Really New Think for Old Publishers | William F. Aicher: "The ultimate “New Think” for the publishing industry that I’ve been pushing both in book publishing, as well as in the music publishing industry is to change the mindset that publishers are in charge and the customers should trust them. Instead, publishers need to stop trying to be tastemakers and instead realize that they are ultimately administrators of extraordinarily valuable copyright-protected content that they can build a brand around. Find content or creators that already have a following (and sometimes take risks on ones that have a potential to be big), cultivate those creators and their content with your professional editing staff and then get the content out to people.
But in no instance, think it is your job to decide what is and is not worthy of publication. Yes, you should decide what is worthy of having your logo slapped on it, as you are building a brand - but the concept that it is your job to be the ultiate curator and gatekeeper, as well as to create one single item that people should buy is not going to work anymore."
Monday, April 6, 2009
It's about publishers, but it applies to everyone. Just change a couple of nouns and you'll see what I mean.
at 8:13 AM