A Push from Tech Technology s Assistance in Bettering the Writing Community and the Publishing Industry Patricia Swing ECS 15: Introduction to Computers Spring Quarter 2018 Professor Jeremy Mason
Introduction Storytelling is a pastime that has withstood the tests of time. Stories have been shared from person to person, migrated from one location to another, and translated from one medium to the next. Its history can be dated from the beginning of time to this very instant that this is being read. Sounds incredible, right? Stories can be drawn out from anything and everything, so in a world full of anythings and everythings, there are endless stories to be told and shared. This ability to create is what fuels the publishing industry, especially the novel sector. It is also probably one of the most tangible forms of magic that this world has. And, as all clichés go, magic tends to be at war with science. In this case, the science that the publishing industry was working against had been advanced technology. Over the past few years, this war has slowly dwindled and has paved a way to a partnership, but how beneficial has this relationship become? What are the drawbacks? Description and Discussion In this new digital age, access to information is available at the touch of people s fingertips. Using portable devices like smartphones, tablets, and personal computers, people can search whatever they want on the internet as long as they have access to Wi-Fi, which is also easy to get since a majority of businesses these days provide that access as long as the customer buys something or is within range. Additionally, mobile companies and internet companies have contracts where consumers can purchase cellular data to give the personal device internet access wherever the satellites can reach them. Companies take full advantage of this new development, adapting their market plans so they can use this technology to reach their target market. Publishing industries, a business that still relies on analog products, is no different. New innovations like the electronic readers such as the Amazon Kindle and the Nook from Barnes & Noble used to threaten the print industry (Belton, 2015). Publishing businesses worried that the convenience of electronic books would cause a decrease in the sales of hardbacks and paperbacks because of how easy it had become to purchase books digitally than in print. This worry had been valid when electronic readers were a novelty, but as the years passed, there has been a decline in the purchase of
digital books while the sales of print books have risen (Figure 1). Articles from well-known establishments such as BBC News, New York Times, and Los Angeles Times agree that e-books no longer pose a threat because print books hold an advantage that digital does not. Figure 1: Graph from the APA depicting sales between 2015 and 2016 (Hiltzik, 2017). E-books do not provide the experience that comes with print books. David Sax, author of The Revenge of Analog: Real Things and Why They Matter, describes the extra value that comes with print books. A book engages nearly all of [the readers ] senses, from the smell of the paper and glue to the sight of the cover design and weight of the pages read, the sound of these sheets turning, and even the subtle taste of ink on [their] fingertips. A book can be bought and sold, given and received, and displayed on a shelf for anyone to see (Sax, 2017). This extra value is what continues to make print so appealing and why consumers continue to demand print books. Digital does not give the consumer much aesthetic appeal. Unlike print, digital cannot currently capture all the sensations that comes with reading a physical book. Economics is another player in the continuing demand. According to Michael Hiltzik, Pulitzer prize-winning journalist of the Los Angeles Times, businesses have gradually decreased the price gaps between digital and print books, which makes the two mediums perfectly elastic, putting the deciding factor of whether to get print or digital on preference and convenience (Hiltzik, 2017). In addition to that,
electronic readers are not worth the novelty anymore. With digital, there are also more risks. Malfunctions in software may erase their purchase with no chance of recovery. Buying them is similar to merely buying a bookshelf, just with easier access to the bookstores, however they do not hold the aesthetical appeal that bookshelves and print books can give. The biggest reason for their continuing appeal, though, is the ease of access readers can have to their libraries. Instead of lugging around a handful of books, readers can carry thousands in a simple tablet. However, even the electronic reader is being beaten at its own game because of smartphones and software like ibook for Apple products and Amazon Kindle, which can be downloaded onto any smartphone, providing consumers another way of buying digital. With digital technology s civil war on itself, it seems like the electronic readers demand will continue to fall as the years go by. Since the battle against analog has lessened its impact on print, publishers and authors alike have focused more on utilizing the internet to increase their readership. Companies like Simon & Schuster, HarperCollins, and Scholastic have taken to the internet, distributing books through a multitude of platforms to expand their target market. Online shopping s ease brings the bookstore to the consumers wherever they go, eliminating the extra hassle of having to go out of their way to go to a bookstore. Another benefit of the internet is that book retailers can correspond directly with their customers through online newsletters. Through the