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Designing The Digital Means
 

Designing The Digital Means

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Presented at O'Reilly's miniTOC in Portland, OR on July 27, 2011, this presentation opines that publishers can reinforce their relevance in the digital age by taking an active role in designing new ...

Presented at O'Reilly's miniTOC in Portland, OR on July 27, 2011, this presentation opines that publishers can reinforce their relevance in the digital age by taking an active role in designing new content delivery systems.

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  • \n
  • This is no crystal ball. I am not a futurist. These are hypotheses. I am a maybeist.\n
  • Taking an optimistic view of of future of civilization, publishing is in its infancy (tweens?).\n
  • Taking an optimistic view of of future of civilization, publishing is in its infancy (tweens?).\n
  • Taking an optimistic view of of future of civilization, publishing is in its infancy (tweens?).\n
  • Taking an optimistic view of of future of civilization, publishing is in its infancy (tweens?).\n
  • Publisher as distinguishing plumber: filter and pipe. \n\nThe ‘filtration’ is curation: “Curation is generally the selection of, care for and presentation of the objects entered into a collection...” -Wikipedia\n\nThe “pipe” is the development process and market creation.\n
  • The product is mostly a paper book - has been this way for 450 years. Audiobooks - 5% of trade market. “Ebooks” - less.\n
  • 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.\n
  • The plateau is over (maybe): new content delivery models allow for disintermediation: apps & digital self publishing, the internet...\n\nDisinitermediation = lose of value in the value chain (at best). \n\n\n
  • Maybe: expanding their curatorial role to include content delivery systems and relying less on vendors for platform development will reinforce the relevance of publishers. \n\nThis would also give publishers a seat at the table.\n\nAnd - there is a real opportunity here:\n
  • “ebooks” are not the answer, but the problem. \n\n“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’.\n\n\n
  • To see better the challenges associated with “ebooks” and digital platforms, we can look at the history of books in general. \n\nScribal Era - hand scribed manuscripts.\n
  • Incunabula - printed books but still containing many features of the previous platform.\n
  • 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. \n
  • Books at last. By 1550 books were books and have been ever since.\n
  • \n
  • The advent of THE BOOK was a (slow) triumph of Interaction Design. IxD is a full-blown profession now.\n
  • Victor Hugo’s ‘Notre-Dame de Paris’ a character indicates that printed books will destroy Cathedrals. He was right and wrong. \n
  • Old School\n
  • New Value Chain: Publishers invest in platform R&D and form strategic partnerships with design and development firms (vs. hiring vendors).\n\nThis will diversify and increase revenue. This will also preserve the symbolic capital that publishers may otherwise cede to third parties such as inkling.\n\n\n
  • \n

Designing The Digital Means Designing The Digital Means Presentation Transcript

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  • @exprimacorey@exprimamedia.comwww.exprimamedia.com