![]() Shortly before Wrexford arrives, however, a mysterious stranger stabs Greeley to death at his desk. Distraught librarian Neville Greeley summons his family friend Wrexford to Oxford with a cryptic letter. “I think we have the scale and understanding of the data to continue to drive this business,” Slavin said.A scientific innovation stokes deadly rivalries in Penrose’s engrossing seventh Regency-era whodunit featuring the Earl of Wrexford and cartoonist Charlotte Sloane (following 2022’s Murder at the Serpentine Bridge). To that end, he is looking to add at least 7,000 new titles to Ignition this year from a combination of current publishers and new clients. “We will never be not profitable again,” Slavin vowed. The launch of Ignition also helped Open Road stay in the black after a number of years of losses. In January, sales of all of Open Road’s e-books, including those on Ignition as well as those sold from its own catalogue, rose 40% over January 2018, he noted. “We’re not seeing any decline in e-book sales,” Slavin said. That knowledge has allowed Open Road to counter the downward e-book sales trend traditional publishers are encountering. “Our job is to know what our consumers want,” Slavin said. Slavin credits Open Road’s two data teams and its marketing group led by Mary McAveney for building a base of consumers. Its platforms include Early Bird Books, a daily e-book deals newsletter and website The Lineup, aimed at fans of true crime, horror, the mysterious, and the paranormal The Portalist, targeted to fans of science fiction and fantasy Murder & Mayhem, for mystery and thriller readers The Archive, for fans of history and nonfiction and A Love So True, for fans of romance. Open Road takes care of all of the marketing of titles in Ignition and places them in the appropriate settings. He believes publishers are attracted to Ignition because it helps solve their biggest challenge in the digital age: discoverability. With a total of 24 million consumers viewing its six verticals last year, Slavin said, “we found we didn’t have enough content to meet demand.” He noted that every publisher that has participated in Ignition has put additional titles into the program. One impetus for starting Ignition was that Open Road needed to find more content to promote to its readers. ![]() Thirty publishers put a total of more than 6,100 titles in Ignition last year. ![]() According to the most recent data from Open Road, titles in the Ignition program have seen sales nearly triple from average sales before they were in the program. So far, surpassing the baselines hasn’t been a problem. The publisher receives 100% of sales until the baseline is reached, after which Open Road and the publisher split the additional sales. When entering the program, publishers provide Open Road with a historical sales baseline for each title (such as 100 downloads per month). Under its Ignition marketing services program, Open Road promotes titles from other publishers through its various digital platforms. What it does mean is that Open Road is devoting more resources to promoting e-book editions of backlist titles from other publishers. That switch, Slavin said, doesn’t mean that Open Road is abandoning its role as a publisher of almost 11,000 backlist titles. ![]()
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