There’s a wonderful New Yorker cartoon from a few years ago by Peter Steiner and it captures an essential truth about the anonymity of the internet, about privacy and much more. The catch line is: “On the Internet, nobody knows you’re a dog.”
Recently, I’ve got to feel that publishing is experiencing its own version of this cartoon and it is happening with backlist titles. On the internet, especially when you are an eBook, no-one knows you are a spine-out title in a regular bookshop. No one checks your inside page to see your publication date or worries about your condition. In fact, if you have a nice cover, a good blurb, a sensible amount of meta-data and a good price, you will be accepted along with the freshly published, the self-published and the badly published, just one more option in a vast sea of options.
An almost perfect example of this is the Len Deighton novel I bought on my Kindle for my recent trip to LA. I wanted something with a spy theme or a good thriller. If I’d been in a bookstore, Deighton wouldn’t have had a look in, firstly because he would be unlikely to have any shelf space, perhaps a spine out copy or two at best, and secondly because newer titles would have been calling out for my attention on tables with 3-for-2 offers.
Online however, I spotted the Deighton cover while browsing spy novels. I had just read a second-hand copy of one of his other books. I liked that, liked the price and bought the book. That it was backlist didn’t matter and, had I not bought a paper version previously, it might never have entered my head.
There are lots of stories like this one online and it means that new books have to compete directly with old books, especially when it comes to eBooks.
I wrote about this (from a slightly different perspective, but the case holds I feel) in a short series of articles on “Things Publishers Fear“. The relevant piece is in an article on Google:
The database brings the reality of competition with every single book ever published into sharp focus for publishers as new books face increased challenges from books published 10, 20, 300 years ago and, in every conceivable format; on a phone, laptop, desk computer, iPad, iPod, Wi-Fi enable device, anything that connects to the cloud and has a screen (not to mention an increase in POD). Google’s books database enables a flood of real professional content that rings true with quality, from a time when being published was harder than it is now and that has the stamp of publishers approval. This onslaught directly threatens the lifeblood of all publishing, the new book trade.
The eBook sales surge, and the increased power this has given authors, combined with the new ability of backlist to ignore its status and sell to new (and old) customers makes it clear that the front-list centric model of publishing is heading for a crisis. Of course, if publishers are smart (and many of them are) they will see that this competition presents opportunities for their enormous backlists, if they can just get them online and ready to sell.
Right now authors, agents and estates seem to be the most active in the field (and I have a lot more to say about that), but that’s because most people haven’t heard about Open Road Integrated Media(ORIM) and the crazy growth of their backlist based list.
Here’s a taster of ORIM’s thinking from their website:
Open Road partners with authors, estates, and their agents to digitize, design, distribute, and market their backlist books electronically. In 90 days an author’s backlist works can be brought to market with new digital covers and promotional materials and made available widely on all ebook reading devices. Our distributors include Amazon’s Kindle Store, the Apple iBookstore, Barnes & Noble’s Nook store, the Sony Reader Store, Kobo Books, and Overdrive.
ORIM knows what it is doing, knows what it wants and has been driving hard for about 18 months to get there. On the basis of a quick count they will have published 208 ebooks between January and May 2011 and, if they get everything listed on their site out on time, adding to well over 1000 already published. Of course, it’s led by Jane Friedman and as this New York Times piece makes clear, she’s no slouch.
All of this goes to suggest that something big is happening, slowly but surely, to the shape of the trade book publishing industry.
While we can expect eBook sales for front-list titles to rise as more and more readers move online, as they become comfortable with their eReading and they begin to explore, we should also expect the long tale to do even better in eBook and digital format than it currently does in physical form, especially if the effort put into those titles is even a little more than nothing.
I don’t know that it is a good thing or bad thing, I suspect, on balance it is a good thing, but I just don’t know for sure. One thing I do know is that it’s going to be very interesting indeed.