Here’s where innovative publishers need to focus

Idea-48100_1280There are a number of key attributes successful publishers will be known for in the future. These core capabilities will be very different from the ones that have led to the modern empires of the Big Five.

Some attributes will remain the same, of course. For example, it will always be crucial for publishers to acquire, develop and produce excellent content. But the services and capabilities that surround and complement the acquire/develop/produce core are what will matter most.

With that in mind, here’s my short list of what will separate tomorrow’s publishing leaders from all the rest:

Being data-driven – Remember the old days when Ingram data was the only source of industry-wide sell-through information? Then Bookscan hit the scene and it felt like we moved from the Stone Age to the Information Age. I’m not talking about this kind of data. Bookscan and other retailer sell-through numbers are lagging indicators. They represent what happened yesterday, last week or last month. The successful publisher of tomorrow wants to know what’s happening right now and where the trends are leading. Real-time website analytics, heat maps, email open/click-thru rates…that’s where the actionable data can be found today but most book publishers treat them as secondary information sources at best. A publisher who thinks they’re data-driven today might adjust plans for a book scheduled to publish six months from now based on sell-through data they studied from last month. Tomorrow’s data-driven publisher will alter the free content on their website this afternoon based on information they gathered this morning.

Breaking free of containers – Why are publishers focused on lagging indicators? Because they’re stuck in the era of containers. They’re producing books, magazines or newspapers and they measure everything based on those containers. It may not be obvious but the container model is slowly fading away. Please don’t misinterpret this. I’m not saying books are going away. Print books will still be produced for a long, long time. But the way content is being consumed is shifting to a more digital, container-less model. Think about that last bit of content you read on your phone. Did you care whether it was originally produced for a newspaper, a magazine, a blog, a website or a newsletter? Probably not. What mattered most is that the content covered a topic that matters to you. Innovative publishers need to think more about highly relevant content streams rather than content containers.

Direct-to-consumer (D2C) – I vividly recall talking five years ago with a Big Six executive about the importance of creating a vibrant direct-to-consumer channel. She rolled her eyes and said they’d never do that because they prefer to let their retail partners handle the consumer connection. I feel somewhat validated now as I see that same publisher experimenting more and more with D2C. It’s not just about capturing all the revenue. The data and resulting opportunities to do some very powerful things with that data are what make D2C such an important model. That, and the fact that you become less reliant on middlemen who control your destiny, ought to be reason enough to focus on D2C.

Owning and leveraging the list – The most important piece of data every publisher should own is the customer name and email address. This is what makes D2C so special. Securing names and emails isn’t as easy as simply making a sale. You’ve got to earn the consumer’s trust by having them opt in to your future marketing campaigns. Too many publishers who have built a D2C channel simply become data hoarders, gathering names and emails but never doing much with them.

Building the funnel – One of the biggest reasons publishers don’t go direct is that they feel they’re unable to attract enough traffic to make it worthwhile. That’s because they’re not applying the funnel model. You start by offering plenty of outstanding free content on your site. Once visitors arrive and they like what they read you have the opportunity to connect with them via free newsletters, for example; rather than waiting and hoping they come back, offer to continue sending outstanding content right to their email inbox. Part of this step includes asking them to opt in for other offers and information from you. As the funnel narrows from top to bottom, you’re leading these consumers along a path loaded with all your terrific content, some of it free and some of it paid.

This isn’t for everyone. For example, the Big Five are simply too reliant on the existing ecosystem, unwilling to risk alienating certain channel partners and built upon a very rigid container-based creation and distribution model. The Big Five will remain large, just like B&N and Borders did for many years after Amazon arrived. But then Borders went away and in order to survive B&N evolved from a bookstore to a gift shop.

The smaller players though, the ones who focus on a particular topic, vertical or audience are the publishers who are best positioned to embrace the attributes described above. And as they do they’ll find themselves in a far better world with a direct connection to customers and the ability to serve those customers with more than just one or two types of container-driven content.


Here’s how indexing could evolve with ebooks

Telescope-122960_1920Last month I shared some thoughts about how indexes seems to be a thing of the past, at least when it comes to ebooks. I’ve given more consideration to the topic and would like to offer a possible vision for the future.

