Repost: Pimp My Print

Originally posted on December 10, 2008

Many pundits pontificate on the demise of publishing (myself included and some others I could mention) and while many of these versions of the future are well intentioned they often lack substance. Today in ComputerWorld - an obvious organ of reasoned strategic discussion about book publishing - is a perspective 'from technology' that decries the effort by Penguin and some others to launch their content on mobile platforms as 'painful'. The author's wider point seems to be that publishers need to place their full content - not just snippets - in as many places as possible so that readers/consumers can access it with as little difficulty as possible. Music publishers did not do that and became the victims of rampant piracy, and some have argued that because electronic access to music content was limited this drove piracy. Had there been easy access and easy payment options perhaps the music industry would be in a different place now. But that is 20/20 hindsight and at the time, you would have to have been a certified genius to have seen that.

Publishers have a different issue. Reading is immersive: We are active readers and passive (music) listeners. 'Pimping' the content so that it appears on a smart phone or a web browser or a flat panel will only ever have limited success. It is tactically important to do this with the current inventory of content that a typical publisher will own, but that's not going to sustain the future of the business. Any publisher who's digital policies and activities are focused entirely on retro-active conversions and the migration of their historic product packaging to an electronic environment will see their market whither. It is possible that some publishers may make a choice to cash-cow the existing content and sell it on every available electronic platform they can. That makes some sense but not if in doing so they believe that model will sustain their future publishing programs built on delivering readers a 250 page novel or a 12 chapter business book with an index limited by the number of blank pages left in the last folio.

Pimping the print compounds an issue publishers have faced for a long time (forever?). They don't really know what consumers want. To paraphrase Wannamaker 'I know only 50% of what I publish sells, I just don't know which 50%' (He said it about advertising). The publisher of the future is going to spend more time understanding the consumer and fulfilling their needs (marketing 101: a need is filled not created) than transferring the current model to phones, screens and digits. If I were heading a publishing house, I would hire a band of 25-30 year old editors/writers, give them a budget to acquire content and have them build a new 'publishing' operation unfettered by print runs, business models and pub dates. Their responsibility would be to create content a target market valued enough to use, to experiment in how to monetize the content and to be able to replicate the model. With guidance - not oversight - provided by the many experienced managers that exist in a typical publishing house the team won't fail. And yes, I would do this TODAY. So forget pimping existing print and think about delivering content consumers need.

Seoul's Youngpoong Bookstore

In my ignorance, there were many things that surprised me in my visit to Seoul last week. The city's infrastructure from the immaculate and extensive subway, some incredible architecture, to the lack of potholes in the wide boulevards that course through Seoul, there was a lot to admire.

Since we were hosted by publishers, our hosts were obliged to ferry us through one of their primary bookstores which proved similarly impressive. Located in downtown Seoul the Youngpoong Bookstore in Gwanghwamun, is large. Approximately 75,000 sq feet large - on two floors.

In a store this big, they can afford to carry as many as a million titles and 'every classic Korean book ever published'. Some of this may be marketing hype but in our visit the store seemed a poster child for those who don't believe print is dead.

A mostly open layout with flat tables covered with stacks of books, the store didn't feel overwhelming despite its size. It was also full of customers - which was perhaps the most interesting aspect. We visited in the middle of the day and there was easily 500 people in the store.

Their English language section was larger than many independent bookstores in the US (and if you look closely at the photos they carry an eclectic selection). The store also had a Japanese book section that was smaller but also impressively sized.

Clearly, print isn't yet dead in Korea; in fact, it is robust. YoungPoong has one other superstore of similar size in Seoul but their main competitor (with a total of 18 stores) has an even bigger store located a half mile from the store we visited. So arrogant are they in their market position that they could afford to close their mega store for six months to renovate.

In terms of book selection, other than the translated Korean titles many of the books throughout the store were recognizable from UK and US titles. There were few hardcovers and I noticed that their covers were all highly graphic and colorful no matter the subject. While predominantly a bookstore, the lower level included a restaurant, coffee shop, software and gaming products and an event space. All in all, a very impressive operation.

Apple and The Korea Times

As I settled into my seat for the long haul back from Seoul on Saturday, I unfolded the English language broadsheet The Korea Times and happened on the following quote which I found amusing:

Subsequently, the developers of the apps fear of the possibility that their ousting from the App Store could be permanent.

As predicted, Apple Korea, which is consistently the biggest information void this side of North Korea, refused to explain why the previously-approved apps had been pulled, with its spokesman Steve ``No Comment'' Park having this reporter wonder whether he should ever bother to call again.

