E-Readers: Growing and Here to Stay

Here’s another theme from the O’Reilly Tools of Change for Publishing conference last month in New York: E-readers. New versions were demoed and, the day before the conference, Amazon had announced they would start delivering the updated version of their popular Kindle Reader. There have also been many articles and blog posts declaring the “death of the book” or questioning whether (when?) e-books will overtake traditional books in sales. I didn’t hear that at the conference; the prevailing wisdom was, as one of the speakers said,  “It’s not about the final format the content takes, it’s about the IP [content] itself.  Just assume, as publishers, your content will need to be available in a variety of formats. Don’t worry about which one.”

This makes a lot of sense, but it also brings up two other points. First, will publishers earn the same margin on different formats? Clearly, publishers are thinking not, because Amazon offering e-books for $9.99 seems to be raising a stink. Recently, Carolyn K. Reidy, CEO of Simon & Schuster, told the New York Times. “I don’t believe that a new book by an author should ipso facto be less expensive electronically than it is in paper format.” Jeff Bezos, CEO of Amazon, argued to the contrary, saying, “readers are going to demand that [e-books are cheaper than printed books], and they are right because there are so many supply-chain efficiencies relative to printing a paper book.”

Secondly, as the popularity of varying formats grows (dedicated e-reader, mobile devices, traditional format, audio) what do authors need to consider that wasn’t important before?  For example, e-readers have crisp screens that can be read in just about any light, but they are [now] monochromatic. In nonfiction, color photographs won’t have the same impact; charts and graphs need something other than color to be meaningful. Or, for a fiction author, what are the pacing implications of reading a novel on an iPhone with smaller page sizes? Scott Meyers gave a great talk (“Authoring Challenges in a Multiplatform World”) on this at TOC.

I believe in addition to challenges for authors, these expanded platforms offer opportunities for new types of authoring that weren’t possible before (blog post).  E-books and e-readers will continue to gain popularity, but they will also push traditional thinking about books, publishing, and authoring.

Good News for [Connected] Authors

I attended the O’Reilly Tools of Change for Publishing conference last week in New York. It was well attended by an interesting mix of old-world publishing types and new-media technology types. There were a lot of predictions and pontifications, but  some common themes emerged. I’ll share a few of them—at least as I saw them—over the next few posts.

All but the largest imprints are a thing of the past. For those of us who came to the publishing industry from other industries, the whole imprint thing was a puzzle. Classic brand management suggests that the more brands you maintain, the higher your costs and the more you dilute your important brand(s). And in publishing, the end customer (the reader) could generally not care less about which imprint produced a book. In these tough economic times, publishers are consolidating imprints to reduce organizational redundancy and focus the brand dollars. Recently MacMillan consolidated their six children’s imprints into one division, under a brand (MacMillan Children’s Publishing Group) that will likely mean something to the end consumer.

At the conference, Michael Hyatt, CEO of Christian publisher Thomas Nelson, said they consolidated their twenty imprints into one (Thomas Nelson Publishing) two years ago. In addition to the cost and brand-focusing benefits, he has recognized that their organization is benefiting from being more clearly all part of the same team.

So, what brand is important to consumers in the post-imprint world? Authors’ brands—or, as many of the conference attendees called them, “author platforms.”  That makes a lot of sense to those of us who read books. We buy authors, not imprints. To this point, Simon & Schuster launched a new website in January; you won’t find any mention of imprints, but a lot about authors. And look at this quote from the press release announcing their new site:

“Additionally, the site serves as a curator for the author’s brand, aggregating author-related content from around the web so fans can follow activity either by or about the author, whether it is news, Twitter, or blog posts, national and local appearances, and much more. Fans can also be notified about such author activity via an email alert.”

This is great news for authors, but with it comes responsibility to work to build their own brands. As published authors have known for years, the responsibility of promotion of books (and brands) is falling more to authors (and less to publishers) all the time. Writers need to use the web, blogs, and other social media tools to build their brands and create networks of followers who will pay to consume their books and content.

Creative Content on the Web

Lately, it seems, not a day goes by without an article, blog post, or interview regarding changes the publishing industry is going through and likely will continue to go through for some time. These changes are affecting all forms of traditional publishing: Magazines are scaled-down versions of their once-robust selves. And have you noticed how thin newspapers are getting? Ad dollars are clearly moving online. Book publishers are scrambling to produce “books” in multiple formats–traditional, e-reader, audio, installment. And, obviously, self-publishing has had a significant impact on book publishing.

