With the publication of books in crisis, Colin Robinson calls for reform

This year, the face of things, it was as usual at the Frankfurt Book Fair, with some 7,500 exhibitors settling into a bright white mass. But scratch below the surface and a palpable concern about the future of the industry is clear: book sales have stagnated, margins are being squeezed by higher discounts and lower prices, and the distribution of Book buyers is increasingly polarized between record bestseller and an ocean of securities readers are small. In the middle of the list, where the unknown writer or a new idea can emerge to fame, is gradually emptied. This is bad news not only for publication, but for culture in general.

time for a reform of the publication, and precepts that follow provide a basis for the creation of a new industry, health book. Echoed another event that was held in October in Germany, there are almost half a millennium: Martin Luther nailing the 95 theses on the door of the Wittenberg Cathedral. Luther protested against the idea that the way of salvation may be secured by payments to those who are at the top of the hierarchy. The thesis here would have been nailed to stand in Frankfurt Amazon.

1. Message to the readers and not authors. editorial environment of the 21st century has shifted the balance more towards the importance of the reader. The club has requested that Amazon, with its market share to increase remittances from publishers who, in turn, allow prices to customers even more cuts, this is possible due to the direct relationship of the giant readers. To break this rule, publishers should begin direct sales. The long-term benefits of using their customer database to sell at high prices, the diversion of additional revenue on marketing, outweigh any initial discomfort aside the services of the largest libraries of the world.

2. Post more selective. In a recent open letter to customers of Amazon Kindle Publishing boasting live (through which the authors sell their books directly to readers), founder Jeff Bezos said that the program was "a culture of more diverse Book "" no goalkeepers experts saying: "Sorry, but this is not going to work." Bezos obviously refers to the role of editor as obsolete. publishers thrive when they are considered as referees demanding tastes of its customers. Limiting the number of books published to help focus on this vital function goalkeeper. successive publication of books by the same author, or books grouped by type or theme, will emphasis on the authority of the editor and curator.

3. Focus on publishing and design New provides publishers with a variety of traditional functions:. Investing in prints, storage, catalogs, chasing payments and returns processing. But other tasks such as editing and design are becoming increasingly important. Ensure that the books are readable and attractive is an essential means for publishers to stay afloat in a sea of ??self-published works.

. Hold no stock. Print on Demand much more expensive than traditional printing. But it means the end of misjudgments on the number of books in print. Further savings will be achieved by renouncing storage costs and do not bind the capital. And, of course, in this new system more efficient, environmental benefits, as well as the bottom line of the editor.

6. Keep prices high. book prices are falling steadily, pushed down by retailers, such as Amazon, trying to reach a larger market share. The arrival of e-books has added more pressure. If the client does not want a book, it is unlikely to buy at any price. Similarly, if you can convince them that the book is "essential reading", the price probably will not be a deterrent.

7. Hand-sale on the Internet.

output rockets as well as book pages in reducing newspapers, made the traditional review coverage much more difficult to obtain. The internet can help bridge this gap. Video, Flash ads, flyers electronic media multiple serializations -. All current opportunities to reach potential audiences

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