[DonaldL.]

The way ahead for publishing

There's a riot of cross-dressing going on; a scramble as roles are redefined by usefulness, not legacy. What does all this mean for the Olympic year of 2012? Are we breasting the tape after a sprint from the old to the new, or are we yet even to hear the bell on a long-distance test of endurance?

In my view, while 2011 may have signalled the beginning of the end of the era of publishers-with-access-to-the-mass-market as the dominant model for book publishing, it did not signal an end to the opportunity presented by writing or publishing more generally.

So what might good publishing in the 21st century involve? There are several things at which publishers will need to excel; some new, some old. These include:

– The ability to imagine the life of a copyright in three dimensions, from book, to ebook, to app, to audio, to enhanced versions including extra content. This, along with the ability to do so dynamically as technology and behaviour change rapidly, will be crucial.

– A focus on the consumer, rather than the book trade. Expertise in consumer marketing that contends for attention in all digital spaces, alongside strength in working with both bricks and mortar and online booksellers, will be vital.

– Excellent communication with authors and readers (not just trade and media). This comes in many forms, some well-established. Social activity goes for offline as well as online. There's a reason that the publishing lunch is legendary, and that's because informal, personal dealings will remain crucial to authors (if they're not doing the publishing themselves).

– The demonstrable creation of value and the fair sharing of it. Publishers exist to create value and audience for writers, and this needs to be at the centre of all publishing endeavours.