The Future of Publishing?

SF Signal has an excellent topic this week for their mind-meld, a gathering of experts in the field who commentate on a common subject. This week's topic looks to the future of a field that's central to the speculative fiction genres: Publishing. The responses are well worth looking at and reading over, especially for those who are interested in writing professionally, or for fans who are wondering where their fix will be coming from next.

The short answer consensus seems to be that publishing, books, stories and everything isn't going anywhere, but the field will see major changes in book distribution and creation, not to mention the publishing rights of authors. eBooks and dedicated readers seem to have thrown most everyone through a loop as they scramble to figure out just what's going on, and trying to make their best guesses on where the industry will step next, which is in turn dependent on a number of factors outside of the publishing industry's control.

To be fair, books have had their own share of issues throughout recent memory, although the challenges here are a bit bigger. The 1980s and early 1990s saw a massive amount of consolidation of bookstores as major chains worked their way into existence, causing quite a lot of soul searching and closings of independent bookstores as a result. The bigger stores seem to have met their match as Amazon.com roared past them, because it could do things differently, and better than a physical bookstore. With eBooks, the troubles come as established markets find that their models for selling books is potentially undermined by an entirely new way to sell books, bringing in a number of new challenges and opportunities to the publishing world.

Every single online conversation about books seems to turn to the eBook market, with people coming down on two sides: "I LOVE EBOOKS, I READ SO MANY OF THEM!" and the "I LIKE THE SMELL OF PAPER AND THE WEIGHT OF THE BOOK IN MY HANDS!" crowds, both of which miss a major point: all that the platform does as function, whether physical or a computer, is content delivery. The same book exists in both realms, and as Lou Anders points out: "... it's always been about the content, not the delivery mechanism." Publishers have an extra option that just didn't exist in any major way, and they are slowly waking up to the possibilities that electronic books will allow. The popularity of eBook readers is a good thing, I think.

The move to electronic formats does allow for a split between hard-copy 'traditional' books, and eBooks in ways that really hasn't been touched on yet. When I attended ReaderCon, one presenter, Leah Bobet, noted that there are impressive things that electronic books can do: interactive features, links to relevant content and ways to read books in very different ways than we can now. Cheryl Morgan notes the very same thing this time around: essentially special features that can get tacked on to what you're reading. With that line of thinking, books are poised to change a lot: multiple editions of the bigger books, with stripped down text for those who just want the story, or special features for the top of the line products. Some books already have these sorts of incentives: interviews with authors, reading guides, and previews of upcoming novels.

Despite this, I don't think that hard-copy books will go away any time soon. There is enough market demand for hard-copy books, and the medium has had a long, long head start on the eBook revolution, which is still working its way through its early days. EBooks are certainly popular, and will grow to be even more so as the market shakes out the big obstacles. I suspect that we'll see the end of dedicated eBook readers such as the Nook and the Kindle (sorry, Barnes and Noble and Amazon), in favor of multiple use devices such as the iPad, or dedicated eBook readers such as the Sony Digital Reader as a universal format is adopted by stores and publishers alike. The ability to read a book on multiple devices, I think, will be more important that the actual proprietary hardware that we have now. This is a lesson that online magazines are finding, and I suspect that while the Kindle has a good run right now, it'll become a bit more open and accepting of other formats.

While e-readers might become a bit more open, I can see exclusivity remaining, becoming a major factor in how stories are sold, coupled with how chain stores might try to stay in the game. A couple of years ago, Borders released an exclusive book through their stores. I was a bookseller at the time, and this was a book that had been pushed quite heavily, and through the company's efforts, it did fairly well, although I can't figure out what the title of the book was or who the author was. The experiment doesn't seem to have been as much of a success, because I haven't seen anything like it since then (although I'm not quite in the same loop as I was before), but I think it's an idea that has merit, and that it'll be experimented with again.

