distribution. It's a tricky one (see my old blog post). I'm not doing it myself but I have worked with publishers on researching the market, getting feedback from customers, and making the right call on who they should use. These days it's a hard reality but the UK and US wholesalers do a pretty good job at reaching the ANZ market and if you can't get a local distributor to take on your list, let's talk about how to best use who does sell books successfully to this market. Once you've got the supply chain set-up, let's talk about sales and marketing. And re-read this paragraph to see how I can help you.

And lastly, don't take it from me. Go to LinkedIn to see what others say about me including all my years as a publisher relations manager. There's some wonderful recommendations and endorsements there. Then when you are ready, contact me.