LTUE 30: Tracy Hickman - "The Playing Field is Level between You and Me."

by Deren Hansen

Aside from a certifiably mind-blowing presentation first thing on the morning of Thursday, Feb 9, 2012 (about which modesty forbids me to say more) at Life, the Universe, and Everything (LTUE 30), I found Tracy Hickman's Saturday morning discussion about the sea change in publishing as he sees it to be the most thought-provoking.

Tracy made three key points:

• What makes you an author? Readers.
• The challenge now is to find your audience, not your publisher.
• The future of publishing is to find, connect with, and maintain your audience.

In the world before pervasive interconnectivity, getting published was the writer's holy grail because the publisher, who controlled the book distribution system, was the key to getting into the bookstores and ultimately finding readers. Now writers have additional ways to reach readers. More importantly, readers have ways to find and acquire books that don't include bookstores.

Tracy, who estimates that his fifty books have attracted about six million readers, told us how that lesson was made very clear to him when, on his last book tour, only eight people showed up when he signed at the largest sci-fi/fantasy bookstore in San Francisco but many more emailed after the fact to say they were sorry they missed him but didn't know he was at the bookstore.

"The playing field is level between you and me," Tracy said. "My readers were used to finding me in the bookstore, but they don't go there anymore."

It is both sobering and encouraging to think that if Tracy, who has paid his dues many times over, doesn't get a free pass to publishing success no one does. On the one hand, assuming we've written high quality books, you have as much a chance at success as I do. On the other, there are no guarantees.


Deren blogs at The Laws of Making.

The Sky is Falling

by Deren Hansen

Between the economic downturn during 2008 and 2009, and the rise of e-books in 2010, it seems that the voices prophesying upheavals of apocalyptic proportions for the book business this past year have grown louder and more insistent. With the annual odometer about to tick over, it seems like a good time to celebrate doom and gloom for the publishing industry.

Of course, there's been a book business for roughly four hundred years, so doom and gloom are nothing new. In just the twentieth century--and not counting the Internet--radio, television, paperbacks, video tape, and computer games have all been identified as evidence that the sky is about to fall on the publishing industry.

'Wait," you say, "this time it feels different."

Perhaps. But things tend to survive, sweeping change notwithstanding. Automobiles are pervasive, but there are still buggy whip manufacturers.

Books aren't going away any time soon. The book business, however, is another story.

If I asked you to name the major players in computing you'd likely answer, "Microsoft, Apple, and Google." If you're tech-savvy, you might add Amazon (because of their cloud computing services), and if you have a sense of history, you would include IBM. With the single exception of IBM, it wasn't that long ago that a completely different pantheon, with names like Digital Equipment Corporation (DEC) and Cray, dominated the industry. And before them, there were the elder gods like Control Data Corporation.

Other industries have seen a great deal more changes. What is it that has shaken publishing to its roots?

It's simply that we can no longer rely on the certainties that defined the business for decades.

So, what's going to happen to publishing?

The most cogent argument-by-historic-analogy I've heard is that publishing is more like television than music. (See Kristine Kathryn Rusch's piece on changing times in the publishing industry for a much more thorough and thoughtful analysis of the structural changes facing big publishers.)

The key similarity between the two industries is that they grew up around a distribution network that was, for a time, basically the only game in town. If you wanted your television program to reach a national audience, it had to go through one of the three major networks. If you wanted your book to reach a national audience, it had to go through one of the major publishers. Remember, the key service historically provided by publishers was distribution.

Television changed when cable systems expanded and provided new channels outside the three networks. As viewers, we have more programming options than ever before. For broadcasters, it looks like the audience is smaller because we now spread our attention across all the providers. (And for the national networks, it feels like fall from grace because they're just one of many providers now.)

The new distribution systems supporting ebooks will most likely produce an analogous change: readers will have more to read than ever before, while the major publishers will have to compete for what looks like a smaller audience.

We clearly are subject to the old Chinese curse that says, "May you live in interesting times."


Deren blogs at The Laws of Making.