Book Business

You will be automatically redirected to bookbusinessmag in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 

Digital Directions : Addressing The Human Element of Digital Change

People, not technology, will shape your publishing company's trajectory toward a bright digital future.

September 2012 By Andrew Brenneman
3
Get the Flash Player to see this rotator.
 

Ironically enough, success in digital publishing has more to do with people than machines. Digital publishing requires publishing houses and their partners to work in materially different ways. Digital publishing is not merely delivering an EPUB file along with a print-ready PDF. Successful initiatives require the development of new skills, processes and business practices. Publishers that successfully execute these changes will be able to take advantage of the unique characteristics of digital, and bring new value to the marketplace.

What are some of the challenges that must be overcome by the intervention of the human element? A few that come to mind include:

The end of "print-first." "Print-first" is an approach to cross-platform publishing in which all digital delivery formats are derivatives of the print product. The book is first composed and optimized for the paper page, then digital outputs (such as e­books) are produced by wrestling the print product into a digital delivery format. This is hardly an optimized approach since "p-books" and e­books are distinct in some fundamental ways, such as their use and disuse of page numbers, internal and external hyperlinks and so on. Yet, since "print-first" introduces the least disruption to publishers and their service providers, it has become a standard, though strategically unattractive, practice.

Untangling digital rights. The issue of digital rights represents a significant hurdle for many publishers. The Holy Grail of magically "digitizing the backlist" is often impeded by a lack of digital rights clauses in contracts pertaining to older titles. A secondary issue is the inclusion in print titles of one-time-use artwork that has not been cleared for digital delivery. This issue is made even more challenging by the fact that modes of delivery that the publisher may use in the future may not even exist today.

Mastering digital design. Designers and art directors within publishing houses have a high-level of sophistication and expertise when it comes to the nuances of designing for the page. Many publishers feel that the visual experience of the product is a point of competitive differentiation. However, this level of design sophistication often does not extend to digital delivery models. In order to have the same competitive differentiation of their digital books as they enjoy in print, art directors and designers in publishing houses need to ramp up their knowledge and toolset in design for the digital domain.

 
3

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

MORE ON E-BOOKS & DIGITAL PUBLISHING >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

Build a High-Impact, Low-Hassle Digital Sales Prospecting System That Works!Discover the “invisible funnel,” where self-educated buyers are making decisions before you know they existLeverage Funnel Optimized website design to identify your prospects’ key challenges before you ever speak to themIntegrate social media, content, and email to optimize the entire prospecting processMake every sales call count with behaviorally targeted email prospectingLeverage Twitter, Facebook, and LinkedIn to efficiently “prospect at scale”And more! Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads

Build a High-Impact, Low-Hassle Digital Sales Prospecting System That Works!
Discover the “invisible funnel,” where self-educated buyers are making decisions before you know they existLeverage Funnel Optimized website design to identify your prospects’ key challenges before you ever speak to themIntegrate social media, content, and email to optimize the entire prospecting...

ORDER NOW

 

MORE ON MANAGEMENT & FINANCE >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

SPONSORED CONTENT

MORE ON PRODUCTION & MANUFACTURING >>

FROM THE BOOKSTORE

“Design & Formats for Boosting Direct Mail Response” is dedicated to helping you get people in the door… or prospects into your mail piece. No matter how great your data, your campaign strategy or even your copywriting, if the design doesn’t work, then your latest mailing will flop.Full of best practices from designers and copywriters
for increasing response with design, color, typography,
formats and components Design & Formats for Boosting Direct Mail Response

“Design & Formats for Boosting Direct Mail Response” is dedicated to helping you get people in the door… or prospects into your mail piece. No matter how great your data, your campaign strategy or even your copywriting, if the design doesn’t work, then your latest mailing will flop.Full of best...

ORDER NOW

Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies. PURLs for Profit

Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies....

ORDER NOW