POST ARTIFACT
                           BOOKS AND PUBLISHING
                                        — Craig Mod
        ...
Books & Me




Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
A Decade of
                           Analog / Digital
                           Schizophrenia




Sunday, October 17, 2...
iPad




Sunday, October 17, 2010
How do we get
                           books into digital
                               devices?




Sunday, October 17...
The wrong question




Sunday, October 17, 2010
The more
                           fundamental and
                              interesting
                            ...
How does digital
                            affect books?




Sunday, October 17, 2010
What is the form
                            of a ‘genuine’
                            digital book?




Sunday, October ...
How does digital
                            affect books?




Sunday, October 17, 2010
“book”
                                     =
                           hardcover / paperback




Sunday, October 17, 2010
a written or printed work consisting
                         of pages glued or sewn together
                        alon...
Actually:
                              A “book” is an
                              artifact of a
                       ...
‘book’


           everything
          leading up to
              ‘book’




Sunday, October 17, 2010
artifact



            pre-artifact
              system




Sunday, October 17, 2010
How do we make
                                 books digital?


                     artifact




               pre-arti...
By asking:


            How does digital change books?

                           We decouple the idea of a book
       ...
Traditional Print Publishing




    TIME

Sunday, October 17, 2010
ea                 Traditional Print Publishing




                                                               s
     ...
ea                 Traditional Print Publishing




                                                               s
     ...
ea                 Traditional Print Publishing




                                                               s
     ...
ea                 Traditional Print Publishing




                                                                   s
 ...
ea                 Traditional Print Publishing




                                                                      ...
ea                 Traditional Print Publishing




                                                                      ...
Id




                           TIME
                                                                             ea



...
Id




                           TIME
                                                                             ea



...
How does digital
                            affect books?




Sunday, October 17, 2010
Traditional Print Publishing
                                    AS AFFECTED BY DIGITAL
        ea




                   ...
“... now I know who my
                readers are.”
                           — Seth Godin, Au ust 2010




Sunday, Octo...
Traditional Print Publishing
                                    AS AFFECTED BY DIGITAL
        ea




                   ...
Digital Publishing




    TIME

Sunday, October 17, 2010
Digital Publishing




                                ifa ta t
                              rt u a
                     ...
Digital Publishing




                                         ct
                                     fa
               ...
Digital Publishing




                                         ct
                                     fa
               ...
Digital Publishing




                                         ct
                                     fa
               ...
Digital Publishing




                                                     ct
                                           ...
Digital Publishing




                                         ct
                                     fa
               ...
Publishing
                                    AS AFFECTED BY DIGITAL




                                               T...
Engage?




              pre artifact system




                                              post artifact system

    ...
KILL THE ARTIFACT


Sunday, October 17, 2010
20 year ago




Sunday, October 17, 2010
Microsoft in 1993:
                             How do we make
                           encyclopedias digital?




Sunda...
Sunday, October 17, 2010
>

Sunday, October 17, 2010
2001:
                              Jimmy Wales
                             & Larry Sanger

                           Ho...
Sunday, October 17, 2010
Hundreds of thousands of
                   people can edit the
                  encyclopedia at will.

                 ...
Digital modified the
                           core of the system by
                           which encyclopedias
      ...
Show final output between physical
                              encyclopedia and wikipedia
                              —...
Same Fundamental Ethos




Sunday, October 17, 2010
James Bridle:
                            The Iraq War
                             Wikipedia




Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
An artifact of a system
                           that destroys the very
                              idea of artifacts....
Digital Publishing




                                         ct
                                     fa
               ...
Focusing on the artifact
                           causes you to miss all of the
                            fundamentall...
2009 — EOL




Sunday, October 17, 2010
How does digital
                            affect books?