There's little doubt that major book sellers are having their own issues at the moment: too much stock, not enough of it selling, and it's likely that we'll see Borders fail in the next couple of years, if not sooner. Amazon and Barnes and Noble, I suspect, are going to be far better off because of their own efforts to integrate web sales and ebook readers earlier than their competitors. These are large organizations that nobody wants to see fail: the loss of a major bookstore is something that authors and publishers don't want, because of the potential to reach a large number of loyal customers, and the companies themselves don't want to die off. The chain stores are here to stay, I suspect, despite the swan songs of their demise, simply because they have the potential to sell a lot of books to a lot of people. They might be facing some major changes, but I would doubt that we'll see the current companies die off, or at least not without some sort of replacement in one form or another.

If there's anything that the Kindle has demonstrated, it's that exclusive things do work: the Kindle's done quite well, and where Borders has attempted their own exclusive things, I would predict that the major bookstores, in their efforts to stay relevant, will move a bit into the publishing field. It makes a bit of sense: they have experience with the market and the books that they know work. The only piece that's missing is that they are only an outlet. Moving to begin selling their own books (Barnes and Noble already sells its own editions of a number of classics) would allow them to drum up a reason for people to come to their stores. Imagine if an author such as John Grisham or a similarly well-exposed author came out with a book that only sold at Barnes and Noble, published exclusively through them: it couldn't be sold through Amazon.com or other competitors, and would get a fair amount of visibility through internal marketing and so forth. I can imagine that there would be a bit of anger from other authors, author groups and other stores, but large groups of dedicated readers would buy them. The trickle-down effect would be slow, with other authors jumping on if it works, and other bookstore chains copying the idea, slowly opening it up to more and more people, splitting the market up a bit, and giving the chains a bit of an edge over juggernauts such as Amazon.com.

There are a lot of assumptions here: the internet might not be the same, and as some people noted, the idea of net neutrality is slowly dying and the internet is changed radically. I don't know that it'll be as bad or as better than what people are imagining now, but major changes in how the internet works will spell major changes in how books are sold: another reason why physical books might remain longer than expected from those already writing their obituaries.

But, as has been stated already: the mediums in which books are sold are merely content delivery systems that bring the stories to the reader. Regardless of how that plays out, there is plenty of demand for books, and as such, I've little doubt that there will need to be in place editorial and distribution elements for the serious efforts. One thing is for sure: we're in for an interesting ride.

Customers Aren't Idiots

While driving home over the Thanksgiving weekend, Megan and I talked about our respective retail experiences. I had worked at Waldenbooks/Borders for several years, while she had worked at Borders, Fashion Bug and Weis, a grocery store in the Pennsylvania area. It's not a stretch to say that we're both fairly disillusioned with how things worked in each of the stores, but I don't believe that the retail experience has to be bad for either the customer, or the people working there. There are certainly plenty of examples of places that are fairly decent to work for, and there were points in both of our stores where we felt that we enjoyed what we did.

The crux of the problem seems to lie in a band between the upper management to direct the strategic concerns for whatever company you're working with, and the people on the ground level: the middle manager level seems to be the biggest issue, because it allows for the priorities, directions and strategy from the upper echelons to be interpreted, translated and carried out, and in each of our cases, this was where things went very wrong.

We both had several stories of how our individual stores had fairly competent people working in them: employees and sales people who genuinely wanted to sell the products that we were selling, with a number of additional requirements handed down from up on high. In my own experience, booksellers had the directions to not only greet a customer when they entered the door, but to follow them around the store to be available. If a person asked for a book, we were to lead them to the book, place it in their hands, and do the same for any number of recommended titles. At the register, there was the usual script of asking if the customer had a loyalty card (Rewards Card, sorry), and if they were interested in any of the numerous 'key items' that were located near the register.

If I was a customer walking into the store for the first time, I'd never return.

Stores that sell non-essential items like books, films, clothing and other related things generally mean that the customer isn't pressured to buy something - they're there voluntarily, rather than by necessity, and as such, the customer should be treated as someone other than a source of income for the company: stores such as Borders, F.Y.E., Fashion Bug and numerous others have the wrong approach by forcing items into the hands of customers. The difference that I can see here is in how the customer is viewed by the respective companies: rather than a sales focus, the people on the ground, in the stores should adopt a better customer service model that would allow them to accomplish the same goal without harassing the customers.

