Last week, I attended the inaugural PubSmart conference — an unprecedented gathering of publishing professionals who really are some of the smartest on the planet — in chilly (where were the warm temps??) Charleston, South Carolina. The participants came from all aspects of publishing: self publishing, traditional, small press and hybrid. As a journalist and author, I’ve been to quite a few of these things, and I truly was blown away by the value of the information presented as well as the generosity of spirit of the event’s keynoters, panelists and organizers. (Hugh Howey, the bestselling author who served as one of the keynoters of the conference, is not only a savvy author, but he just might be the most gracious one I’ve ever seen, stopping to answer questions for anyone who asked one. Very cool.) By the time I got on my flight back to New York on Friday, my brain was heavy with all sorts of actionable information.
Today, I’d like to share pieces of Jane Friedman‘s enlightening keynote address titled, “What does it mean to publish?”
- 25 percent of the top 100 books on Amazon last year were self-published. “This would have been unfathomable at the beginning of my career,” Friedman said.
- Publishing used to have a scarcity of content and a controlled environment, but now there’s an abundance of content and a scarcity of attention.
- Through the 20th century, to print something was to amplify it. Not so today. There’s too many competing printed materials. Then whose job is amplification. The traditional role of the publisher was:
–Gatekeeping and editorial. But… gatekeeping is broken. People are self-publishing en masse. Quality is not a useful debate to have anymore, because we’re not going back to the way it was.
–Distribution. But… distribution is no longer of value anymore in the eBook world. I distribute. You distribute. Mobile is important to the future of reading. It is a myth that what we have to say has to be in book form. We’re slowly coming out of that cultural myth and moving into trans media: how one story can be told in many different ways.
–Marketing/Publicity. But… it is now about lifetime marketing. The conversation never stops. Authors have direct engagement with readers. The sales life of a book is no longer a few months, but forever.
- Free has become the tool of the unknown author who is looking for a readership. “Loyalty comes first,” Friedman says. “Monetization comes afterward.” For example, she said, “I haven’t paid a dime for Candy Crush. You can download it for free, but if you run out of lives, you have to pay 99 cents. Now, the company that produces Candy Crush is valued at billions.”