                           How does digital
                   ...
TWO BOOKS


Sunday, October 17, 2010
2 years ago   this year




Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
One month
              $15,000
                            {
Sunday, October 17, 2010
1 MONTH
                           $24,000




Sunday, October 17, 2010
Sunday, October 17, 2010
1 MONTH
                             $24,000
                                +

                           300 FANS

Sunda...
$20,000
                                           =
                                      1300 books
                    ...
OLD
                            $29.50
                           Mass Market Pricing




Sunday, October 17, 2010
July 2008 - Jan 2009




                            $5,537.77




Sunday, October 17, 2010
NEW
                            $49.50
                           Niche Market Pricing




Sunday, October 17, 2010
July 2010 - August 2010




                            $5,148.00
                                 ($5,537.77)




Sunday,...
* Funding
                           * Distribution
                           * Marketing
                           * Fa...
2 years ago   this year




Sunday, October 17, 2010
Kickstarter

                                    $24,000 →
                               $20,000 to $50,000
             ...
Sunday, October 17, 2010
NEW INDIE


Sunday, October 17, 2010
Sunday, October 17, 2010
idea → word → sentence → paragraph → chapter
                                                  (blogs, etc)
              ...
Sunday, October 17, 2010
Getting Real
                                  Direct Sales
                                No Distribution
              ...
A BOOK APART
                           community leveraging



                               Building on
               ...
A BOOK APART
                                      by the numbers


                           - Pre-orders from May
     ...
STORYTELLING


Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Time Consuming
                           = High barrier of entry
                                 Not a habit




Sunday,...
Sunday, October 17, 2010
API +    GPS +   HABIT
                           GEO     PHOTOS

Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Sunday, October 17, 2010
Final artifact
                           doesn’t have to change




Sunday, October 17, 2010
Sunday, October 17, 2010
All of this is inspiring.




Sunday, October 17, 2010
Two Requests:




Sunday, October 17, 2010
1. Read a book digitally




Sunday, October 17, 2010
2: Focus on these systems




                                         ct
                                     fa
        ...
Thanks
                             craigmod.com
                           prepostbooks.com




Sunday, October 17, 2010
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Craig Mod — Post Artifact Books and Publishing

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Craig Mod — Post Artifact Books and Publishing

