A short essay that stated as a single blog post!
The book is dead? Long live the book? Really! As I bring my first novel to market (I decided, with the impatience and petulance of spoilt teenager, that I was not going to wait for some kind Agent to introduce me to a Publisher – I’ve run a business before!), I thought I’d try a blog post on my take of the landscape before me. Or, at least that part of it that I can see, for the moment, through my limited field of vision. And one post became two! Haven’t read Post I yet?
A short essay in two posts… Post II – Long live the book…
The book is dead? Long live the book? Yes! Most definitely! Launching any new product into a market, and new novels are no exception, is a question of innovation. Put the hash-tag #innovation into Twitter and follow just how many people discuss this topic, and, importantly, what is being said.
Innovation is the word on the lips of politicians, businesses and consumers looking forward. And, the biggest tool in the innovator’s toolbox is the opportunity presented by technology as it continues its rampant charge down the battle fields of commerce. The battlefield that is Publishing bears the mark of technology’s stampede! And if we fight on that battlefield we must be mindful of the terrain.
A question of risk? Really? Of course it is. And what do we do about risk, as a budding novelist. Launching a new product into a market is an investment. It costs. It costs to produce a book. Not just in the time to write it, but in the post-writing production process. If launching a book is to be considered as a business (i.e. authors – as well as Agents and Publishers – need to put bread into their mouths) then what strategies are available to de-risk the enterprise?
Become a celebrity? Short of (accidentally?) launching one’s child, in a balloon, into the airspace over a major international airport, or entering some mindless get-rich-quick game show, genuine opportunities for gaining instant celebrity status are few and far between. Such a strategy is as useful to the budding author as is hope! And hope is no strategy!
In the risk-reward equation of a product launch, what is at stake is the investment in bringing that product to market. If the product is untried, untested – with an unknown pedigree, it is highly rational to consider only a limited investment at first. But here lies the difficulty faced by the budding new author! The investment required to produce such a seemingly small thing as a new paperback book – that can compete on cost and quality in the market of other paperback books – is out of all proportion to its size. That is, of course, unless a sufficiently large enough quantity can be produced, marketed and SOLD! This is an economic fact of life! It should not be a surprise to any new, budding author – the economics of starting a writing career just do not add up!
…Unless, of course, you decide to enter the battle!! And this is the point of my blog and my mention of Smashwords.
The stampede of technology has done one critical thing – it has lowered the cost of production of the book! And I am not talking, here, about the capability of digital, print-on-demand, or the use of software to layout and design books at home. No, the biggest single factor in levelling the battlefield – in reducing the costs of production – which is the real boon to the individual budding new novelist, is that technology has redefined what a book is! Long live the (E)book!
So, lest I be accused of varying from the theme, or at least diverting from the suggestion that I might have something to say about Smashwords… back to focus! Any budding new author that does not consider the opportunity to reduce the level of investment in book production that is represented by the e-book, is missing the point.
As I launch my own first novel, RIVER OF JUDGEMENT, on Smashwords, I am thankful that evolution is our constant companion. As our society becomes increasingly risk averse, as investment in capital-intensive product launches (as a book most certainly is) becomes reserved for “sure-fire” bets (celebrity) and sexy, high-tech panaceas (which a book most certainly is not), evolution provides its own solution. We adapt and survive.
The low cost of producing an e-book (you can publish it for free on sites like Smashwords) now, at last, provides a new author with the economic possibility to launch a new product into a real market place that has the potential to generate income and put a few crumbs on the table. It is an opportunity not to be missed, especially if you consider the “interconnectedness of things” these days!
Smashwords has formed a business alliance with Barnes & Noble. If you take care in the production of an e-book – in business you need to deliver a quality product after all – Smashwords will offer its inclusion in their Premium Catalogue, and thus its availability to B&N. The books of budding new authors can exist alongside those of the established greats, and on the same terms!! No vanity press exits in cyberspace – just good quality and bad quality. Democracy rules, perhaps! So, publish and be damned! Go on, give it a try!
Wednesday 11 November 2009
Innovation: Publishing in the modern world! Post I
A short essay that stated as a single blog post!
The book is dead? Long live the book? Really! As I bring my first novel to market (I decided, with the impatience and petulance of spoilt teenager, that I was not going to wait for some kind Agent to introduce me to a Publisher – I’ve run a business before!), I thought I’d try a blog post on my take of the landscape before me. Or, at least that part of it that I can see, for the moment, through my limited field of vision. And one post became two!
A short essay in two posts. Post I – The book is dead…
As a writer (yes I can say that – despite my relative inexperience; I have published!), I am a player in a changing landscape. Not that other landscapes are not changing, and not that I don’t play in other changing landscapes – business, for example, is a constantly changing landscape, forged by countless battles of profit versus social and individual need; but that is a theme for another post.
Back to innovation and writing…
Smashwords is one of the growing number of e-book sites: a battlefield in which the (bloodless?) war over the democratisation of publishing is being fought. Is the battlefield being levelled? Is the author dying – lying wounded on the field? Long live the author, really?