Long ago I learned the value an exceptional indexer can bring to a project. For example, there’s a huge difference between simply capturing all the keywords in a book and producing an index that’s richly filled with synonyms, cross-references and related topics. And while we may never be able to completely duplicate the human element in a computer-generated index I’d like to think value can be added via automated text analysis, algorithms and all the resulting tags.

Perhaps it’s time to think differently about indexes in ebooks. As I mentioned in that earlier article, I’m focused exclusively on non-fiction here. Rather than a static compilation of entries in the book I’m currently reading, I want something that’s more akin to a dynamic Google search.

Let me tap a phrase on my screen and definitely show me the other occurrences of that phrase in this book, but let’s also make sure those results can be sorted by relevance, not just the chronological order from the book. Why do the results have to be limited to the book I’m reading though? Maybe that author or publisher has a few other titles on that topic or closely related topics. Those references and excerpts should be accessible via this pop-up e-index as well. If I own those books I’m able to jump directly to the pages within them; if not, these entries serve as a discovery and marketing vehicle, encouraging me to purchase the other titles.

This approach lends itself to an automated process. Once the logic is established, a high-speed parsing tool would analyze the content and create the initial entries across all books. The tool would be built into the ebook reader application, tracking the phrases that are most commonly searched for and perhaps refining the results over time based on which entries get the most click-thru’s. Sounds a lot like one of the basic attributes of web search results, right?

Note that this could all be done without a traditional index. However, I also see where a human-generated index could serve as an additional input, providing an even richer experience.

How about leveraging the collective wisdom of the community as well? Provide a basic e-index as a foundation but let anyone contribute their own thoughts and additions to it. Don’t force the crowdsourced results on all readers. Rather, let each consumer decide which other members of the community add the most value and filter out all the others.

This gets back to a point I’ve made a number of times before. We’re stuck consuming dumb content on smart devices. As long as we keep looking at ebooks through a print book lens we’ll never fully experience all the potential a digital book has to offer.


My 2016 ebook marketplace hopes and wishes

Sylvester-1097596_1920Rather than speculate on what might happen in the ebook sector this year I thought it would be wiser to simply list the developments I’d like to see. So although some, and perhaps all, of these are a long shot, here’s my short list of hopes and wishes for the ebook market in the New Year:

Less DRM – Publishers continue to be their own worst enemy with digital rights management. It’s part of what makes it so hard for publishers to create an effective direct channel and it provides nothing more than a false sense of security. As I’ve said before, if a reader really wants to unlock and share an ebook there are a number of freely available DRM-removal utilities that are just a few clicks away. Plus, most readers have no idea where their mobi and EPUB files are stored on their devices; those who do know the location probably already have a DRM-removal tool on their computer.

Better direct-to-consumer options – Once a publisher abandons DRM it suddenly gets much easier to create a frictionless direct-to-consumer (D2C) solution. And of course I’m not suggesting publishers should abandon retailers. But it’s time for publishers to diversify their channel strategy and focus more on the one channel they have 100% control over: their D2C channel. As I’ve said before, don’t assume “if you build it, they will come.” You need compelling reasons for consumers to buy direct (see here, here and here, for example).

New, sustainable unlimited ebook subscriptions – My Oyster subscription expired a few days ago, consistent with the sunset plans Oyster announced a few months ago. Oyster itself is about to expire soon, the victim of an unsustainable business model. The all-you-can-read subscription model is not dead though. I’m convinced the way forward is with topic verticals such as sports, religion, cooking, etc. They need to offer more than long-form book content and they need to focus on building community. Think “membership” and the old AMEX line, “membership has its privileges.”

Better notes and annotations, outside the book – I’ve read quite a few ebooks over the years and I’ve highlighted a lot of passages. I’ve also added notes to several, but not as many as I should have. The reason I haven’t annotated more is because I know those notes are stuck inside the book. I want a quick and easy way to export my highlights and annotations, collate them into other documents and make them fully searchable. For example, I’d love to see ebook applications embrace Evernote functionality, making it super easy to sync all my highlights and annotations to an Evernote folder.

I hope we see progress on all of these fronts in 2016 and I hope that the New Year is a wonderful one for you, your family and your organization.