newsletters, businesses can inform customers of sales, give out discount codes, and promote pre-order incentives. Distributors also sell prints to independent bookstores, mass merchants, price clubs, terminals, and supermarkets, which makes books even easier to buy because they can be found at every corner (Greco, 2014). Because of this, publishing and distributing companies can take advantage of their target market s impulsiveness and consumers are exposed to even more advertising, which increases the sales of print (Greco, 2014). Technological advancement has become a bridge between authors, readers, and businesses. Websites like Goodreads, Twitter, and Facebook are platforms used to connect everyone, providing a space for everyone to share their opinions on books and get recommendations from others. Goodreads is a book-oriented website where people review books and give them ratings. It also keeps track of books and
their information systematically to make it easier for consumers to find books that might pique their interest as well as where to purchase the book. On this platform, writers can also share news with their fan-base. They can recommend books that they are currently reading, which in turn helps other writers in the industry. Among Twitter s many trends are book communities where people use hashtags to interact with readers, bloggers, and other writers. They discuss current stories they are writing, favorite books, fictional characters, and they connect with each other on a more intimate level that they could not have done without technology. Writing used to be a one-way process from author to reader, but because of these websites, it is now a two-way system because readers can easily engage with writers (Clare, 2017). Authors also use online newsletters to communicate with their readership. This new connection has led to the revival of old printing processes like serial stories where writers can distribute parts of their stories as they choose (Belton, 2015). It gives authors the chance to get early feedback on their current works in progress as they write, making the writing process even more intimate by taking their readership with them on their writing journey and taking stock of their input. The intimacy fosters an in-depth connection between the readers and the stories that can increase their economic utility and increase the chance that they will buy the book, whether it be in print or in digital. Figure 2: Swoon Reads is a publishing site where writers can submit manuscripts to be chosen for publishing. Readers can then give their input and vote for which story will be published next. (Feiwel)
Additionally, the internet has provided an outlet for novice writers to share their stories much like published authors. Through sites like Wattpad and Swoon Reads, writers at any stage of their journey can enter the world of publishing with the bonus of engaging with their readers and other writers alike. They can receive feedback from other up and coming authors and their readers, share their stories as they please, and even print them if they wish through self-publishing. Wattpad is an online reading and writing community where people can share stories, vote, and comment on them. Over the past few years, the community on Wattpad has extended to creating trailers, casting people as their fictional characters, and has even extended into the publishing world. In the past few months, writers have even had their stories sold in well-known establishments like Barnes & Noble and even branched out into the film industry where books are being adapted into films. Swoon Reads is another reading and writing site where readers get to vote on what story will be published next. Unlike Wattpad, Swoon Reads was created under another publishing house, Feiwel and Friends. On this site, they involve their target market in choosing which story to publish, the final cover, and their inputs (Figure 2). They also open up their business to novices, allowing anyone to submit a manuscript if they wish to (Feiwel). Writers also utilize photo editors like Adobe Photoshop, Canva, and Pixlr to create visuals to enhance their readers experience and make their characters a bit more tangible (Figure 3). Another method that has enhanced the reading experience is the creation of trailers. With video editing software, writers can create book trailers that make the story seem like a movie. Retailers have even taken on this advertising method with book trailers that can be seen on websites like Barnes & Noble. Altogether, the development of computers seems to have made the reading and writing processes even better and more engaging than before.
Figure 3: A trend on Wattpad is to create character aesthetics that give readers a visual glimpse into the characters. Note: Usernames and titles are redacted for privacy purposes. (Lau, 2006) Figure 4: Writers and their audience can interact directly on Wattpad. Note: Usernames and titles redacted for privacy purposes. (Lau, 2006) Alongside the ability for writers to share freely and readers to bring as many books as they wish wherever they wish, the age of the internet has made it easy for writers to write anywhere they please. They have rid them of boundaries like the clunky typewriters and logs and logs of notebooks, compressing them into compact systems of hard drives on their personal, portable devices as well as online (McMullan, 2014). Systems like Google Drive, Microsoft Word Online, and portable flash drives have made it easier for writers to carry their manuscripts and works in progress with them everywhere they go. This extends to their phones, laptops, and tablets. Writing is possible anytime and anywhere.
