Tag: customised content

When Paper Fails

When all the activities and practices that we now call “publishing” exist in a networked environment, something radical changes – affecting creators, content, ownership, and trust. That might sound like the end of publishing as it is now, but it also sounds like the beginning of something exciting. And of course, it is argued that this future is already here, but, to paraphrase William Gibson, perhaps a little unevenly distributed.
Responses to these new challenges are already partly in motion inside the industry (e.g., the work Safari Books is doing with bibliographies connected to their ‘cloud library’) and outside (too many to mention but one example is the very interesting Open Oil book project) and as we move forward I firmly believe these futures will become increasingly present and their economics more mature.
Where does that leave the publishing business? Well, it might be better to ask yourself, ‘where does that leave business?’ Forget capital P, ‘Publishing’, for a moment. What are the skills necessary to survive here, what will you be doing, and what is the economy?
People are going to continue to require services that deliver and produce information. Finding ways to create information and finding someone to pay for it is the heart of the matter. That is not going to change anytime soon. The need for information won’t change, but how information is produced and delivered will change. In fact, I believe the demand for content is going to rise (it is already rising rapidly), and the demand will increasingly be for more individualised, customised content and it will need to be delivered faster, much faster than today.
So, what would the world look like when the walls that contain the publishing industry fail and spill their innards onto the web? Or to see the same question through the lens of Eric Raymond, what is the essential difference between the cathedral and the bazaar?
Let’s quickly look at the environment of this particular kind of “bazaar” – the web – for a few clues. The most important issue at play is that the web always appears to find a way to route around arbitrary constraints. People, processes, and information route their way around unnecessary blockages looking for and finding the most efficient and least resistant paths. So what would happen if publishing was immersed in that environment? What are the containers, the constructs of the publishing industry, that would be routed around and may break down and fail? Here, I want to explore four main issues pertinent to this discussion – Books, Ownership, Authors and Authority.
Books: In this environment content containers, like books, lose the definitiveness of their boundaries. What is separating an EPUB, which is made of HTML, from the web? As Hugh McGuire has said many times, this differentiation is arbitrary.  Arbitrary containers like zip files (EPUBs, which we might call portable websites) might assist in the transport of curated content, but, in the long run, they will be under a lot of pressure to remain contained and will increasingly become unbound.
Ownership: Another “container” that will come under increased pressure from these forces. If the mere fact of copyright ownership protected their content then publishers wouldn’t be looking to DRM (digital rights management). We know that the way in which book content is owned and licensed will change dramatically. Protecting ownership will increasingly become an impediment to business as it decreases the utility of information (something that O’Reilly was smart to recognise early on and perhaps reflects Samuel Johnsons’ famous quip regarding his writings that “I have been paid for them, and have no right to enquire about them”).
Authors: Also an arbitrary construct, in as much as both the realities of book authorship, and its production, are more collaborative and iterative than commonly perceived. This is another dimension that will be radically transformed by the new collaborative possibilities opened up by digital technologies. Indeed, perhaps the cultural construct of isolated genius will remain only as a brand. In reality, people are less and less isolated on the web and there is more genius out there than you can imagine. I would argue here that the concept of the author will also become more “porous”. We will be looking at a world of “networked genius” rather than the traditional standalone kind. This has been discussed in fascinating detail by Martha Woodmansee and Jack Stillinger.
Authority: The web doesn’t seem to allow anyone to merely assert ‘authority’ – such notions are subject to the ebb and flow of public web “opinion”. Publishing as an authority will certainly come under immense pressure and one possibility is the move to “distributed opinion networks” built and mediated by technologists. We have already seen this on the web, and the question of authority in these networks is well articulated in commentary surrounding Wikipedia vs Encyclopedia Britannica, for example.
When paper fails, it affects creators, content, ownership, and trust in radically transformative ways. Production processes change, content is both harvested and produced, contributors are corralled and facilitated, books become individualised ‘outcomes’. We might say the engine this “new” publishing economy revolves around includes two critical factors:
(1) content production, harvesting and curation for increasingly individualised contexts; and (2) speed of delivery.

