E-books are a Cul-de-sac: Why Publishing Needs to Rethink Its Digital Strategy, by Eoin Purcell

Much as we love our physical books (and let's face it, the majority of those working in publishing NOW, are there because of a love of paper books) we cannot let that love blind us to the realities of change and the shift that digital is imposing upon us. But the industry, despite notable and impressive exceptions, is still avoiding the inevitable accommodation and embrace of the Internet AS THE PLATFORM. As a body, we are ignoring the implications of digital change and seeking short and medium-term patches at the expense of long-term success. We need to prepare for a smaller print industry (in terms of titles, publishers and staff) and a bigger digital industry -- one that will exist in a multiplicity of forms beyond the e-book.

We all know that the e-book market as it is currently structured is not designed in the best interests of book publishers. "Why should it be?" is a common response. And they'd be right: publishers have no special right to exist. Nevertheless, publishers remain powerful forces and should at least make an effort to change the game in their favor. To do so requires deeper thinking and  better, more strategic, long-term action than they are currently exhibiting.

Right now the greatest beneficiaries of the shift towards e-books are device sellers, public domain hawkers and self-publishing authors. While I foresee authors gaining more value as the Internet facilitates easier self publishing and cheaper direct marketing, there is no reason why anyone should necessarily benefit to a greater extent than publishers.

The skirmishes that have been fought over price demonstrate the lack of reasoned, long-term maneuvering by publishers. Ultimately the sales price of one form of content monetization (i.e. e-books) is not the critical concern (although on this front it seems to me that encouraging readers with lower pricing is hardly a terrible idea).