Publishers are competing against immediacy and convenience, against “free” and “good enough.” The value of immediacy may be higher than the value of acquired a printed book with (presumably) higher quality.
There is an opportunity for new authors to create content. They will need to be adept with video, audio, Flash, and not just words a text. (A question from the audience later pointed out that good writers with technical knowledge are already in short supply. Where will these content-creation savants come from?)
Recommendations for publishers:
- Make content ubiquitous
- Remove barriers to acquisition
- Improve the user experience beyond the book: chunks, PDF, video
- Experiment, innovate, repeat.
Think like a beginner.
“In the beginner’s mind there are many possibilities. In the expert’s mind there are few.” -Shunryu Suzuki
Publishing companies are in defensive mode. The presenter thinks they shouldn’t be.
In my experience, people are always in defensive mode when faced with change.