From veteran publishing consultant, Mike Shatzkin:
It has been an important tenet of my thinking about digital change in the book business to understand that books are different from other media — music, TV, movies, newspapers, magazines — as we try to anticipate the future.
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But while book publishing people tend to focus on the changes enabled by Gutenberg, Gray’s newspaper-centric view makes the high-speed rotary press, which enabled publications cheap enough to be daily purchases by masses of people, the seminal moment.
High-speed presses made all print cheap for the incremental copy. In the case of radio and televison, of course, the incremental copy is free. So all these media, as well as movies, which used scale in a slightly different way, were about amortizing the costs of content creation across “mass market” consumption.
If Karl Marx had been writing a bit later than he did, he might have seen that controlling the “means of distribution” had become as important as he saw controlling the “means of production” to be.
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And that’s what the Internet has blown up. Because now the distribution mechanism for expensive-to-create content is precisely the same as the distribution mechanism for any content. In the book business, we’ve been tracking that as “purchased in stores” (which is, in itself, expensive and pretty much restricted to expensive-to-create content) as opposed to “purchased online” (which is a channel open to all of us).
Gray calls this a change from the “mass media era” to the “infinite media era”.
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But that micro-targeting might affect newspapers and magazines and radio and TV stations far differently than it affects book publishers. And that’s because, when it comes to advertising, book publishers are, in a way, on the opposite side of the fence from these other media.
Those media don’t build an audience uniquely for every issue the way book publishers do for every new book (and that’s somewhat true even for vertical publishers). They’re trying to sell captive audiences; we in book publishing are trying to corral disparate audiences. That makes us more like the newspapers’ advertisers than like the newspapers themselves.
Link to the rest at The Shatzkin Files