Helping people to get what they want, their outcome, is going to be the bread and butter of this economy. This is a move from selling the artifact, to developing and selling a service, or towards providing services to help others produce and distribute content. The faster you can deliver it the more competitive you will become. People, businesses, governments, schools, etc., are all going to be very happy to pay for that.

*Please note the Open Oil project is a small project and not provided here to illustrate this kind of model at scale but to point at a very interesting and important emerging model.

Many thanks to David Berry for improving this post. This post and all others by Adam Hyde are CC-BY-SA

Originally posted on 13 Feb 2013 on O’Reillys Tools of Change site: http://toc.oreilly.com/2013/02/when-paper-fails.html

Paying for Books that don’t Exist (yet)

Kickstarter.com has taken up the concept of crowdfunding with significant success. The premise is simple: an individual defines a project that needs funding, defines rewards for different levels of contribution, and sets a funding goal. If pledges meet the funding goal, the money is collected from pledgers and distributed to the project creator, who uses the funding to make the project. If the project does not reach the funding goal by the deadline, no money is transferred. Most projects aim for between $2,000 and $10,000.

Kickstarter approaches have their issues, but they raise an interesting point – people are prepared to fund a book before it is produced. Or to put it another way and one which covers a wider spectrum of emerging book economics – people are willing to pay for books that don’t yet exist.

A while ago I worked with a Dutch organisation by the name of greenhost.nl. They are a small hosting provider based in Amsterdam with a staff list of about 8. The boss wanted to bring their team to Berlin to make a book about basic internet security so they hired me to facilitate a Book Sprint. We invited some locals to help and organised a venue for four days. In total, about 6 people were in attendance (including myself as facilitator) and we started one Thursday and finished the following Sunday – one day earlier than expected. The book is a great guide to the topic and quite comprehensive – 45,000 words or so written in 4 days with lots of nice illustrations.

The following morning the book went to the printers and then was presented  in print form two days later at the International Press Freedom Day in Amsterdam.

The presentation at International Press Freedom Day was complemented by a PR campaign driven by Greenhost. The attention worked very well as the online version of the book received thousands of visits on the manual within a few hours (slowing our server down considerably at one point) and there was also a lot of very nice international and national (Dutch) press attention. This worked very well for Greenhost as this is the kind of promotional coverage that is otherwise very hard to generate. That makes sponsoring of Book Sprints a very good marketing opportunity for organisations.

Many of the organisations I work with approach Book Sprints with similar ideas in mind. They think about what kind of book their organisation would want to bring into the world, then design a PR strategy around the book. The book is often given away free in electronic form to their target market, maximising the reach and goodwill created.

Of course, this approach does not come without its issues. Organisations that pay to have something produced generally do not like it if the product disagrees with them. Worse is the mindset that this possibility can produce in the producers. Anticipating and avoiding disagreement is in effect a kind of self-policing that can stifle creativity, especially when you are working collaboratively. However, this can be mitigated by hiring a good facilitator.

Lastly, The Long Tale. The long tail was popularised in the age of the net by Chris Anderson. It’s the familiar strategy of selling a large number of books to small niche markets, the idea being that a lot of sales of niche items adds up to a good profit, or as he put it in the title, Why the Future of Business Is Selling Less of More.

However, there is another possible ‘long tale’ market here – instead of seeing a total inventory as having a ‘long tail,’ each book in itself can be customised for resale over a number of smaller markets – one book distributed over several markets, each with its very own version of the book. We have experimented with this a little in FLOSS Manuals – customising the same book for specific markets. Remixing books can be considered to be exactly this strategy but on a very small scale. Many workshop leaders use the remix feature of FLOSS Manuals to generate workbooks with content taken from several existing books. We have also encouraged consultants to take books from FLOSS Manuals, clone them, and customise the book to speak directly to their potential and existing customers. It is a powerful pre- and post- sales device. The long tale here has a market of 1 – the client. This is the very end of the long tale but the return can be lucrative for the consultant that secures a sale or return sale because of their valued-added services powered by customised documentation.

I believe there is a business here – either creating or customising content as a service or providing the tools for people to customise their own content. In either case, we are seeing a broad willingness for organisations and individuals to pay to get the content they want before it is available ‘off-the-shelf’.