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Message from Lopez

Mark Yambot: Forging ahead by the power of reading

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Mark YambotMark YambotMark Yambot grew up in a home surrounded by books and believing in the power of reading to develop critical thinking and broaden one’s aspirations.  As head of Print Publishing and Ide8 (the branded marketing unit) of ABS-CBN subsidiary Creative Programs Inc. (CPI), he and his Books team are now in a position to nurture this love of books in today’s highlyconnected generation.

Joining ABS-CBN in 2007, Yambot first handled Business Development and Institutional Sales for ABS-CBN Publishing Inc. (API) and CPI. Previously in various leadership roles in Microsoft and Globe Telecom, he recalls being attracted by the immense influence of ABS-CBN on Filipinos.

Transformative power

“I always believed in the transformative power of content. I wanted to be part of that, and with my experience in IT and telco, I saw it as an opportunity to make a positive impact on ABS-CBN,” says Yambot, a business graduate of the University of the Philippines and the Asian Institute of Management.

In 2014, just as he was appointed managing director of API, the company’s core business of lifestyle magazines was challenged by shrinking demand and continued losses.   “At that point we had already discontinued 10 magazine titles over the prior 28 months, but we were still not profitable, and our revenue base was steadily shrinking,” Yambot recounts. “We needed a new source of sales…and coming from the success we had publishing Sen. Juan Ponce Enrile’s biography and DJ Chacha’s relationship advice book, we saw the potential market for doing quality books that captured the zeitgeist of the time. So with the support of our bosses Ernie Lopez (CPI president Ernesto L. Lopez or ELL), March Ventosa (SKY Cable president and chief operating officer), CVV (ABS-CBN COO-broadcast Ma. Socorro Vidanes) and Star Magic’s Mariole Alberto, we approached ABS-CBN artists who were potential authors and created several best-selling books with them.”

Hands-on with recruitment

Yambot credits ELL as being instrumental to the success of ABS-CBN Books.  “Beyond motivating us and always challenging us to create better content, ELL has been hands-on with the recruitment of our biggest authors.”

One of these was the late Sen. Miriam Defensor Santiago. “I still remember that morning Sen. Miriam met us in her living room. She was in her pajamas explaining that she had previously authored 19 serious legal books…and was curious that we were pitching for her to do a book of jokes and pick-up lines! ELL convinced her that there was a market for the book we were proposing because Filipinos love to laugh. Sen. Miriam eventually agreed, and 15 weeks later, we launched ‘Stupid is Forever,’ the most successful book in recent history.”

Relevant

As they continue to try to sign up new authors, ELL and Yambot are often asked if books are still relevant today. Are people still reading?  Yambot answers emphatically: “More than ever. You know, five years ago, people believed that with the rise of digital platforms, demand for physical books would shrink. But the opposite happened. The same digital platforms that were supposed to render books obsolete inspired a new generation of readers and writers as well as allowed for good stories to be more easily discovered. Social media made it more cost effective to create buzz and promote books to fandoms. And with the competitive e-commerce space, books can be ordered through online stores and delivered at affordable prices. It’s almost ironic, but you can say that our books business is really powered by digital,” he says. The book industry may look staid and predictable to outside observers, but Yambot says that every day is a battle for survival.

Sustained by hits

“Traditional retail channels have become cautious in stocking books, costs are going up while the market is more discerning since there are so many more options for content. We now compete for attention not only with traditional and social media, but also with streaming content and even gaming. Thus, we need to be better than everyone else in publishing and promoting timeless genres like romantic fiction and cookbooks while developing the next ‘super bestsellers.’ This is because the book industry, like most content formats, is sustained by its hits. We also have to look beyond the domestic market and publish books that will appeal to international readers.”

As such, Yambot is attempting to maximize the digital space to keep ABS-CBN Books competitive. The Books team has been using social media, Wattpad and the ABS-CBN Books UGC (user-generated content) platform NoInk to discover new stories and their next superstar author. As proof, he explains that Books head Kristine Hernandez and publisher Khuey Garces discovered their most successful authors like Queen Elly (“The Wrong Message” “Vince and Kath”), Binibining Mia (“I Love You Since 1892”) and Joena San Diego (“Letters to Solana”) through Wattpad and Facebook. And this September, ABS-CBN Books will be launching its first titles by international Wattpad and Asianfanfics writers Gaby Cabezut of Brazil and Priscilla Wu of Korea.

Growth area

“We also need a strong video play.” While e-books are a growth area, Yambot observes that there is an opportunity in creating videos on their books and authors. “YouTube gives our stories the highest possible discoverability. For the balance of 2019 we will be growing our subscriber count while using our channel as a laboratory to understand how to best monetize our content via audiobooks, book excerpts, reviews, author features and related content. The same way we were able to make our authors successful by earning from printed books, we also want to make them successful on digital…because at the end of the day, the continued success of a publishing house is dependent on the authors that it is able to attract and develop.”

