Jenny, as usual, scoops me on ebook stuff: this time, a sober examination of the current situation and prospects for ebooks.
Also on Jenny’s recommendation, I picked up Crossing the Chasm from the library. The combination of these two readings produced some curious ideas about what’s gone wrong and how to fix it (if it’s not already too late, and it may be). These are very rough ideas still, but there might be the germ of something good in them.
Crossing the Chasm trumpets repeatedly the need for new technologies to penetrate highly specific markets before making the move to the masses. This focuses development effort and provides a word-of-mouth base for future market expansion.
This was quite feasible for dedicated readers. Quite feasible. In fact, the dedicated-reader success stories I heard followed precisely this pattern. Airplane reading material. Quick dissemination of newspaper-route information. Manuals. None of that—not even the airplane material, though it comes closest—is mass-market.
What did the dedicated-reader and content-library boys do with these successes? Ignore them, in favor of wooing the Big Publishers with their multi-million sales figures.
Mistake. Big one. Suddenly the ebookers were wooing two markets at once: publishers and mass-market readers. They did a lousy job at both. Publishers needed help with production workflows, and wanted assurances against hacking. Readers needed immense numbers and varieties of books available before they would take the plunge. Publishers needed production standards. Readers needed end-user standards.
The ebookers responded to the production challenge by trying to take over production. They weren’t equipped for it. They didn’t know squat about book production. They didn’t know squat about markup. They just thought they could make money either by using production as a loss leader for exclusive content acquisition, or by retailing the end-product, or by retailing the platform on which the end-product was to be read.
Didn’t none of that work, because book production is not amenable to mass-production practices, and good book production is harder still. What the ebookers ended up with was hugely expensive and unwieldy production systems that produced lousy results, and publishers who eventually wised up enough to be furious at having their content hijacked merely for the price of production.
Meanwhile, the readers wondered where all the content was, and why it was so dang hard to get to. Where was a standard ebook format? Ebookers, a few of them, pointed to the Open eBook Publication Structure. That, however, is a PRODUCTION STANDARD, absolutely NOT AN END-USER STANDARD.
The ebookers ended up in the weird position of showing a production standard to publishers who had utterly abdicated production processes to third parties. Publishers allied themselves with readers in asking for end-user standards, because they understood they needed to reach as many readers as possible. Since they didn’t understand production, they didn’t understand that end-user standards are a big fat RED HERRING, only somewhat less likely to exist in nature.
(Why? In a word, obsolescence. Production standards, if well-crafted, don’t have to become obsolete, and so they enable content created by them to avoid obsolescence as well. Whereas there is no such thing as a non-obsolete-able end-user standard.)
So nobody was happy.
What should have happened instead? Well, if the whole problem came about through trying to please two widely variant groups—producers and consumers, publishers and mass-market readers—how about finding a situation in which producer and consumer have tighter ties? How about the ideal situation, in which (in the aggregate) producers and consumers are the same people?
Do such situations exist? Sure they do. It’s no great wonder that science fiction has done comparatively well in ebook form. The explanation is not technogeekitude; it’s proximity. Science fiction readers and science fiction writers are a lot closer to each other than are readers and writers of typical mass-market or even midlist fiction. They meet at cons and shows, write to each other, hang out on the net together. Science fiction writers also read science fiction, lots of it. I defy you to find a science fiction writer who didn’t start out an avid reader.
The real target, though, the one the brainless mass-market-fixated idiots at Gemstar and Microsoft and Cytale and Mobi and Palm and Adobe and bloody well everywhere else missed, is academia. Is there a more incestuous readership anywhere on earth? Even more invitingly: is there a book production system anywhere less concerned with immediate profit, and more concerned with easy dissemination? Is there a system less needful of complicated DRM? Is there a readership anywhere with more immediate prestige? Is there a readership anywhere less enamored of the print production process? Are there readers (save of course librarians) with more influence over the reading habits of others?
This should have been a no-brainer. Grab the professors, and the world will follow. But nobody thought of it, because nobody saw immediate dollar signs. So they went after a market that when all is said and done is perfectly happy with paper, and they got their clocks cleaned for it.
What really makes me angry is that they took the immense potential of electronic books into the gutter with them. Makes me furious.