Marketing, Metrics and Analytics, Nostalgia, Reading, Social Media, World of Tomorrow

“The Eve of Destruction,” Now on YouTube

Jimi Hendrix performs for Dutch television sho...

Image via Wikipedia

Ewan Morrison recently published a piece in the Guardian asking — and answering — if books are dead and whether authors can survive. It’s worth looking at because it proves an unwelcome point: that even well-educated and highly regarded writers sometimes fail to do their homework.

Morrison’s piece is filled with factual errors (Richard Sarnoff is not the CEO of Bertelsmann), some of which are market-distorting (Barnes & Noble does not sell more e-books than print books; B&N sells more e-books than print in its online store). The discussion of the long-tail phenomenon repeats the economic commonplaces, which are wrong (best-selling books have never sold more copies than they do today). These are just some of the things I caught; you may feel invited to assume that there are even more loose stones beneath this shaky edifice, but it’s rarely worth digging to the bottom of a dung heap.

Yet I cannot escape the feeling that Morrison speaks for many people in all areas of publishing. Eschatology is the defining meme of this industry wherever it is practiced. Gloom and doom, gloom and doom: it is the prevailing narrative, and it has been at least since I got into this business 30 years ago. Thirty years ago the culprit was television, and McLuhan (who wrote books) was viewed as the prophet of doom. I recall the marketing director at Rutgers University Press, my first employer, telling me that “libraries are on their way out” and reading in Publishers Weekly about the death of the midlist author. Morrison, amusingly, has not heard that the midlist author is already dead and determinedly shoots this poor fellow once again. Today it’s the Internet or the shrinkage of attention spans or a poor educational system or the price of eggs. It’s always something.

What is it about publishing and publishers that make them so resistant to the medicinal benefits of optimism?

Of course, if you like movies that end with an apocalyptic bang or the triumph of the vampires, there are plenty of squeaky doors and drafty, unlit attics to keep you on the edge of your seat:

  • Library funding is in secular decline. The impact on academic publishers is clear and significant
  • Various uses of digital technology alter the cost structure of publishing, but incumbent publishers are not always in a position to benefit from it (the disruptive technology challenge)
  • The open access and “information wants to be free” movements undermine marketing programs and pricing even as they add new costs for monitoring usage after the sale has been consummated and may lead to litigation expenses
  • The competition from other media shrinks the amount of time available for the consumption of text
  • For a variety of reasons (demography, economics), established markets are growing slowly, putting pressure to make investments in faraway lands with different business and political cultures
  • Large technology firms (Google, Amazon, Apple) have taken control of the agenda and have shown little curiosity about (and some contempt for) the practices of investing in content
  • For some unfathomable reason, some people do not view copyright as benignly as most publishers would like them to

I guess it’s about time to sing “The Eve of Destruction.”  You can find many versions of it, including Barry McGuire’s classic, on YouTube.

If you don’t know the song, imagine yourself back in 1965, a period of great social and political turbulence. Then flash forward to a PBS fundraiser, which rounds up geriatric Baby Boomer entertainers (Jay Black, Martha Reeves, Roger McGuinn, Eric Burdon, Michelle Phillips), and packages them with a dollop of nostalgia and professional back-up bands. Operators are awaiting your call.  On the episode where Barry McGuire appears, the host, John Sebastian, formerly of The Lovin’ Spoonful, introduces the performer and song by intoning solemnly that the song is as relevant today as it was way back in the Sixties. It is a long eve that lasts for 50 years. And it will be with us for many more, as PBS continues to rebroadcast this program

While publishers strum their guitars and sing the same songs that they have been singing for as long as there have been publishers, perhaps we may find some solace in the bare facts of the case. The demands for information and analysis have never been greater. The consumption of text (increasingly on screens) has never been greater. The globalizing economy opens up new markets, especially for English-language publishers. The explosion in the amount of information and media types puts greater emphasis on reliable guideposts. The alleged loss of attention is immediately offset by anyone who attends law school, studies for a test, or works through the regulatory thicket to open up a small coffee shop. The other media types that potentially compete with publishing are gradually being integrated into new publications. This list can go on for as long as anyone spends a moment to think about it.

Much as I get a kick watching McGuire (he sounds so authentic), the publishing industry needs a new anthem. No, not “Paperback Writer,” but something that captures the spirit of an industry that is setting out to explore the frontiers of a knowledge economy. This industry is a growth industry, if only its practitioners would admit it.  I hope that readers will provide some candidates for an anthem in the “Comments” section.

My own nominee is Jimi Hendrix’s “Voodoo Child”:

I stand up next to a mountain
Cut it down with the edge of my hand.

