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Maybe Failing Faster Is Really The Way To Go
from the books-now-limited-to-140-pages dept
We're always on the lookout for new experiments in media publishing, so keep on submitting relevant links, folks. So here's another one. Trying to target a "gap" between magazines and books, the Daily Beast and Perseus Books Group are teaming up to publish books in just 2-4 months, giving authors 1-3 months to write and then publishing the work a month later as an e-book (and then in paperback). These books are aiming to be 40,000 words long, or around 150 pages -- which sounds like a Twitter-like limit, designed to encourage authors to produce stories that are more topical and timely. And on the logistical side, these publishers are going to use the sales of the e-book titles to help anticipate how many paperback editions to print.
It's an interesting experiment because it begins to grasp that digital goods can be used both to promote content and also to assess the market for the related tangible/scarce goods. On top of that, the shorter publishing cycle will likely be more engaging to readers who won't have to wait very long for new books to come out. However, there are some possible pitfalls, too. If the e-books are too expensive (or poor quality because they're written in a rush), then obviously the promotional aspect of the digital content won't be there. They could also soon discover that their target audience is too tuned into digital goods, and the audience that buys printed books doesn't overlap much with Daily Beast readers (so they'd need to promote on a different channel). But at least the publishers won't be stuck with a ton of printed books in inventory, so the downside risk seems lower than traditional publishing. And, actually, that reduced risk might be the key part of this publishing plan. When digital distribution costs are minimal, the strategy of "throwing everything at the wall to see if it sticks" becomes more viable. The Daily Beast's website already leverages free content with news and opinion articles, so if it can also offer unique content with a quicker turnaround time, the reason to buy its books could surface as more and more "good" authors are discovered and recommended -- and commissioned to produce new content.