Unfortunately, the easy access of books online brings up legal issues, in regards to copyright infringement and cyber harassment. Bridging the gap between authors and their readers also provides a method for trolls and cyberbullies to harass authors and readers alike (Clare, 2017). Cassandra Clare, well-known author of The Mortal Instruments series, has been in the writing industry long enough to have gone through the harassment where some readers were not pleased with how her stories may have gone. There is also an increase in plagiarism and illegal distribution of digital books which can negatively impact sales of the stories. The former issue is especially abundant on writing websites like Wattpad. Many writers there have been impacted by plagiarizers. The issue sometimes goes on unresolved, with some writers giving up the fight because the plagiarizers will not cooperate. These writers are not easily protected by the copyright laws because Wattpad is a public domain and suing plagiarizers is not worth the extra money. The digital age has also negatively impacted independent businesses. Even though book selling is more widespread, it has led to hundreds of independent bookstores to shut down over the past few years (Osmos, 2011). Peter Osnos, founder and editor of PublicAffairs books, was a witness to the fall of independent bookstores. His time in the publishing industry gave him a front row seat to the way technology had changed publishing. Large and well-established publishing houses were taking over the industry, pushing smaller businesses to close or be absorbed by them (Osmos 2011). On the consumer end, preference for online shopping and brand loyalty for well-known businesses like Barnes & Noble pushed independent bookstores to the back burner because of the accessibility of these online shops, which has decreased the market of independent bookstores. Fortunately, this decrease seems to have come to a stop (Belton, 2015). Consumers are returning to the old way of visiting bookshops because of the experience. Although, the novelty of online shopping does not seem to be wearing off. In addition, programs like Bookindy has helped direct consumers to the closest independent bookstore (Belton, 2015). Between 2009 and 2015, independent booksellers across America grew by an astounding 35 percent, from 1,651 stores to 2,227, ABA figures show. And the upsurge shows no sign of slowing (Sullivan, 2017). In a study by Ryan Raffaelli, an associate professor of Harvard Business School, the revival of
independent bookstores is due to the new businesses purpose: to foster and cater to their community (Sullivan, 2017). Independent bookstores are no longer just places of business. They have become intellectual centers where people of all ages can visit to study, browse books, read, hang out with friends, have meetings, and the like (Sullivan, 2017). Bookstore owners have personalized the experience of their businesses, creating an environment of comfort and a place to socialize. They host events that promote engagement in their community like game nights, meet and greets, and book signings. Entrepreneurs entering the book selling industry are pushed to better their business and adjust their purpose because of the advent of new technology. Using the internet, they can reach out to their community, finding out what they would want from the business and even contact well-known authors to connect with their readership. Independent booksellers can also increase their consumership because they can also sell to people online through online retailers at a cheaper price, increasing their sales and giving consumers a cheaper option. Figure 5: Writers use Twitter as an advertising method as well as a way to connect to their readers and future fans. They share pre-order incentives and make important announcements. (Twitter) Answer and Conclusion The partnership between technology and the publishing industry has broken boundaries that print could not get passed without the ease of the internet. Advancements have pushed against limitations,
