The publishing industry is one that is constantly changing and evolving, in many cases within the briefest span of time. Industry professionals just get acquainted with one new digital introduction only to be presented with another. This fast-paced industry is now dictated by the alacrity of technological developments and the demands that creates from readers.
As a marketing professional in book publishing it is crucial that I remain on top of all the changes occurring in the space in order to best equip my authors with new and innovative ways to engage with readers. The digital impact on book publishing is an exciting challenge that keeps us all on our toes, working to connect authors with readers in the new and shifting ways they want to be connected with.
At the Fifth Annual Digital Book World conference, the transformation of the industry and the shift of power to one dominant agent in the marketplace was a hot topic of conversation according to Publishers Weekly. Digital media, self-publishing, Print On Demand, and the outcome of the Apple DOJ case were all sited as major shifts within the industry. These factors have all drastically changed the publishing landscape and impacted the ongoing redefinition of the book. Publishers are carefully contemplating dipping their toes into the waters of new digital changes, such as bundling packages and subscription services. There is also a new trend towards publishers taking a page from Amazon’s direct to consumer e-commerce book.
Though many are still carefully weighing taking part in these emerging digital trends, early adopters are seeing great returns. Publishers must band together to keep our voice a present, fresh, and valuable asset to authors in a constantly shifting industry. We must make changes to evolve with our readers and let go of the mantle of the past. This is the only way to compete with a force that has a monopoly in the market.
Technological innovations can at times seem a thorn in the side of publishers, but I look at them as a catalyst that ups the ante on the services we can bring to authors. They do not have to be seen as factors that make publishers antiquarian or even obsolete. Instead, we simply must change our tactics to keep pace and illustrate that though the face of the industry is changing, publishers are still an essential component to both the publication of books and the fostering of connections between authors and readers. After all, we are part of an industry founded on creativity and imagination so it is only fitting that we as publishing professionals are being charged to put ours to the test.
In this dizzying whirlwind of technological change, there is one thing that has always and will always remain a constant–the readers. The future of publishing may have many twists and turns, up and downs, but what will never change is that it will always lie in the hands of the readers. As publishers it is our job to ensure that we continue to connect with them, to reach them on that very personal level, and to foster their love of the written word–whatever form it may come in.