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Direi che il mondo dell’editoria, in ogni campo, può essere il maggior fruitore di quello che chiamano Social Media Marketing ossia l’utilizzo dei social media sia come osservatorio del mercato che come mezzo di promozione.
Sinceramente io non ritengo una decisione così sbagliata, dal punto di vista economico, quella di puntare sui best sellers (tanto profitto in poco tempo fà sempre gola no?!) mentre la condanno dal punto di vista culturale per tutte quelle ragioni che lei ha elencato. E concordo con lei nell’auspicare una maggior interazione tra le case editrici ed i servizi di stampa on-demand che garantirebbero la possibilità di mantenere un catalogo sempre più ampio sfruttando appunto l’effetto long-tail. Insomma. La convivenza secondo me è possibile e penso che questa sia la strada da seguire.
Un lungo articolo del Corriere di oggi riporta alcune statistiche interessanti a proposito della petizione Vladi/Carmilla.
I dati relativi alle vendite del 2001 e del 2006 dicono che il settore dell’editoria è cresciuto da 2,3mld (miliardi) € a 3mld€. Non male.
A livello di distribuzione l’aumento va attribuito alla crescita sostanziale del canale indiretto (da 1,7 mld€ a 2,3mld€): in particolare il fenomeno di questi ultimi anni sono state le edicole (sottolineo edicole) che hanno fatto fare un salto importante all’intero comparto (+0,4mld). L’edicola è cresciuta in termini percentuali molto più delle librerie e della grande distribuzione, di cui molto si è parlato. Va da sé che il canale edicola non si dedica granché alla cosiddetta coda lunga, ovvero a quei titoli che danno profondità al catalogo degli editori, puntando piuttosto ai bestseller e ai classici.
E internet? Certo, il canale è cresciuto, ma i valori assoluti rimangono contenuti. Nel 2001 il fatturato via Internet valeva 8 mil € (milioni, non miliardi); nel 2006 ne valeva 55. E’ vero che si moltiplicano gli spazi di vendita di libri rari (maremagnum.com, libreriachiari.it, nidabalibri.com), ma il valore totale di questa forma di vendita conta ancora oggi meno di un decimo delle edicole di cui sopra.
Che dire? Le statistiche del Corriere farebbero pensare che gli editori non sbagliano molto a scommettere su bestseller venduti attraverso canali pervasivi. Il meccanismo della coda lunga di cui ci parla Anderson nel suo libro prevede una domanda che non disdegna Gomorra o La casta, ma che dopo averli letti decide di approfondire. Da noi questo meccanismo sembra decisamente inceppato.
s.
Pochi (s)punti:
1. Attenzione a questa affermazione:
“Il canale edicola non si dedica granché alla cosiddetta coda lunga, ovvero a quei titoli che danno profondità al catalogo degli editori, puntando piuttosto ai bestseller e ai classici.”
Ma proprio i classici compongono la coda lunga a cui alcuni grandi editori, come racconta Genna, vorrebbero rinunciare. Solo che i classici vendono sempre e di continuo, magari poche copie all’anno, ma moltiplicale per tutto lo sterminato corpus di opere che noi chiamiamo “i classici” (Shakespeare, Goldoni, Pirandello, Voltaire, Cicerone, Cervantes, Melville, Zola, Leopardi, Flaubert, Goethe, Neruda, Jane Austen, Salinger, tutta gente i cui libri continuano a essere ristampati in diverse edizioni) e avrai proprio la classica coda lunga raffigurata da Anderson: dal punto di vista del business, vendere poche copie di tantissimi libri *continuamente* è importante quanto venderne moltissime di pochi libri una tantum. E dal punto di vista dell’investimento a lungo termine, è addirittura più importante, perché…
2. …concentrarsi sui best-seller a scapito del catalogo è come pescare con le bombe: prendi moltissimi pesci subito, ma intanto spopoli il mare e devasti i fondali dove i pesci depongono le uova, e presto non pescherai più niente, nemmeno con bombe più potenti. Il catalogo è il fondale marino dell’editoria.
