EVENT SUMMARY, September 23, 2009
Where Is New Media Headed, and Should We Be Following It? A Discussion with Kevin Smokler

Kevin Smokler, author and co-CEO of BookTour.com, addressed members of the WBP about new media and publishers' role in it.  He began by stating, "Historically, publishing has been seen as a giant oak tree": ancient, unmovable, and unsusceptible to passing trends.  He explained, however, that by its very nature--taking on a project, often by an unknown author, and investing time and resources in it without the assurance of success--"publishing is a wild act of daring." 

Electronic innovation, he claims, has created a "fundamental shift in what it means to be in publishing."  New channels to distribute content have been opened, and Smokler emphasized the importance of publishers using these channels to their best interests.  He said that while the distribution aspects of publishing are becoming less important, editorial and especially marketing remain key areas of focus. 

Smokler offered several ideas for disseminating information in new ways with new media.  Breaking the content down into smaller pieces, he said, furthers the conversations and interactions that readers and publishers need to have in order to maintain relationships.

Relationships?  Yes, he said relationships.  Publishers need to listen to their readers and respond to their concerns, ideas, and needs.  "Customers want to know you're on their side," he explained.  It is important to keep their needs in mind because with no readers, there can be no publishing.  "In every capitalistic venture," he said, "the customer wins out"; he offered the example of the music industry, which, by failing to offer pricing that customers considered fair and reasonable, lost a large chunk of business. 

Smokler also addressed concerns with Facebook, Twitter, and host of other social media tools crowding headlines.  If a service will further the publisher's mission and create content that readers need and want, the service should be used immediately--as long as it continues to function well in that role.  He cautioned that before jumping on the social media bandwagon, publishers should first investigate "how the tool can serve you."  He concluded, "Listen to what the reader wants; don't just chase every shiny new thing."           

Six Ways Publishers Can Thrive in the New World of Publishing

1.  Cut through the noise.  There are countless distractions for readers, especially in the electronic realm, and it is imperative that publishers are heard amidst the din.

2.  Move away roadblocks.  Make sure readers do not face obstacles to accessing content.  If readers want e-books, figure out how to create and deliver them.

3.  Listen, listen, listen.  Designate someone to listen to your readers and find out what they want.  Without furthering the conversation between the publisher and the reader, publishers cannot know which medium will be most effective.

4.  Invent a platform by which readers can reach you.  Books and other publications are not dry goods; they are platforms for conversation.  Focus on the content and the best way to present it relative to your readers' needs, rather than focusing only on traditional print options.

5.  Treat customers with respect. Don't make the same mistake that the music companies made. Always treat your customers' concerns with respect by responding to them, thereby demonstrating an interest in providing to them what they want and need.

6.  Take risks. In this time of great change, publishers must take risks in order to survive. Experiment with Twitter. Start a Facebook page. Conduct monthly podcasts with your authors.  Find out what works, and don't waste time on what doesn't.

--Melody Wilson and Rebecca Stauffer