How digital can complement print

Laptop-819285_1920The beauty of the web is that feedback for what I write here is spread across a variety of platforms. These days it seems most of those community discussions are happening on LinkedIn and that’s where some recent comments helped me see the common thread across a few different topics I’ve been writing about.

A couple of weeks ago I noted how Nielsen data indicates a large chunk (49%) of ebook readers are also still buying print. In other words, almost half the reading community surveyed by Nielsen is straddling the fence between print and digital.

Now think about the topic of last week’s article: Publishers are worried about whether or not they can change buyer behavior and attract consumers with a compelling D2C solution. As I mentioned in that piece, a successful D2C offering must include content and services a consumer can only find directly from the publisher, not via retailers.

Instead of looking at digital and print as separate initiatives and consumer bases, it’s time for publishers to invest in digital companions to print products.

What can you create digitally that makes the print reading experience more engaging? Think about companion apps for your most successful print products. More importantly, think about how you’ll deliver those apps directly to consumers.

Here’s an example: I’m currently reading the legendary Gordie Howe’s autobiography, Mr. Hockey. I bought the e-version but this applies to print readers as well. I’m still in the early part of the book, learning about Gordie’s youth and curious to learn more about where he grew up and what that part of Canada looks like. I’m sure my curiosity will continue through the book as I read about the various youth hockey programs he dominated as well as his many years in the NHL and WHA.

If I want to take a deeper dive into Gordie’s story most of it is only a few Google searches away. But why force readers to sift through piles of Google results in search of the most interesting nuggets? Why not have the editor or author provide their recommendations? Put those links in an app that I can open on my phone next to my tablet (or print edition of the book).

Next, make it social. How many people reading this book saw Gordie play in person? Quite a few, I’ll bet. Many of them probably also have photos from those days they could quickly and easily contribute to the app, making it even more valuable for everyone. I’d love to see some previously unpublished shots of Gordie from the 1950’s or even the early WHA days. The app then evolves into a community product and becomes richer as time goes on and more readers contribute their memories.

Next, and I realize Gordie isn’t in the best of health these days, but why not have the author make a cameo appearance in the app from time to time? Publicize a live chat with the author every so often and make sure that session is only accessible in the app. Record those sessions and maintain them in an archive area of the app.

The companion described above is probably a freebie for everyone but I can envision some models where the app might cost 99 cents or even a few dollars. It all depends on the added value it offers. It’s a terrific promotional vehicle for the publisher and a way to establish a strong, meaningful direct relationship with consumers.

Here’s the most important point: Make sure the digital companion is prominently featured in all versions of the book, including print and every flavor of e. It should be the first thing readers see when they open the book. A message like, “Thanks for buying this wonderful product. Be sure to visit our website to obtain the free companion we’ve created for it.” When they come, they register and are asked to opt into your marketing program(s).

A strategy like this not only increases the value of the original book, it also helps publishers create that compelling D2C solution and converts indirect customers into direct ones. It may not work for every book but I’m convinced it’s a model worth pursuing for most titles, especially your bestsellers. 


Direct-to-consumer (D2C) starts with building community, not owning the sale

Directory-881420_640More and more book publishers seem to be focused on building a better direct relationship with consumers. Some of these direct-to-consumer (D2C) efforts are well thought-out while others are nothing more than publishers following the crowd.

How else do you explain so many publisher sites that are simply catalog pages with the option to by print or ebooks direct? What’s the compelling reason for someone to come to the site? Even if they find the site why would a consumer consider buying direct rather than from their favorite retailer?

It reminds me of the old days when everything was driven by seasonal (print) catalogs. The accounts insisted on having enough lead-time to promote titles, so the summer titles were presented the previous fall or winter. The print catalogs were then left behind with the buyer as evidence of the sales call presentation.

Most of today’s publisher websites are nothing more than the digital version of those seasonal catalogs. And since there’s no compelling reason for consumers to discover and explore them, many of these websites are ghost towns.  Publishers create them and then wonder why nobody visits or buys.

Here’s something most D2C-focused publishers overlook: It’s virtually impossible to change a consumer’s buying habits. The larger my Kindle ebook library, the less likely I am to buy my next ebook from a retailer not named Amazon, and that includes an aversion to buying direct from the publisher. It’s that wonderful retailer walled garden phenomenon; and those walls are something publishers helped create by insisting on locking their books inside DRM.

