I’ll admit, it’s kind of weird when you realize one day that you’re living in the future. Admittedly, it’s not exactly the future that some sci-fi auteurs envisioned (witness poor Stanley Kubrick and 2001–no Pan Am flights into space quite yet; hell, there isn’t even a Pan Am anymore), but the technology is making things change at a pretty good clip. Nowhere is this more true than in the world of media. Think about what was strange and exotic only a few years ago–Netflix streaming, e-books, downloading a movie–and then think again about how much we now take these things for granted. Your average teen probably doesn’t even know that buying music once meant a trip to the record store, or that Must See TV required you to plunk yourself down in front of the tube at the same time every week. Nowadays, they’re all watching that stuff on their smartphones, in between tweets and Facebook pokes.
Of course, all of this revolutionary tech has got the content providers running around like a drunken man in a square house after being told to go pee in the corner. Everything is moving so fast that they can barely keep up–and so it also goes with the publishing industry, which, like everyone else, is standing at the digital crossroads and wondering, “How do we make money off of this?” I’m glad to see, though, that publishers are largely embracing the new reality, rather than going down the Hollywood path of trying to stuff the genie back into the bottle. In fact, in the last few days we’ve seen Apple throw down a rather significant gauntlet in just this area, with their hard push into the textbook market and their release of some cool free tools that anyone can use to make content. You can be sure that those of us who write fiction will also be hopping on this bandwagon.
So what does it all mean for traditional publishing? Well, for one thing it means the rules have changed–assuming that there are still rules. Anybody can be his own publisher. Retailers are now content providers. For those who still want paper copies, publishing on demand eliminates the cost of print runs. The possibilities are endless. To cite a recent example, the actor James Franco recently inked a deal to sell his first novel to Amazon.com. My guess is that they probably gave him a better share of the royalties than he would have gotten from a “regular” publisher–because they can afford to! With Amazon handling the acquisition, editing and distribution, they cut out the middlemen and keep the costs down, which means more profit for everyone–including the author.
My guess is that you’ll see this catch on more and more as time goes by. Eventually, some brand-name writer–a Stephen King, a John Grisham, or even a (choke) Stephanie Meyer–will head in that direction, and inspire a lot of others to follow. As for the rest of us mere mortals, I think that these big changes will lead to a lot more opportunity for newer voices to be heard. It’s always been a huge risk to launch a new writer because of the considerable expense involved in printing and distribution; but with digital distribution, that isn’t such a problem anymore. If anything, these emerging technologies may well herald a new golden age in publishing.
JAN

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