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!nnovation
Oscar Wilde, in his familiar fine form noted, ‘The only thing worse than being talked about is not being talked about.’ I don’t know if he’d be of the same opinion in the era of social media, incessant popup ads, 24/7 news channels and chatter, Twitter postings and other media outlets. With a media where individuals are at the heart of the subject matter, rather than it mattering what is at the heart of the subject, there is an understandable semblance of schizophrenia surrounding the term ‘viral’: it’s great if your ‘good news’ spreads rapidly around the world, but woe-betide those whose bad news escapes the confines of their ‘firewall’ and runs amok through the numerous networks that proliferate online. The power of the network has changed very much in favour of the empowered enduser/consumer. The demand is for ‘the message’ to be focused, via bona fide micro-targeting, and nuanced to cater to an individual enduser’s particular wants. It may be that these demands have forever changed conventional media into the individual-centric ‘me-dia’ it is today, which is in direct juxtaposition to the traditional formats focused on large market segments. It is increasingly necessary for businesses that are part and parcel of what is considered traditional media to bring innovation and innovative thinking to bear. Without doubt, long-established business models are gone for all but the most stubborn – and, some would say, foolhardy. The book industry is in upheaval. Publishers, historically, have the job of putting books on shelves. But, as is the case with e-books (and, now, enhanced e-books and online ecosystems – as evidenced by the accompanying, first of its kind, publishing format of !nnovation), the question is: what is a publisher’s job if there are no bookshelves to stock? How will publishers reinvent themselves? It is incumbent upon the publishing industry to find new ways to be relevant, perhaps by finding ways for readers to browse virtual bookshelves in ways that are as evocative as visiting a favourite book store used to be. Solutions to these issues will entail innovative tools that empower readers.