A panel of independent publishers debated the future of their industry at the IPAC Independent Publisher Conference on 7 December. All agreed that digital publishing demands new skills, and a willingness to take small experimental steps, learn and adapt; an approach that works better for smaller, independent businesses.
Living in the age of the tiny idea
According to Dave Hepworth, of Development Hell, we are living in the age of the tiny idea, where publishers experiment by getting involved with what their readers are already doing online. In niche markets, the "people formerly known as readers" often know as much as the editorial team, and with a little guidance, can create a high proportion of the content. So, an editor’s role is shifting, from subbing and polishing their own copy, to initiating direct contact with their readers, and organising their contributions. The editor must also become a personality in their niche market. Smaller publishers can test out tiny ideas, add a personal touch, and gradually work out a new style of publishing, while big companies find it hard to cede control and simply don't have the patience.
Insights from specialist publishers
A panel including Ben Greenish of the Spectator, Tilly Boulter of Think Publishing, Clive Foskett of Signature Publishing, Michael Dell of IHS Janes and David Hepworth, shared their experiences of specialist publishing and echoed the emphasis on testing tiny ideas. Here are their core insights:
* Start with the medium you know, and then extend (CF)
* There are no boundaries; whole team must work across print and digital (TB)
* Make some people 100% focussed on digital opportunities (BG)
* Beware of the app/tablet hysteria: get strategy right and try small ideas (BG)
* An established brand is a great asset online, communicating trust
* Editors can develop new skills; eg by running webinars (MD)
* Create virtual teams for one-offs (CF)
* Don't try to control social media; small publishers can add a personal touch
* Retail is becoming too volatile and expensive; focus on subs (DH)
* Subscription or membership provides a substitute community (TB)
* Test one-off direct sales of magazines or books (CF)
* Don't research new ideas: try it now and then learn and tweak (DH)
So the message was to start small, experiment with digital publishing, test lots of new revenue streams and keep talking to your readers. All easier for independent publishers in targeted markets with close relationships with their audiences.
For more practical tips for specialist media owners, visit the Specialist Media Show website, and put 25 May 2011 in your diary to learn from and connect with innovative independent publishers.
