This morning, I’ve been thinking about platform (oops … Platform), the Maginot Line and an article I just read by Michael Wolff, “How book biz dug its own Amazon grave.”
If you’re a writer like I am, you probably fall into one of two camps: (1) Published, or at least agented; or (2) still hopeful. I am in the still hopeful group, and I am watching the evolution of the publishing industry closely. Of course, I’m on the outside, guessing at what’s going on, trying to decide whether to continue to bust my hump trying for representation or just self-publish. The scary part is that it’s clear that publishing is changing, but it’s not clear how a writer is going survive and prosper in the brave new world of heightened technology.
Business strategists intone the phrase ‘creative destruction’ to describe radical change to an industry, often driven by technology. They say it with such relish and optimism. Fine, if you’re a business strategist … but as a person at the nexus of the destruction wondering what to do, not so much fun.
Wolff’s article reminded me, a former coattail member of the community of business strategists, of Michael Porter, who began writing brilliantly about competitive strategy thirty years ago. In a competitive environment (this is loosely paraphrasing Porter from memory, always dangerous), businesses attempt to erect barriers to entry … tools of the trade and well-kept trucks for tradesmen, patents and software for tech companies, the enormous capital investment in a power plant for utilities … to compete effectively and protect their bottom line. A corollary is that the bigger the barriers to entry a business erects, the more invested it gets in maintaining those barriers.
Even a few years ago, publishing businesses controlled the production and distribution of books, pretty much from inception through production to the retail seller. That control has been taken away at both ends of the chain of production and distribution … many retail sellers have been driven out of business, and the publishing mechanics that formerly meant only publishers could print the end product have changed dramatically. It would take brilliant perspicacity and firm resolve to drive out of the ditch the industry is in. With that thought in mind, consider the Maginot Line, that WWII barrier erected by France to make absolutely sure Germans would never march onto French soil again. That was the line the Luftwaffe flew over. The scary takeaway for the publishing industry is that the noise in the sky is Amazon and Print on Demand technology flying over (soon, apparently, with drones). My question is: What happens to the lowly writer drudge? Yes, I hear the warm air being blown on The New Internet Marketing, but it’s not clear to me what a writer is to do the reach his potential readers.
I’d love to hear others’ thoughts on this.