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Publishers must change "radically' in digital age - Johnson
11.05.11 | Bookseller Staff
Publishers selling direct to readers, printers folding and more agents becoming publishers are some of the implications of digital, claims former Borders chairman Luke Johnson.
In his weekly column for the Financial Times, Johnson claims digital may transform book publishing more than any other industry. He said: "There will surely be material deflation in the price of e-books over time. The inevitable disappearance of the vast majority of bookshops will remove a main marketing channel and will seriously undermine the power of publishers.
"It will also increase the scary dominance of Amazon. Book printers will, sadly, mostly go out of business, and physical books will become more expensive as a consequence of reduced economies of scale."
He said the power of literary agents will increase but he warned: "Literary agents will become more powerful, but also riven with conflicts, as they turn their hands to publishing and become the very organisations they warn their clients about."
He said digital was transform rights trading. "E-books make a nonsense of the archaic practice of dividing geographic rights by territory." Johnson, who is a non-executive director at Phaidon, said publishers must change their models "radically", adding he expects further consolidation in the sector. They should become branding experts, following the lead of the For Dummies series, and "forget about upsetting bookstores" by selling direct to consumers.
Johnson also branded the seven months it has taken his forthcoming Portfolio title Start It Up to go from manuscript to bookshop as "ludicrous". He said: "I will never write another book in this traditional way. I suspect the future for many types of publishing is brief, rapidly produced, good value e-books that may even be self-published."



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I'm a published author who has now turned to publishing in paperback and e-books. I am with a small group of writers who want to promote each other, but fear that the big publishing houses will use their financial muscle to ensure the bottom feeders like me and my group find it extremely difficult to meake any headway in the world of self publising.
For the former Border's chairman to brand 'the seven months it has taken his forthcoming Portfolio title Start It Up to go from manuscript to bookshop as "ludicrous".' seems to display very little knowledge of the way publishing and book selling work. Yes, writing and producing both the physical and ebook can be pretty instantaneous but what is the use of that if you don't schedule in the time required for marketing and selling it into traditional bookshops. Of course it can go straight onto Amazon but who is going to know about it?
Don't be paranoid. How can 'big publishers' possibly use their 'financial muscle' to stymie you? It's amazingly easy for you to self-publish ebooks, at least, directly into Amazon and there's nothing anyone can do to stop you. There are plenty of self-pub ebook success stories out there.
Self-publishing paperbacks is harder because publishers have the very significant advantage of having sales and distribution set up in a way that you don't. It's never been easy to self-pub in print and make any money. But that's not because of repression, it's just because of the way print publishing works.
Should your venture not work out for whatever reason, it will be tempting to blame some sort of sinister conspiracy; but that will be a) quite wrong and b) a convenient excuse to ignore flaws in your books/planning.
Yeah, funny isn't it when people like Mr Johnson shimmy into the book trade, take a quick look around and then suddenly become experts. And I seem to recall a certain bookselling chain called Borders that Mr Johnson made a huge success of. Let's see - how many others can we think of who had a similar track record? Most of the former CEOs at Blackwell Retail going back to the days of Tony Stafford, Joe Sinyor at Dillons, Gerry at Waterstones, etc, etc...
Indeed, the main publishers have no interest in trying to stymie small self publish paperbacks. The truth is - and has been for as long as I have been in the trade (over 40 years) - 99% of retail outlets were never interested in taking self published books. The structure, distribution, promotion and discount was invariably poor or non-existant.
However, with the way that the trade is going - if Mr Johnson is correct - there will be few if any outlets for the printed word. In which case the self-published author will have to rely on what every other author will come to see as THE outlet - ebooks.
The future COULD be very exciting for new authors - and possibly more profitable.
But there's going to be one hell of a shake out....
Agree with you. I'm all for radical views and I'm a big fan of Johnson's (even fancy him a bit!) but I'm finding it hard to take this seriously. There is some truth in what he says, of course, but it's so unlikely that he's spent enough hands-on time in the book business to speak with real authority on this — the sweeping generalisations verge on naive - and I doubt he's read enough self-published books to realise how crap they are - in fact, I'll wager he hasn't even read one.
totally agree jc. I get more and more annoyed by people comoing in at the top of companies (not just book retailing) and not understanding the roots of the business. Alan Leighton ex head of the post office has it right when he sends non exec directors off to the shop floor for four weeks to see how things work in reality.
