Warning To All Book Publishers — Conversion Is No Big Deal…
Print publishers pack the halls of electronic book conversion seminars anxious to learn the magic of this new art. Truth is, electronic book conversion is an easy choice. What is not is how to essentially make money from eBooks.
I’ve seen this happen before, most particularly with bands and writers. The previous uploads their music on iTunes. “Hey, its real now,” they assert with a sense of achievement. However, nothing happens.
Self published authors do the same, publishing their books to Amazon. Its real, its for sale, however, nothing happens. Why’s that? Because making something ready for sale does not compare to tangible sales. It’s what I call the… “If you build it they’ll come illusion. Sorry, people. The “Field of Dreams,” though a great, feel good picture, has no basis in fact.
You are now able to see why the book publishing industry’s current fascination with e-book conversion is a deja vu moment for me. Whats wierd is that they know better. They know that book sales are an obvious result of well-crafted online. Yet the fascination of the new paradigm of e-book publishing leads the lion’s share to (reach|come to|make} hyperbolic inferences, that the e-book world is somehow a different beast.
Once the conversion fixation is seen for what it is, a relative nobig deal, the shroud of misinformation is gone, disclosing that eBooks need the same promotional prowess as do standard books.
The base line. Nothing really occurs if there ain’t no promotion. So dont sweat the little minutia like eBook conversion. It only disguises the real issue, that book publishers, principally stuck in the old paradigm, {lack the promotional skills vital to moving product in the new paradigm. Specifically, web-based marketing skills.
Conventional book publications have been unresponsive in light of 2 recent and definite circumstances.
Self-published ebook authors like John Locke and Amanda Hocking, both of which have sold over one million items of their electronic books on Amazon, have proven to the misfortune of old-school publishers that they just dont need a book deal. And who might argue with that? The revenue speaks for itself.
The price point of E-books, anywhere from free to appx. 3 bucks, has totally disturbed conventional pricing schemes, leaving no elbowroom for normal book publishers who are weighed down with costs and overhead for which smart self publishers are not.
But the situation for book publishers isnt as dire as it looks. After understanding that the pricing of the e-Book market has been disturbed by self-publishers, a sweet spot is exposed at a higher tier, namely Multi media EBook publishing.
Here’s why.
MultiMedia eBooks enjoy higher pricing parameters, permitting book publishers a realistic entry point to re-establish their credibility and price.
Very few self-published writers possess the resources, fiscal or otherwise, to supply high quality Multi media eBooks.
Sounds great, but how?
I assume some book publishers will choose to go it alone by boning up on the skills and resources essential to creating MultiMedia eBooks. To those who do, best of luck.
But a much less dear and dodgy offer will be to form coalitions with corporations that already possess the required expertise. Likely suspects are music publishers, video archivists, and corporations that specialize in MultiMedia eBooks production and promotional services.
For first to market considerations, book publishers would be best served by building on their existing back catalogue rather than making net new Multi media eBooks from scratch. Not only does this strategy afford speed to market, but it also adapts well to leveraging existing Multi media assets, effectively respiring new life into them without incurring further costs of creating new ones.
Then again, I suppose book publishers can continue to sit on the sidelines with the hope that one day the EBook market will stabilize at a way higher price. But I wouldnt bet on it. Whats more, an industry that takes a wait and see approach is obviously, not in the market. Such is the case of the book publishing industry today. Nonetheless it just cant last. The clock is running.
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