1. Publishing Industry Blues
Why We Can't Digitize Our Industry?
Graeme Bryan, Insider Web Developer

2. Whats going on?
• Reading print and reading online
• New industry characteristics and environment
• People behaving irrationally
• Business model
• Advertising online
• Control of channel and content

3. Reading - How do you do it?
• Lists, excerpts, article, short story, whole book
• Submit to the book, no distractions
• Information foraging, look for nugget/distractions
• Scrolling, click, scrolling, click
• Readability, Instapaper, CSS styles, Browser proxy
• Reading hardware and software
• Psycholinguistics or psychology of language

4. Confusion and Distraction

5. Confusion and Distraction

6. Confusion and Distraction

7. Confusion and Distraction

8. Scroll - Click - Scroll - Click

9. An Answer

10. An Answer

11. An Answer

12. An Answer

13. An Answer

14. New Industry characteristics
and environment
• Mass vs micro publishing
• Thousands vs a few
• High cost of entry vs low cost
• Strong control of delivery vs weak
• Citizen and professional journalism
• Low audience participation vs high

15. Talkin bout my generational
behaviour...
• Veterans, Baby Boomers, X & Y
• Predictably irrational
• Free markets and conservatism
• Survival instinct
• Like a religion
• Innovation aversion
• Uninformed judgements

16. Paper to web blues
• Design twice rather than once
• Convert paper document (PSD) to web page (HTML)
• Lovely on paper not on screen
• Fixed width pages
• Visualising changing content
• Measuring in pixels
• Soft returns

17. Now Getting to Business
• Protect old business model
• Virtual paper recreation
• Market requirements different
• Advertisers and content consumers changed
• Time to start over
• Internet = free flow of information
• Books/magazines are static

18. IT Staff blues
• Computer everyperson and everyskill
• Everything comes to you
• Non IT staff are untrained/disinterested
• Database proliferation
• Equipment and network emergencies
• Even spam is your problem
• WorkOrSpoon.com
• PEBCAK

19. IT Staff blues
• Computer everyperson and everyskill
• Everything comes to you
• Non IT staff are untrained/disinterested
• Database proliferation
• Equipment and network emergencies
• Even spam is your problem
• WorkOrSpoon.com
• PEBCAK

20. Advertising may not work
• Google is the market leader
• Distract vs. Blend in
• Distraction make it difficult to submit to content
• Relevance
• Everywhere vs. a single site
• Content being subsidised
• Make advertising relevant it becomes content

21. Publishers want to control
you...
• User no longer needs a few publishers
• Charging when it is free elsewhere
• Source information is often free
• Distractions annoy
• Slow loading annoys
• Go else where
• Rearrange page

22. Publishers want to control
you...
• User no longer needs a few publishers
• Charging when it is free elsewhere
• Source information is often free
• Distractions annoy
• Slow loading annoys
• Go else where
• Rearrange page

23. So what now? The end?
• Opportunity
• Problems not insurmountable
• Publishers must adapt
• Time to innovate
• Invest now
• Avoid irrelevance and extinction

24. So what now? The end?
• Opportunity
• Problems not insurmountable
• Publishers must adapt
• Time to innovate
• Invest now
• Avoid irrelevance and extinction

25. Instapaper

26. Instapaper

27. Instapaper

28. Instapaper

29. Instapaper

30. More research...
• Music, tv and movie industries
• Copyright, intellectual property, patents
• Public domain, copyfraud
• Peer to peer technology. TorrentFreak
• Publishing industry. Rupert Murdoch, Tim O’Reilly,
foliomag.com, fipp.com (free)
• Amazon. Google books. Scribd

31. Thanks for participating
Graeme Bryan
grae@avinago.com
twitter.com/graebryan
Mob 0425 724 169