From The Huffington Post UK:
Publishing of tomorrow will be different due to the rise of independent authors, who write and publish their books in more formats, for more audiences and through more channels than ever before. We can see this future already in markets which leave the age of printing books fast to switch to electronic and increasingly mobile books – like China, South Korea or Indonesia. Europe will follow and we should be prepared for the changes. As authors, as publishers or as readers.
Since I joined the publishing world in 2005 a democratization of publishing has taken place, with non-traditional forms of publishing competing for the limited reader´s attention, and I find it gratifying to help texts to find new readers. When I worked for Random House as Director Business Development we were embracing new forms of online and social media marketing and worked to get in direct contact with the readers. The advent of better eInk-devices in 2007 in the US allowed the fledgling markets for ebooks to start growing and we focused first to convert our catalogue of great titles into the new format to be ready for the start of the German market. It took a lot of faith to invest so early in this still small market, to convince the authors to trust us with their electronic publication rights and convert the titles into the new formats.
But it was the right decision, in a couple of years ebooks will overtake print, something not many would have predicted only a short while ago. We saw that growing market and decided to help developing it further and in 2010 Skoobe was conceived, a joint venture of two of Germany´s biggest media companies, Bertelsmann and Holtzbrink to offer a book-flatrate similar to the Netflix-model for movies in the US. Skoobe has since garnered more than one million downloads, a very active user base and 7.942 ratings in Google Play and Apple iTunes with an average of 4.5 out of five stars. We predicted the rise of mobile and tablets for longform reading and the readers love a monthly flatrate and read as much as they want.
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We realized that books do not only compete with other books anymore, but with all other forms of entertainment, especially on mobile devices. Hence it is crucial to make a large selection available so that everybody can find the right books and do not spend their time on Facebook or other new media platforms.
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We believe, that the electronic books is actually better than any printed edition, because it is inherently more affordable, more portable and can be individualized to be read in the font size and font type the reader suits best.
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Marketing is changing as well, and to quote Robert Bidinotto: „Social media has been the great equalizer of advertising, promotion and marketing. This is essentially asymmetrical warfare. No customer going to Amazon knows what is traditionally published or independently published – and they don’t care”. The good news is, that the creativity of authors is even enhanced when unleashed from the traditional, slow and expensive publishing process and the readers can expect more great novels than ever before.
Link to the rest at HuffPo UK