No more book app sifting: PlayTales designed its bookstore within an app

Anna Abraham on PlayTales' strategies for success.

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A quick look at the bestsellers on the iPad indicates that kids books are a hot area. PlayTales is one of the leaders in this space, and I recently got to speak with their marketing and PR manager, Anna Abraham. If you’re not familiar with PlayTales, you’ll want to check out their free bookstore iPad app in iTunes. In this interview, Abraham talks about what makes PlayTales unique and describes how they’ve embraced the opportunities in children’s ebook publishing.

Key points from the full video interview (below) include:

  • It all starts with discoverability — PlayTales is a store within an app. It’s a one-stop option for parents, which helps them avoid the frustration of sifting through the app store. [Discussed at the 1:00 mark.]
  • Going beyond a single platform — Most publishers in this space are focused on iOS and little else. While the iPad is the dominant tablet platform (for now, at least), PlayTales is wisely investing in other platforms as well. [Discussed at 2:01.]
  • Most of their content is digital-first — Repurposing is tempting, but as PlayTales has found, a digital end-product is often best started from scratch. This approach also helps avoid some of the licensing and rights pitfalls that can come from reuse, especially when that existing content was contracted in the pre-digital era. [Discussed at 2:54.]
  • Exclusive vs. non-exclusive — You might be surprised to hear that PlayTales contracts with their authors on a non-exclusive basis. They believe they can earn an author’s loyalty by being a great publishing partner. What a concept! [Discussed at 3:35.]
  • Impressive stats — With approximately 1.5 million book reads per month and 3-5K new downloads per day, PlayTales is already reaching a sizable audience. More importantly, approximately 19% of the people who download the free app become paying customers as well. [Discussed at 4:20.]

You can view the entire interview in the following video.

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