So if that spiffy website is unlikely to generate direct sales why does it exist? If your answer is “to increase discovery”, do yourself a favor and study the results of a Google search for your top titles, series and authors. If your pages aren’t among the top search result links you’re kidding yourself with the “discovery” justification. The top results are the ones getting all the clicks.

Rather than trying to change consumer buying habits and owning the sale, publishers should instead focus their D2C efforts on building community. Publishers own the relationship with authors, so as a publisher, what are you doing to build community around your authors? What are the top three reasons are you giving consumers to come to your website?

Btw, authors are just one component. Many publishers have popular series or dominate a specific genre. What are you doing to build community around that brand or genre?

It’s OK to still offer direct buy buttons on each title’s catalog page but your D2C buy buttons should be offered alongside buy buttons for all the popular retailer sites.  That includes buy buttons for print as well. Let the consumer decide where they want to buy and don’t force them to hunt for your product on a retailer’s site.

If publishers don’t spend the time building this community with consumers, who will? The retailers aren’t going to do it. Their focus is way too broad.

So although most publishers missed out on the opportunity to go direct in the digital era, there’s still plenty of time to establish a strong consumer relationship by using your site to build and foster community. Just be sure to keep your priorities straight and focus on community first and owning the sale second.


Peer-to-peer content distribution

Human-668298_1280The smartwatch movement inspired me recently, which is surprising because I haven’t worn a watch since I started carrying a smartphone many years ago. I’m about as far as you can get from being a fashionista and I liken a watch to other obsolete single-use devices like the GPS. I doubt I’ll buy one anytime soon but I believe the device synchronization model used by smartwatches lends itself to content distribution as well.

You’re probably aware of how most smartwatches get paired with your smartphone. Although they don’t have all the capabilities of a smartphone, things like text messages and phone calls can be redirected from your phone to your watch, thanks in large part to Bluetooth technology. Your phone communicates with your watch the same way your phone connects with a wireless headset or desktop Bluetooth speaker, for example.

Let’s fast-forward to the day when we’ve all become peer-to-peer content distributors. Rather than relying on centrally-managed and hosted sites and services that handle everything from reviews to downloads, this peer-to-peer model means we’re doing all that for each other using Bluetooth or some other simple networking protocols. For example, your phone or computer can easily be turned into a wifi server, allowing you to connect multiple devices to it; that's a capability that exists today and I'm suggesting it could be extended for new uses in the future.

The Kindle introduced a whole new level of reading privacy. Once upon a time on a crowded bus you could see the cover of the book being read by the person across the aisle. Now we’re all masking our reading habits with tablets and phones. No, I’m not suggesting we embrace an overly intrusive model that has privacy advocates screaming in the streets. Rather, I believe a peer-to-peer model could be used to improve discovery and consumption at the hyperlocal level.

Think of the hundreds of riders on a commuter train each morning. Maybe they’re traveling from the northern suburbs into Manhattan. Some of them are neighbors. Many of them are businesspeople. All of them probably follow and read some type of news. Instead of just knowing the top global trends on Google, wouldn’t it be interesting to know what news stories your fellow commuters are reading?

The same concept can be applied to passengers on a plane or even homeowners in a neighborhood. Just as NextDoor.com has disrupted Angie’s List and brought communication and recommendations to the local level, I suggest a peer-to-peer model could do the same for content.

The peer-to-peer aspect really shines when you consider how the content gets from my device to yours. That news story I just read on TheGuardian.com still lives in my browser’s cache. If enough of my fellow commuters read the same article, it floats to the top of the popular news list for our little commuter community. You click the link to it in our peer-to-peer content app and the article is pulled from my cache to your device.

In short, we’re distributing content to each other, without having to go up and down, to and from a central server. Wouldn’t this be terrific on a 4-hour flight with no wifi? Each of our devices acts as a mini-server, hosting content for everyone else.

Publishers would freak out over this model, at least initially. They’ll no longer control distribution and it will create holes in their analytics. I’m sure most, if not all, publishers have something buried in their terms and conditions preventing this sort of thing, but those who want to embrace broader distribution and consumption will eventually warm up to it.

