Ten
things we learned at the IPG’s Virtual Spring Conference
Here
are just some of our top takeaways from the IPG’s first ever Virtual Spring
Conference on 2 and 3 June. We’d love to hear yours!
1. Tough times force innovation
Rebecca Smart, once of IPG member Osprey and now managing director of publishing at non-fiction giant DK, was one of several
Conference speakers suggesting that challenging times like these sometimes
prompt businesses to innovate and change for the better. They make large and
small companies alike more nimble, and more focused on what consumers need.
“This [pandemic] has shown that we can move faster than we ever thought
possible… it’s accelerated us into what would have been the future anyway,” she
said. “What consumers have got used to in the past few weeks is going to
continue, so we need to make sure we’re good at it.”
2. People will always want to shop for books
James Daunt, leader of Waterstones and
Barnes & Noble and always a popular speaker at IPG Conferences, looked
ahead to the time when bookshops can reopen. He conceded recovery might be
slow—“I don’t think there’ll be a rush back to the high street… people will be
cautious”—but said the lockdown has reminded people about the pleasures of
browsing books. “The shopping experience will change, but the attributes and
merits of shopping remain as clear as ever… We’ve learned during lockdown that
we need the physical connections of places like bookshops.” The future is
bright for independent publishers too, he said. “For nimble, clever, entrepreneurial
publishers, the age is as strong and vibrant and positive as ever.”
3. The way we work has changed for good
Leadership and entrepreneurialism expert
Mark Leruste joined the Conference live to explore how Covid-19 has changed the
way we live, work and come together—and how many of the changes will be
permanent. Anyone struggling with the switch to home-working shouldn’t feel bad
about it—“It’s OK to not be at your most productive during this crisis”—and
anyone enjoying the change ought not to feel guilty either, he said. Embracing
the philosophy of stoicism, establishing routines, keeping journals and making
time for “watercooler stuff” can all help people adjust to change, he said.
Above all, teams need to make sure they stay connected and clear about their
mission.
4. The supply chain is evolving
A session on the publishing supply chain
discussed the changes wrought by the pandemic. Ingram’s David Taylor said it
was accelerating the move away from over-printing towards print on demand, and
Caroline Summers of The Paperback Shop saw a similar move to a ‘virtual’ system
of wholesale and supply. Environmental concerns will give both those trends
more impetus. Meryl Halls of the Booksellers Association said she was
optimistic about the long-term future of independent bookshops, and David
Taylor said independent publishers should be confident too. “I’m very
optimistic for independent publishers, because their ability to reach markets
has never been greater.”
5. It’s a time to be flexible
Independents’ ability to respond quickly to
market dynamics has been much in evidence lately, and several sessions noted the
importance of staying nimble. A session on agile marketing from Kogan Page’s
Louise Dickens and Alison Middle showed how social media in particular can help
publishers connect direct to buyers. Agent Jonny Geller said independents’
agility in reaching consumers would come to the fore, and added they had a
crucial role in making publishing more inclusive too. “This could be an era
where independents surge… We look to our independent publishers for diversity
of ideas—that’s where we get the most range.”
6. We
need to open up on mental health
In a Conference session set over to the
issue of mental health, Melissa Doman, M.A. called for employers and employees
to have open and honest discussions about wellbeing. “Discussing mental health
at work is no longer a nice-to-have—it’s a necessity,” she said. “People have
been afraid of raising mental health issues at work, but that’s changing.” With
research suggesting that people who feel good at work are 28% more productive
and more likely to stay with a business, there are sound commercial reasons to
promote conversations too.
7. Data
is king
Several speakers emphasised the huge
importance of data in understanding and reaching readers, especially at a time
when so many are shopping online. Ingram’s Ruth Jones stressed the need to stay
on top of consumer behaviour, title availability and metadata in particular, and
Rebecca Smart suggested it can help to “think of metadata as merchandising”—a
marketing tool that helps people discover and buy content.
8. Starting a publisher is a rollercoaster ride
Two founders of new publishing businesses—Jenny Broom of Magic Cat Publishing and Adrian Hobart of Hobeck
Books—gave the Conference a very honest review of their ups and downs so far.
They agreed on the big benefits of working for yourself rather than a
corporate. “I feel fortunate not to have banks at our
throats and huge numbers of people to contact—we can make decisions and respond
nimbly to market conditions, said Broom. But it can be tough too: “It’s a daily
trade-off of excitement and fear… but you find a way to make it work,” said
Hobart. And independents have a unique spirit that can give them a competitive
edge: “People want books that matter and have heart—that’s where indies punch
above our weight. We live our companies and our books,” said Broom.
9. Get ready for the new office normal
A very useful session from Fox Williams’
Jane Mann primed employers for the practical and legal changes to workplaces
that are looming as the pandemic lockdown eases. She suggested that businesses
check their responsibilities and the latest government guidance, document all
their plans, risk assessments and health and safety policies, draft a
test-and-trace protocol, consult union reps and support staff with training and
information.
10. Virtual events can work!
When big industry occasions like The London
Book Fair started getting cancelled in the spring, there were doubts over
whether events could ever successfully go digital. Our Virtual Spring
Conference has shown that it’s possible to recreate the feel as well as the
content of a face-to-face event online, and the future will bring a blended
approach of physical and digital interactions. Thank you to everyone who made our
first virtual conference work so well.
Our
Virtual Spring Conference was supported by gold sponsor Ingram Content Group, silver sponsors PLS, ProQuest and ThePaperback Shop, and bronze sponsor Virtusales. We are hugely grateful to all our
sponsors, exhibitors, speakers and delegates.
For
more views from the Conference and its wide range of break-out sessions, take a
look at the #ipgsc hashtag on Twitter.