Rushkoff: Ten Commands for a Digital Era

Paul Raven @ 23-09-2011

Watch this.

Young market problems: ebooks as clearing house for unpublishable content

Paul Raven @ 09-06-2011

Part of me really wants to get a decent ereader and start plunging into the brave new market of electronic books; as a writer, reader, some-time publisher and general technoforesight wonk, I feel I should be down in the trenches if I want to see how the campaign is really going. The other half of me is the half that’s been burned by classic early-adopter screw-ups ever since I acquired that tendency from my father; I’m waiting for either a universally accepted open format, a decent open platform, or both. (I doubt I’ll have much longer to wait; I expect I’ll be nailing myself an affordable Android-based tablet in the post-Xmas sales next year.)

So, perforce, I have to get my news about the actual content sloshing around in the ebook marketplace from other people… and while I’m not taking it as broadly representative, this post from James “Big Dumb Object” Bloomer highlights the state of play wherein creators and new middle-men/aggregator outfits are testing the water to see what will actually float. Or, to put it more plainly: everyone’s throwing shit at the wall in order to see what sticks:

The other day I bought How To Write Science Fiction by Paul Di Filippo, tempted by the price (69p) and the prospect of another author’s view on writing SF.

It’s an interesting read, containing thoughts on what maximalist SF is, how to (attempt to) write it and an essay on the creation of Di Filippo’s novel Ciphers. There’s a few interesting nuggets there for me to think about (plus, now, a need to read some Pynchon). However it’s not very long, not really a book and not really about how to write Science Fiction. It’s the sort of text I’d expect to be posted to a blog. It’s the sort of text that in physical form would be thin and flimsy, and I probably wouldn’t ever buy.

It’s going to take a while for pricing to settle down in line with customer expectations, but the nature of the content being sold is a big part of that. Perhaps it’s the case that no one’s gonna pay for a lengthy blog essay when there are umpteen thousand of the things – some of exceptional quality, others not so much – floating around out here on the unwalled web, just waiting to be read. But then again, Nick Mamatas’ Starve Better – my dead-tree version of which I’ve been greatly enjoying over the last week or so, incidentally – is essentially a collection of essays and articles, many of which either were or started out as blog posts or fanzine pieces; it’s retailing at $3.99 for a selection of electronic formats, and – had I been in possession of a decent ereader – I’d have considered that a damned good price for the material it contains. I don’t know how long the di Filippo piece is, exactly, but perhaps the problem here is the attempt to price a single essay fairly; meanwhile, Starve Better is a curation product, an act of filtering Mamatas’ prodigious output down to the best material devoted to a specific topic.

So perhaps we could say that Apex, by doing the old-school publisher thing, have added value to the raw material and thus earned their middle-man cut, while 40k – who, I should note, I think are one of the more interesting ebook ventures I’m aware of at the moment, and not just because they’re publishing a lot of stuff from sf authors – are just rolling chunks of content out of the door with a snappy title and hoping for the best. Maybe the latter would work at a lower price… but until someone sorts out a decent and widely-adopted micropayments system, pricing at under a buck will remain the province of big clearing houses like Amazon who can afford to eat up the transaction charges on a lot of tiny purchases. Economies of scale haven’t gone away just yet, it seems.

More musings from James:

Will this mean that buyers will tread ever more safely when buying books? Perhaps now people will only trust books from the bestseller top ten or those recommended by a high profile book club? It feels to me right now that the lack of physical form may actually hinder more experimental buying once the blush of the new fangled eBooks dies to the norm, the marketing departments have tried to pull a few fast ones and readers have been bitten by buying some dreadful self-published novels?

I think these are very real issues, and not just for publishing; a flattened media landscape means curation and aggregation are becoming at least as important as the traditional editorial roles, and the marketing/PR channel needs to become more focussed on finding the right niche vertical to pitch to, as opposed to the old model of making generalised statements of awesomeness about a piece of work and hoping some hack will cut’n’paste it verbatim. Interesting times ahead.