Book Publishing’s Reality TV

Will book publishers be able to maintain their cultural authority into the future?  Should they?

These seem to be the questions implicit in a recent article in the New York Times, “Site Lets Writers Sell Digital Copies.” The focus of the piece is a new file sharing site called Scribd.  In a nutshell, Scribd allows users to upload all sorts of document files to the web, whereupon anyone with internet access can read, download, embed, comment on, and share them.  The site also provides pricing and encryption options for writers who’d rather not give their work away for free.  Scribd scoops up 20% of the revenue.

Scribd is the latest in a wave of self-publishing platforms, including blogs, digital journal archives, wikis, and more.  Collectively, these types of sites allow writers to bypass publishing’s traditional gatekeepers and thus to reach the public more directly and with less — if any — editorial intervention.

It’s hardly news to say that these developments make book publishers and other cultural authorities quite anxious, given how easy it’s become for writers simply to bypass them.  It may be news, however, to say that publishers shouldn’t see Scribd and other self-publishing platforms as threats.  Instead, they’re opportunities.

Think about it this way: sites like Scribd are the reality TV of book publishing.

Love it or loathe it, you cannot deny the brilliance of a show like American Idol.  Essentially it amounts to a months-long focus group, where potential music buyers vote on who they’d most like to become a signed recording artist.  The presumption is that many who’ve voted will then go on to buy singles and albums by the people they’ve seen featured on the show.

American Idol demonstrates how amateur cultural production and a more traditional, hierarchical approach can be made to harmonize.  Why not use sites like Scribd toward similar ends?

Indeed, marketing has long been a major sore point for the book industry, filled with guesswork and erroneous conclusions about what will and won’t ultimately sell.  So why not take some of the guesswork out of book marketing?  Why not use Scribd or some other site to focus-group books (or parts thereof) up front before investing all the time and resources to publish them?

Now, I know what you’re thinking: why would people buy something that they might well be able to obtain for free, or at a comparatively reduced cost?  That’s where the publisher comes in.  Pubishers have long imagined their work to be about proferring cultural authority; in the model I’m proposing here, their work would be more about proferring cultural authenticity.  That is, their job would be to produce the definitive tangible object — an object whose content may nonetheless continue to evolve in the digital realm.

Think about it: the contestants’ live performances from American Idol are available for purchase online, but I’d venture to say that most people would consider the studio recordings of their songs to be the “real thing.”  This is how academic journal publishing has been working for some time now, by the way.  Journal publishers have recognized the ease with which academic authors can post pre-prints (e.g., .doc files) of their work online.  In response, the publishers are now insisting that PDF journal offprints that are posted online be referred to as final, definitive versions of scholarly articles.

People love things, and indeed they love to consume what they perceive to be “real” things.  When your authority starts waning, book publishers, what you need to start selling is exactly this type of authenticity.

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5 comments

  1. Jonathan says:

    I think it will be like the music business. Blogs compete with other serialized media well, but online books will still need publicity even if they have distribution. A band on myspace or bandcamp looks the same whether they are major label or indie, but few still break through without some kind of label to get them into circulation. Maybe this will change and we’ll all be going to recommendation engines for everything, though that would be kind of disappointing.

  2. [...] ← Book Publishing’s Reality TV [...]

  3. Ted Striphas says:

    Thanks for the comment, Jonathan. I agree completely with your points.

    I don’t know how apt a parallel this is, but I’m thinking about how INXS found its new lead singer (for better or for worse) through a reality TV program. I wonder if it will ever come to pass where there will be formal feeder sites for amateur/unsigned talent in book publishing?

  4. Jardinero1 says:

    Interesting read. I too have much hope for sites like scribd. However, Scribd has had issues with “the man” as detailed here:

    http://blog.mises.org/archives/009811.asp

    On the issue of American Idol, it should be noted that the program is essentially a farce. The program is a vehicle for Simon Cowl to make money out of the normally, costly job of finding and vetting performers. Every performer who appears becomes, contractually, Simon Cowl’s property and Simon then promotes the performers he prefers regardless of the outcome of the voting. Those he doesn’t prefer die on the vine, even the official winner. It’s really quite sad the way he snares budding but naive performers this way.

  5. Ted Striphas says:

    @Jardinero1: Your points about American Idol are exactly on the mark — which is why I wouldn’t want to see the AI model applied whole cloth to book publishing.

    Thanks for the comment!

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