For the past several months, I’ve had numerous people write in to ask about the trends I see happening in the world of publishing. We’re in a state of evolution in the industry (one could argue we’re in a state of revolution), where answers to questions as simple as “what is a book?” and “what constitutes a publisher?” are changing. With everything in a state of flux, I’ve been trying to use this blog to respond to the basic questions writers have about the industry. Then, over the weekend, a longtime reader sent me the question worded this way: What trends do you see having the potential to reshape the world of publishing?
Wow. A fascinating question. Here are some thoughts…
1. Convergence: How stories continue to shape, reshape, and adapt. One of the biggest trends we’re seeing in the publishing industry is that a novel is no longer just a novel. Nowadays a novel is being evaluated not just as a print book and an ebook, but as a potential film or TV show. (That part you knew about — publishers have long been interested in the dramatic qualities of the stories they produce.) AND the novel is being evaluated as a potential video game; it’s being explored from a social media perspective; it’s being reviewed for potential as a series; it’s being read with interactive media in mind. The story itself may not end — others may participate in the story by writing new endings, or creating entirely new stories that relate (have you seen what J.K. Rowling is doing?). One of the changes that has occurred in storytelling over the past 15 years is the gamer’s mindset, where a story may not have an ending, or it can be told and altered a million different ways. All of those issues are now part of the discussion when we examine a novel. That’s a huge change in the way we view story.
2. Design: How content continues to become more visual. Advertisers have been telling us for decades that interesting visual content is far more effective than simple words, and the message stays with people longer. So perhaps we shouldn’t all have been surprised when the numbers of interactive video games began outselling movies and dwarfing the sale of books. Graphic novels have moved from the fringe to the center of our culture’s entertainment choices, spurred on by the capabilities of tablet computers. Now we’re seeing animated content in enhanced ebooks, interactive content in books (a reader can go into the text and comment or even add material), motion-formatted books (think of graphic novels as advanced cartoons), and “visual journalism” projects (take a look at Symbolia on your iPad sometime). Organizational theory tells us that ideas becomes more complex over time, not less so, and we’re seeing that with the presentation of content to potential readers.
3. Brand: How marketing has taken over the world. I used to talk with editors about the value of an author’s idea before getting into the author’s bio and qualifications for writing a book. Now the first question I get is invariably, “Tell me about the author’s platform.” Sometimes it can seem as though the value of the content is subservient to the ability of the author to market the idea. So authors all got onto Facebook and Twitter and Pinterest to get the word out, which has led to some authors having specialized content only for loyal readers, or offering premium products (like a private message from the author, or behind-the-scenes information) in order to incentivize readers. At the same time, professional marketing types are exploring how a fringy idea becomes a core entertainment concept, and moving to transform marketing from “sharing product news” to “subtly reshaping the discussion so that our content gets noticed.” All of this means that there is NO discussion about publishing a book these days that isn’t influenced by marketing.
There are other trends shaping publishing, and I’ll continue mentioning them, but I’m interested in your perspective… What trends do you see shaping the future of publishing?