  1. 1. POST ARTIFACT BOOKS AND PUBLISHING — Craig Mod http://crai mod.com Sunday, October 17, 2010
  2. 2. Books & Me Sunday, October 17, 2010
  3. 3. Sunday, October 17, 2010
  4. 4. Sunday, October 17, 2010
  5. 5. Sunday, October 17, 2010
  6. 6. Sunday, October 17, 2010
  7. 7. Sunday, October 17, 2010
  8. 8. Sunday, October 17, 2010
  9. 9. Sunday, October 17, 2010
  10. 10. Sunday, October 17, 2010
  11. 11. A Decade of Analog / Digital Schizophrenia Sunday, October 17, 2010
  12. 12. iPad Sunday, October 17, 2010
  13. 13. How do we get books into digital devices? Sunday, October 17, 2010
  14. 14. The wrong question Sunday, October 17, 2010
  15. 15. The more fundamental and interesting question: Sunday, October 17, 2010
  16. 16. How does digital affect books? Sunday, October 17, 2010
  17. 17. What is the form of a ‘genuine’ digital book? Sunday, October 17, 2010
  18. 18. How does digital affect books? Sunday, October 17, 2010
  19. 19. “book” = hardcover / paperback Sunday, October 17, 2010
  20. 20. a written or printed work consisting of pages glued or sewn together along one side and bound in covers Sunday, October 17, 2010
  21. 21. Actually: A “book” is an artifact of a complicated system. Sunday, October 17, 2010
  22. 22. ‘book’ everything leading up to ‘book’ Sunday, October 17, 2010
  23. 23. artifact pre-artifact system Sunday, October 17, 2010
  24. 24. How do we make books digital? artifact pre-artifact system Sunday, October 17, 2010
  25. 25. By asking: How does digital change books? We decouple the idea of a book from our image of a book. Sunday, October 17, 2010
  26. 26. Traditional Print Publishing TIME Sunday, October 17, 2010
  27. 27. ea Traditional Print Publishing s er Id ad re TIME Sunday, October 17, 2010
  28. 28. ea Traditional Print Publishing s er Id ad re IF TA AT LE RT U E AC B A M GR T IM E TH TIME Sunday, October 17, 2010
  29. 29. ea Traditional Print Publishing s er Id ad re IF TA AT LE RT U E AC B A M GR T IM E TH pre artifact system TIME Sunday, October 17, 2010
  30. 30. ea Traditional Print Publishing s er r he Id is ad bl pu re IF TA AT LE RT U E AC B A M GR T IM E TH pre artifact system TIME Sunday, October 17, 2010
  31. 31. ea Traditional Print Publishing s er r he Id is ad bl r pu te re IF TA AT in pr LE RT U E AC B A M GR T IM E TH pre artifact system TIME Sunday, October 17, 2010
  32. 32. ea Traditional Print Publishing s er r he Id is ad bl r to st ter pu bu re IF TA AT in ri pr LE RT U E di AC B A M GR T IM E TH pre artifact system TIME Sunday, October 17, 2010
  33. 33. Id TIME ea Sunday, October 17, 2010 pre artifact system TH IM E A M GR RT U E IF TA AT AC B T LE pu bl pr is in he di st ter r bo rib ok ut sh or Traditional Print Publishing op re ad er s
  34. 34. Id TIME ea Sunday, October 17, 2010 pre artifact system TH IM E A M GR RT U E IF TA AT AC B T LE pu bl pr is in he di st ter r bo rib ok ut sh or Traditional Print Publishing op re ad er s
  35. 35. How does digital affect books? Sunday, October 17, 2010
  36. 36. Traditional Print Publishing AS AFFECTED BY DIGITAL ea s er r he Id is ad bl sh or st ter pu ok ut re IF TA AT op in bo rib pr LE RT U E di AC B A M GR T IM E TH pre artifact system TIME Sunday, October 17, 2010
  37. 37. “... now I know who my readers are.” — Seth Godin, Au ust 2010 Sunday, October 17, 2010
  38. 38. Traditional Print Publishing AS AFFECTED BY DIGITAL ea s er r he Id is ad bl sh or st ter pu ok ut re IF TA AT op in bo rib pr LE RT U E di AC B A M GR T IM E TH pre artifact system TIME Sunday, October 17, 2010
  39. 39. Digital Publishing TIME Sunday, October 17, 2010
  40. 40. Digital Publishing ifa ta t rt u a ct ble A m Gre Im e Th ea Id pre artifact system TIME Sunday, October 17, 2010
  41. 41. Digital Publishing ct fa ti ar ea Id pre artifact system post artifact system TIME Sunday, October 17, 2010
  42. 42. Digital Publishing ct fa ti ar ea Id pre artifact system post artifact system TIME Sunday, October 17, 2010
  43. 43. Digital Publishing ct fa ti ar ea Id pre artifact system post artifact system TIME Sunday, October 17, 2010
  44. 44. Digital Publishing ct fa ti ar ea Id pre artifact system post artifact system TIME Sunday, October 17, 2010
  45. 45. Digital Publishing ct fa ti ar ea Id pre artifact system post artifact system TIME Sunday, October 17, 2010
  46. 46. Publishing AS AFFECTED BY DIGITAL T LE AC B IF TA IM E RT U TH A M ea Id pre artifact system post artifact system TIME Sunday, October 17, 2010
