Things are changing on a steady course for the trade of selling books. Now there’s analysis emerging that suggests the most important part of publishing — in the trade sense, where there are agents and the lot — is keeping authors happy.
It’s been said before, but this book industry is really about the storytellers, not the companies which make their stories available and try to lure readers toward them. Imagine the role of the bookstore in five years as an advertising medium, a place to help generate desire for a book. You walk the aisles, but you order from an online source. Showrooming, it’s already being called.
A savvy column on this is online at The Idea Logic Company, written by Mike Shatzkin. In The future of bookstores is the key to understanding the future of publishing, he writes
Most of all, publishers are going to have to think about how they maintain their appeal to authors if putting printed books in stores becomes a less important component of the overall equation. It is still true that putting books in stores is necessary to get anywhere close to total penetration of a book’s potential audience. Ignoring the in-store market obviously costs sales in stores, but it also costs awareness that reduces sales online. (After all, stores are very aware of the “showrooming” effect: customers who cruise their shelves with smartphones in hand, ordering from Amazon as they go!)
But that’s today when the online-offline [book sales] division may be near 50-50 overall and is 75-25 for certain niches. If those numbers become 75-25 and [niched at] 90-10 over the next five years, the bookstore market really won’t matter that much to most authors anymore. Whether through self-publishing or through some fledgling publisher that doesn’t have today’s big publisher capabilities but also doesn’t have their cost structure, authors will feel that the big organizations are less necessary than they are now to help them realize their potential.
It’s still easy to find the agents who remain cheerleaders for the “curated” book. That’s the one which is selected from many which are submitted, then re-crafted by revisions from the author [demanded by the big organization to ensure sales, or the hopes of them], then finally edited by a pro and turned out to a sales force.
Maybe. But when bookstores become shops for coffee and blank books and writing instruments and toys, the big organizations are going to get a smaller share of retail space. Book retailing is going to become less important than book selling, and the latter is much more available to the indie publisher.