Enhanced by Zemanta

About Joseph Esposito

I am a management consultant working primarily in the world of digital media, software, and publishing. My clients include both for-profits and not-for-profits. A good deal of my activity concerns research publishing, especially when the matter at issue has to do with the migration to digital services from a print background. Prior to setting up my consulting business, I served as CEO of three companies (Encyclopaedia Britannica, Tribal Voice, and SRI Consulting), all of which I led to successful exits. Typically I work on strategy issues, advising CEOs and Boards of Directors on direction; I also have managed a number of sticky turnarounds. Among other things, I have been the recipient of grants from the Mellon, MacArthur, and Hewlett Foundations, all concerning research into new aspects of publishing.


12 thoughts on ““The Eve of Destruction,” Now on YouTube

  1. Publishers are a pessimistic lot, absolutely, cynical too which is perhaps the major flaw in an industry that is undergoing radical change. That cynicism doesn’t help open our arms wide to new opportunities, but as you say, they are there. Knowledge, information, content, these underpin just about every technological innovation out there at the moment, just thinking about the possibilities boggle me! Thank you for a great article.

    Posted by Stephe | Aug 29, 2011, 10:47 am
  2. At the moment of transition we are in, I’d guess The Rolling Stones’ “I Can’t Get No Satisfaction” would be an appropriate anthem. More optimistically, looking forward, perhaps “Somewhere Over the Rainbow.”

    Joe, I’m puzzled as to how open access can lead to litigation.

    Posted by Sandy Thatcher | Aug 29, 2011, 11:07 am
    • My section on potential litigation was not well expressed. It is not open access that leads to litigation (though it could) but the proliferation of unauthorized uses of copyrighted material. Publishers and their trade associations have to determine which instances to challenge. Thus, this morning one of my kids sent me the syllabus for one of her courses, which noted that several of the required readings had been made available through Blackboard. It costs money to investigate these uses and in some instances at some point, some of these uses will be challenged in court. Before anyone in the comments section here begins to make the point about fair use, I will note that that is precisely what litigation would investigate.

      Posted by Joseph Esposito | Aug 29, 2011, 11:30 am
  3. My Anthems for publishing: (kings and queens by 30 Seconds to Mars) (braveheart end credits) (eleanor rigby by the beatles) (fred jones part 2 by ) (f**k you – uncensored version by Cee Lo Green) (all the right moves by One Republic)

    Posted by Nick Ruffilo | Aug 29, 2011, 11:41 am
  4. Joey Ramone’s “What A Wonderful World”

    Posted by tom hartle | Aug 29, 2011, 12:55 pm
  5. Sorry Joe but as much as the optimism is welcome it’s hard to see beyond the Black Crowes lament, ‘There’s Gold in them Hills’ at the minute.

    But then again I just read this, a cockle to warm any Brit’s heart and extendable to other despondent industries…?

    Posted by Martin | Aug 29, 2011, 3:44 pm
  6. Always reminded of the old joke that the first book created on the Gutenberg Printing Press was the Bible. The second book was bout the decline of the publishing industry….

    Posted by David Crotty | Aug 29, 2011, 4:30 pm
  7. Great post. “Revolution Rock” by Strummer/Jones has the positive spirit: “Everybody smash up your seats/and rock to this brand new beat..Tell your Ma/Tell your Pa/Everything is gonna be all right”

    Posted by Michael Vagnetti (@vagnetti) | Aug 29, 2011, 10:27 pm
  8. Good food for thought, as always. My anthem suggestions: John Lennon’s Give Peace a Chance; Billy Joel’s We Didn’t Start the Fire.

    Posted by Tracy Thompson-Przylucki | Aug 30, 2011, 10:12 am
  9. Road to Nowhere by Talking Heads?🙂

    Posted by Katarina Lovrecic | Aug 31, 2011, 5:33 am


  1. Pingback: Bring Out Your Dead: If book publishing is truly dying, then the afterlife is looking pretty sweet! « The Watershed Chronicle - Aug 30, 2011

  2. Pingback: P U B L I S H I N G » Blog Archive » ›The Eve of Destruction‹, Now on YouTube - Aug 31, 2011

The Scholarly Kitchen on Twitter

Find Posts by Category

Find Posts by Date

August 2011
« Jul   Sep »
The mission of the Society for Scholarly Publishing (SSP) is "[t]o advance scholarly publishing and communication, and the professional development of its members through education, collaboration, and networking." SSP established The Scholarly Kitchen blog in February 2008 to keep SSP members and interested parties aware of new developments in publishing.
The Scholarly Kitchen is a moderated and independent blog. Opinions on The Scholarly Kitchen are those of the authors. They are not necessarily those held by the Society for Scholarly Publishing nor by their respective employers.
%d bloggers like this: