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The paperless book

The problem for publishers is that customers don't know what a book is anymore.

Stephen Colbert opened his October 25th, 2011, show with his normal exuberance. He bragged about his special early access to the iPhone, the iPad, and the iV (a product that feeds the Internet directly into your veins; he assured us a short wait of six months before its release). The release of Walter Isaacson’s “Steve Jobs” would be no different, as Colbert pulled the 600-page biography from behind his desk. But Colbert immediately became perplexed.

The single finger touchscreen swipe on the cover didn’t turn pages. When you turned the book upside down, the picture didn’t reorient. Colbert complained there was no place to plug in his headphones so he could listen to it. And then he tried to activate the voice recognition by touching the bottom of the cover, “Tell me about Steve Jobs. Where is the nearest church or camera store?” He ended the segment saying that the device would soon be released with “a revolutionary softcover.” The jokes played well to the geekish sensibilities of the studio audience, but I am not sure even the show’s writers knew how well the sketch described the confused state of book publishing.

“Steve Jobs” will serve as a prominent road marker on the path from atoms to bits. The decision for Simon & Schuster to hold the digital release of the biography for two weeks to match the physical release even after the death of Jobs is worthy of a Harvard Business School case. And at the same time, even as computers now interface with us in almost every aspect of our lives and Jobs’ critical role in that proliferation, the majority of people will read his life story on paper.

Colbert poking fun at the Jobs biography repeats, again, a meme that we in the publishing industry should be gravely concerned about — our customers don’t know what a book is anymore.

The consequences of book updates

In July 2011, I launched an experimental project with O’Reilly called “Every Book Is a Startup.” The project is meant to poke at the boundaries of traditional publishing. The book was created around the idea that new material will be released over time, culminating in a finished work early in 2012. Readers are encouraged to constantly give feedback about the material. The pricing is dynamic, increasing slowly to match the amount of material released, but once purchased, a customer receives all future updates for free.

We are only using one distribution point at the start of the project, oreilly.com, because the distribution system for electronic books is not designed to allow an ebook to be updated and released again. You might remember one of the side effects of Amazon’s 2009 recall of “1984” was that after the book was restored, customers found their bookmarks and notes had disappeared.

We, unfortunately, found the same problem with our release strategy. Wonderful publishing startups like Readmill and SocialBook have created the possibility for readers using EPUB files to highlight important passages and share those with others back through the web, but when a reader of “Every Book Is A Startup” loads a new edition, their digital artifacts suffer the same fate as the readers of “1984” — the loss of their old thoughts as I present them with my new ones.

I have been hesitant to call “Every Book Is A Startup” a book because of the expectations people hold for a book: a finished work, written from a position of singular authority, available in some way in a physical form. What I never expected was how strongly the qualities of a book would be brought forward from the physical to the digital. Digital books have been designed to carry forward the same atomic quality of immutability of physical books. As I reached out to my colleagues working in the world of ebooks, the consensus was that no one had considered a reality where an author, given the ability to distribute directly and virtually cost free, would consider updating their work and the consequences that might have.

Bits and atoms don’t behave the same way, but we have built the next step forward in publishing as though they do.

Possibilities arise from a new name

The trouble to this point is that a book is a book. Stacey Madden used precisely those words to title an essay in the inaugural issue of “Toronto Review of Books” that describes this predicament. “I do not mean to argue the advantages of paperbound books over their electronic counterparts,” wrote Madden. “The contents of both are, for the most part, the same, and the differences lie mainly in medium. I am simply pointing out a semantic fact. E-books are not ‘books’ but digitized compositions.” Madden firmly believes the book’s 550-year-old meaning that connects both form and format should be maintained. “Before a collection of human thoughts is transformed into what we call a ‘book,’ it is merely a story, a manuscript, a document, or a text.” Madden points to the need for more of us to see the difference between a book and its electronic counterparts.

Now, Madden writes further about the poetic qualities of the book and declares the superiority of the bound volume for its weight, smell, and ability to act as apartment furnishing. This judgment undermines the broader point and shows from another perspective the real trouble we are in.

