Publisher 2.0 and the future of the book publishing industry

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BEA12 was a fascinating display of the book world, as publishers, distributors, book sellers, and fans all mingled in a giant cavernous hall at the Javits Convention Center next to Blogworld. (Blogworld attendees got into the BEA expo floor for free) There was a grim attempt to highlight digital book reading technologies without showcasing the fact that most digital book technologies circumvent the publisher entirely, which was quite fun to look at. The contortions required to avoid using the words “Amazon Kindle” were worthy of a yoga expert.

The elephant in the room was the fact that self-publishing (which is now apparently called independent publishing) is connecting authors directly to their audiences. Other than the promise of getting paper books on shelves in book stores, there wasn’t a huge amount of discussion or display on the expo floor about what publishers had to offer.

Jim Kukral and Scott Stratten, on their panel, did a great job of summarizing the differences between publisher-signed book publishing and independent book publishing. The short of it is simply this:

If you want maximum distribution and exposure, go with a publisher. This is the “book as business card” route.

If you want maximum revenue and ownership of your works, go independent. This is the “book as revenue stream” route.

Neither is wrong as long as you’ve aligned it to your goals.

This poses an interesting question: what does Publisher 2.0 look like? The publishing world is struggling to remain relevant. Here are a few things that occurred to me as I walked around the Javits hall.

1. Publisher 2.0 is a marketing house first and foremost. The promise to authors is easy: unless you’re really good at marketing, we’ll help you market in exchange for a cut of the revenues. This would mean the publisher has a robust audience that attracts authors who simply don’t want to market themselves. The more of the marketing services an author uses, the more the publisher gets of the revenue split.

2. Publisher 2.0 is a skills house. Want your manuscript in iBooks, Kindle, and Nook, but don’t know how to do it? Publisher 2.0 has people who do the work for you, either at a set fee or a percentage of revenues if you sign with them. Want an audio book? Publisher 2.0 hooks you up and finds you a reader if you don’t feel comfortable on a mic. Want an iPhone app? Publisher 2.0 finds you a developer.

3. Publisher 2.0 is a quality check. The downside of independent publishing is the same as its upside: anyone can publish. That means books filled with garbage, with incorrect data, with grammar that would make your third grade teacher put away her 12 inch ruler and slap you upside the head with a granite yardstick. Publisher 2.0 is a quality check that has editors, correctors, and proofreaders helping do what your friends won’t: if your book sucks, you will know, and then they will help you make it better.

4. Publisher 2.0 is a service, rather than representation unless you want it. Rather than sign your rights over to them, you simply hire them like any marketing firm. It also means that they can work for a fee for service rather than be saddled with your works and vice versa. If you have the cash in hand, you can pay for the service outright, or you can take out a loan and be represented by them (which is effectively what a book advance is anyway).

That’s where, in my admittedly amateur view of the publishing industry, where publishers must go if they want to survive and remain relevant. What do you think?


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Flaws, transformation, and Steve Jobs

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Over the long weekend I had enough time to read the Walter Isaacson biography of Steve Jobs. Talk about a wonderful read, engrossing from start to finish. It was clear even just early on in the book that Steve was a very flawed individual with many personal demons that chased him throughout his life, and ultimately likely were partly responsible for his untimely death. At the same time, it was those flaws that drove him to do amazing things and ultimately create the most valuable company in the world.

One of the core questions that Isaacson leaves readers with is whether a less flawed Steve Jobs would have been able to accomplish as much as he did. I think the answer to that question lies in the equally mysterious Damascus steel.

If you’re unfamiliar with Damascus steel, it’s a type of steel made in India that eventually found its way to Syria in ancient times. Damascus steel was renowned for both its strength and beauty, with patterns in it that resemble ripples on a lake. While the method of making authentic Damascus steel was lost over four centuries ago, research has shown that what makes it an extraordinary steel wasn’t the iron itself or the forging techniques.

What makes Damascus steel so wonderful and the heart of sword making in the Middle East from the third to the seventeenth centuries was actually impurities in the metal. Vanadium and molybdenum were found in samples of antique Damascus blades that caused the steel to change into Damascus steel. Those impurities caused the signature patterns in the metal and lent it incredible strength and sharpness. Without those impurities, you’d have ordinary steel – strong and resilient, to be sure, but lacking all of the qualities that make Damascus steel what it is.

I’d argue that the same would have been true for Steve Jobs. His obsessive attention to detail, polar reactions to everything with no room for a middle ground, and the ability to simply choose not to believe or pay attention to things he wasn’t focused on made him incredibly difficult to work with. It made him a very poor family man. It made him many more enemies than friends, even if those enemies gave him grudging respect. But it made him Steve Jobs, and it made Apple the dominant technology company of its era, twice.

