Cover Story - Outlook 2010: The Future of the Industry
In other words, editors and marketing teams working up front with an author to refine and repurpose content will keep publishers relevant in a world of self-publishing, author-driven/independent marketing strategies, book-at-a-time distribution and e-content.
In the end, this new world may not seem so foreign once the reality of new strategic models has been digested.
"Publishers should [not] … get hung up on trying to stall evolution," Hall says. "Plenty of publishers are worried about the publishing landscape of the future, but survival of the fittest is not about being the biggest or strongest; it's about being most able to adapt."