The ABS-CBN Books team members are banking on their pioneering entrepreneurial spirit to bring out the best Filipino stories by constantly innovating the reading experience. His message to “LopezLink” readers: “Thank you for supporting ABS-CBN Books. If you have a book idea or a manuscript that you believe should be published, please come to us. We are always open to new stories. Oh, and of course, keep on reading.”

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Archive

  • ► 2022
    • ► December
      • • Let’s help one another heal
      • • Building a resilient Philippines
      • • Our hope this Christmas
      • • Remembrance, reflection, gratitude
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      • • Honoring the reason for Christmas
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  • ► 2020
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      • • Humanity at its finest
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  • ► 2019
    • ► December
      • • The truest treasure
      • • Continuing our great work
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  • ► 2018
    • ► December
      • • Let’s help keep the lights on
      • • Family is our place of love
      • • Spreading Christmas cheer
      • • Renewing family ties
    • ► March
      • • Keeping the lights on in the transition to an all-renewable future
  • ► 2017
    • ► December
      • • Together we have stepped up
      • • A year of rebirth and gratitude
      • • Looking forward, looking back
  • ► 2016
    • ► December
      • • Choosing to be powered by good
      • • Our mission remains the same
      • • Remember God’s love
      • • Changing with the changing times
      • • Each Christmas is a new opportunity
    • ► June
      • • Keynote Remarks of First Philippine Holdings chairman and CEO Federico R. Lopez at the 3rd Annual Summit of the Shareholders’ Association of the Philippines on June 17, 2016
      • • Keynote Remarks of Lopez Holdings chairman emeritus Oscar M. Lopez at the 3rd Annual Summit of the Shareholders’ Association of the Philippines on June 17, 2016
  • ► 2015
    • ► December
      • • Continue to push the boundaries
      • • We cannot lose hope in the Filipino
      • • Let us count our blessings every day
      • • Thank you for a remarkable year
      • • The wonders of Christmas
    • ► October
      • • Remarks of Chairman Emeritus Oscar M. Lopez, on the Lopez Achievement Awards 2014 held at Studio 10, ABS-CBN Compound on October 15, 2015
      • • Remarks of Federico R. Lopez at the 2014 Lopez Achievement Awards Ceremony held at ABSCBN Studio 10 on October 15, 2015
    • ► July
      • • For love of country, we are prepared to take action to make it better
    • ► May
      • • Remarks of Ambassador Manuel M. Lopez, Chairman and CEO of Lopez Holdings Corporation, at the Annual Stockholders’ Meeting held at Power Plant Mall Cinema, Rockwell Center, Makati City
      • • Remarks of Federico R. Lopez, Chairman and CEO, at First Gen Annual Stockholders Meeting on May 13, 2015
      • • Remarks of Federico R. Lopez at the Annual Stockholders' Meeting of Energy Development Corporation on May 5, 2015
      • • Oscar M. Lopez: even at 85, there are worlds left to conquer
    • ► April
      • • The legacy of heroes is the memory of a great name
      • • Oscar M. Lopez on Longevity and Success
    • ► March
      • • Remarks of Lopez Group Chairman Emeritus Oscar M. Lopez at the 2012 Commencement Exercises of the University of the Philippines and Conferment of the degree of Doctor of Laws, Honoris Causa
    • ► February
      • • Excellence is a Habit
    • ► January
      • • Towards A New Year of Promise
  • ► 2014
    • ► December
      • • Christmas is a time for gratitude
      • • Christmas message from Eugenio Lopez III
      • • Christmas message from Federico R. Lopez III
      • • Christmas message from Presentacion L. Psinakis
      • • Christmas message from Ambassador Manuel M. Lopez
      • • Christmas message from Oscar M. Lopez
    • ► October
      • • The Parley between Lopez and Marcos
      • • Why Choose Philippines?
      • • When War Escalates to Devastating Results
      • • The Inevitable Decline: Did Marcos Finally Go Too Far?
      • • Mayhem in Malacañang: Find Out What Caused Eñing’s Massive Fit
      • • The Yolanda Hero and the Unsung Hero
    • ► September
      • • Igniting the fallout: The unbelievable tactic President Marcos enforced
      • • Inspirational Remarks by Lopez Group Chairman Emeritus Oscar M. Lopez on the occasion of the Lopez Achievement Awards Ceremonies held at ABS-CBN Studio 10 on September 24, 2014
      • • A fork in the road: When two brilliant forces arrive at a point of dissent
      • • Discover what happened when a national problem took a turn for the worst
      • • Guess who came to the Nationalista victory party
      • • Don Eñing fights his greatest battle