I cannot begin to count how many people refused, and have gotten annoyed, or even angry at me for asking if they had the Rewards Card. Several years ago, Borders began their rewards card system, which allowed someone with a card to accrue a certain percentage of their purchases for the holidays and for every hundred dollars, they'd earn $5 back. It's a good system, and I can see the logic behind it: people who use a card will have an incentive to return.

The problem here comes with the requirements and quotas laid down by the company: with a finite pool of people to receive the card, the percentages of new signups will come down over a set period of time. The opposite reaction occurred: quotas went up, and several of my friends were fired as a result, for either signing up blank cards, using the same one over again, to keep up with the demand. Looking back, it's a problem that existed within the company, without taking into consideration the human element: the program turned from something that enticed customers (and continued to do so for the people who did sign up) but also estranged those who weren't interested in the card from day one. The card and the policy behind it failed to adapt to the changes in the environment: as more people signed up, better, more realistic expectations should have been set, and further goals for retention should have been examined.

The problem here, and with the instructions to place books in people's hands, seem to have come from a company that looked only at the numbers, rather than the people who were coming into the store. While I suspect that such practices worked; pointing out books to customers will gain a couple of sales, and should be continued, this only further reinforced the idea that more aggressive policies will equal a resulting sales figure. That comes across to me as being extremely shortsighted: costumers, fatigued with pressure from an aggressive sales front, will go elsewhere, so that they're not bothered or pressured into getting things that they don't want. From where I stood in the company, it seemed as though the management on the district level used a heavy hand when it came to selling their products: push as much out through the door, rather than retaining a population of customers that would return to the store because of the selection of products, the attitude of the sales staff and someone who was satisfied out the door.

As an employee there, I had very little customer service training: no poorly acted videos, program, probationary period, with little idea of the goals and ins and outs of the company as it stood. Quality customer service comes with the people at the front, and the goals that were established for them. Essentially, we were the people handing over the books to the people who wanted them, with little interest in anything else.

There are other companies out there that have done things far differently: Apple, AT&T, Zappos and Netflix all come to mind, as their models are more oriented towards customer satisfaction, rather than sales. Through the job that I currently have, I've attended several webinars and read up on the subject, and it's clear that any business - especially in an environment where consumers are more discriminating with their money. These companies, either in their stores, or over the phone (AT&T is horrid over the phone) are generally very good with their front of the line sales - this breaks down a bit depending on the issue, but for the most part, these places are ones that I've had fairly pleasant dealings with.

Such interactions, with people, rather than an anonymous sales figure or customer service representative are essential. People react positively within their own networks, and generally trust sales and information received from people who they know personally: this is one of the biggest strengths of using social media (and utilizing it well), because people will listen to their friends, and will talk about issues. The same logic can be applied in stores, with a customer sales person that works to make the customer happy, rather than simply filling the company's bottom line. Essentially, information and innovation needs to move from the sales floor up, with a staff that has the latitude to work as needed, rather than from top down requirements. Store and company policy should be informed by the experiences that the employees see.

One of the reasons, I suspect, that the larger book stores are facing hard times is because they haven't needed to understand this dynamic when it comes to their customers, because of their size, and as such, haven't fostered a loyal following. People don't tend to stick with the same stores out of loyalty: prices will help, but the experiences that a person has at any given store will help more. If they're not satisfied, they'll move to a competitor. As such, companies need to be able to adapt to the changes in the market place, and the changes in customer requirements. I suspect that sites such as Amazon.com have raised these expectations somewhat: having pretty much every item ever produced available, not to mention remembering what you purchased and searched for last time. This isn't practical in a brick and mortar store, when it comes to stock, but what stores should be doing is focusing on creating a loyal base of customers, one that caters more to what they are looking for, with the intent on bringing them the best experience possible, and going about that in an intelligent fashion. The bottom line comes down to understanding the customer: they're not idiots.

Understanding good customer service is something that will be essential in the future: companies that can't adapt will simply fade away, while others, with more flexibility, will earn the money that the customers are willing to part with. At the end of the day, Megan and my experiences were similar: the front-line sales staff weren’t able to contribute or implement changes that were needed on our level, changes that could have contributed and translated to a better customer experience. It’s no wonder that some of these places aren’t able to compete.