There are also two lessons I took from Isaacson’s biography. First, you can’t bottle Steve. His experiences, his trials, and his flaws were his alone, and while you could try to be more bold in your work or more detail oriented, you and I will never be Steve Jobs, no matter how hard we try. There will be a great many business managers and leaders who will read Isaacson’s book and conclude that they should be able to achieve 5% of Steve’s greatness by emulating 5% of his personal traits, and it just doesn’t work like that, in the same way that you will not get Damascus steel by obtaining only 5% of the needed impurities. It’s more or less an all-or-nothing deal in both cases.

Second, and I think more important, Steve’s story is ultimately a story of transformation. He was able through skill, hard work, luck, and sheer will to take his personal flaws and transform them into powerful allies that helped him to create what he did. Rather than want to be Steve, ask yourself this: what peculiar flaws and personality traits do you have of your own that you can transform from hindrances into exceptional capabilities?

Perhaps procrastination is in your personal makeup. What would happen if you consciously chose when you would and wouldn’t procrastinate? Certainly, the ability to put off unimportant things forever would vastly increase your productivity, if you could “turn it off” when you faced the important things.

Perhaps bold, “let’s just go do it” is in your personal makeup. What would your life look like if, when facing important decisions, you could forge ahead while your competitors dithered?

How could you turn those traits that you were once scorned and scolded for into the brightest lights of your work?


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Book reviews: Influence, Deadly Sunset, Ninja Apprentice

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I’ve had a chance to read more than a few books I’ve bought or received lately, and I owe those authors reviews, so let’s dig in. If it weren’t obvious, I’m stuffing this post with affiliate links to Amazon, too. Just so we understand each other.

Mark W. Schaefer’s Return on Influence

I enjoyed Mark’s book quite a bit as I think he did a great job of looking at influence overall. He did his homework for sure, interviewing dozens of people and getting different perspectives on what constitutes influence in the digital age. He also explores Klout and other influence scoring mechanisms and offers some solid basic advice on getting started. I would have liked for him to explore some of the stranger manifestations of influence, but that’s perhaps a good followup book. Overall? If you’re doing work in social media marketing or you care about influence, grab it.

Bonus item: when Mark interviewed me, I recommended picking up Robert Cialdini’s work on influence as well, from a psychology perspective.

Mark Yoshimoto Nemcoff’s Fatal Sunset

If there was a book I’d nominate for productivity book of the year, this would be it. Give it to your employees and they’ll never, ever go on vacation again. Seriously. Fatal Sunsets is a collection of stories about mishaps, murder, and other incidents pulled straight from the headlines that makes you wonder why anyone travels without armed guards and body armor, from the disappearance of Natalee Holloway to unlucky vacationers getting sucked into a surf blowhole and shredded by volcanic rock. All that being said, Nemcoff also does a great job of explaining what should be common sense safety precautions to take when traveling so that you don’t end up vanishing mysteriously on a cruise ship (like don’t go getting dead drunk and hanging out by the railing alone) or incurring other holiday sorrows. Overall? I’d recommend grabbing it as long as you’re not prone to anxiety when traveling. If your personality is such that things like ghost stories and the news makes you anxious, perhaps avoid this one.

Jon F. Merz’s Ninja Apprentice

Ostensibly, this is a work for young adults, but for us regular ol’ adults, it’s also a terrific read and a race from start to finish. Jon Merz has taken his experiences in the martial art we both practice (he’s one of my teachers at the Boston Martial Arts Center) and turned them into a great young-adult read. I won’t give away any of the spoilers or the plot, but it’s a worthwhile adventure that I would have loved as a kid. For the parents who are content-aware, the book contains no sex but realistic and accurate violence (with appropriate consequences). It also contains accurate portrayals of several martial arts in it, notably Togakure Ryu ninjutsu, Kukishinden Ryu hanbojutsu, and their modern interpretations. Overall, if you’ve got a kid (or you are a kid inside) who loves an adventure read to far off lands, martial arts action, and other cultures, they’re going to love Ninja Apprentice.

Amusingly, Jon shopped this book around to a variety of publishers, all of whom said enlightened things such as “boys don’t read”. By the looks of the numbers for his book on Amazon, I’d say it seems like boys read plenty.


If you or your publisher have sent me books to review, they’re on my desk and I will get to them at some point. Pro tip: some publishers have started sending Kindle/eBook copies for review instead of dead tree editions. I can safely say that if you send a Kindle version for review, the chances of it getting reviewed in a timely manner are greatly increased, because I don’t have to lug the thing around.


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