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13th July 2016
BLOOMSBURY PUBLISHINGCAPITAL MARKETS DAY
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NIGEL NEWTONChief Executive
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https://www.youtube.com/watch?v=Oas502sKYQo
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AGENDA
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• Introduction
• Why we are investing in Bloomsbury 2020
• The competitive landscape
• New Product Development
• Selling and Marketing
• Finance
• Conclusion
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RICHARD CHARKIN Executive Director
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BLOOMSBURY ACADEMIC DIGITAL TEAM
Richard Charkin (OUP, Reed Elsevier, Macmillan and Institute of Phsyics)
Jonathan Glasspool (Cambridge University Press, Reed Elsevier)
Kathryn Earle (Berg Publishing)
Jenny Ridout (Media Technology Publisher, Reed Elsevier)
Pedja Pavlicic (Cengage)
Matt Kibble (Proquest)
Jacqueline Sells (Oxford University Press)
Jennifer Howell (Wiley Blackwell, Berg Publishing)
Jenny Cook (Pearson)
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BLOOMSBURY 2020Jonathan Glasspool
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WHY BLOOMSBURY IS INVESTING IN GROWING ITS DIGITAL RESOURCES PORTFOLIO
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• More sustainable revenues• Export-driven• Direct• High price• Proven knowledge of market• Proof of delivery• Exclusive IP• Proven ability to secure partnerships• Proven knowledge of licensing
agreements• Market scale
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DIGITAL RESOURCES: OVERVIEW OF THE COMPETITIVE
LANDSCAPEMatt Kibble
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COMPETITIVE LANDSCAPE: OUR APPROACH
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BLOOMSBURY’S DISTINCTIVE APPROACH
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• Bespoke solutions for specialist users• Subject focus in Arts & Humanities areas• Unique content in diverse formats• Specialist tools• Content partnerships
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PRACTICAL PRODUCT DEMONSTRATION:BLOOMSBURY COLLECTIONS
Matt Kibble
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HOW USER RESEARCH INFORMS NEW PRODUCT DEVELOPMENT
Matt Kibble
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WHAT IS USER EXPERIENCE RESEARCH?
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• Create wireframes 1 year before launch• Talk to representative users:
• Researchers, students & librarians• International
• One-hour one-to-one sessions• Task-based• Talk to users early & often:
• Wireframes > mockups > prototypes
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WHY DO USER EXPERIENCE RESEARCH?
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• Get the product right first time• Control costs • Speed to market
• Get concrete feedback from economic buyers• Stimulate demand for early sales
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DIGITAL RESOURCES: NEW PRODUCT DEVELOPMENT
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CASE STUDY:DRAMA ONLINE
Jenny Ridout
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DRAMA ONLINE
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Award winning site
ExclusiveIP
Leading brands: Methuen Drama, Arden Shakespeare
Faber, Nick Hern Books, Shakespeare’s Globe, BBC, etc
500+ playwrights
2000+ plays
A new way to experience plays
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DRAMA ONLINE
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Market Need
• Easily linked to from college networks
• Wider range of content (text, audio, video, image)
• Demand for digital library resources
• Constant access
Market Need
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DRAMA ONLINE
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2016• The Hollow Crown
Shakespeare Films Series 1 and 2
• BBC Drama Film Collection
2015• Nick Hern Books Play Collection
(400 plays)
• L.A Theatre Works (400 audio plays)
• Films: Shakespeare’s Globe, Maxine Peake’s Hamlet, Stage on Screen etc.
2013• Bloomsbury and Faber
Play Collection (1000 plays)
Growth – Partnership & Collections
2017• Playwrights Canada Press
and Aurora Metro Collection (300 plays)
• Bloomsbury scholarly works (300 titles)
o Theatre Studieso Shakespeare
Studieso Performing Arts
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PRACTICAL PRODUCT DEMONSTRATION:BLOOMSBURY FASHION CENTRAL
Jacqueline Sells
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SUBSCRIPTION PRODUCTS
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The BFC Value Proposition
• All content in one handy place for single access control – library friendly
• Subscription products all fully cross-searchable / interoperable
• The whole is greater than the sum of its parts
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Links to Fairchild Books and Fashion Photography ArchiveFully Cross-Searchable
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EXHIBITIONS ARCHIVE
• NEW to Berg Fashion Library
• Accurate exhibition data for researchers
• Images of highlights and key pieces
• Curator comments
• Provided by top international museums
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Launching Summer 2016
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600,000+ IMAGES
Womenswear Menswear Couture Ready-To-Wear
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RICH AND ACCURATE DATA
House: Christian DiorLabel: Dior CoutureDesigner: John GallianoSeason/Year: Fall/Winter 1998Place: ParisPhotographer: Niall McInerneyPeople: Linda EvangelistaGarments: dresses, jackets, coats –pelisses, accessories – cap, earrings, ringsColors: yellow, white, grey, green, orange, red, blue, goldThemes: historical dress, tribal
Related images
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Launching Summer 2016
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• Features approx. 140 Fashion Studies Textbooks – available as subscriptions for libraries
• Simultaneous multi-user access –tremendous value for money
• STUDIOs: Rich online ancillaries featuring timeline, videos, quizzes, flashcards
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PRACTICAL PRODUCT DEMONSTRATION:BLOOMSBURY PROFESSIONAL ONLINE
Steve Savory
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BLOOMSBURY PROFESSIONAL ONLINE
• Weblink: www.bloomsburyprofessionalonline.com
• Username: bloomsbury137
• Password: bloomsbury137
• For 48 hours only
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HOW USER RESEARCH INFORMS NEW PRODUCT DEVELOPMENT
Matt Kibble
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WHAT IS USER RESEARCH?
