Pondering the future of publishing, in San Jose


I spent the past few days in San Jose at the O’Reilly Tools of Change Conference , a techie-meets-publishing idea extravaganza.

My dear friend, Sarah Milstein, is one of the conference chairs, and she and Tim O’Reilly, founder of O’Reilly Media, opened the event with an amusing romp through publishing innovations from the beginning of recorded time. (Sumerian tablets were nifty, but not too portable.) One of the highlights of their talk was a hysterical video called “Medieval Tech Support,” which has been making its way around publishing offices for some time.

If you haven’t seen it, watch it here.

The video captures the tone of the conference perfectly: new technology has always been a little scary for users; over time, we adapt and see its value.

I got a chance to speak with Wired editor and “Long Tail” author Chris Anderson in a panel about how publishers and authors can be better partners on book promotion. Some of the subjects we hit upon included:

  • how to reconcile what might appear to be the misaligned interests of publishers and authors (e.g. Chris’s interest is promoting the Chris Anderson brand, which now includes earning income from speaking as well as from selling books, whereas his publisher might be primarily focused on selling books.) Upon further discussion, it became clear that these interests might not be misaligned.
  • techniques for partnering and sharing innovative ideas with other authors and in the greater publishing community (what I am starting to call “Author School”).
  • the need for all writers to become adept at self-promotion (for which we were properly challenged when an audience member questioned the wisdom of applying this same standard to fiction writers.)

It was a provocative discussion, the kind that left me with as many questions as answers.

Chris also talked about his latest slash, Booktour.com, a site he’s founded along with Adam Goldstein (who I coincidentally profiled in my book way back when Adam was a mere high school student/author/software developer) and Kevin Smokler (author/founder of Virtual Book Tour) where authors can list their upcoming events and potential audience members can search for events in their areas. Booktour would have been a godsend for me these past few months, but I plan to use it going forward for all my events. If you’re an author doing events, get there pronto. The site is still in Beta mode. I believe the official launch is next week.

Below is a small writeup about the panel on Mediabistro’s GalleyCat:

Tools of Change: Chris Anderson Will Take Your Call

Wired editor-in-chief Chris Anderson teamed up with NYT online career columnist Marci Alboher for a Tools of Change panel on getting more out of marketing with authors, and opened with a whammy: “All authors are underserved by the book industry,” he said of current marketing and publicity efforts. For the next half hour or so, the two discussed ways to change that situation, including building up an author’s “word-of-mouth in the permalink world” and giving authors the tools to become their own best marketers. “We need to destigmatize small success,” Anderson said, referrign to the disappointment some writers still feel when their book gets mentioned on a blog rather than in a newspaper’s book review section. And we need to look to the long term; “if an author is the best expert I can find for a topic in my column,” Alboher said, “I don’t care if the book’s three years old.”

In response to a query from the audience, Anderson made a bold promise, which he said when I introduced myself afterwards I can pass on to you: He’s willing to do a free conference call with any publisher who wants to discuss these marketing issues and bring their authors into the conversation. “As long as I don’t have to get on a plane,” he quipped.

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Filed under Book Promotion, Branding, Events, HeyMarci Blog, Speaking, The Heymarci Blog

2 Responses to “Pondering the future of publishing, in San Jose”

  1. Brian Dear Says:

    Marci,

    You should know that Eventful.com is another great resource for book authors trying to reach audiences with their book events.

    Eventful has around 4 million events in its search index, including thousands of book and author events around the country. A number of authors are already using the system (it’s free) to post all of their upcoming events.

    One thing that Eventful has pioneered is a service called Eventful Demand, which lets performers of any type (and I include authors doing book signings, readings, and lectures as generic “performers”) to challenge their fans to “demand” that they come to their town. Likewise, fans can just go ahead and start “demands” to bring performers to their town for events — and build up enough momentum to get the attention of the performer and ultimately make events happen.

    BookTour is essentially an imitation of one tiny piece of Eventful — but you should definitely check out the original.

    I hope you’ll put all of your events on Eventful as well!

    - Brian

  2. "heymarci" Says:

    Thanks Brian.
    Will definitely check it out!
    Ciao,
    Marci

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