How Can Publishers Embrace Web 2.0? “Just Do It”
by Lynn Andriani — Publishers Weekly, 5/30/2008 11:19:00 AM
Thursday’s Web 2.0 panel at BEA brought together an author, a magazine publisher and the marketing director of a books social networking site to talk about Web 2.0 and the wisdom of crowds—and how traditional publishers fit in. Jeff Gomez, senior director of online consumer sales and marketing at Penguin Group, moderated the panelists, who all agreed—despite their different businesses—that “crowd sourcing” can bring big rewards to publishers.
Fray.com (which exists in print and online) publisher Derek Powazek, Shelfari v-p of marketing Dave Hanley, and author Scott Sigler (Infected) talked about how traditional publishers need to change their business model as consumers grow increasingly used to consuming an enormous amount of information from countless Web sites and blogs, for free. As Gomez said, “Free is the new buzz word.” Yet, he asked, “The phone book should be free, but should a novel?” Sigler should know; he has given his novels away free via podcasts, with great success (more than 20,000 people have tuned in). He said that while there may not be a good reason for well-known authors to give content away at no charge, lesser known authors have much to gain. Giving content away “gives people the ability to try out your stuff,” Sigler said.
When Gomez asked the panelists how publishers can compete in a world where people are willing spend their time writing for Wikipedia, a website or blog, for nothing, Powazek, who has acted as a consultant on Web community features for Netscape, Lotus and Sony, responded that publishers must embrace that new generation of “people who come to media expecting participation.” They must look at publishing books as creating relationships with people, “not just ink on paper.”
Hanley, who said the average user spends nine and a half minutes each time they visit Shelfari, urged publishers to engage with their customers. He himself regularly interacts with Shelfari members, offering and receiving book recommendations. “Just get out there and do it,” he said. “You only learn by doing.”