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• Create wireframes 1 year before launch• Sit down with representative users:
• Researchers, students & librarians• International
• One-hour one-to-one sessions• Task-based• Repeat during development & before
launch (prototypes)
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WHY DO USER RESEARCH?
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• Prioritise requirements• Get the product right first time• Keep development costs down
• Get concrete feedback from economic buyers• Stimulate demand for early sales
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FUTURE PUBLISHING PLAN:PRODUCT PIPELINE
Matt Kibble & Jonathan Glasspool
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BLOOMSBURY POPULAR MUSIC
Encyclopedia of Popular Music of the World (14 vols)
• Unique scholarly content on modern urban popular music
• 200+ countries• Entries on cities, districts,
genres, instruments, media
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BLOOMSBURY POPULAR MUSIC
• 33 1/3: 120+ volumes of indepthcommentary on landmark albums
• 33 1/3 Global: new series focusing on albums from Brazil, Cuba, Japan …
• New titles added each year
Features• Artist pages• Interactive map• Timeline of Popular
Music42
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• 10 million words• World History of Design
(2 vols)• Bloomsbury Encyclopedia
of Design (3 vols)• Encyclopedia of Asian
Design (4 vols)• Design: Critical & Primary
Sources (4 vols)• 50+ eBooks• Image collections from
museums & archives
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BREAK
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DIGITAL RESOURCES: SALES
Jacqueline Sells
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CUSTOMERS
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Groups of Customers
• Librarians
• Academics
• Students
Routes to sell:
• Direct to budget holders
• Consortia
• Academic distributors
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Research and match
potential customers to product mix
Implement marketing
campaign to secure trials
Sales team contact
customer establish
needs
Ensure strong usage during trial
Close sale and upsell other
products
Product and Customer Training
Ensure good usage to
guarantee repeat subscription sale
SALES CYCLE
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CUSTOMERS - REQUIREMENTS
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1. Digital Rights Management 2. Hosting fees 3. Regular and robust updates 4. High increase in journals pricing 5. Discoverability 6. Usage statistics 7. Evidence based acquisition and demand driven acquisition 8. Accessibility standards 9. Maintaining access
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SUCCESS STORIES
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Very large East Asian university library £168,000Bloomsbury Collections
Large Canadian university £80,000Bloomsbury Collections
East Coast US academic library £77,000Bloomsbury Collections
Large UK research university £33,764 Drama Online
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DIGITAL RESOURCES: MARKETING
Jenny Howell
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MARKETING TO LIBRARIANS
REGISTER • TRIAL
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Marketing Channels: Libraries
• Sales collateral
• Library conferences
• Electronic: library emails; listservs; librarian site
• Print: catalogues; adverts and reviews in library press
• Promote platform and brand
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MARKETING TO ACADEMICS
Marketing Channels: Academics
• Usage: drive traffic to content via email and web (links, SEO); institutional campaigns
• Drive recommendations; enlist authors
• Help librarian e.g. welcome pack
• Promote content
READ • RECOMMEND
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DIGITAL RESOURCES: TECHNOLOGY
Pedja Pavlicic
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CURRENT TEAM
Content Architecture
Content Conversion
Software Engineering
Content Quality
Assurance
Project Management
User Acceptance
testing
Content Engineering
Business Sponsors
Product Management
Bloomsbury Product OwnersBloomsbury Digital TeamExternal vendor services
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CURRENT PRODUCT DELIVERY PROCESS
User Experience Research
Requirements Content Architecture
Content Conversion
Content Quality
AssuranceSoftware Iterations
