At the recently held LitFlow-Thinktank (@LitFlow) in Berlin, publishing pundit Jane Friedman (@JaneFriedman) said publishers must demonstrate their continued relevance in light of current technology that minimizes the barrier to entry for authors to publish their own books apart from depending on established publishers. She said:
Publishers, for the first time, have to earn their keep by providing a value that extends beyond production and distribution — and possibly even editorial direction. The biggest problem that authors must solve for themselves, year after year, is (1) staying competitive, current, and discoverable in a shifting digital landscape (2) having the right tools to be effective and in touch with their readers, and (3) having a strong network of connections that helps them better market and promote. All of these things are well within a publisher’s ability to assist with, only they haven’t been putting any resource into providing such assistance. They have been focused on their own corporate problems of shifting to a digitally enabled business, and squeezing as many sales as possible out of their mastery of print book sales and distribution. Most of the thinking is centered on self-preservation. But I’d like to suggest that the best self-preservation measure of all is becoming a house that’s known and respected for — in the eyes of its authors — being an active, long-term partner and resource. By empowering each author to do better, the publisher is ensuring more sales over the long run.
Friedman suggests 3 ways publishers should add value to continue attracting authors:
- Create an author collective, where authors assist each other in branding, marketing, and promotion.
- Make available an author education program of 101/evergreen education in the form of white papers, webinars, tutorials, screencasts, Q&As, and events.
- Devote at least one person full time to nurturing author development and community.
Read her presentation in full.
Also see eReport’s (@nztaylor) coverage, “How publishers can stay in the game.”
See our previous blogposts, “Guy Kawasaki's New Self-Publishing Instruction Book” and "Publishing Must Reinvent Itself."
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