Where can the budding new author get an opportunity to publish their work if the likes of Martine McCutcheon can capitalise on the limited time and energy of the industry’s great and good? It would seem that prior-celebrity is fast becoming a requirement on the CV of a budding novelist, purely on the basis that it is the celebrity-status that de-risks the commercial enterprise. And risk, to me, is what it is all about. When investment dollars (pounds for us Brits) are limited, the “established” prefer sure-fire bets (or sexy sounding techno-bubbles). In the publishing industry, celebrity offers that sure-fire bet. The use of “celebrity status” is a low-risk strategy designed to maximise the return on investment required to bring any new product to market.
For the celebrity author, even the relative bad publicity of the likes of Lynda La Plante's intervention at a recent award ceremony, which led to a wave of articles attacking celebrity authors generates an interest, and the exposure of a published work to its market, and to sales! There is a natural balance to the order of things. It is an almost Newtonian-principle that for every person that sides with the view that celebrity writers steal the bread from the mouths of “real” writers, there is a person who will think differently. Publicity is indiscriminate in its audience! The “established”, the great and the good are vindicated in their investment decisions.
I am not one to suggest that celebrity authors are taking bread from my mouth. If I had celebrity status, I would use it! So, how, as a “real” writer, do I join the fray?
Only entrepreneurs with a passion for a market are willing to take a bet on something that isn’t a sure-fire thing! How many entrepreneurial Agents and Publishers are there out there? A few – there are always the proverbial exceptions to any rule. But for the budding new novelist, finding the needle in the haystack is a time consuming, soul destroying journey of rejection after rejection after rejection. I know, I’ve tried it. (But not for too long!)
I look to the changing landscape of publishing as an opportunity. It is a battlefield. Business is, generally – despite all the words of corporate social responsibility and the rights of individuals. (In my other existence – as my blog posts may reveal, I write on management issues!) We are talking innovation! Innovation, Innovation, Innovation.
The book is not dead; the new author is not dying, lying mortally wounded in the field – shot in the first charge at the enemy. Read Post II, where I continue with an equally short rant on innovation.
The book is dead? Long live the book? Really! As I bring my first novel to market (I decided, with the impatience and petulance of spoilt teenager, that I was not going to wait for some kind Agent to introduce me to a Publisher – I’ve run a business before!), I thought I’d try a blog post on my take of the landscape before me. Or, at least that part of it that I can see, for the moment, through my limited field of vision. And one post became two!
A short essay in two posts. Post I – The book is dead…
As a writer (yes I can say that – despite my relative inexperience; I have published!), I am a player in a changing landscape. Not that other landscapes are not changing, and not that I don’t play in other changing landscapes – business, for example, is a constantly changing landscape, forged by countless battles of profit versus social and individual need; but that is a theme for another post.
Back to innovation and writing…
Smashwords is one of the growing number of e-book sites: a battlefield in which the (bloodless?) war over the democratisation of publishing is being fought. Is the battlefield being levelled? Is the author dying – lying wounded on the field? Long live the author, really?
Where can the budding new author get an opportunity to publish their work if the likes of Martine McCutcheon can capitalise on the limited time and energy of the industry’s great and good? It would seem that prior-celebrity is fast becoming a requirement on the CV of a budding novelist, purely on the basis that it is the celebrity-status that de-risks the commercial enterprise. And risk, to me, is what it is all about. When investment dollars (pounds for us Brits) are limited, the “established” prefer sure-fire bets (or sexy sounding techno-bubbles). In the publishing industry, celebrity offers that sure-fire bet. The use of “celebrity status” is a low-risk strategy designed to maximise the return on investment required to bring any new product to market.
For the celebrity author, even the relative bad publicity of the likes of Lynda La Plante's intervention at a recent award ceremony, which led to a wave of articles attacking celebrity authors generates an interest, and the exposure of a published work to its market, and to sales! There is a natural balance to the order of things. It is an almost Newtonian-principle that for every person that sides with the view that celebrity writers steal the bread from the mouths of “real” writers, there is a person who will think differently. Publicity is indiscriminate in its audience! The “established”, the great and the good are vindicated in their investment decisions.
I am not one to suggest that celebrity authors are taking bread from my mouth. If I had celebrity status, I would use it! So, how, as a “real” writer, do I join the fray?
Only entrepreneurs with a passion for a market are willing to take a bet on something that isn’t a sure-fire thing! How many entrepreneurial Agents and Publishers are there out there? A few – there are always the proverbial exceptions to any rule. But for the budding new novelist, finding the needle in the haystack is a time consuming, soul destroying journey of rejection after rejection after rejection. I know, I’ve tried it. (But not for too long!)
I look to the changing landscape of publishing as an opportunity. It is a battlefield. Business is, generally – despite all the words of corporate social responsibility and the rights of individuals. (In my other existence – as my blog posts may reveal, I write on management issues!) We are talking innovation! Innovation, Innovation, Innovation.
The book is not dead; the new author is not dying, lying mortally wounded in the field – shot in the first charge at the enemy. Read Post II, where I continue with an equally short rant on innovation.
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