#Canelo: From digital to print
Founded in 2015, Canelo is an independent London digital publisher. It has been established ‘with the intention of publishing a range of “engaging” fiction and non-fiction titles as e-books, apps and on the web.’ (Jones, 2015) while giving writers a better deal. (Canelo, 2019)
Despite the company’s will to be recognized as a digital publisher, it has annouced in late 2018 their wish to enter the print market. According to one of the founders, publishing books on paper could lead to a major growth:
The early signs suggest this will be a phenomenal boost. We think this could potentially double the size of the business over the next 18 months.
(Cowdrey, 2018)
It is an important decision for Canelo as it changes the company’s vision and objectives. In a world that is focusing more and more on the “digital” side of everything, it is interesting to see a step back to traditional publishing. Indeed, most publishing companies try to dvelve into digital in order to develop new markets, reach more people and sell more books. However, digital publishing is also known for costing less than traditional publishing which is a fair and common argument to develop that side of the industry.
Canelo’s market shift is probably due to the strong sales that printed books still achieve every year. Audiobooks and eBooks might be good and fruitful alternatives, however their sales cannot compete with printed books as Jones argues:
For years we have been told that printed books would decline, as vinyl, CDs and DVDs have, but the growth in physical book sales, the upswing in business at Waterstones and other smaller chains, and the rise in independent bookshop numbers (not just in the UK, but also in the US) shows that books are more resilient, that readers can discern a difference in experience between digital reading (or listening) and the physical object. (Jones, 2019)
Canelo realised that eBooks do not suit everyone and that some readers will not read a book unless is has been printed. It has indeed received ‘huge recent retail demand, with print numbers set to rise steeply over the next year.’ (Cowdrey, 2018).
Canelo will also probably have to rethink its strategy concerning royalties. Indeed, the company promises on its website their authors to receive “royalties starting at 50% and going up to 60% of all receipts”. If it is indeed achievable by publishing digital books it will be harder to keep that promise for the printed copies.
By willing to sell more books to more people they will have to lower their authors’ royalties in order to keep their numbers in the green. Will the authors’ deal be as good in print as it was in digital ? Probably not.
Cowdrey, K. (2018) “Canelo reveals ‘significant’ new print programme for 2019”, The Bookseller, 6 December. Available at: https://www.thebookseller.com/news/digital-publisher-canelo-reveals-new-print-programme-909346 [Accessed: 3 February 2019].
Jones, P (2019) “All the right moves”, The Bookseller, 29 January. Available at: https://www.thebookseller.com/blogs/all-right-moves-937451 [Accessed 3 February 2019].
Jones, P. (2015) “Millar, Bhaskar and Barreto combine for new venture”, The Bookseller, 12 January. Available at: https://www.thebookseller.com/news/millar-bhaskar-and-barreto-combine-new-venture [Accessed 3 February 2019].
Sabral, J. (2018) “Ebooks: How digital publishers are ‘shaking up’ the industry”, BBC News, 8 August. Available at: https://www.bbc.co.uk/news/entertainment-arts-45088172 [3 February 2019].