One topic that gets less press, but likely will have the greatest impact on reshaping traditional publishing (all forms) is the impact of having lots of creative content available on the web. I read many of the articles that discuss changes that are taking place in the publishing industry–it’s important to our business, because we believe we are part of the change!  But there hasn’t been much prognostication about creative content on the web, I think, because it’s very unclear exactly what will happen. A recent essay in Time magazine (of all places) does a pretty good job of laying out a model for the role the web and publishers might play in the new frontier. What do you think?

T.E.D. & Travel

There are advantages to working for a large corporation–nice conference and travel budgets (well, this used to be an advantage). Back in my corporate days I attended the TED Conference a number of times. The conference is an interesting mix of people all working at the intersection of three disciplines–Technology, Entertainment, and Design. One year I saw Geoffrey Katzenberg preview an animated film about a big green ogre. Another time Dean Kamen demo’ed the stand-up wheelchair he designed before designing the Segway Personal Transporter. The last time I attended TED I heard Yo-Yo Ma perform on a variety of ancient Asian instruments. Amazing.

Although not TED material (at least not yet), I believe that Creative Byline is at the intersection of the same three disciplines. To share our inspiration, we’re going to add a list of links to cool websites we believe exemplify one, two, or all three. Check out the links to the left, and if you have a favorite you’d like to nominate, send it along and we’ll check it out.

Is denial useful?

Most of the recent posts on Literary Magnet have been about the book publishing business and writing. But I ran across this article about entrepreneurs, and since Creative Byline is a start-up and I’m an entrepreneur, I thought I’d include it. I’m pretty sure that this isn’t the most flattering view of entrepreneurs, as Guy Kawasaki, a former Apple executive and entrepreneur, says in the article: “You need to be in denial or in ignorance about the huge challenges you face.”

There’s a fine line between being tenacious and bull-headed when trying to create something new. I quickly dismissed the unflattering comments (denial) in the article, and started thinking about the “creating” elements of entrepreneurship–is it a creative endeavor? Are there parallels to other creative crafts, like writing? Conversely, do creative writers (or other creative types) need to “be in denial or in ignorance about the huge challenges [they] face” in their work at creating?

The economics of writing

With the radio news and the daily papers headlining the economy every day, it’s a little hard to put the subject out of your mind. That’s led me to think about the economics of the writing life.

It’s one thing to be hired to write an article or a brochure and to be paid immediately when it’s done. It’s another to write a novel or a memoir and then to spend time looking for a buyer. Unlikely as it seems, this reminds me of my experience leading product development teams in my past life.

Our goal was always to get as quickly as possible from the investment in development (materials, time, equipment) to the income (dollars from people buying the product). I learned this motivation in Econ 101 as the “time value of money,” which said, in short, that money now (when I can do something with it, perhaps making more money) is better than the promise of money at some future date.

Which brings me back to writers, and the logic for Creative Byline. Once a writer has finished her manuscript, she wants to have a sale as quickly as possible. Whether it’s the writer sitting on the project, the hurdle of locating an agent, or waiting for an editor to respond, that “time value of money” starts to add up as a cost.

Getting a fast response matters. Nine out of ten writers using Creative Byline know within three weeks whether an editor is interested–ten times faster than responses to unsolicited submissions through the traditional process.

What will authoring look like in the (not too distant) future?

Most of our blog posts have been about Creative Byline, but we see ourselves as just one example of many technological shifts that have had–and will continue to have–a dramatic impact on book publishing. Here are a few thoughts on one of those shifts:

Over the past month I’ve had a few “aha” moments regarding technology and books (or perhaps “content” is the right term):

  • Reading books on handheld devices is here to stay. Besides the popular (and upcoming 2.o release) of the Amazon Kindle, Sony has announced that they will make their Reader Digital Book compatible with the e-pub standard. Then Apple launched their iTunes App Store for the new 3G phone and the iTouch. One of the most popular free apps (from Fictionwise, Inc.) is a reader that allows eReader-compatible books to be read on the go. Also, PlasticLogic has recently announced a 8½” x 11” screen reader, directed towards the business user. These devices–at least the Kindle and the iPhone—are filled with powerful technologies (internet access, speakers, video and photo storage), but, whichever of the plethora of readers you use, you get nothing but digitized of ink and paper. Ho hum.
  • Multimedia properties (book/web/mobile/chat/ring-tone/downloadable/IM) seem to be getting some attention; the biggest I’ve seen recently was the launch of Scholastic’s The 39 Clues. Another example is a series of made-for-mobile-phone video episodes adapted from a story in Stephen King’s forthcoming collection.  Add to this the formation of 4th Story Media by Lisa Holton (former president of Scholastic’s Trade Publishing and Book Fairs), and I expect to see more multimedia storytelling (and not just children’s books). I spoke with a couple of Creative Byline’s publisher clients; they concur that we will see more multimedia, but these projects are complex and costly.