cultivating a multitude of communities within the book fanatic world that crosses oceans. It has built a bridge to connect authors and their fan bases, fostering relationships that personalize the reading experience even more. Entrepreneurs are challenged by the competition posed by online retailers in all sectors of the publishing industry. Publishers are involving their customers in decisions like choosing a cover design. Distributors have widened the scope of what businesses they are distributing to, which has made books even more available to the consumer. Retail businesses are personalizing their business strategies, tailoring their stores to their communities (Figure 6 and 7). For writers, technology and the internet has given them the freedom to write whenever, wherever, without the hassle of being tied to a desk. Online writing software has made the writing, editing, and revising process even easier. Even more, the incorporation of other media like photoshop, video editing, and the simple formatting adjustments available on writing applications has added more excitement to the writing and reading experience. Readers and writers can both express their love and creativity, bringing their stories into reality one graphic at a time. Figure 6: Brattle Book Shop is located in Boston, Massachusetts and is known for its outside sale lot and cozy interior. (TripAdvisor) Figure 7: The Last Bookstore is located in Downtown Los Angeles and is well-known for their uniquely designed interior. (The Last Bookstore) Unfortunately, internet anonymity brings up a few drawbacks. With websites that do not hold much power in regard to upholding copyright laws, people can take ideas and claim them as their own, without any dire consequences. The original creator, if they are not published, has no power to stop them because many plagiarizers also hide behind anonymity through pseudonyms. Not only are these outlets
used to express a consumer s appreciation, they are also outlets to express hateful opinions. Before technology, this type of harassment was too risky to do, but with the cover of anonymity, trolls are more likely to send hate out to writers and readers alike. Luckily, functions like blocking and reporting exist that can put a stop to several of them. With the even more future advancements, hopefully more can be done to protect writers from copyright infringement and cyber harassment. Despite the momentary threat the print industry faced at the beginning of the digital era, they have come back with a vengeance. The internet has managed to push consumers to experience the real world. People are gravitating towards the items that give them more experience than plain utility. They are going for the things that will hold more sentimental value than mere codes that could get lost in the blink of an eye. Technology has given businesses a chance to reach more customers and it has also produced new methods of catching people s interests. With the threat of digital extinguished, the future of print is on the rise and any more technological advancements can only further bolster the industry.
References Belton, P., & Wall, M. (2015). Did technology kill the book or give it new life? BBC News. Retrieved from http://www.bbc.com/news/business-33717596 Clare, C. (2017). How Technology Is Changing The Literary World. Forbes. Retrieved from https://www.forbes.com/sites/quora/2017/07/13/how-technology-is-changing-the-literaryworld/#257c3a94fc3d Dorsey, J. (2006). [Photo: Screenshots of #preorder incentive search taken on May 30, 2018]. Twitter. Retrieved from https://twitter.com/search?q=preorder%20incentives&src=typd Feiwel, J. [Photo: Screenshot taken on May 30, 2018]. Swoon Reads. Retrieved from https://www.swoonreads.com Greco, A. N. (2014). The Book Publishing Industry. New York, NY: Routledge. Hiltzik, M. (2017). No, ebooks aren t dying but their quest to dominate the reading world has hit a speed bump. Los Angeles Times. Retrieved from http://www.latimes.com/business/hiltzik/la-fihiltzik-ebooks-20170501-story.html Lau, A., & Yuen I. (2006). [Photo: Screenshots taken on May 30, 2018]. Wattpad. Retrieved from https://www.wattpad.com/home McMullan, T. (2014). How technology rewrites literature. The Guardian. Retrieved from https://www.theguardian.com/books/2014/jun/23/technology-rewrites-literature-tom-mccarthyinternet Osnos. P. (2011). How Book Publishing Has Changed Since 1984. The Atlantic. Retrieved from https://www.theatlantic.com/entertainment/archive/2011/04/how-book-publishing-has-changedsince-1984/237184/ Sax, D. (2017). Our Love Affair With Digital Is Over. New York Times. Retrieved from https://www.nytimes.com/2017/11/18/opinion/sunday/internet-digital-technology-return-toanalog.html Spencer, J. (2005). [Photo: The Tunnel Bookcase]. The Last Bookstore. Retrieved from http://lastbookstorela.com Sullivan, J. (2017). Bookstores escape from jaws of irrelevance. Boston Globe. Retrieved from https://www.bostonglobe.com/arts/books/2017/12/05/plot-twist-forbookstores/7u6qgewtbw18iiboshoudo/story.html [Photo: Outside Display ]. TripAdvisor. Retrieved from https://www.tripadvisor.com/locationphotodirectlink-g60745-d109750-i259966687- Brattle_Book_Shop_of_Boston-Boston_Massachusetts.html