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.
