Has the ages-old tradition of printed publishing been lost forever? Not in the least. It is undergoing a dramatic transformation from being the only option in the market to learning to share the market with its digital cousin.
E-books, easy to download to a Kindle, e-reader, iPad, or even a smart phone, have become the go-to for most readers. Lightweight, easy to transport, and with a library of unlimited books at your fingertips, e-books have widely captured the attention of consumers. Despite the numerous advantages of e-books, the joy of cracking open a brand-new book, feeling the pages under your fingertips as you turn the page, or simply enjoying the public library or personal book collection have helped printed books keep a strong hold on the publishing industry since the introduction of the first Kindle in 2007. This could be why printed books still outsell e-books, with $22.6 billion in revenue for physical books compared to $2.04 billion for e-books in the US in 2018.
Despite dominating only 20% of the publishing market, it is evident that e-books are leaving their mark on the industry and are not going away any time soon. Any successful publishing house will tell you that within the last 10 years, they have added a digital department in order to address specific consumer needs regarding e-books and digital versions. It has become a balancing game of staying ahead of the competition in terms of the next big breakthrough in digital publishing while still maintaining a strong presence in the printed realm.
Focusing on multi-dimensional publishing is the key to remaining relevant in today’s dynamic world of publishing. We are seeing a shift of younger generations who prefer paperbacks and hardbacks. On the other hand, older readers prefer e-books for easy reading and convenience. Bi-lateral moves ensure that each audience is getting what it wants for its reading experience without compromising overall sales. It appears we are only at the beginning of this new wave of publishing and that much remains to be seen in terms of changing reader preferences, continued innovation in printing, and reaching financial stability in the industry.
Digital strategies have grown to include online book launches, publicity campaigns, and social media campaigns that connect the author directly to readers. Publishing houses like Writers Select Publishing work hard to promote their authors just as much as their books. Director of Writers Select Publishing, Eduardo Carranza Edwards, believes that cultivating and growing an author’s connection to their audience is one of the most important factors of promoting a book in this day and age. Director Carranza Edwards confirms, “We’ve had to adapt our publishing and distribution strategies to make sure we are marketing each book in the right way, depending on its target reader and their preferences.” Everything from reviews on book blogs to virtual meet and greets are ways to give authors a direct voice to their readers unlike ever before.
Digitalization has made a splash in the publishing industry and publishing houses around the world. Every small and large publishing house, as well as book promotors, should be adapting their publishing and marketing strategies toward a more digital-friendly product while staying faithful to the classic art of printing.