Btw, the model isn’t limited to web pages. Think about the benefits this offers the book publishing sector. What if you could see a list of the popular ebooks in your neighborhood or among your fellow commuters? And what if you could pull a sample of one of those popular titles from someone else’s device, again, a particularly useful solution when you’re outside wifi and cellular range? If you decide you like that sample and you end up buying the ebook your peer-to-peer commuter friend gets credit for the sale with an affiliate cut of the resulting transaction.

We place way too much emphasis on the ability to measure global trends. You see it every day on Google, Twitter, etc. While we all care about these global trends, we’re also keenly interested in local and hyper-local trends. This peer-to-peer model addresses that point while also providing some relief for data plan limits and spotty wifi coverage.


Observations from BEA 2015

The Javits Center must have some sort of time warp technology. I recently attended the BEA event there and I kept asking myself the same question: Is this 2015 or 2005? The digital vibe was almost nowhere to be found in the expo hall. For example, publishers are still handing out stacks of print galleys and samples. Is that really more effective than digital copies? Wouldn’t it be better to distribute e-versions and gather customer info along the way? All this talk of establishing direct relationships with readers and having access to the resulting data still seems to be the stuff of fiction.

There’s also still a big gap between the core industry and the startup community. The Startup Alley, an expo aisle featuring 15 or so up-and-comers, is a nice concept but doesn’t seem very effective for anyone. It also highlights a bigger problem in the publishing industry: there’s no platform or service that continuously evaluates new startups and helps match them with publishers who could benefit from their capabilities. Startups are generally relegated to an area off the beaten path with virtually no buzz to draw attention to them. That’s sad because, as Richard Nash pointed out during the IDPF conference, it’s clear the real innovation is going to come from the startup community.

The most painfully accurate statement I heard all week was from Michael Bhaskar of Canelo Publishing during his opening session at the IDPF event: “Publishers treat ebooks as a secondary priority.” This is partially understandable given the fact that print is still the largest revenue stream but I believe this mindset also prevents digital content from achieving its full potential. 

Bhaskar made another terrific point when he noted that the music industry is leveraging consumer curation in ways the book publishing industry hasn’t even dreamed of. I believe tomorrow’s e-content leaders will fully understand and encourage consumer curation. Whether you call it remixes, custom editions or something else, this is a concept that will help the industry achieve escape velocity from today’s print-under-glass model.

The IDPF conference highlight for me was Jane McGonigal’s session. I haven’t played a video game since PacMan in the early ‘80’s so I went into this one highly skeptical but she opened my eyes to the possibilities. It’s not that every book has to become a game. That’s not it at all. Rather, she challenged the audience to find ways of creating content that takes readers to a whole new level of enthusiasm. The images she showed of gamers completely engaged and immersed in the experience were inspiring.

Another valuable IDPF session was one where Jim Hanas of HarperCollins interviewed David Arabov of Elite Daily. Arabov described how Elite Daily organically builds audience and community and turns that into their finished product. Compare that to book publishing where a totally non-agile approach is used to build products behind closed doors with the hope that yesterday’s marketing models will generate buzz (e.g., buying promotions, shelf space on physical shelves, etc.). Wouldn’t it be cool if publishers engaged with readers during the idea conception and development process rather than waiting till the end after all the time and money have been invested? That sounds like Wattpad to me, which might explain why Allen Lau and his team always report such amazingly high traffic levels. Now they just need to figure out how that translates into revenue, of course…

I had the pleasure of serving as moderator on a couple of IDPF panel sessions. The Amazon panel included Molly Barton and she made an excellent point about the problems with today’s closed ebook ecosystem. As Molly described it, readers often want to socialize their reading experience and today’s model forces them to have those conversations away from the book. Why not integrate this functionality in the reading app? It can be completely unobtrusive, where the service only appears when the reader wants to access it rather than forcing readers off to other apps and platforms.

All-you-can-read subscriptions were, of course, a topic that came up many times throughout the week. Scribd’s Andrew Weinstein shared some observations including how this model affects the long tail. As Weinstein put it, with unlimited reading platforms consumers are more willing to abandon a book and move on to the next one if they lose interest, figuring there’s no additional cost to taste-test a lot of books every month. First of all, let’s hope that’s doesn’t turn out to be the most important benefit subscription platform have to offer. Second, what does that say about the industry’s inability to create a sampling model that actually works?

