Why Print on Demand is the Future of Publishing
58POD technology is providing an opportunity for writers to circumvent traditional publishing and take back creative control of their work. In a changing market, and facing competition from new forms of media, the industry is getting new life from this revolutionary platform.
Writers can can now play on an even playing field with once-powerful editors, critics, and distribution outlets. Like every revolution, there are those who benefit and others wishing for a counter-insurgency.
For writers not lucky enough to be on the bestseller list, times have never been better.
Economic realities have made it increasingly difficult for emerging authors to break into the traditional publishing world. The major players are less willing to take a chance on new talent. Instead, they continue to churn out work from a relatively small pool of well-known names.
These same writers continue to dominate bookstore shelves year after year. This has caused a lack of fresh ideas and energy. The industry establishment is becoming increasingly obsolete as a result.
Younger customers, growing up in a fast-paced world, largely look upon print media as old-fashioned. While books such as the Harry Potter series continue to attract young readers, the popular choices of this demographic are often the result of connections to other media, such as RPG, movies, and video games.
The books being sold to this demographic function more as an add-on product to other media. In the past, books were the primary product and created spin-offs in other formats. This is no longer the case as print-oriented media is becoming a minor sub-category seen as a complimentary product line of other industries.
One only has to look at what is selling in the young reader categories. The shelves are lined with titles focusing on fantasy, magic, graphic novels and similar themes being driven by the more visual formats.
While these books continue to have mass appeal, other genres are becoming increasingly diversified into smaller niche markets. The old business model, based on large press runs, marketing popular titles to the general public, just doesn't work anymore. Today's market is segmented into an infinite number of groups with dissimilar tastes and interests.
POD is able to cater to these specialized niches by allowing the writer to turn a profit while marketing to even the smallest sub-culture. By eliminating several layers of middle-men, books can go from the writer to reader with great speed and low cost. Authors no longer have to wait for months before seeing a book reach its audience.
Traditional publishing channels have been made virtually obsolete by the efficiency of this new model. This has resulted in a backlash from industry insiders. Confused over how they might exploit the new technology, the publishing elite have dismissed it as a fad, looked down at writers who employ the method, and even discouraged normal distribution channels from carrying the books.
Some of the reasons for this include:
- Fear of losing secure and well-paying positions in the industry's hierarchy
- Lack of vision and inability to change
- Loss of income for offset printers, major distributors, and ad agencies
- Surrendering editorial control over content, thus losing the ability to leverage that power for their own financial interests
- The complex network of business alliances in traditional publishing allows many perks which wouldn't exist with POD
It is understandable why the Old Guard would feel threatened by the advent of this new phenomenon, but their reasons are solely for preserving an outdated business model and the privileges it affords them. On the other hand writers and readers have the most to gain by the changes.
While it is true that this allows for the production of substandard books, this is far less of a problem than some of the powerful editors and critics would like us to believe. The internet-based consumer review systems, such as Amazon reader reviews, offers a much more efficient and democratic method of ensuring that quality books are brought to the top of the market. Instead of being subject to the mercy of a corporate editorial board or the opinion of a powerful literary critic, the POD writer is free to write for his fan base. The reader-based review system brings in a diverse array of opinions and allows the writer to engage in a direct dialog with the public.
Rather than flooding the market with mediocre books, POD creates a broader range of work than traditional publishing. Today's sophisticated readers are now capable of discovering the books they like without having a corporate censor limit the options.
POD is an advantage to both writers and consumers. Those involved in traditional publishing can find new opportunities in this evolving industry by adapting to changing markets and technology. Those who don't will be left behind. The future of publishing is an organic and collaborative effort. Print media will only survive if it embraces the possibilities offered us by POD.