So, on one hand you have powerful electronic devices that simply mimic static pages of a book, and on the other hand very complex (and expensive) multi-media sites developed by programmers and content experts. 

Here’s my question: Does anyone know of good examples of book/content between these two extremes? Perhaps content of a book that has been developed to take advantage of the technology power of a sophisticated hand-held device? A book created with snippets of imbedded video, audio, links; or perhaps pages that slowly erase the text, like words written in sand at the beach as the waves slowly roll over them.
You get the picture. 

What’s out there right now?  And what will authoring look like in the future to take full advantage of the power of handheld devices?

–Brad

“I am a total fan of your site”

We’re happy to be getting confirmation (like the one above from Peter G. from Oregon) that the Creative Byline process is doing exactly what we’d intended: helping writers find publishers and present to them their best work. These comments from Creative Byline members tell the story: 

Keith M, from Illinois, said, “I am very pleased with the Creative Byline experience.  I’d like to thank whoever my first reader was. That reader was impressed by my chapters and gave great encouragement as ‘clearly having a gift of language.’”

Carolyn S, from Alberta, Canada, said, “Just a note to tell you how delighted I am with the constructive, helpful, and friendly advice from your first reviewer.”

Carol V, from Michigan, said, “This is to say how fantastic and HELPFUL your service is! …Not only did the critique come back blazingly fast—I finally have helpful professional specific advice regarding tweaks and changes I should make. You have no idea how truly helpful your service is with constructive criticism! Yet—even while I was given suggested changes and a solid critique, I was also given very encouraging comments.”

Den G, from Connecticut, said, “In the two reviews I received, I learned tremendously valuable techniques from my reviewer/editor…. S/he always balances the constructive criticism with the positive aspects of my work. I just thought you should know what a good job s/he is doing, and how much I appreciate it.”

And when manuscripts are approved by the first readers as being ready to be directed to editors (and 20 percent are, assuring the kind of quality that makes Creative Byline worthwhile for those editors), we can see that writers are getting feedback from editors much more quickly than in the traditional process.

Eighty-seven percent of manuscripts are looked at within three weeks of being submitted to an editor. And those editors work with well-respected publishers, we’re happy to say; some of them don’t normally accept unsolicited manuscripts.

As far as we know, a writer has yet to sell a manuscript through our process, but we’re keeping tabs on a few that are receiving serious consideration. We’re looking forward to that next Creative Byline milestone and will be the first—okay, maybe the third—to celebrate–after the writer and editor! Until then, we’ll continue to focus on making it easy for writers and editors to connect.

Welcome, Globe Pequot Press and Zest Books!

We’re happy these two houses have signed on with Creative Byline! Lyons Press, skirt!, and Globe Pequot Press Life are all imprints of Globe Pequot Press, which publishes many types of nonfiction, including books on health, style, fishing, nature, gardening, travel, and art. Zest Books, an imprint of Orange Avenue, publishes nonfiction books on teen issues and challenges.

With these additions, we now have more than 50 editors open to manuscripts submitted through Creative Byline! You can find out more in our press release.

Fast facts: What you told us

Based on our poll results, the biggest gripe writers have about the old, paper submission process is “interminable response times” (60%), followed by “rejections that don’t give useful feedback” (23%). What do editors most dislike about the old process? “Having to slog through 100 manuscripts. . .before finding one that shows promise” (35%),  “Feeling perpetually behind” (28%), and “Being cast as the evil editor” (21%). Thanks to everyone who participated!

By the way, we’ve shortened those response times a bit. Currently, for those writers whose manuscripts are accepted by our first readers, it’s averaging less than three weeks from the first time they submitted their manuscripts to Creative Byline until they hear back from an editor.  If you have a manuscript ready, clearly would be a great time to submit it!