The Bookseller.com

30th July 2010

Jon Slack is chair of the Society of Young Publishers.

Publishing 2.0—the Reader Revolution

14.11.08

In less than two weeks the SYP will once again stage its annual conference, and the theme of digital publishing is a topical one. The events we’ve hosted on the topic already this year have been very popular and usually generate the most energised debates.

At the pub afterwards (a key SYP custom), the discussions seem to conclude that e-content and the internet present an excellent chance to innovate, though the answers (and even the willingness to do so) remain difficult to come by. But, while our conference is a chance to debate what exists for us in future, it is important to examine, right now, how we can get to the front of the ‘reader revolution' that is already taking hold.

The linear model of author-to publisher-to reader is on the verge of a major shake-up, and the relationship between these three entities is fundamental to the debate. Self-publishing has been reinvigorated by the rise of print-on-demand, but more so by the establishment of online communities for authors, where readers and their peers can 'vote' on their favourite unpublished books, which, in the case of HarperCollins’ Authonomy website, can also land directly on the desks of editors. This refreshing approach has, among other things, created a dedicated online community of book lovers with an impressive two million hits in just six weeks. But it also indicates, with the forthcoming Book Army website and Penguin’s recent Match.com partnership, a trend that will increasingly come to dominate book publishing. Readers not only have the power to buy books, but actually to affect book content and the way it is marketed and sold to them.

It comes back to the ‘web 2.0' comparison. Some of the most successful business websites have become so because they encourage user-generated content to help drive traffic and sales, and establish customer loyalty. They are also communicating with their customers, rather than at them, by using devices such as blogs or podcasts to put a human face on their operation and start a conversation. While Amazon delivers a masterclass in adding interactive value to its website, the question remains are publishers (on the whole) taking the right approach to reader engagement?

A few select large publishers and web-savvy independents seem to agree that a dialogue with their readers is the first step to understanding them. How many publishers have a regular blog where a pool of staff discuss the books they are working on? It is a fairly common practice for individuals to actively drum up support in-house for titles, and the ones that get staff the most excited end up being pushed the hardest to the trade and public. So why not open up to readers at this stage and involve them in the process? It’s a chance to promote the creativity of individuals in the company (and thus the company itself), plus generate feedback and early excitement from book lovers.

These ideas represent a fraction of the possibilities of a reader revolution, and the publishing industry continues to debate how it can benefit. SYP conferences have been very effective when tackling big issues because they present a forum where generations young and old can come together and share ideas. I am convinced more than ever that in this digital environment both sides have a lot to learn from each other. Independent publishers and individuals in particular have a genuine chance to democratise the publishing process, enable change and bring us closer to the industry’s equivalent of the voter: the reader.

The SYP Conference will take place on 22nd November. For information visit www.thesyp.org.uk/conference