From print to ebook: first steps and strategies

McKellar & Martin, a small Canadian children’s book publisher, converted their first titles from print to ebook in August 2013. They approached the conversion as a pilot project to develop their own digital publishing strategy. This report analyzes the development of McKellar & Martin’s strategy from the initial goal-setting to the point at which the ebooks were ready to go to market. The report reviews the publisher’s unique context, the audiences they aimed to reach, and the two titles selected for conversion. It provides a detailed account of the conversion process and tactics used, and discusses how McKellar & Martin overcame some unique challenges. The report concludes with recommendations for McKellar & Martin as they begin their ebook distribution and marketing. The aim of the report is to provide small publishers with a blueprint for developing their own digital publishing strategy that will stand the test of time.