Finally, I wanted to mention an interesting quote from Sherisse Hawkins of Beneath the Ink. Sherisse has been a pioneer in pushing ebooks beyond the print-under-glass experience and she said that one of their readers recently sent a message saying, “thank you for helping me avoid getting lost in the ‘wiki holes’”. That reminded me of the new Wright Brothers book by David McCullough that I recently finished. It was a fantastic read but I can’t tell you how many times my curiosity led me away from the book to Google where I searched for locations, images and related content. Unlike Sherrise’s customer, I did get lost in a variety of “wiki holes”, but it once again proved to me that this industry needs to figure out how to provide consumers with something more than dumb content on smart devices.


Lessons learned at Book Business Live

The team at Book Business recently hosted a one-day, invite-only event in NY. I had the pleasure of attending as well as moderating the first panel of the day, Transforming Your Company for the New Era of Book Publishing.

The day was filled with highly engaging discussions featuring panelists from McGraw-Hill, Pearson, Hachette, Cengage, Perseus, Rodale, HarperCollins and Scribd. Here are a few of the most interesting points I took away from the event:

Direct-to-consumer (D2C) and competitive pricing – Towards the end of my session an audience member asked our panel the following question: How is it possible to build a direct channel when Amazon is always going to at least match, if not undercut, your prices? Clancy Marshall of Pearson provided a terrific response. She noted that her team is focused on creating a broader, more compelling learning environment, not simply trying to sell a book at the lowest price. This is perhaps the most important thing for publishers to keep in mind as they build out their direct channels: It’s all about creating a reason for consumers to come to you, not simply trying to offer the lowest price. You’ll lose 100% of the time if you’re trying to build a D2C channel based solely on low prices.

What's next, now that ebook sales are flattening? Join me at a free webinar on April 28 to see how to drive revenue growth. Click here to register.

What are you going to do with that data? Tom Breur of Cengage told an interesting story of a correlation they noticed between text highlighting and student performance. They looked at the performance of students using a particular title and tracked how often the student tended to use the ebook’s highlighting feature. It turned out that students who highlighted more often generally got lower grades in the class. Their conclusion: Students who highlight are just skimming, not closely reading the text. The real question here is this: As you and your organization gather more data from ebooks, what will you do with that data? It reminds me of those registration cards that used to appear in the back of print books. I once worked for a publisher who had an office with stacks and stacks of those cards, carefully filled out and mailed in from their readers. The cards were just sitting there, taking up space and collecting dust. Gathering the data is just the first step. In the Cengage scenario, I’d like to think they’re developing ways for their platform to help highlight-happy skimmers become more engaged readers.

The lean model is alive and well – I almost stood up and cheered when Mary Ann Naples of Rodale mentioned their use of the lean startup model. We first started talking about the lean approach at Tools of Change several years ago and it’s great hearing that at least one publisher has fully embraced the concept. If you’re not familiar with the lean approach you’ll find all the resources you need here.

Indirect and direct can coexist and thrive – Mary Ann Naples also helped explain how a publisher’s D2C efforts don’t have to conflict with indirect/retailer channels. She talked about the importance of building community, something I believe is critical for publishers to create consumer brands, not industry brands. Further, she pointed out that a publisher’s community-building efforts help establish a compelling D2C solution while also helping their product stand out in the crowded indirect channels. In short, community can be leveraged to build a stronger consumer brand across all channels.

Focus on your biggest fans – I loved this point made by Rick Joyce of Perseus. He talked about how the music business is so good at selling more products to a band’s mega-fans. A broad consumer approach is fine but what about that portion of your list that tends to have the strongest following? It might be a particular series or author, for example. Are you creating the deluxe editions, the boxed sets, the must-have versions that those fans crave? And are you working with that part of your customer base to build the community foundation of your D2C efforts?

Kudos to Denis Wilson of Book Business and all the speakers who were remarkably transparent in their discussions and audience Q&A. If you ever have a chance to attend one of these Book Business events I highly recommend you make the time for it.


