Day: September 30, 2009

Getting to Digital

Beastly goings on
There have been a few pretty big moves in the last few days towards what seem (At least to me) sensible models for getting digital and quickly. The first is Tina Brown’s The Daily Beast‘s deal with Perseus Press that the NYT featured yesterday:

Ms. Brown said that Beast Books would select authors from The Daily Beast’s cadre of writers, most of whom are paid freelancers, to write books with quick turnarounds. She said she planned to publish three to five books in the first year.

The beauty of the deal though is that they making digital first publications:

Beast Books, that will focus on publishing timely titles by Daily Beast writers — first as e-books, and then as paperbacks on a much shorter schedule than traditional books.

I rather hope this works, it certainly sounds like a good news story if it does. The model seems sensible, it capitalises on the eyeballs the Daily Beast is dragging and as The Big Money puts it in a sensible and thoughtful paragraph:

The good news is that this is exactly what digital publishing needs to fuel its growth: a product ideally suited to a new technology. Brown’s entry into the field validates the idea of writing specifically for the Kindle and its competitors, a huge vote of confidence in the tools. The less-great news is that for all of Brown’s talent for attention-getting, the Daily Beast may not have the right content to drive sales. Which just might be the point of the whole deal—with Brown using the book deal as a back door to better content.

Disney Digital

Disney Digital


Disney’s gamble
There have been some negative comments about Disney’s newly launched program that provides online access to 500. As the NYT (again) puts it:

In what it bills as an industry-defining moment — though rivals are sure to be skeptical about that — Disney Publishing plans to introduce a new subscription-based Web site. For $79.95 a year, families can access electronic replicas of hundreds of Disney books, from “Winnie the Pooh and Tigger Too” to “Hannah Montana: Crush-tastic!”

DisneyDigitalBooks.com, which is aimed at children ages 3 to 12, is organized by reading level. In the “look and listen” section for beginning readers, the books will be read aloud by voice actors to accompanying music (with each word highlighted on the screen as it is spoken). Another area is dedicated to children who read on their own. Find an unfamiliar word? Click on it and a voice says it aloud. Chapter books for teenagers and trivia features round out the service.

I like this idea because it is heading more towards the type of product that can win the battle for attention and hold its own against numerous distractions. What is more, a site like this (and being a site is crucial) has a certain seamless quality, it fits into the web rather than standing aside from it in a “connected” device. It will simply be a rich content website that you happen to pay for! That is important! that, I believe, is the future.

Both these moves are taking big publishing digital very rapidly. This is a space to watch!
Eoin

Branding & Publishing

The things that get you thinking
I’ll be speaking during the Pech Chang session at TOC Frankfurt in October. I’m going first and frankly, I’m terrified. Even so I’m looking forward to it. It feels like an opportunity to talk about some of the forces shaping the future of publishing and books.

I mention it because one of the things I will be talking about is Branding and why, in a nichified world, it will become increasingly important. This has been an absolutely huge meme online in the last few days and it’s worth sharing some of those thoughts here.

Mike Shatzkin, as ever, was there ahead of me and many others, with an interesting piece on his blog. He focused on the reason why publishers need to understand brand:

In the next 20 years or so, the brands that will dominate for a very long time will be created.

Why?

Because the organization and delivery of stuff — including information — is being realigned into verticals; that is: subjects. The requirements of physical delivery required aggregation across interests that the Internet does not. So enduring horizontal brands of content like newspapers or book publishers but also outside content, among retailers, for example, that thrived across interest groups will find themselves challenged by new brands that are narrower and deeper. Being narrower and deeper permits a much more involved engagement with the audience. It strengthens the brand.

Read the rest of the article, it makes complete sense, echoes much of what I think and places the conversation in context from a publishers perspective.

Then Seth Godin spoke at a small event organised by the DPG in New York and touched off a firestorm! And for reasons I cannot quite get a handle on. The video’s don’t seem too radical to me, but you be the judge:

And Eugene G. Schwartz’s blog about the talk over at Personanondata make me think that the ony issue is that some people haven’t seen the truth, that the digitisation of reading, makes publishers largely irrelevant unless they react adapt and change.

Patrick over at the Vroman’s blog has a wonderful post that nicely sums up some of the arguments of Stein, alludes to some of and suggests some positive views too. The subsequent discussion is worth reading as well.

What this all comes down to of course is that as Don Linn noted in the tweet below, business models are all very well, but profitable business models are hard to find.

Profit is good!

Profit is good!

Bob Miller, in this video from Ron Hogan, says pretty much what Don and Seth are saying but from the finance side of the fence.

Changing a brand and making it matter will not be THE panacea, publishers will still shrink and they may well not survive as large companies. If they do, they will publish books (as Richard Eoin Nash has said and wouldn’t you know it, I cannot find the link, but here is a general one for Richard) like movies are currently produced.

That is because the internet and digital media enables the removal of every single point in the value chain except author and consumer. In this model the only scale that needs large capital (and furthermore justifies the application of capital with large rewards) is when you need to market to everyone, brand will enable you to connect with niche reader and writers at as granular a level as you can building something that is worthwhile to readers, so worthwhile that they give you money. Of course, who YOU are may not be a publisher.

Working on letters and notes, thoughts and ideas, trying to avoid too many down thoughts!
Eoin