User Acceptance
TestingPromote to
Live
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OBJECTIVES
• Potential to deliver 10 products per year• Drive the delivery costs down• Keep innovating across product portfolio
• Define content formats for the 5 year publishing roadmap• Define best of breed user experience for those• Define corresponding content architecture• Build the platform which supports flexible product configuration• Eliminate software development dependencies from product delivery
process• New content workflow & tools
2020 APPROACH
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TECHNOLOGY PARTNER
• http://www.photon.in/• Digital innovation partner for 34% of Fortune 100• Expertise across publishing, finance, retail, IT, pharma…• 3,600 engineers in US, India, Indonesia, Netherlands• Currently serving 150M consumer digital touchpoints every day
USNetherlands
India
Indonesia
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2020 PRODUCT DELIVERY PROCESS
Content Conversion Content QA Configure
Product
Test Promote to Live Quarterly platform
iterations
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CURRENT STATUS
Current Status
• Platform design state complete
• Currently in the first sprint
• First product launch – December 2016
• Content workflow business process analysis – December 2016
• Second product launch – February 2017
• Product roadmap ready – March 2017
• Up-skilled content QA team to do content engineering
• Currently on schedule, budget and scope59
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FUTURE TEAM
Content Architecture
Content Conversion
Software Engineering
Project Management
UAT
Content Engineering
& QA
Business Sponsors
Product Management
Platform Lead
Data/Usage Analyst
Content QA
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DIGITAL RESOURCES: FINANCE
Jenny Cook
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ILLUSTRATIVE LIFE CYCLE
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Increased contribution as product
matures
Revenues recognised over life of
subscription
Content & Development
costs capitalised
Low incremental
costs post launch
£0
£700k
-£400
Cash Inflow/(Outflow)Cumulative CashRecognised Revenue
Time
£000 Yr 0 Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 T otal
Cash:Cash billings -- 264 288 400 430 450 1,832Direct Cost (10) (40) (40) (40) (40) (40) (210)Fixed Overhead (160) (180) (180) (80) (60) (60) (7 20)CAPEX (200) (120) (50) (40) (40) (30) (480)Cash Inflow/(Outflow) (37 0) (7 6) 18 240 290 320 422
Profit:Recognised Revenue -- 192 256 380 420 430 1,67 8Direct Cost (10) (40) (40) (40) (40) (40) (210)Fixed Overhead (160) (180) (180) (80) (60) (60) (7 20)Amortisation -- (64) (7 7 ) (90) (110) (139) (480)Contribution (17 0) (92) (41) 17 0 210 191 268
Investm ent Profile
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FINANCIAL HIGHLIGHTS
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Target Revenues £15m and profits £5m in 2021/22
Cash payback in fourth full year 2020/21
Peak net incremental investment £2m in 2017/18
Illustrative Digital Resource Profile
-
5
10
15
20
25
30
35
40
FY17 FY18 FY19 FY20 FY21 FY22
Cum
ulat
ive
no. L
aunc
hed
prod
ucts
Recognised revenue
Profit
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KEY ASSUMPTIONS
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Key assumptions factored into the Project 2020 Financial Model:
• Individual product sign-off process• Revenue
• No. Products• One-time purchase vs. subscription
• Costs• Headcount• Product Development
• Capital Spend
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UPDATE: BLOOMSBURY CONSUMER
DIVISIONEmma Hopkin
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Consumer Book Market in the UK and US 2015
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MARKET GROWTH SEEN ACROSS MOST TERRITORIES EXCEPT EUROPE – PRINT ONLY
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UK MARKET - BROAD SECTOR YoY CHANGES –PRINT ONLY
Percent Change - 2014 vs 2015 (52 weeks)
5.1%
9.2%
2.9%
5.2%
6.6%
0.2%
9.7%
3.6%
0.9%
3.7%
Children's excl Y5
Trade Non Fiction
Specialist Non Fiction
Adult Fiction
TCM
Volume Value
Nielsen BookScan
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US BOOK INDUSTRY – CENSUS BUREAU
2015 vs 2014
• Bookstore sales rose 2.5% to $11.17bn up from $10.89bn in 2014
• Retail segment sales rose 1.4% in 2015 vs 2014
Census Bureau includes book and non book items sold in brick and mortar stores only.