Journalistic challenges know no boundaries evidently.

The Book Lending Machine

Exhibiting at the Seoul International Bookfair last week was the Korean library automation company Eco Inc offering clients a full suite of automation products including OPAC, RFID and Hardware. It was the hardware that grabbed my attention and in particular the book vending machine - see picture. Designed both to extend the reach of a library and the hours a library is effectively open this vending machine for library books is an interesting solution. I am not sure if it is unique, but it is the first one I have seen.

The vendor explained they designed the machine to provide easy pick-up and drop off of books at places like train stations, offices and shopping malls. Additionally, the machine could also sit outside an existing library location so that patrons can collect and drop off their books after hours.

The machine integrates with the lending function the library offers. A patron selects a book(s) from the catalog and reserves it for pick-up at one of the locations. Once reserved online, the patron visits the machine location and using their activated library card retrieves their book. Each of the numbered slots in the picture is a hinged door behind which is 'mailbox' which can hold up to three books. The door pops open, the patron collects their book together with a printed receipt with their details. The patron can repeat the process to return the book or simply drop it off at the library as they would normally.

The machine isn't cheap: $25,ooo for the unit in the picture which includes the control panel and two vending bays. Additional bays are $5K each sold two at a time. There is a limit of six bays per installation - although I'm not sure if this isn't an artificial limit designed to increase the number of expensive control units they sell. While not new to the market the company only has several locations currently installed and pricing must surely be a consideration. While libraries are decreasing staffing and hours, this machine could be viewed as costing (perhaps) one headcount with the added benefit of extending library hours; however, this is a large capital expense and I suspect beyond the abilities of many libraries to justify. I would think pricing would need to come down below $10K for this to gain any substantial penetration or for leasing to be an option.

Building wider distribution for library materials is also a benefit and even at a cost of $25K there could be payback versus establishing new facilities. Regardless, if installed in a local mall or mass transit location the library would need to see high utility to justify the purchase. There are also practical considerations in that the machine needs to be filled either continuously as 'orders' are placed online or on some set schedule. If the machine is located at a current library location, the process of fulfilling on-line 'orders' is straight forward as books can be placed in the machine as the orders are placed. That would not be the case if the machine sits at the local mall. In the latter case, a schedule for filling (and emptying) the machine would need to be established to manage the expectations of the patrons. You wouldn't want a patron arriving at the vending machine only to find their selection had not been placed in its mailbox. I would also suggest the 'loan' period starts when the order is placed rather than when the book is collected by the patron and I am not sure how the software manages this. If the book is in a mailbox it is not available to other patrons.

In my view, the most likely use of the machine would be where it was located immediately outside a current library location. In this instance the machine could be filled and emptied frequently (but not after-hours) and could be an effective automation tool for both patrons and librarians. Whether that is worth $25K (or $10K) I am not sure but nevertheless an interesting product.

(Of note, it did occur to me that the machine could be used for other completely different applications where materials need to be tracked. For example, it could be used effectively to administer items as diverse as office supplies or even food and groceries - although the mail boxes would need to be re-architected).

CA Bill to Prohibit Proposed Tx Education Changes

From the San Jose Mercury News a report on proposed state legislation that would ensure CA state educators be on the look out for some questionable changes to Texas' education texts:

Under Yee's bill, SB1451, the California Board of Education would be required to look out for any of the Texas content as part of its standard practice of reviewing public school textbooks. The board must then report any findings to both the Legislature and the secretary of education.

The bill describes the Texas curriculum changes as "a sharp departure from widely accepted historical teachings" and "a threat to the apolitical nature of public school governance and academic content standards in California."

"While some Texas politicians may want to set their educational standards back 50 years, California should not be subject to their backward curriculum changes," Yee said. "The alterations and fallacies made by these extremist conservatives are offensive to our communities and inaccurate of our nation's diverse history."

But some publishing industry experts say worries that the Texas standards will cross state lines are unfounded.

"It's an urban myth, especially in this digital age we live in, when content can be tailored and customized for individual states and school districts," said Jay Diskey, executive director of the schools division of the Association of American Publishers.

NYC 5:30am Monday

Korea Publishers Conference Presentation

I was in Korea all last week - more on that later - and my presentation and conference speech is here: The full text should be available if the file is downloaded.

Korea Publishing Conference 2010: The United States of Publishing Status and Predictions from Michael Cairns

And holiday snaps.