The Role of Wireless in Book Publishing

Does “the cloud” pose another opportunity for book publishers? The chart above indicates that demand for wireless access to the Web is only going to grow in the coming years, as will the diversity of devices used for that function.

Book publishers, organizations, agents, and authors should be thinking now, not only how to profitably publish content for ereader consumption of complete downloaded books, but also ways of monetizing content that resides dynamically and virtually in the Internet cloud. One idea: paid subscriptions, taking a cue from the new paywall business model announced by The New York Times (by the way, here’s an analysis of the announcement by Bloomberg Businessweek and broad coverage links by paidContent).

The New York Times is banking on the strength of its brand, even though people may be able to get the (relatively) same news free elsewhere (see 10 Ways To Get Around Online News Subscriptions And Paywalls). But it may work better with book publishers, since each publishers’ content is (relatively) unique from others.

What do you think?

Identifying what the average person on planet Earth looks like

CNN reports on the National Geographic special series "7 Billion" that, among the entire population of the world, the average person is a 28-year-old Han Chinese male. And the most common person in the world is right handed, has an annual income under $12,000, and owns a cellphone, but does not have a bank account. What are the implications of this study in the world of publishing?

The Latent Religious Beliefs of Millennials

According to a study done by Grey Matter Research & Consulting of Phoenix, AZ, Millennials (18-29 year olds) “are a unique generation in our country’s recent history, in that their religious beliefs are fairly typical, yet their knowledge, experience, and willingness to act on or commit seriously to those beliefs lags other generations. They are not antagonistic toward religious faith, but often have a serious apathy or latency related to their faith.” Here are more excerpts from the report:

Research has long shown that during the transition from teen years to adulthood (from 16 or 17 through the early 20s), Americans have historically tended to move away from religious participation, then often started returning as they mature and have children of their own. What our research suggests is that for Millennials, this transition away from church started happening earlier than it did for other generational groups – as early as junior high school, rather than during the college age years. We hear so much that “kids grow up sooner these days” – apparently this extends to religious participation as well.

Looking back on their religious attendance prior to age 18, Millennials are less likely than other adults to say their childhood involvement made them much more interested in religion as an adult, or to feel it had a highly positive influence on their life today. In addition, Millennials are somewhat less likely to feel their childhood attendance has given them a good moral foundation, provided important religious knowledge, or helped them prepare for life as an adult, according to our research.

  • Only 65% of Millennials say their religious faith is very important in their life today, compared to 71% of Generation X, 78% of Boomers, and 80% of Silents
  • Just 35% of Millennials agree strongly that they have made a personal commitment to Jesus Christ that is still important in their life today, compared to 41% of Generation X, 51% of Boomers, and 54% of Silents
  • Only 26% of Millennials agree strongly that eternal salvation is possible through God’s grace alone; that nothing we do can earn salvation – compared to 31% among Generation X, 32% among Boomers, and 40% among Silents

We find no difference between Millennials and other age groups on things such as the belief that:

  • The Bible is the written word of God and is totally accurate in all that it teaches
  • They, personally, have a responsibility to tell other people about their religious beliefs
  • Jesus was sinless when he lived on earth
  • There is such a thing as sin
  • God is the omniscient, omnipotent, perfect ruler of the universe

Notice that on issues of belief, Millennials are often quite similar to other age groups. It’s on the issues of importance of their religious faith, on commitment to Jesus Christ, on the absolutism of reliance on grace, and on active affiliation with a religious group or tradition, that they lag other generational groups.

The beliefs are there, but often not in a way that directs Millennials to behave differently or be strongly committed to those beliefs. Religious belief tends to be about as present in Millennials as it is in other age groups, but it is more likely to be latent than active. Religion lives more in the background than in the foreground. It is somewhat more theoretical than real.

Read the study (pdf) in full.

Based on this research, how can publishers, agents, and authors generate content that will inspire Millennials to act on their beliefs? Share your thoughts and let’s discuss.

Here's How Huge The Tablet Market Could Get

Chart of the Day (@chartoftheday) compares current tablet ownership with the world population. Two extremes, granted, but not so far-fetched when you compare with mobile subscribers.

The potential for growth in the tablet market for Apple, Google, RIM, and others is still massive. Only 0.3% of the Earth's inhabitants owned a tablet at the end of 2010, RBC analyst Mike Abramsky notes today in a detailed, 88-page report about the future of the tablet market. That means 99.7% of the people on Earth still haven't bought a tablet yet!