    • ► August
      • • Remembering Ninoy this August 21
    • ► July
      • • CSR Challenges to Corporations
      • • Lessons from Typhoon Yolanda
      • • The exciting conclusion to the most epic chapter of the 100-year history of the Lopez Group (page 8)
      • • Lopez Values: a powerful rival makes an unforeseen move
      • • Remarks of Ambassador Manuel M. Lopez, Lopez Group Chairman at the Lopez Service Awards Night on July 2, 2014
      • • Just as Macapagal goes in for the kill, the chink in his armor is revealed
    • ► June
      • • From Bridges to Betrayal: the Lopez-Macapagal battle takes on another surprising twist
      • • Just When Macapagal Thought Victory Was His For The Taking…A Surprise Move from the Lopez Camp!
      • • Celebrating the Filipino Identity
      • • Chaos Warfare: Find out what brilliant tactic Don Eñing used to beat Macapagal at his own game
      • • Don Eñing lost BISCOM to Macapagal but What He Did Next Will Amaze You
    • ► May
      • • Defeating the Enemy with the Power of Unity and Trust
      • • Let’s celebrate something GOOD!
    • ► April
      • • The Start of an Alliance. Read page 8 of Underestimated webcomics
      • • Summer Break
    • ► March
      • • Facing a New Vendetta: Page 7 of Underestimated Webcomics
      • • A Bitter Demise: Page 6 of Underestimated Webcomics
      • • An Iroclad Approach: Page 5 of Underestimated Webcomics
      • • The adversary strikes back. Read page 4 of Underestimated webcomics
      • • Heritage and Love of Country
      • • What happens to Montilla in the Battle of Biscom?: Page 3 of Underestimated Webcomics
    • ► February
      • • How far have we come since EDSA 86 People Power?
      • • Outsmarting the Foe: Page 2 of Underestimated Webcomics
      • • Hope for the Laborers’ Plight: Page 1 of Underestimated Web Comics
    • ► January
      • • Resilient and Unsinkable: Why the Lopez Spirit Is Never Underestimated
  • ► 2013
    • ► December
      • • This season, Selflessness is more than possible
    • ► September
      • • To Fly and Fly Again comic series
      • • A Letter from Oscar M. Lopez
    • ► July
      • • Eugenio at Heart series
      • • A Lifetime of Excellence
    • ► June
      • • Independence and Nationalistic Pride
    • ► May
      • • Happy Mothers’ Day to everyone
    • ► March
      • • Pope Francis of the Poor and Lent
    • ► February
      • • Remembering the Spirit of EDSA
      • • Chinese New Year
  • ► 2012
    • ► December
      • • The Hope for Unity: The Winning Entries to the “What Do You Want This Christmas” Lopez Values Stars Facebook Contest
    • ► November
      • • What do you want this Christmas?
    • ► October
      • • LAA: Setting Ourselves Apart
      • • EDC and Claudio Bravo
      • • OML on Senator Juan Ponce Enrile’s Memoir
    • ► September
      • • In Pursuit of Education and Social Justice
    • ► July
      • • It’s Good to Go Green!
    • ► June
      • • Winners of the Nationalism Essay Contest
      • • Nationalism in the Workplace
      • • Nationalism and the Lopez Group Employee
      • • How can we express nationalism in our everyday work?
      • • Ang Pagiging Makabayan
      • • We now have our own Facebook page!
      • • Back-to-school this June
    • ► May
      • • Ready, Set, Succeed: OML’s Take on Life
    • ► April
      • • It’s More Fun to Choose Philippines
    • ► March
      • • How can we express our nationalism today in our everyday work?
    • ► February
      • • Dragon Energy
  • ► 2011
    • ► December
      • • This Season is the Best Time to Give Thanks
    • ► November
      • • A Whole New World
      • • Giving Voice to Lopez Values
    • ► October
      • • Serving the Kapamilya
    • ► September
      • • Social Responsibility
    • ► July
      • • Eugenio Lopez on his 110th Birth Anniversary
    • ► June
      • • Rizal the Sportsman and our Palaro
      • • It Is Never Too Late To Try Something New
    • ► May
      • • Giving Back
    • ► April
      • • Why Do I Climb Mountains?
      • • Lent at 81
      • • Creating Trust
      • • Getting Ready for the Big One
    • ► March
      • • Aligning the Values
      • • Unity in Tragedy
      • • Remembering the “Ides of March”
      • • Our Values Unite Us
    • ► February
      • • Love for Country
      • • Eyes on the Prize
      • • Happy Valentine’s, Kapamilya!
      • • Kung Hei Fat Choi!
    • ► January
      • • Are You A Lopez Values Superstar?
      • • Happy New Year, Kapamilya!
  • ► 2010
    • ► December
      • • Happy Holidays!
  • ► 0000
    • ►
      • • To survive and not despair

Web Comics

Enemy of My Enemy (Part 2)
Enemy of My Enemy (Part 2)
Enemy of My Enemy (Part 1)
Enemy of My Enemy (Part 1)
Underestimated
Underestimated
To Fly and Fly Again
To Fly and Fly Again

Under Estimated

 

Man in the Frame

 

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