Digital Directions: Redefining Content Creation
3. "Chunking"
Chunking refers to logical content segmentation. "Chunks" can be sold a la carte or in a variety of configurations—a single chapter or article from a larger work.
One oft-cited example is the ability to sell a single textbook chapter. This sounds logical until one actually extracts a single chapter from a textbook. The chapter typically does not stand on its own, created as it was within a larger pedagogical sequence, rife with references to materials outside of that chapter. Pulling apart sections of a previously created work and expecting to yield independently salable components is difficult. Planning ahead is essential.
The Re-architecture of Publishing
Solving issues like these requires nothing less than the re-architecture of publishing —development, design and production. The reward is realizing new opportunities with new audiences and new product formats. The consequences of failure are lost revenue and marginalization.
We have been living on borrowed time, postponing inevitable challenges of change. First, we waited for proof of digital-delivery's revenue potential. Then, we pretended we could merely convert our InDesign files into e-reader formats. No such luck. Profound change is, in fact, required. And so the work begins. Let's get started.
Andrew Brenneman is founder and president of Finitiv, a provider of digital content solutions. He has been leading digital media initiatives at major media and technology organizations for more than 20 years. Contact him at Andrew@Finitiv.com.
