Five Publishing Personas
#3. Publishers
For this instance, I'll use the term publisher to describe ...
Five Publishing Personas
#3. Publishers
For this instance, I’ll use the term publisher to describe a business entity. Publishers are in the business of publishing books. Lots of them. And not just books they personally write. In fact, that’s the exception to the rule. Self-publishing effectively eliminates the need for a publisher, but the business of publishing isn’t going away anytime soon. But let’s leave aside the troubles of the publishing industry and focus on the person (or persons) behind a publishing company.
Previous posts in this series:
▶ Preamble (http://goo.gl/dZoZcQ)
▶ RFAS (Reader first, author second) (http://goo.gl/uVkvRs)
▶ Author-first authors (http://goo.gl/QqXNcK)
Since publishers run a business, their motivations aren't hard to predict: running a profitable business that stays in business. They have to not only keep the lights on, but also have to pay salaries, have a fiduciary responsibility to their employees, and have enough operating capital to absorb the risk inherent to publishing books that may or may not sell. And since they are a business, they need to turn a profit.
All of those things require a publisher to have a longer time-horizon than our other personas. They have to concentrate on changes to their industry (read: upheaval,) changing book consumption habits, competing publishers, alternate media sources, governmental regulation, cash flow ... all balanced with the changing needs of their authors and the fickle wants of their customer base. Oh, and they have to keep tabs on those pesky disruptors that keep moving the ball.
Surrounded by a sea of outputs, Publishers must focus on outcomes. Making a better overall experience for authors that deflects (or delays) the competition (including self-publishing). Turning a profit. Successfully launching a new imprint. None of these are ever finished, and each require a host of well considered outputs to drive to the desired outcome. Not only does their focus need continually shift to track to these outcomes, but new opportunities for better or additional outcomes are always there. They have to be managed, lest it becomes overwhelming, leading to indecision and blown chances.
Tomorrow, I'll talk about Makers — the people who really make publishing work.
Current posts in this series:
▶ Preamble (http://goo.gl/dZoZcQ)
▶ RFAS (Reader first, author second) (http://goo.gl/uVkvRs)
▶ Author-first authors (http://goo.gl/QqXNcK)
▶ Publishers
Creative Commons licensed image via Flickr: http://flic.kr/p/arywJa
#3. Publishers
For this instance, I’ll use the term publisher to describe a business entity. Publishers are in the business of publishing books. Lots of them. And not just books they personally write. In fact, that’s the exception to the rule. Self-publishing effectively eliminates the need for a publisher, but the business of publishing isn’t going away anytime soon. But let’s leave aside the troubles of the publishing industry and focus on the person (or persons) behind a publishing company.
Previous posts in this series:
▶ Preamble (http://goo.gl/dZoZcQ)
▶ RFAS (Reader first, author second) (http://goo.gl/uVkvRs)
▶ Author-first authors (http://goo.gl/QqXNcK)
Since publishers run a business, their motivations aren't hard to predict: running a profitable business that stays in business. They have to not only keep the lights on, but also have to pay salaries, have a fiduciary responsibility to their employees, and have enough operating capital to absorb the risk inherent to publishing books that may or may not sell. And since they are a business, they need to turn a profit.
All of those things require a publisher to have a longer time-horizon than our other personas. They have to concentrate on changes to their industry (read: upheaval,) changing book consumption habits, competing publishers, alternate media sources, governmental regulation, cash flow ... all balanced with the changing needs of their authors and the fickle wants of their customer base. Oh, and they have to keep tabs on those pesky disruptors that keep moving the ball.
Surrounded by a sea of outputs, Publishers must focus on outcomes. Making a better overall experience for authors that deflects (or delays) the competition (including self-publishing). Turning a profit. Successfully launching a new imprint. None of these are ever finished, and each require a host of well considered outputs to drive to the desired outcome. Not only does their focus need continually shift to track to these outcomes, but new opportunities for better or additional outcomes are always there. They have to be managed, lest it becomes overwhelming, leading to indecision and blown chances.
Tomorrow, I'll talk about Makers — the people who really make publishing work.
Current posts in this series:
▶ Preamble (http://goo.gl/dZoZcQ)
▶ RFAS (Reader first, author second) (http://goo.gl/uVkvRs)
▶ Author-first authors (http://goo.gl/QqXNcK)
▶ Publishers
Creative Commons licensed image via Flickr: http://flic.kr/p/arywJa
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