The people who love books for what they are and what they have been are grabbing for their hardcovers and their paperbacks and saying “This word belongs to us.” The digerati paving the way with wireless tablets and social networking recommendation services are trying to say, “You don’t understand, we have books and we have made them way better.” This is messy and leads to confusion.

We are living through a time in book publishing where words fail us, a situation that we should all find some irony in given the products we sell. We need some new language that describes what happens and, more importantly, what is possible when the words are separated from the paper. Those two things need to be separated so we can build systems and infrastructures that support the new capabilities of the technology.

For several decades, what we know today as a “car” was referred to as a “horseless carriage.” It was easier to describe this new invention as what it was not, rather than what it was.

Maybe there are books and there are paperless books. I know it is a little awkward, and you want to ask yourself, “What does that mean?” — but when you remove the paper from a book, it becomes so much easier to see the possibilities.

TOC NY 2012 — O’Reilly’s TOC Conference, being held Feb. 13-15, 2012, in New York City, is where the publishing and tech industries converge. Practitioners and executives from both camps will share what they’ve learned and join together to navigate publishing’s ongoing transformation.

Register to attend TOC 2012

Photo credit for associated book picture used on home and category pages: Old book (1882) by VanDammeMaarten.be, on Flickr

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  • http://new4now.blogspot.com/ Sean Naughton

    Very nice post. Anything that begins with Steven Colbert is a winner.

    Over the last year, I have been building a “book” publishing platform. It has been an interesting evolution as we have moved from book, to story, to experience. I’ve been writing about this on my personal blog.

    In designing our platform, we begin with a 300dpi, cmyk file so that we can still produce an ‘analogue’ book. Downstream from there, we scale and crop the images to fit the various tablets. The we add interactive elements.

    Digital experiences are not books, in the way movies are not scripts.

    The concept I am interested in seeing evolve is that of Digital Literature. Set the form factor of paper books aside and let’s begin to ask what is to become of the joyful pleasure of the written word when combined with mutli-core processors and cloud based storage.

  • http://alturl.com/e425h Gregory Schieffer

    I’m a Internet Marketer that is 57 years old. Learning new tricks everyday to stay up with all of the changes. Would you have it any other way? The future is getting better and better, but it is still a let down to how we thought it was going to be twenty years ago looking forward to the present. Where are the flying cars? Here’s to new technology and it’s rappid advance! Thank you, Greg

  • Gary

    With all things moving digital, there are expectations that people didn’t have before. The assumption that a eBook could be upgraded to a new version and notations from the old seems like a natural assumption of a user. But, it is a challenge to have a updated version appear different enough for a reader app to know it’s version without loosing the connection to the highlights/bookmarks file… that is ‘if’ that data is stored external to the ebook. In a project several years ago, we had ebooks around law changes that needed to be updated every year. Even though we kept the notations external to the ebook, any change in the text prior to the notation would cause the book to flow differently and the notations become miss-matched. Funny, we never had this issue with the printed books of yesteryear… everyone just assumed they lost all of their earlier notes if they opened a new book.

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  • Kevin

    That was a very interesting piece, thank you.

    Perhaps here’s another way to look at it. Books are a container. I, as a reader, don’t really care what the content is in, I just want the content (priced appropriately, ebooks should always be less than the paper version). What’s the difference between a 400pg hardcover best seller and a 400pg “journal” of empty pages? There’s a reason I’m willing to pay more for the best seller.

    OTOH, I really like ebooks, especially of the technical variety. I can carry 50 of them and my back doesn’t hurt a bit. I can search quickly to find what I want, and I don’t have to acquire more furniture to hold them either. So ebooks have a lot of advantages that some of us really like, beside just being able to read them in the dark if we have a backlit screen.

    I appreciate you trying to come up with a way to keep notes to the proper place in a book when new content comes out. That’s very forward thinking that I think many (myself included) will like. To be truly successful with that, I could almost see that we’d need a new document standard, but I hope not as there there are already too many out there.

  • Dan Ellender

    Insightful article, Todd. I think the natural solution for ebooks will be in the “publishing” of something I have no name for, between an update and appendix. This would leave the original work intact with all its notes, but add a file that could cross link with the original.