A commentary in bullets for the people responsible for the business of publishing:

1. Content is king; but, the kingdom has changed
   • Publishers influenced governments, businesses, stock markets and people. No longer.
   • Their readers have not only switched to other media, but readers have even changed what content they consume and how they consume.
   • Publishers have failed to evolve; content recipe (mix), garnish, serving plates all are the same.


2. We are evolution-challenged
   • We continue to copy-paste content from print onto websites.
   • Websites have the same names as print titles - driving away next generation of readers.
   • eMagazines are publishers' novel toys - and they have played with themselves. Large file sizes; Hardly anybody wants to download.
   • Thinking is still print-driven, print-dependent.


3. Revenue models are limited
   • Complete dependence is on advertising and paid content (subscription) revenues.
   • The great value-add of events has already lost steam; time and costs becoming huge deterrents.


4. Revenue models are evaporating
   • Web technology companies like Google and Facebook are grabbing huge chunks of advertising revenues.
   • Content is available free, that too from innumerable sources.
   • Events were for networking. Now, clients network online.


5. What can publishers' leverage?
   • Their core competence of building loyalty and trust.


6. And do what?
   • Evolve and build new online communities.
   • Instead of ad spends, focus on clients' marketing spends.
   • Create solutions to grab slice of marketing spends.


7. And how?
   • Provide content to readers in multiple ways; different packages for different segments.
   • Make readers your content providers; Enable readers to engage in self-publishing.
   • Enable clients to network with your readers.
   • Enables clients and readers to engage in prospecting.
   • Provide off-line platforms of engagement.
   • Bring in tangible returns for clients.


8. And when?
   • The best time to invest is when the markets are down and everything is cheaply available.
   • Any stock broker would ask you to shuffle your portfolio (of titles), invest in emerging sectors (driven by technology) and in emerging economies.
   • If you are feeling recession or historic lows, the most opportune time is now.


9. You?
   • Are you a leader to gain the first-mover advantage?
   • Are you a sheep in a herd?
   • Are you a risk-taking businessman or a job-protecting professional?

- Bhupesh Trivedi
Answers/Feedback/Comments welcome at personal email id: publisher (at) chronosphere (dot) biz