3. Il segmento di “coda lunga” formato dai titoli di autori contemporanei è fatto delle back-lists di tantissimi scrittori, es. compro l’ultimo di De Lillo, mi piace, e allora decido di comprare anche uno o più libri precedenti. Con “Gomorra” ovviamente non esiste coda lunga, perché trattasi di libro d’esordio e di un autore che non ha ancora back-list.
Raccolgo gli spunti di WM1. La pesca con le bombe mi pare un’immagine azzeccata: il rischio di una concentrazione esclusiva sui bestseller e’ proprio quello di trovarsi in braghe di tela se il bestseller non ce l’hai piu’ l’anno dopo. I rapporti annuali dell’Associazione Italiana Editori (qui) spesso mettono in luce l’eccessiva dipendenza degli editori dai pezzi da novanta. Metti che un anno Moccia non ce la fa, che la Rowlings si dedica full time al parco a tema di Harry Potter e non scrive, e nel frattempo ho inaridito cataloghi e midlist, che combino? Preservare la varietà mi pare sensato da un punto di vista strategico. Certo: resta il problema che il catalogo ed il magazzino pesano economicamente, tuttavia è forse qui che le tecnologie di stampa “rapide” (senza arrivare al POD) potrebbero venire in aiuto.
Riprendo lo (s)punto 3 a mio avviso cruciale anche per spiegare l’inceppamento di cui parla Stefano. E’ il catalogo a non interessare lettori che cercano solo l’ultimo bestseller, o sono le librerie ingolfate dell’ultimo bestseller che frustrano la volontà del lettore di approfondire le backlist? Pensavo proprio a questo quando parlavo, forse impropriamente, di editoria di servizio: fornire servizi di scoperta ed accompagnamento al lettore potrebbe dare all’editore un’opzione diversa dal macero e dall’eliminazione del catalogo.
La teoria di Anderson è molto interessante ma a mio avviso si applica più ai distributori che agli editori. Sono lo scaffale e lo spazio limitato dell’edicola (in Italia) che falcidiano il catalogo: gli editori agiscono di conseguenza cercando di concentrarsi su quei libri che vendono di più, soprattutto nel breve termine (il conto economico vuole le sue soddisfazioni).
Ritorno sul punto sollevato da Stefano: sono proprio i meccanismi di scoperta alternativi a quelli classici a non aver preso ancora piede in Italia. Internet in primis ma anche tutto quel moltiplicarsi di festival/eventi che trattano argomenti di nicchia e autori emergenti hanno difficoltà ad incidere realmente sulle vendite. Difficile trovare i motivi di questa difficoltà. Mi domando però se non ci sia sotto una questione di scala. Come il caso Google dimostra, l’effetto di rete funziona su numeri molto grandi. I libri in lingua inglese possono vantare un mercato di fatto mondiale e su community di lettori molto vaste. L’italiano, lingua parlata da poco più di 56 milioni di persone, ci sta impedendo di accedere alla qualità di questi nuovi strumenti di approfondimento?
Marco
ho linkato il tuo blog in un articolo su Anobii e le librerie virtuali. ciao. W.
http://blog.libero.it/AltreLatitudini/4071630.html
Non ho nulla contro le edicole, né contro i grandi classici di sempre. Ho la sensazione (molto personale) che il canale edicola più che mettere in moto un processo di lettura su larga scala, abbia innescato un effetto “accaparramento”: l’idea di farsi una bella libreria “low cost” con tutti i dorsi di copertina color pastello ha molto stuzzicato gli italiani, forse convinti che i libri in libreria costano troppo.
So bene che gli editori campano sul fatto che molti di coloro che comprano libri poi non riescono a leggerli (io sono della categoria), ma nel caso delle promozioni Repubblica/Corriere la deriva ha probabilmente raggiunto il suo massimo.
Comunque, meglio libri in casa che frullatori multifunzione mai usati o cyclette ancora nel cellophane..
s.
ps. writer, adesso mi iscrivo anch’io a Anobil
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La teoria di Anderson è molto interessante ma a mio avviso si applica più ai distributori che agli editori. Sono lo scaffale e lo spazio limitato dell’edicola (in Italia) che falcidiano il catalogo.