Surviving the Transition to Digital Publishing

Phil Spinelli and I have recently been discussing the rapidly changing publishing scene with the uptake and pressures on publishers, brought about by rise of digital content. Phil consults with a number of publishers and helps them to understand the mindset changes needed to make the transition to digital, and more importantly what they have to do at a practical level to "go digital".

Phil has an amazing 12 point guide titled "Survive the Transition to Digital Publishing". He uses this to help publishers quickly grasp why digital is important, and how to change their thinking, and business strategies. He has kindly given me permission to post it here on the blog.

The 12 points take a practical how-to, action-plan, focused approach that is generally missing in digital publishing discussions.

Survive the Transition to Digital Publishing

1. Editorial

Digital Publishing requires a different Editorial perspective – Your content must be looked upon as a compilation of elements that can be expanded, added to, combined with other content, reduced or eliminated as needed depending on the platform and the market you are trying to reach. (Super-Abridged, Abridged, Unabridged, Enriched, Multi-Media Enhanced,......)

2. Production

Digital publishing requires a different Production perspective – Each title must start in digital form, be edited in digital form, stored in digital form, and output in a variety of digital market channel ready forms.

3. Archiving

Digital Publishing requires a different Archiving perspective – Your content must be prepared for permanence with plans for updating as technology progresses.  No more sticking a CD in some drawer.

4. Marketing

Digital Publishing requires a different Marketing perspective – Your future success hinges on your ability to implement an effective Internet marketing plan.  You need to be driving internet traffic to your web page for every key title in your arsenal.   SEO and PPC may be in your near future.

5. Distribution

Digital Publishing requires a different Distribution perspective –  You need to be finding creative and non-traditional ways to deliver your content direct to your audience.  Why? See number 10.

6. Organization

Digital Publishing requires a different Organizational perspective – Your employees must undergo a radical education in the digital world.  Start re-training now. You should look at starting a digital development department bringing in people that already have a digital skill set.

7. Leadership

Digital Publishing requires a different Leadership perspective – Publisher leadership has to be public and active in the marketing of the publishing house, its authors, and its content.

8. Value

Digital Publishing requires a different Value perspective – No single channel can be allowed control to such an extent that their pricing affects other channels of distribution.  This one may be tricky to control.  Look for ways to add value to your digital content.

9. Costs

Digital publishing requires a different Cost perspective – As the overall percentage of digital sales increases, the cost of the print associated resources has to shrink in proportion to the decline in print sales (there are some categories of exception).

10. Competition

Digital Publishing requires a different Competitive perspective – Amazon, Apple, and other channels are competing with you for your authors.    Your value to authors needs to be put into digital overdrive in order to be able to compete with these marketing giants.

11. Business

Digital publishing requires a different Business perspective – Each channel must be analyzed in light of the relative return to the Publisher (percentage of the sale).  The benchmark: at least 50% of the net sales price.

12. Time

Digital publishing requires a different Time perspective – The days of discussing options for 6 months to a year are gone. You now have 30-60 days to make your tactical and often your strategic decisions.