August 5, 2009 5 Comments
This idea’s been brewing for about 5 years, ever since I spilled out some proto-ideas on a train ride with a pharma training professional (who has urged me to “follow the light” on this one – thanks, Susan!)
We all see how the new on-line/social networking tools have radically changed publishing. Here’s where I think it COULD lead:
Context: The bits and pieces
We used to see published materials as somewhat static: a daily newspaper, a monthly magazine, a completed book. There were authors, there were bloggers, there were journalists, there were speakers (with some overlap among them). Media came to us in various formats and from various scattered sources. Often these publications had with a short shelf-life (expired relevance) or a long shelf-life with little ability to update (books with second or third editions).
Current: Multi-channel and Evolved communications
Now, with blogging (especially), we see that people can publish immediately, iteratively, collaboratively, and build an audience over time. Some authors are launching blogs in conjunction with books, or, increasingly, using their blog to build a platform and audience which makes publication of a traditional book more successful. We’re living in a transitional period where “fixed” published media is becoming “mixed” published media, and the mix is getting richer (printed words, blogs, micro-blogs, pictures, videos, etc.) Chris Brogan‘s blog, speaking engagements, and upcoming “Trust Agents” book is a prime example of this approach, as is Greg Verdino‘s upcoming book.
Ahead: Progressive Publishing and Personal Subscriptions?
Where is this heading? Here’s what I think. We’ll no longer think of blogs and books and YouTube channels as distinct and discrete entities. Let’s say you have been writing on a specific topic on a blog for years and there is traction there. Your blog pre-builds your audience, which is enhanced by a YouTube channel with brief videos, Twitter blurbs, etc. Then you decide to write a book, but here’s the deal: for the ($22.95) price your customers not only get a copy of hard-back book, they have access to a private network where you progressively share new, updated, and enhanced content – the publication is now a progressive process. Yes, there is free stuff out there to continue to hook new customers, but people are no longer buying a fixed entity (this edition of this book) – they’re buying progressive thought over time. Including, perhaps, the thoughts of others in the community built around the publication.
Information is moving too rapidly to remain in fixed formats. That’s why I think progressive publishing is inevitable.
What does evolve into further? Personal Subscriptions. Let’s say I think Chris Brogan (or Ann Handley, or Valeria Maltoni, or David Meerman Scott, or…) is worthy of being “followed” as one of my inner circle of advisors. I now pay to subscribe to that person (not just buy their product), and with enough subscriptions, that person is now free to crank out, progressively, a ton of great content and advice in multiple formats to their own growing community. Keep up the good work, the subscriptions continue and grow. Falter, and people vote with their dollars annually. The music industry may very well head in this direction as well.
None of these concepts is particularly new or earth-shattering – a lot of this is happening in various ways already. It just seems to me that it’s moving inexorably toward a different publication model, one that is person-centric rather than product-centric, one that is progressive rather than fixed or staccato.
Your thoughts? Would you pay to “subscribe” to key thought leaders? What new models of publishing do you see developing?
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