The Big (and Small) Ideas Changing the Book Industry
Book Business forged new ground last year with the creation of our first ever “Big Ideas” Issue. The special issue invited thought leaders in the book industry to share the big ideas they believe will shape the future of publishing. While we typically focus on strategic advice that can help book publishers run their businesses better in the relative short term, and though day-to-day decisions certainly impact the future of a business, true leaders are simultaneously looking into the distance for insight.
This is where the Big Ideas exist: on the periphery, often outside the lines of publishing or the pages of a book.
Each of our Big Ideas contributors define what a Big Idea is in their own terms. Mark Kuyper, the newly appointed executive director of the Book Industry Study Group, writes in his column that Big Ideas are not clear-cut predictions so much as early signals of emerging trends that will reshape markets. For example, Kuyper anticipates the same forces that led to technological upheaval of the photo and music industries will leave their mark on the book world — namely, greater personalization and ease of access.
Others too identified trends outside the book industry that have potential to revolutionize how books are create and marketed. Jim Hanas, senior director of audience development and insights at HarperCollins, writes that programmatic ads — a proven targeting tool for online advertisers — point to new ways that book marketers can connect with readers who read across established verticals. Likewise, Liisa McCloy-Kelley of Penguin Random House seeks inspiration from online media and it’s affect on our reading and information-seeking behaviors.
Peter Berkery, executive director of the Association of American University Presses, argues that creating processes to identify big ideas is itself a Big Idea. He is working with small and large presses alike to help them pool resources and ideas in order to develop innovations that will improve university press publishing as a whole.
Likewise, we hope that our Big Ideas create a forum of discussion across trade and scholarly segments, marketing and production departments, and technology and publishing companies.
The Big Ideas
Publishers & Authors Must Unite Marketing Efforts – Matthew Baldacci, Owner, MCB Book Consulting
H ow Small University Presses Can Gain Scale Through Collaboration – Peter Berkery, Executive Director, Association of American University Presses
Explode Format & Promote Discoverability – Paul Gazzolo, SVP & General Manager, Gale
Be Inspired By Online Media When Designing Digital Books – Liisa McCloy-Kelley, VP, Director of Ebook Development & Innovation, Penguin Random House
How Book Marketers Can Move Beyond Verticals – Jim Hanas, Senior Director of Audience Development & Insight, HarperCollins
As Book Purchasing Behavior Changes, So Must Publishers’ Sales Metrics – Dan Lubart, Founder, Iobyte Solutions, Inc.
What’s your Big Idea? Email us and we’ll publish the best ideas on BookBusinessMag.com Send ideas to firstname.lastname@example.org
Related story: Big Ideas & Uncovering the Truisms of Publishing