Easing Into
the Ether
FROM PUBLISHING
TRENDS (MAY 2001)
Last
month Publishing Trends reported the results
of its questionnaire on ebooks (see PT April,
2001). This month Vista International (with the
Bookseller, Book Marketing Ltd., and Rightscom)
gives us a peek at their survey of publisher attitudes
toward technology, due out in June:
•
Surveying 80 “senior publishing executives” in trade,
educational, professional, and academic publishing in
the US and UK, the survey found that there was remarkable
similarity between the US and UK markets, though there
were differences within market sectors. Few publishers,
the initial results show, have clearly defined strategies:
“Many publishers are professing ‘wait and see’ strategies
in their review of evolving technologies.” Not surprisingly,
journal publishers are furthest ahead in technology
strategies, while trade is the least developed. Most
believe that the printed book will continue to dominate
for the “the foreseeable future,” though this seems
less clear in the academic market [see above story].
In the US, 50% of publishers thought that online delivery
could potentially increase sales, with 80% of academic
and 56% of trade publishers seeing this as a “significant”
part of their market in five years. Most believed the
change would primarily be in how content is delivered,
not in terms of revenues.
•
Perceptions about the future of ebooks vary greatly.
While some believed that ebooks may have some impact
in the next few years, several more projected that the
real impact may not be felt for more than a decade.
The initial impact will be most relevant and evident
in the academic and STM markets.
•
PoD is seen as the most established technology.
[This contrasts with PT’s findings, which were
skewed toward trade. Most respondents still felt that
PoD was five years away as a routine option for book
buyers.]
•
Consumer and education markets believed that the
role of the publisher would not be greatly affected
due to the importance of branding and publicity to the
trade, and the difficulties in producing and organizing
educational content. Academic and professional publishers
were less clear, expressing that self-publishing is
now a more viable option. However, this method creates
problems with quality control, branding, and credibility.
To order the research report “Publishing 2001: Attitudes
to Technological Change,” go to Bookseller Publications
on the web at www.thebookseller.com/shop.
©2001
Publishing Trends