Read this in full.

What do you think the implications are for publishers, agents, ministries, organizations, and authors as you go about creating content?

What makes a story popular and viral?

The NPR program On The Media (@on_the_media) reports that professors at the Wharton School of the University of Pennsylvania have been meticulously studying what kinds of articles make the “most emailed list,” specifically at The New York Times.

They've combed through more than 7,000 stories using computers to check The Times homepage and most emailed list every 15 minutes for months. What they've found is surprising. The list does not look like Google News. It’s not heavy with Justin Bieber or top 10 Victoria’s Secret models or “Your air conditioner is killing you.” Instead, according to Professor Katherine Milkman, what gets most shared is what most inspires awe.

As publishers and authors, are you looking for manuscripts that “inspire awe”? Would what motivates people to forward emails also prompt them to buy books?

Read & hear this interview in full.

When Will Amazon Give Away Kindles?

Kevin Kelly at Technium plots out the sliding price of the Kindle (@AmazonKindle) and suggests we could see free Kindles by November. Could Amazon conceivably package the Kindle in its Prime service? How about if a buyer promises to buy, say, 20 books then he or she can get a free Kindle?

How should publishers prepare for this possibility?

Read more at Chart of the Day (@chartoftheday).

Trends continue in church membership growth or decline

The National Council of Churches' (@ncccusa) 2011 Yearbook of American & Canadian Churches is now available for purchase. According to its editor, the Rev. Dr. Eileen Lindner, “Churches which have been increasing in membership in recent years continue to grow and likewise, those churches which have been declining in recent years continue to decline.” But she says the rates of growth and decline have slowed. The Southern Baptist Convention, the nation's second largest denomination and long a reliable generator of church growth, reported a decline in membership for the third year in a row, down .42% to 16,160,088 members. The Catholic Church, the nation's largest at 68.5 million members, reported a membership growth of .57%.

Read this in full.

Americans Support Christian Businesses and Brands

According to a new Barna survey, 43% of American adults say they’re open to buying a particular brand if they’re made aware that the company is run based on Christian principles. Most respondents (51%) say they don’t care. Only 3% say an overt Christian faith expressed by brands turns them away. “In other words,” the survey report says, “a product or service managed according to Christian principles generates a positive-to-negative ratio of 14 to 1.”

One-third of all USA adults (37%) say they’d be more likely to knowingly purchase a particular brand if the company embraces and promotes the Christian faith (with 22% expressing the highest level of interest possible on the 5-point scale).

Consumers in the Midwest and South were most likely to express interest in both iterations of Christian business. Nearly six out of ten consumers in the South and half of buyers in the Midwest were more likely to support a business operated by Christian principles. In the West and Northeast, only one-third of customers expressed a preference for a Christian-operated business. Yet, even when asked about the most overt type of faith-based business, only small percentages of customers in the West (2%) and Northeast (3%) said they would be less likely to do business with such an enterprise.

Other demographic segments favoring businesses incorporating Christian elements were women, Boomers (ages 46 to 64), Elders (ages 65-plus), married adults, parents of children under age 18, political conservatives, and Republicans. College grads were slightly less interested than average in Christian companies, though income was not a defining factor for or against.

Young adults (ages 45 and younger, but especially those under the age of 25) were among the least interested in Christian-oriented brands.

One company that didn't need to be told the above research is Chick-fil-A. Read a profile by The Atlanta Journal-Constitution, "At Chick-fil-A, biblical principles shape business." You may also be interested in seeing CNN's "10 religious companies (beside Chick-fil-A)."

What are the implications of this research for your brand and the marketing strategy for your products?

Read the report in full.

The Intercultural New Mainstream

The Advertising Research Foundation (@The_ARF) features a video of Guy Garcia (@guygarcia), author of The New Mainstream: How the Multicultural Consumer Is Transforming American Business, speaking on the enormous shift in buying power from the diversity that is now the "new normal" driving force of American capitalism. He cites numerous cases that illustrate why "any organization that ignores the lessons of The New Mainstream [the new consumer] is doomed to fail."

Watch the video. What implications does this have for book publishing? As it relates to cover design? Content? Distribution? Marketing?