Customers as curators: Going beyond simple reviews

My magazine reading is almost exclusively limited to what’s offered in my Next Issue subscription. If you’re not familiar with Next Issue, it’s an all-you-can-read e-zine service featuring more than 140 titles. Sports Illustrated, BusinessWeek and Wired are just a few of the magazines I read in my $14.99/month subscription.

I recently received an interesting email from Next Issue and it got me thinking about how customers are evolving into content curators. Every customer won’t do this, but a significant enough number will and it will lead to new forms of content discovery and consumption.

The email I got from Next Issue can be seen here. You’ll notice that a Next Issue employee shares a link to her favorite stories on the outdoors in that email. I’m not exactly the outdoorsy type but even I was intrigued enough to click and read the recommendations. Why?

I’ve gotten so numb to all the automated, algorithmic recommendations in emails and on websites (e.g., “those who bought x also bought y”) that I was curious to learn more. It just goes to show that human curation can still trump computerized curation.

Then there’s the passion factor. Recommendations from an actual person have a more genuine feel than the sanitized, generic messages we’re so used to seeing. Whatever your hobbies and interests are, you can probably create a more credible, click-worthy reading list than even the most sophisticated computer algorithm.

And let’s face it: We are a lazy society, so we want others to vet articles, books, blogs, etc., before we waste our precious time on them. If Next Issue sends me a recommended reading list, even if it’s based on my reading habits, it feels empty, void of any soul. But if that same list comes from an actual person, even an employee of the company, it has more credibility.

This all means that a publisher’s most enthusiastic readers can potentially become on of its most influential sales and marketing resources. It’s an opportunity for those readers to share their passion with others while also helping the publisher increase engagement.

This is the next evolutionary step for product reviews written by customers like you and me. Rather than having reviews sit passively on a website, waiting for prospective customers to arrive, they can be spun into active narratives, encouraging deeper engagement from existing readers/subscribers.

It’s all about the personal curation though, and having a name and face accompany the message. It’s also an opportunity for a publisher’s biggest fans to take on a new role, but only for those publishers who are willing to give up some of their precious content curation control.


How crowdsourcing will ultimately add value

Most publishers cringe at the thought of crowdsourcing. Publishers often believe they exclusively own the art of content curation and they feel threatened when they sense others encroaching on their turf.

It’s hard to argue with that logic, especially in our disrupted world where the publisher’s role is under attack from self-publishing, free content and authors with their own platforms. That’s why every publisher should rethink the role they play and determine how to remain relevant in the years to come.

I believe crowdsourcing will eventually be a very powerful tool for all publishers. One of the key problems with crowdsourcing today is that it’s little more than a buzzword and most crowdsourcing efforts are poorly coordinated and leveraged.

Imagine this scenario in the future: A newspaper publisher allows members of their community to create remixes of the paper’s original content. Additionally, they not only allow, but they actually encourage the community to integrate it with content from other sources, including the “competition”. These derivative works will benefit from the interests and curation skills of highly passionate community members. It’s a blend of bloggers and “professional” content, for example. 

What’s in it for the community curators? If the publishers are smart, they’ll create affiliate programs where the publisher sells access to these crowdsource remixes and the curators earn a share of the resulting revenue. This also helps those curators build brand names of their own, potentially ones the newspaper might want to hire full time. Think of it as a feeder system for new content talent.

Now let’s look at the opportunity for book publishers. What if the publisher allowed the community to create their own editions of books? Let’s say you want to read that new blockbuster book about marketing strategies. What if a marketing guru read it before you, highlighted all the critical elements and inserted additional, relevant notes from their years of experience? Now you have a book that has significantly more value than the original edition. The publisher can probably charge more for this edition and pay the marketing guru a portion of the incremental revenue. Over time you’d see multiple digital editions of books. Would you pay more for the “Seth Godin Edition” of that marketing strategy book, where Godin didn’t write it but he highlighted the important stuff and inserted a bunch of related insights?

Most existing publishers will balk at all of this, worrying about the additional layers of complexity, a modified review process, etc. As the incumbents reject it we’ll see yet another new chapter of The Innovator’s Dilemma unfolding right in front of us as startups will fill the void; after all, startups don’t worry about new processes and whether it’s OK to break the old rules.