Your fantasies merge with harsh realities

The movie Toy Story had a profound effect on me as a child - for a little while, I had my doubts that toys were really inanimate objects, much like the same doubts about the validity of Santa Claus and god. I was pretty sure that they didn't exist, but who knew for sure? Thus, I made sure to take very good care of what I had, lest they awaken in the middle of the night and try to exact revenge. Almost fifteen years on, and I know that's an amusing quirk, but I did gain some useful skills out of it: treat what you own with some semblance of respect, and they last longer. As I grew older, I found that I applied this philosophy to other things - namely books. I made sure that they were kept in prime condition, even going to great lengths to ensure that friends didn't abuse them while in their care. Even today, I'm still wary of lending books to people.

Thus, book stripping day is particularly troublesome for me at the bookstore, and even more so now that our store is closing for good. Recently, it was announced that Borders was closing 200 of their Waldenbooks stores in a response to the economy and to focus more on the bigger box stores that they have littered around the country. Our humble store is being shut down, and part of that entails scaling down our inventory in preparation for that. The Christmas season is a logical time to do that - there's a boost in sales, and I'm sure that a lot of inventory will go. Still, there is a lot of books that we are returning, and even more that we are destroying. Mass Market paperbacks are those that the store has us destroy, rather than mail back to a central holding area in order to resell them. Other chains carry a similar practice, and books are stripped of their front cover and thrown into recycling or the trash, with the covers mailed back to be accounted for.

This bothers me, a lot, because I absolutely hate the idea of both books being tore up, but also that a perfectly good book is otherwise tossed in the trash. As I've written many times before, I'm an avid reader, and I hold onto my books. I like the idea of having floor to ceiling shelves packed to capacity for that occasional time when the power shuts off and I'm left with nothing to do but read. I rarely give away or resell books, even if I've read them before - there's that niggling 'What if' in the back of my head when it comes to re-reading things, and I figure someday, I'll have a great collection of books to give away to a library or something like that. The corporate policy in this instance particularly grates with my own beliefs when it comes to books, especially when these books could easily be donated to those in need of a good read, or to struggling libraries somewhere.

What is even worse, in my mind, is that many of the books that are being destroyed are books that would likely be sold in the next month - I pulled a number of reputable authors off the shelf and from overstock to put into the pile, only to leave a number of other books that I don't think that I've ever sold or moved. It boggles the mind that we're reducing the number of J.R.R. Tolkien's books to make way for David Weber. The end result is that our Science Fiction section is being diluted with crappy books, which will likely hurt sales even more. It's frustrating to begin converting some of these genres to tie-in stories with huge, dedicated fan bases, away from some of the more 'original' SF/F that is far better in terms of quality and personal interest. I can understand the reasoning behind it, but that doesn't necessarily make it a better.

The other problem that I have with this situation is that it’s an incredibly wasteful symptom of commercial policy that demonstrates a lot of the excesses that got the country into financial trouble in the first place. Borders sent our store too many books with every shipment - something that I'm assuming falls under the notion of: "if the customer wants it, it should be there", rather than ordering the book for them, and having them either come in again, or pay for the book there and have it mailed to their home. The end result is a store that is packed to capacity - and most likely violating several fire and safety codes - with too much merchandise that is not going to move. This makes me wonder how much of Border's budget is devoted to the shipping of books back and forth, not to mention the amount of money that is spent on books that will ultimately never sell.

The large chain stores are really not doing well, especially in the face of major sellers such as Amazon.com, and it's no wonder, when you look at just how inefficient their business practices are. It's even more of a shame when it seems likely that excesses such as these have helped to contribute to the closing of stores - it's no longer cost effective to keep them in operation, but only because they have such a high push of merchandise that is designed to boost sales.

I'm annoyed that this is happening, and in a way, glad that I'm no longer going to be employed with the company anymore with the shutdown (or earlier, if some middle-management desk jockey decides that he/she's offended by this) because I dislike the sheer industrial and commercial grinder that these stores have become. There's no love for the books, for stories or for really retaining customers. It's a business in a place where there should at least be some pretense of an institution that is at least interested in what they're selling.