Designing the Digital Means: The New Role of the Publisher
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Designing the Digital Means: The New Role of the Publisher

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Corey Pressman from Exprima Media - miniTOC Portland presentation. July 28, 2011....

Corey Pressman from Exprima Media - miniTOC Portland presentation. July 28, 2011.

The florescence of interactive platforms offers publishers a unique opportunity. Publishers, as content providers, must now distribute their content in unique interactive contexts. We advocate that publishers should actively produce these contexts themselves. Through good brainstorming, user-centered design, and the application of interaction design principles, publishers can lead us into an era of progressive e-reading design. By designing the means of digital distribution, publishers can themselves provide effective curated experiences.

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  • This is no crystal ball. I am not a futurist. These are hypotheses. I am a maybeist.
  • Taking an optimistic view of of future of civilization, publishing is in its infancy (tweens?).
  • Publisher as distinguishing plumber: filter and pipe. The ‘filtration’ is curation: “Curation is generally the selection of, care for and presentation of the objects entered into a collection...” -Wikipedia The “pipe” is the development process and market creation.
  • The product is mostly a paper book - has been this way for 450 years. Audiobooks - 5% of trade market. “Ebooks” - less.
  • The platform plateau allows publishers to focus on curation (QA, ideation, scouting, risk) and marketing (advertising, sales), outsourcing delivery-specific tasks. The value chain is intermediated by publishers and their vendors.
  • The plateau is over (maybe): new content delivery models allow for disintermediation: apps & digital self publishing, the internet... Disinitermediation = lose of value in the value chain (at best).
  • Maybe: expanding their curatorial role to include content delivery systems and relying less on vendors for platform development will reinforce the relevance of publishers. This would also give publishers a seat at the table. And - there is a real opportunity here:
  • “ ebooks” are not the answer, but the problem. “ I put the word in quotation marks not in an attempt to delegitimize it — it is perfectly legitimate — but to quarantine it because it is so ugly that other words should be protected from it. Were it a weaker and more vulnerable thing rather than like a brutally triumphant Teuton drunkenly trampling the garments of the Vestal Virgins, it might deserve some pity. But it doesn’t.” - Mark Helprin re the word ‘blog’.
  • To see better the challenges associated with “ebooks” and digital platforms, we can look at the history of books in general. Scribal Era - hand scribed manuscripts.
  • Incunabula - printed books but still containing many features of the previous platform.
  • The transition from hand-scribed manuscripts to printed books was marked by a quarter-century interaction design lag. This stretch of the 15th century is known for the production of 'incunabula'‚ books lacking interface advancements that have become standard features of book user-experience: page numbering, the table of contents, punctuation, and footnotes.
  • Books at last. By 1550 books were books and have been ever since.
  • The advent of THE BOOK was a (slow) triumph of Interaction Design. IxD is a full-blown profession now.
  • Victor Hugo’s ‘Notre-Dame de Paris’ a character indicates that printed books will destroy Cathedrals. He was right and wrong.
  • Old School
  • New Value Chain: Publishers invest in platform R&D and form strategic partnerships with design and development firms (vs. hiring vendors). This will diversify and increase revenue. This will also preserve the symbolic capital that publishers may otherwise cede to third parties such as inkling.

Designing the Digital Means: The New Role of the Publisher Designing the Digital Means: The New Role of the Publisher Presentation Transcript

  • @exprima [email_address] www.exprimamedia.com
  • Maybe
  • Publishing Now Homo sapiens End of Civilization
  • Content Provider ‘ The Talent’ Consumer ‘ The End User’
  • Content Provider ‘ The Talent’ Consumer ‘ The End User’
  • Content Provider ‘ The Talent’ Consumer ‘ The End User’ Marketing & Sales Copyediting, Design, Typesetting, Proofreading, Compositing, Printing, Binding
  • Content Provider ‘ The Talent’ Consumer ‘ The End User’ Marketing & Sales Content Provider ‘ The Talent’ Consumer ‘ The End User’ Content Provider ‘ The Talent’ Consumer ‘ The End User’
  • Maybe
  • Electric Incunabula
  • The Scribal Era
  • Incunabula
  • Incunabula Evolving
  • Incunabula Nevermore
  • OMG
  • Interaction Design (IxD) defines the structure and behavior of interactive products and services. Interaction Designers create compelling relationships between people and the interactive systems they use... IXDA Website The practice of designing interactive...products, environments, systems and services. Alan Cooper Interaction Design is the creation of a dialogue between a person and a product, service, or system. Jon Kolko
  • Ceci tuera cela?
  • Content Provider ‘ The Talent’ Consumer ‘ The End User’ Marketing & Sales Copyediting, Design, Typesetting, Proofreading, Compositing, Printing, Binding
  • Content Provider ‘ The Talent’ Consumer ‘ The End User’ Marketing & Sales Platform R&D Dev Partners
  • @exprima [email_address] www.exprimamedia.com