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US MARKET – NIELSEN BOOKSCAN UNITS – PRINT ONLY 20152015 total Bookscan units sold: 664,989,000
• Retail 557,341,000 (+7%) • Mass Merch/Other 107,648,000 (-7%)
2014 total Bookscan units sold: 635,093,000
• Retail 518,901,000 (+3%) • Mass Merch/Other 116,191,000 (-2%)
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Nielsen BookScan
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#1 IN US MARKET – PRINT ONLY 2015
#1 Adult fiction title vs last year
–Go Set a Watchman 1,606,456 units vs. Gone Girl TP 962,797
#1 Adult non-fiction title vs last year
–Life Changing Magic of Tidying Up 1,175,998 units vs. Killing Patton 1,190,152
#1 Kids title vs last year
–Wimpy Kid #10: 1,515,913 units vs. Fault in Our Stars TP: 1,813,574
Nielsen BookScan
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US MARKET - AAP SNAPSHOT 2015 VS 2014 ($M)
Genre 2015 2014 Variance
Adult 4943.6 4835.8 +2.2Children’s 1708 1764 -3.2
Adult:HB – 0.5%PB +16.2%E -9%
Children’s & YA:HB -7.7%PB +19.5E -43.4%
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AAP Snapshot – Association of American Publishers Snapshot December 2015
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UK MARKET - PA SALES MONITORS Q4 2015 (£M)
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Genre 2015 2014 Variance
Fiction 505.7 515.9 -2.0Non-Fiction 626.5 578.1 +8.4Children’s 256.2 285.2 -10.2
Adult:Print Fiction +1.9Print Fiction (hardback) +0.8Print NF (paperback) +8.7Print NF (hardback) +17.1E fiction -7%E NF -8.2%
Children’s:Print ‐ 4.2%E -30.2%
Publishers Assocation Yearbook 2015
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BLOOMSBURY BRAND VALUES
“An independent publishing house providing a bespoke service to the author” Times 1986
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BLOOMSBURY BRAND VALUES
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Independent:• Opportunistic• Versatile• Ebullient/active
Quality:• Literary
excellence• Award winning
design
• Author loving• Creative and
innovative
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CONSUMER PUBLISHING STRATEGY
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• Global – taking advantage of our structure
• Brand values
• Author care
• Direct to consumer – engaging the reader
• Best practice with system and structural efficiencies
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ADULT STRATEGY
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• Global structure and transatlantic relationship
• Rigour into acquisition strategy –targeting growth
• Fresh talent coming to UK team• Focus on Crime and Literary
Fiction• Brand management – pick the
winners and exploit the silverware• Introduce illustrated non fiction
publishing• List focus leading to publishing
fewer books
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CHILDREN’S STRATEGY
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• Harry Potter publishing programme continues – 20th
anniversary of Harry Potter and the Philosopher’s Stone June 2017
• Continued rigorous acquisition strategy
• Growth of brands• Outright acquisition of copyright in
content and illustration• New partnerships• Beyond the Book
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CONSUMER PUBLISHING - CONCLUSIONS
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• Positive market place
• New talent and management – new acquisition strategy
and focus
• Direct to consumer – direct opportunities to the market
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BREXIT AND BLOOMSBURY
Nigel Newton
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+- Strong overseas currency revenues - Less susceptible to macroeconomic cycles- Not exposed to banking or property - 2020 growth plan heavily focused on US market- Good post-Brexit publishing retail sales
-- UK macro uncertainty - Overseas print prices
BREXIT AND BLOOMSBURY
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KEY EXAMPLES OF LONG TERM VALUE OF BLOOMSBURY IP
- Harry Potter
- Drama Online
- Bloomsbury Professional Online
- Methuen Drama
- Khaled Hosseini
- Sarah J Maas
Generated £472,000,000 of cumulative revenue life to date
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CONCLUSION
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QUESTIONS
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INVESTOR RELATIONS CONTACTS
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Nigel Newton | Chief ExecutiveWendy Pallot | Group Finance Director
50 Bedford SquareLondonWC1B 3DPTel: +44 (0)20 7631 5630
Daniel de BelderBell Pottinger
Holborn Gate, 330 High HolbornLondon WC1V 7QDTel: +44 (0)20 3772 2500
www.bloomsbury.com
www.twitter.com/bloomsburybooks www.facebook.com/bloomsburypublishing
www.youtube.com/bloomsburypublishing www.instagram.com/bloomsburypublishing
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DISCLAIMER
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Statements contained in this presentation are based on the knowledge and information available to the Company's directors at the date it was prepared and therefore the facts stated and views expressed may change after that date. By their nature, the statements concerning the risks and uncertainties facing the Company in this presentation involve uncertainty since future events and circumstances can cause results and developments to differ materially from those anticipated. To the extent that this presentation contains any statement dealing with any time after the date of its preparation such statement is merely predictive and speculative as it relates to events and circumstances which are yet to occur. The Company undertakes no obligation to update these forward-looking statements. This announcement does not constitute an invitation to underwrite, subscribe for or otherwise acquire or dispose of any Bloomsbury Publishing Plc shares. Nothing in this announcement should be construed as a profit forecast.