Today, Deb and I went to the first Tools of Change conference at Bologna. Tools of Change is a sequence of conferences about publishing in the digital age, but today’s was the first to focus exclusively on children’s books.
Organised, at least in part, by Neal Hoskins of Winged Chariot, who couldn’t be more passionate in his conviction about the importance of apps as a new form of story-telling for children, it was a 200+ person conference with delegates from 27 countries… and a great success.
Deb spoke eloquently about the interactivity that’s at the heart of our apps development. She spoke about the interactivity that is at the heart of the content – we want to creat apps that children want to read, explore and play with. She spoke about the interactivity that is the basis of how we create an app, pulling together original text, audio, music, illustration, animation and coding into a whole in a way that involves lots of collaboration. She spoke about the interactivity that we have with readers and buyers of the app, as the digital world provides us ways of finding out – and acting upon – what our customers think of what we’re doing. She was mobbed by publishers at the end of the panel discussion in which she took part, all keen to find out more about what we do and how we do it.
And, at the very beginnning of the conference, I delivered the first keynote address. Frankly, this was playing against type: I could bore for Britain about Nosy Crow and what we believe is important, but I thought that the first keynote should sort of sketch out the landscape that the rest of the conference might cover. Armed only with data from Book Marketing Limited and The Futures Company, together with a few opinions, I talked about, on the one hand, digital selling and marketing of print books and of eBooks and other reading experiences; and, on the other hand. about digital products. First I talked about what was happening now in those two areas, and then I looked at what might happen in the future.
The opportunities for digital selling and marketing are already huge. One in four books – and one in five children’s books – in the UK is sold via an internet-only retailer (and Amazon is much the largest of these) so digital selling is a real and growing fact of life. Websites, electronic marketing and social media have opened up a way for publishers, who have traditionally “handed off” relationships with readers and book-buyers to retailers, to communicate directly with their consumers in a two-way conversation, and we have seen the development of the “consumer critic” – blog and rate-and-review website-enabled people whose opinion is trusted by other consumers, perhaps more than they trust the voice of the professional critic.
The opportunities for digital selling and marketing will, I think, only grow in future, and I quoted Aaron Miller of Bookglutton:
“Social publishing is the natural evolution of publishing as a business. It encompasses the web and all new distribution platforms including the way people read and discover on them… Social publishing involves a deep interest in, and study of, what happens to a text after it’s disseminated – how readers interact with it, how they share it, how they copy it, how they talk about it.”
The market for digital product is still evolving. Ebooks (and I’m not including apps here) accounted for only 1.26% of the UK book market by volume in 2010 and 0.4% of the UK children’s book market in the same year.
Nevertheless, the rate of adoption of digital reading is accelerating: in January 2010, just 3% of US book-buyers had bought a digital book, but by January 2011, that figure was 13%. And where the US leads, I think, the rest of the world will follow. Looking ahead, one concern is the consumer expectation that digital product should be cheap, or, indeed, free. As Lyle Undercoffler of Disney said, “Free is the four-letter word of digital publishing – the word that we don’t want to hear.” Another concern are the ongoing challenges to copyright. Almost a year ago, I wrote a blog post welcoming England’s Digital Economy Bill, and it now seems perfectly possible that the current government may not implement this protection of creators’ rights. Whether or not this Bill represents exactly the right way to protect the rights of creators is less important to this post today than the fact that this challenge to copyright may be in line with consumer expectations that they should be able to interact with, personalise and change the things that they read in ways that suit them. I quoted Adam Penenberg:
“Instead of stagnant words on a page we will layer video throughout the text, add photos, hyperlink material, engage social networks of readers who will add their own videos, photos, and wikified information so that these multimedia books become living, breathing, works of art.”
When I think about the impact of the digital world on publishing, I think of this quote from the twentieth-century economist Joseph Schumpeter:
“A railroad through new country upsets all conditions of location, all cost calculations, all production functions within its radius of influence and hardly any ways of doing things which have seemed optimal before remain so afterwards.”
The role of the publisher is changing. If there is this thing that we call “content” – ideas, words, images, audio, video, animation – and there is a reader, and there is a process for getting that content to the reader, we need to think strategically about what our role in that process is. We don’t, as publishers, have any kind of right to play a part in that process. We have to carve out our place in the process, by bringing to it something that we can do better than anyone else.
No-one owes us publishers lunch. We have to earn it.
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