Thanks for these thoughts. Subscribed! I have long thought that trad publishing has had its head in the sand over *any* real reckoning with digital. This is a disservice to readers and authors.
I just want to thank you for your rational and logical guidance and thoughts with this and all the other publishing turbulance we experience. It'll be very interesting to see how this all shakes out, but regardless, we'll be okay.
The possible disappearance of TikTok reinforces the age-old advice to authors to grow your own newsletter subscriber list so you aren't dependent on reaching readers through channels that someone else controls and can shut down for whatever reason. I can't see something as large and influential as TikTok going away but then I thought that about Twitter and look what happened there. Authors are more and more going directly to readers however they can.
I've been waiting for the publishers to start their own Substacks. I'm shocked it hasn't happened already. So many have really robust direct marketing tools, it seems a no-brainer to utilize this platform, too. Granted, M&PR is overworked and spread too thin already, but if TikTok does shut down in the US -- (That's my prediction. I can't imagine a government agreeing to be forced out of a controlling interest in a company that is making them gazillions.) -- there is a vacuum that could be filled here. Video, audio, print... it will take more effort, but also the quality will outweigh the quantity.
I like how you always prod the zeitgeist in a good way. But I think it's a stretch for "publishers to take full ownership of marketing their books and create communities on their platforms". I don't think large publishers currently own such social platforms - either collectively or individually. And they don't currently have the in-house skills or technical capability to build, manage and moderate them at any effective scale. Tor's Reactor split will be one to watch as you say, but to compete with genuine platforms which include content creation and aggregation as their raison d'être is a high-risk / high-cost venture. The historical experience of other b2b industries (for that's what publishers essentially are) says stay away. Readers don't care about who published what book. They don't want to struggle to find a book which a friend recommended from multiple publisher marketing silos. They don't want to pay more for 'their' books because of these additional overheads. And authors won't like contracts which will force them into only using their publishers marketing channels. Because I think that's the necessary caveats to make such initiatives worth the money and effort, if at all.
Sounds True is a publisher with a very good marketing platform- its podcast, which I have listened to for over a decade. And it turned into an event series and private paid community as well. It is partially personality-driven because of Tami Simon, but they really do make an effort to gather their authors and get them in front of people. This would translate differently for books outside of the self-help category of course, but an indication that publishers can succeed when they stand for something.
Thank you for this concise summary of the situation! Totally agree with everything you said about the publishing industry creating its own platform for marketing. Each publishing house having its own podcast would be a great start to the change the industry needs.
Thank you for this! Your interpretations are INVALUABLE. Seriously, thank you for helping me understand this!
Thanks for these thoughts. Subscribed! I have long thought that trad publishing has had its head in the sand over *any* real reckoning with digital. This is a disservice to readers and authors.
Thank you! I really appreciate your guidance and loved your workshop today.
I was literally waiting for your article on this as soon as I heard the latest TikTok and your insight did not disappoint!
I just want to thank you for your rational and logical guidance and thoughts with this and all the other publishing turbulance we experience. It'll be very interesting to see how this all shakes out, but regardless, we'll be okay.
The possible disappearance of TikTok reinforces the age-old advice to authors to grow your own newsletter subscriber list so you aren't dependent on reaching readers through channels that someone else controls and can shut down for whatever reason. I can't see something as large and influential as TikTok going away but then I thought that about Twitter and look what happened there. Authors are more and more going directly to readers however they can.
Tell me honestly: Are the people who spend time on TikTok actually readers?
I can't stomach videos. I'm about to launch a book with no plans to try to make a video.
I've been waiting for the publishers to start their own Substacks. I'm shocked it hasn't happened already. So many have really robust direct marketing tools, it seems a no-brainer to utilize this platform, too. Granted, M&PR is overworked and spread too thin already, but if TikTok does shut down in the US -- (That's my prediction. I can't imagine a government agreeing to be forced out of a controlling interest in a company that is making them gazillions.) -- there is a vacuum that could be filled here. Video, audio, print... it will take more effort, but also the quality will outweigh the quantity.
I like how you always prod the zeitgeist in a good way. But I think it's a stretch for "publishers to take full ownership of marketing their books and create communities on their platforms". I don't think large publishers currently own such social platforms - either collectively or individually. And they don't currently have the in-house skills or technical capability to build, manage and moderate them at any effective scale. Tor's Reactor split will be one to watch as you say, but to compete with genuine platforms which include content creation and aggregation as their raison d'être is a high-risk / high-cost venture. The historical experience of other b2b industries (for that's what publishers essentially are) says stay away. Readers don't care about who published what book. They don't want to struggle to find a book which a friend recommended from multiple publisher marketing silos. They don't want to pay more for 'their' books because of these additional overheads. And authors won't like contracts which will force them into only using their publishers marketing channels. Because I think that's the necessary caveats to make such initiatives worth the money and effort, if at all.
And I am loving reading yours! Thank you for the mention!
Keep on truckin’
Already I see a some TT folks pushing their videos to Reels now because they don't want to lose the content that they filmed.
Why was Publishing dependent upon TikTok anyway? Millions of us have never downloaded that app. Heck, I barely use YouTube, and I no longer use Meta.
I find myself using Substack more than the other social media companies.
Sounds True is a publisher with a very good marketing platform- its podcast, which I have listened to for over a decade. And it turned into an event series and private paid community as well. It is partially personality-driven because of Tami Simon, but they really do make an effort to gather their authors and get them in front of people. This would translate differently for books outside of the self-help category of course, but an indication that publishers can succeed when they stand for something.
A very interesting article, thank you for sharing.
Thank you for this concise summary of the situation! Totally agree with everything you said about the publishing industry creating its own platform for marketing. Each publishing house having its own podcast would be a great start to the change the industry needs.