Guest Columnist: Will You Recognize the Industry in 10 Years?
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In that future, B&N and the “Big Two” will almost entirely publish books that have already been created and published—test-marketed, in effect—by small players within niche communities. In those circumstances, books will be delivered by POD and electronic files with almost no retail distribution. They will be low-investment and aimed at very targeted audiences. Amazon will be a dominant player in that market, but the industry will have learned the transcending promotional effect of retail display. When B&N or a publisher makes a national publishing arrangement for a book, sales will jump everywhere, including at Amazon. Ingram’s remaining wholesaling business mostly will serve what remains of the library book market and specialty retail.
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Mike Shatzkin
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