Have just had a meeting with an author with whom I wish to do big things,
but in the summer of 2012. To launch someone you need time and meticulous care. Sorry, but ss in most things in life there are no short cuts
totally agree jc. I get more and more annoyed by people comoing in at the top of companies (not just book retailing) and not understanding the roots of the business. Alan Leighton ex head of the post office has it right when he sends non exec directors off to the shop floor for four weeks to see how things work in reality.
Have just had a meeting with an author with whom I wish to do big things,
but in the summer of 2012. To launch someone you need time and meticulous care. Sorry, but ss in most things in life there are no short cuts
Actually publishers need to continue doing what they are supposed to be doing now - publishing 'books', in whichever format, which are well written, well edited and which the public will want to buy. The format of the books IS an issue but it is more of an issue for book sellers than book publishers and, in any case, is something which has hardly escaped the notice of the book trade in general.
As for the "inevitable disappearance of the vast majority of bookshops" - assuming there are still some people around who understand the bookselling trade and the psychology of the bookbuying public - methinks not.
I'm going to list other products with similar leadtimes (or longer) between idea, creation, marketing, QC, selling in, delivery, launch...
* Movies.
* Video games
* Music (for the big guns at least)
* Calendars (especially if they are made in January :-))
* Most food products
* Tea
* Clothes
* Golf Clubs
Actually, you know what. It takes ages for most new things to be produced, sold in and released. Except for Pizza in a restaurant. That must be why he is so wrong, he only really knows about pizza.
Now frozen Pizza on the other hand...
Picking up on the point about big publishers trying to stymie self published authors - they really don't have either the time or the inclination to bother with these bottom feeders. If there is one doing well, they may well offer them a proper contract but they won't try and scupper them. Why should they? They have better things to do.
7 months? Ludicrous. The process would be much faster if you cut out editing, cover design and layout, proofing, final checks, advance marketing, all the fat & nonsense that could easily be trimmed, and which are often trimmed in self-published books. And the reputation for cutting these corners is not why self-published books are viewed with deep suspicion by booksellers, nor is it the fact that bookshops would find it hard to enforce the accounting and the logistics of sale-or-return with an individual. It's the big publishers. Mr Johnson should write a book about this, quickly, and publish it by the end of the month.
@Michael-
You might want to check out Dean Wesley Smith's blog, and his wife Kristine Kathryn Rusch's blug. Both offer a boatload of knowledge on indies/self pubbers.
Dean's blog has several good, informative series, including Think Like a Publisher, where he shows you how you can get your POD books into independent bookstores - and he just came out with a post to use gift cards for your ebooks in his Killing the Sacred Myths of Publishing series.
I don't know how useful these might be for you re independent bookstores, as I assume you're in the UK (don't know the scoop on the indie bookstores there), but I still think both sites are worth a look. Both of them have over 20 years' worth of publishing knowledge.
Good luck to you. And stop calling yourself a bottom feeder!
That's "blog" not "blug".
Sheesh.
I'm a published author who has now turned to publishing in paperback and e-books. I am with a small group of writers who want to promote each other, but fear that the big publishing houses will use their financial muscle to ensure the bottom feeders like me and my group find it extremely difficult to meake any headway in the world of self publising.
Don't be paranoid. How can 'big publishers' possibly use their 'financial muscle' to stymie you? It's amazingly easy for you to self-publish ebooks, at least, directly into Amazon and there's nothing anyone can do to stop you. There are plenty of self-pub ebook success stories out there.
Self-publishing paperbacks is harder because publishers have the very significant advantage of having sales and distribution set up in a way that you don't. It's never been easy to self-pub in print and make any money. But that's not because of repression, it's just because of the way print publishing works.
Should your venture not work out for whatever reason, it will be tempting to blame some sort of sinister conspiracy; but that will be a) quite wrong and b) a convenient excuse to ignore flaws in your books/planning.
Indeed, the main publishers have no interest in trying to stymie small self publish paperbacks. The truth is - and has been for as long as I have been in the trade (over 40 years) - 99% of retail outlets were never interested in taking self published books. The structure, distribution, promotion and discount was invariably poor or non-existant.
However, with the way that the trade is going - if Mr Johnson is correct - there will be few if any outlets for the printed word. In which case the self-published author will have to rely on what every other author will come to see as THE outlet - ebooks.
The future COULD be very exciting for new authors - and possibly more profitable.
But there's going to be one hell of a shake out....
