The digital revolution may have changed the dynamics of the publishing industry but distribution of content remains a challenge. Four out of five publishers globally now digitise content but still struggle to properly distribute it online, say industry players.

“Distribution is an area where publishers are still evaluating the optimum solution,” says Jui Narendran, head of the ValueNotes Sourcing Practice. “There is an overall preference for third-party bookstores and channels such as the ones provided by Amazon, Sony, Apple and Google. However, each of these bookstores service consumers in millions.

The most notable threat is that of a publisher’s title getting lost in the noise. For example, Amazon’s Kindle bookstore now offers consumers over 6.3-lakh Kindle titles plus 18-lakh copyright free titles.” Any company that begins operating in a digital economy needs to understand the copious volumes of data that is being generated online, she adds. The challenge is in creating the right mix that optimises in-house channels and also leverages third-party ones.

The industry has recognised the need for multiple channels of distribution and e-books have started to contribute revenue to publishers, says Manish Singh, country manager of Harlequin Mills & Boon (India). Close to eight per cent of the company’s sales in India comes from e-books. Though this year, the company will equally grow its offline — retail and subscription channels and online distribution, Singh adds.

For publishers, the digital market presents a holistic solution, one that opens a channel of revenue with non-linear growth and ensures minimal costs of production and sales.

Kris Srinath, CEO of Qbend, says: “E-books not only offer cost benefits for the consumers but also provide great cost savings and increased benefits in terms of portability of content. However, the growth of the e-books market and the push on the publishers to improve digital sales are going to be constant factors in the next few years as publishers strategise to improve their bottom lines.”