  47. 47. Engage? pre artifact system post artifact system TIME Sunday, October 17, 2010
  48. 48. KILL THE ARTIFACT Sunday, October 17, 2010
  49. 49. 20 year ago Sunday, October 17, 2010
  50. 50. Microsoft in 1993: How do we make encyclopedias digital? Sunday, October 17, 2010
  51. 51. Sunday, October 17, 2010
  52. 52. > Sunday, October 17, 2010
  53. 53. 2001: Jimmy Wales & Larry Sanger How does digital affect encyclopedias? Sunday, October 17, 2010
  54. 54. Sunday, October 17, 2010
  55. 55. Hundreds of thousands of people can edit the encyclopedia at will. “Garbage” Sunday, October 17, 2010
  56. 56. Digital modified the core of the system by which encyclopedias are created. Sunday, October 17, 2010
  57. 57. Show final output between physical encyclopedia and wikipedia — LOOKS EERILY SIMILAR Sunday, October 17, 2010
  58. 58. Same Fundamental Ethos Sunday, October 17, 2010
  59. 59. James Bridle: The Iraq War Wikipedia Sunday, October 17, 2010
  60. 60. Sunday, October 17, 2010
  61. 61. Sunday, October 17, 2010
  62. 62. An artifact of a system that destroys the very idea of artifacts. Sunday, October 17, 2010
  63. 63. Digital Publishing ct fa ti ar ea Id pre artifact system post artifact system TIME Sunday, October 17, 2010
  64. 64. Focusing on the artifact causes you to miss all of the fundamentally important changes wrought by digital. Sunday, October 17, 2010
  65. 65. 2009 — EOL Sunday, October 17, 2010
  66. 66. How does digital affect books? How does digital affect publishing? Sunday, October 17, 2010
  67. 67. TWO BOOKS Sunday, October 17, 2010
  68. 68. 2 years ago this year Sunday, October 17, 2010
  69. 69. Sunday, October 17, 2010
  70. 70. Sunday, October 17, 2010
  71. 71. Sunday, October 17, 2010
  72. 72. One month $15,000 { Sunday, October 17, 2010
  73. 73. 1 MONTH $24,000 Sunday, October 17, 2010
  74. 74. Sunday, October 17, 2010
  75. 75. 1 MONTH $24,000 + 300 FANS Sunday, October 17, 2010
  76. 76. $20,000 = 1300 books ( presale shipping + 3 months ultra cheap living + release event) Sunday, October 17, 2010
  77. 77. OLD $29.50 Mass Market Pricing Sunday, October 17, 2010
  78. 78. July 2008 - Jan 2009 $5,537.77 Sunday, October 17, 2010
  79. 79. NEW $49.50 Niche Market Pricing Sunday, October 17, 2010
  80. 80. July 2010 - August 2010 $5,148.00 ($5,537.77) Sunday, October 17, 2010
  81. 81. * Funding * Distribution * Marketing * Fan Connections Sunday, October 17, 2010
  82. 82. 2 years ago this year Sunday, October 17, 2010
  83. 83. Kickstarter $24,000 → $20,000 to $50,000 for publishing reinvestment Sunday, October 17, 2010
  84. 84. Sunday, October 17, 2010
  85. 85. NEW INDIE Sunday, October 17, 2010
  86. 86. Sunday, October 17, 2010
  87. 87. idea → word → sentence → paragraph → chapter (blogs, etc) reader Sunday, October 17, 2010
  88. 88. Sunday, October 17, 2010
  89. 89. Getting Real Direct Sales No Distribution Almost all profit $19 x (30,000 PDFs) = $570,000 (2006 ) Sunday, October 17, 2010
  90. 90. A BOOK APART community leveraging Building on A List Apart Zeldman Jason Santa-Maria A Working Library Sunday, October 17, 2010
  91. 91. A BOOK APART by the numbers - Pre-orders from May - 10,000+ sold in first two months - 50/50 split of profits - assume $8 prod. & printing costs = $10/book in profit - $100,000 in profit in two months - $50,000 to author Sunday, October 17, 2010
  92. 92. STORYTELLING Sunday, October 17, 2010
  93. 93. Sunday, October 17, 2010
  94. 94. Sunday, October 17, 2010
  95. 95. Sunday, October 17, 2010
  96. 96. Sunday, October 17, 2010
  97. 97. Time Consuming = High barrier of entry Not a habit Sunday, October 17, 2010
  98. 98. Sunday, October 17, 2010
  99. 99. API + GPS + HABIT GEO PHOTOS Sunday, October 17, 2010
  100. 100. Sunday, October 17, 2010
  101. 101. Sunday, October 17, 2010
  102. 102. Sunday, October 17, 2010
  103. 103. Sunday, October 17, 2010
  104. 104. Sunday, October 17, 2010
  105. 105. Sunday, October 17, 2010
  106. 106. Final artifact doesn’t have to change Sunday, October 17, 2010
  107. 107. Sunday, October 17, 2010
  108. 108. All of this is inspiring. Sunday, October 17, 2010
  109. 109. Two Requests: Sunday, October 17, 2010
  110. 110. 1. Read a book digitally Sunday, October 17, 2010
  111. 111. 2: Focus on these systems ct fa ti ar ea Id pre artifact system post artifact system TIME Sunday, October 17, 2010
  112. 112. Thanks craigmod.com prepostbooks.com Sunday, October 17, 2010

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