@Michael-
You might want to check out Dean Wesley Smith's blog, and his wife Kristine Kathryn Rusch's blug. Both offer a boatload of knowledge on indies/self pubbers.
Dean's blog has several good, informative series, including Think Like a Publisher, where he shows you how you can get your POD books into independent bookstores - and he just came out with a post to use gift cards for your ebooks in his Killing the Sacred Myths of Publishing series.
I don't know how useful these might be for you re independent bookstores, as I assume you're in the UK (don't know the scoop on the indie bookstores there), but I still think both sites are worth a look. Both of them have over 20 years' worth of publishing knowledge.
Good luck to you. And stop calling yourself a bottom feeder!
That's "blog" not "blug".
Sheesh.
For the former Border's chairman to brand 'the seven months it has taken his forthcoming Portfolio title Start It Up to go from manuscript to bookshop as "ludicrous".' seems to display very little knowledge of the way publishing and book selling work. Yes, writing and producing both the physical and ebook can be pretty instantaneous but what is the use of that if you don't schedule in the time required for marketing and selling it into traditional bookshops. Of course it can go straight onto Amazon but who is going to know about it?
Yeah, funny isn't it when people like Mr Johnson shimmy into the book trade, take a quick look around and then suddenly become experts. And I seem to recall a certain bookselling chain called Borders that Mr Johnson made a huge success of. Let's see - how many others can we think of who had a similar track record? Most of the former CEOs at Blackwell Retail going back to the days of Tony Stafford, Joe Sinyor at Dillons, Gerry at Waterstones, etc, etc...
Agree with you. I'm all for radical views and I'm a big fan of Johnson's (even fancy him a bit!) but I'm finding it hard to take this seriously. There is some truth in what he says, of course, but it's so unlikely that he's spent enough hands-on time in the book business to speak with real authority on this — the sweeping generalisations verge on naive - and I doubt he's read enough self-published books to realise how crap they are - in fact, I'll wager he hasn't even read one.
totally agree jc. I get more and more annoyed by people comoing in at the top of companies (not just book retailing) and not understanding the roots of the business. Alan Leighton ex head of the post office has it right when he sends non exec directors off to the shop floor for four weeks to see how things work in reality.
Have just had a meeting with an author with whom I wish to do big things,
but in the summer of 2012. To launch someone you need time and meticulous care. Sorry, but ss in most things in life there are no short cuts
totally agree jc. I get more and more annoyed by people comoing in at the top of companies (not just book retailing) and not understanding the roots of the business. Alan Leighton ex head of the post office has it right when he sends non exec directors off to the shop floor for four weeks to see how things work in reality.
Have just had a meeting with an author with whom I wish to do big things,
but in the summer of 2012. To launch someone you need time and meticulous care. Sorry, but ss in most things in life there are no short cuts
Actually publishers need to continue doing what they are supposed to be doing now - publishing 'books', in whichever format, which are well written, well edited and which the public will want to buy. The format of the books IS an issue but it is more of an issue for book sellers than book publishers and, in any case, is something which has hardly escaped the notice of the book trade in general.
As for the "inevitable disappearance of the vast majority of bookshops" - assuming there are still some people around who understand the bookselling trade and the psychology of the bookbuying public - methinks not.
I'm going to list other products with similar leadtimes (or longer) between idea, creation, marketing, QC, selling in, delivery, launch...
* Movies.
* Video games
* Music (for the big guns at least)
* Calendars (especially if they are made in January :-))
* Most food products
* Tea
* Clothes
* Golf Clubs
Actually, you know what. It takes ages for most new things to be produced, sold in and released. Except for Pizza in a restaurant. That must be why he is so wrong, he only really knows about pizza.
Now frozen Pizza on the other hand...
Picking up on the point about big publishers trying to stymie self published authors - they really don't have either the time or the inclination to bother with these bottom feeders. If there is one doing well, they may well offer them a proper contract but they won't try and scupper them. Why should they? They have better things to do.
7 months? Ludicrous. The process would be much faster if you cut out editing, cover design and layout, proofing, final checks, advance marketing, all the fat & nonsense that could easily be trimmed, and which are often trimmed in self-published books. And the reputation for cutting these corners is not why self-published books are viewed with deep suspicion by booksellers, nor is it the fact that bookshops would find it hard to enforce the accounting and the logistics of sale-or-return with an individual. It's the big publishers. Mr Johnson should write a book about this, quickly, and publish it by the end of the month.