Author and literary agent Peter Rubie has been involved in publishing for nearly 20 years. He is the CEO of FinePrint Literary Management, and has been teaching publishing at NYU and elsewhere for over a decade.
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Imagine this: It’s a couple of years into the future – maybe three. You’re sitting on the beach, sunbathing in 90 degree sunshine while kids around you squeal and build sandcastles. You pull out of your bag something that looks like a long lipstick holder. At the click of a button you pull out a flimsy sheet of plastic as if unfurling a window blind. Once it is fully extended to perhaps 12 inches, the flexible plastic sheet hardens into an opaque surface without any need of a frame. You switch it on, and call up the opening page where you select from a menu showing magazines, newspapers, books or graphic novels. At a click of a button on your touch-sensitive screen, through Wifi, you download the contents of the latest edition of a magazine you subscribe to.
Once you’ve finished your magazine, you decide to select a book. But rather than read something already resident on your eReader, you decide now is a good time to get that new novel you’ve promised yourself. You perhaps retract a little of the screen, so that it’s now the size of a book page, go online to The Tattered Cover.com, and there browse their personalized recommendations for you, based on your previous relationship with them.
You have already established a Napster-like account with them paying a flat $15 per month for the ability to download books through their website. They, in turn, have gone to some pains to determine, as Netflix tries to do, the kinds of books you like to read, and have a regular free, RSS-type downloadable newsletter crafted to your wants and needs informing you of new releases and reprints of books you might like to read. You choose two books -- J.K. Rowling’s just-published new novel and Louisiana Power and Light, by John Dufresne, an old book in the Norton backlist, and within a moment start reading. Both authors, meanwhile, get an immediate royalty deposited into their accounts at their publishers based on the sale of the books. And perhaps you get a discounted price on the book for buying both the e-version and the hardcover that is being sent in the mail to you which you will read in the comfort of your own home.
Far fetched? Not really.
In mid-November 2007, Amazon launched their eReader, called the Kindle, at
By 2009, according to Russell J. Wilcox, President and CEO of E Ink, the company that makes the screen, (in an interview on the BtoB Media Business web site) said we’ll see 11-inch and 12-inch screen sizes, and beautiful color and images. Then, he said, “we’ll go into the magazine world.”
At least one publisher already seems to get it. In early October, 2007, Holtzbrinck, the German publishing giant, changed its American name to Macmillan. In his blog discussing this name change, Brian Napack, the President of Macmillan said, “. . . Our role as publishers is not really to turn paper into books. . . It is to publish . . . through all the channels – digital and traditional – where our audience can be found.”
Larry Kirshbaum, former CEO of Warner Books (now Grand Central Publishing), and current CEO of LJK Literary Management, told me what seems to be the dominant feeling in U.S. publishing, however. “Everyone is in a holding pattern right now waiting for something to happen.” eBooks, he said, is “a technology that has a long way to go.”
But the real issue for publishers is not technology, but being forced into a major re-evaluation of issues such as the current country-by-country model of subrights licensing. Barbara Marcus, former President of Scholastic’s Childrens Book Division, and now a self-described “industry gadfly” who is a strategic advisor to Penguin’s Children’s Group told me not so long ago, “If publishers believed there was a growing audience for ebooks they would price them differently.”
Besides the introduction of two viable high-profile eReaders within the same year, the major event that signaled the start of the current digital revolution in publishing happened on April 2, 2007, when Steve Jobs (the head of Apple) announced that DRM (digital rights management, also known as copy protection) has failed as a viable business philosophy in the digital music world. Jobs explained that a DRM system employs secrets. (http://www.apple.com/hotnews/thoughtsonmusic/) “The problem [with secrets], of course, is that there are many smart people in the world . . . who love to discover such secrets . . . so any company trying to protect content using a DRM must frequently update it with new and harder to discover secrets.“
Jobs went on, “Imagine a world where every online store sells DRM-free music encoded in open licensable formats. . . . This is clearly the best alternative for consumers . . . . DRMs haven’t worked, and may never work, to halt music piracy.”
With that thought still echoing in your heads, consider that ebooks hold out the following promises:
- An expanding marketplace of readers for an increasing number of titles and topics;
- An expanding marketplace of booksellers via the internet;
- A marketplace where the publisher can start to regain from the book selling giants like Amazon and B&N some of the control over the kinds of books it wants to publish and how;
- An end to Returns, the bane of publishing economics.
- A disposable “mass market” book that costs $4 or $5, rather than current $8 or more.
- No reprinting costs;
- The ability to cash in with more speed and efficiency on the sudden success of the mass market paperback writer. Indeed, no need to go back to press again.
- A way to encourage, build and exploit a backlist
- With the pressure from chain bookstores diminished, ebooks could open up a way to once again publish idiosyncratic, not so easily categorizable writing on a broader scale. This would give the editor, in particular, a greater validity than she enjoys at the moment.
- A way to encourage more virtual, and bricks-and-mortar bookstores, not less, by developing a system that can enhance the sales rep system currently in place.
- A way for authors to instantly receive and track royalty payments on each downloaded sale.
So what needs to happen?
We need a reader that is not crippled by only getting its reading material from one source. I don’t want to have to buy my new ebooks only from the Sony store, or Amazon as at present.
We need a reader priced under $200 at the very most.
I want to pay $6 a book (mass market prices, in effect) and transfer that book from one device to another, not $15 or more and be forced to keep it only on one machine.
We need everyone to agree on a uniform standard format for etexts. EPub and pdf is getting there, but it isn’t quite established yet.
There are issues with who will own the material – authors or publishers -- and for how long, which far outstrip issues of digital theft. But it’s really not all bad, guys. Honest. Publishers shouldn’t let companies like Amazon or Sony dictate the pace and form of how this change in how we read will happen. Publishers owe it to themselves, and us, the reading public, to lead the way, not follow along reluctantly looking over their shoulder and mumbling about the death of the good old days.


