Paying for the newspaper on the Internet: The Gray Lady has pulled it off

A couple years ago I made the prediction that newspapers like The New York Times would soon be charging for their content. That prediction came to pass this year when it put up its paywall. Now if you want to read anything but the latest headlines in The Gray Lady (as The Times has historically been called by those who both love and hate it) you have to pay a subscription. Since The Times is seen as an industry bell weather, as more people opt to pay for its content, other newspapers and magazines are following its lead.

Gradually, over the next few years, the amount of reliable information for free over the Internet will diminish.

While this may be seen as bad news for the average online browser, it is actually a good thing. For the past decade, newspapers and periodicals have seen their profits erode as more and more people canceled paid subscriptions in favor of accessing information online for free. Yet, newspaper and magazine reporters, editors and photographers still expected to be paid.

Initially news and feature publications thought advertising would pay their overhead. But that didn't work because display and pay-per-click ads never generated anywhere near the amount required to keep them in business.

So now, as we travel back to the past, we will need to once again start choosing which publications we are willing to pay to access.

Personally if the choice is between paying to read my favorite newspapers and periodicals or to see them go out of business, I'll choose to pay.

The same is true for books. On occasion I may choose to download an ebook or audio book over a printed version, but I do expect to pay for the books I read.

Once all the best content is locked behind a paywall, what will be left on the Internet? Shopping, blogs, websites, email, etc. All manner of items people are willing to share for free. The Internet will remain free. Just don't expect authors, writers reporters and photographers to work for free. What we once willingly paid for we should once again support. Do we actually think that content should be free? If someone comes to our home to fix the plumbing we expect to pay. Same as when we go to the theater, see a concert or visit the zoo. When we receive a service we compensate those who provide it. Same for books, newspapers and periodicals.

When someone provides us with a service we reciprocate by paying. As the old saying goes, "ain't no such thing as a free lunch."

Where were you when you first heard about the death of Osama bin Laden?

We all remember where we were on 9/11 when we were attacked. Now we hear about the death of Osama bin Laden. However, this time most of us were asleep since the news was not released until after 11 PM Eastern Time.

Interestingly, I had placed my iPod Touch on the bed stand. All of a sudden a light went on in the room. It was the iPod. One of the Apps on my iPod is CNN. At around 11 they issued an emergency bulletin which turned on the device. I immediately got up, turned on the television and heard the news.

Most people in the eastern portion of the United States, I'm sure, heard the news when they awoke this morning. But as we determine what technology each of us has access to (and how that technology can access us), it is interesting to ask the question about where we were when we first heard the news.

Seth Godin just returned my email—God is good!

Pretty much anyone in the blogosphere is familiar with Seth Godin whose daily emailed blog populates the inbox of hundreds of thousands with his incredible wisdom and breakthrough thoughts. Godin's books include bestsellers such as Unleashing the Idea Virus, Linchpin and the newly released Poke the Box. Long a proponent of building a crowd of followers through the Internet in order to market products and ideas, he recently dropped his own publisher so that he could sell directly through Amazon and other online channels.

Yesterday in his daily blog Godin commented on self publishing superstar Amanda Hocking, whose books are only available through Kindle and are selling over a hundred thousand downloads each month. It was his assertion that she did not need a publisher to thrive. Today, however, in The New York Times is an article about Hocking being in negotiations with traditional publishers to get a contract.

I wondered what Seth Godin thought about it and was surprised when he answered my email. His comment, "when people with $ can take bigger risks, it's smart business to use that leverage if it's important to you.


Wonderful advice and so true. 


Big media operates in its own world and is only open to those who have already proven they either don't need it—like banks only lending money to those who have no need—or who are wanting to leverage their own celebrity to earn maximum money. 


So what is a budding author to do?


Just as an actor must first prove her worth by taking any gig that opens up and is willing to sacrifice everything to start up her career, so too do authors. New and emerging authors must be willing to invest in their own writing career by promoting what they have written. There are no shortcuts. 


First, write what you know. 
Then promote what you write. 


How? It depends on your situation and what you have written. 


Are you comfortable with the Internet and related technologies? If not, either learn or find someone who can help. We live in a digital world and all communication comes through the Web, Apps or other new media. 


Is your topic something others are interested in? This is where many authors make their mistake. Instead of finding a niche audience they try to engage everyone within a broader market. That is something that can only work for the so-called big media conglomerates and well known authors. Instead look for a small audience that few are marketing to. This will allow you to gain a toehold so that you can establish yourself as a key player within that narrow niche. For example, if you are writing a how-to marketing book for small business, concentrate on a tiny sliver of that marketing pie. Something like "How To Market Non-Pasteurized Milk from Your Small Dairy Farm." Once you are able to establish credentials with a very small audience then you can widen your scope to include other areas within your niche (small dairy farms) or to reach others with similar businesses (example, small craft cheese producers or egg farmers marketing organic eggs might be similar markets to the non-pasteurized milk market). Bottom line, if you find a niche where few are concentrating their attention you can more easily own that market in terms of Internet search and ultimately for selling books, ideas or products. 


The days are over where people look to stores for new ideas or cutting edge products. Just trying to get established in conventional markets is far too expensive. Instead focus on where the competition is lacking by establishing whole new categories in terms of products, services and intellectual property. 

Because it works so darn well

The other day I finally broke down and purchased a Starbucks travel mug. After trying several cheaper varieties over the years, and not being happy with any of them, it was time to buy something better. My new Starbucks mug is perfect for its intended use and I'm 100 percent satisfied with it.

I'm sure you can think of items you use every day that you may have paid a little bit more for but are so happy with its performance, you are glad you purchased it.

Looking around for other items that come immediately to mind would surely include my Mac and all the related Apple products, from the iPod to the iPad. When I purchased my first Mac it was in the mid 80s when the initial model was introduced. It was the first computer I could easily operate and remains the same to this day. In addition, every other Apple product seamlessly works with it. Sure, I could pay less for my computers and other electronics. But I can't believe I'd be as satisfied.

Another item within my reach is the case for my iPod touch from a little company in San Francisco called WaterField Designs http://www.sfbags.com whose tiny bag fits perfectly and is so functional.

The truth is that we rely on many products in our everyday life that help us in so many ways.

This is also true of the books we own. The books I turn to with regularity are those that reliably help or inspire me. I'm always picking up my copy of David Ogilvy's classic Ogilvy on Advertising because the advice he provided decades ago is still true today. Other books I've practically worn the covers off include Thomas Woll's Publishing for Profit (great information for budding publishers), David Burns' The Feeling Good Handbook (for help overcoming anxiety) and Roger Finke and Rodney Stark's The Churching of America (tells how the church spread from coast to coast as our nation grew).

What those and other books have in common is that the information they contain is as good today as it was years ago. They are timeless.

The point is that as formats change from printed books to electronic books, the same will always be true. A book that provides helpful information is valuable to its owner.

These are not books that one throws away. They do not grow old like bananas but instead age gracefully.

If you are a lover of books and the information contained therein, you can look to your bookshelf and immediately find those that have become reliable sources of information.

As an author it is vital that before you publish, you take another look at the contents of your book and ask the question: Is this information timeless enough to publish? Does it work darn well?

Selling Books is Hard Work!

An entire generation of authors have dreamed of one day sitting on Oprah's couch and talking about their book. Well forgetaboutit! Oprah's pulling up stakes, moving to LA and starting her OWN network. The couch will soon be gathering dust at the Smithsonian or in a warehouse somewhere.

Authors have long thought that bookstores are where their books will sell. Nothing could be further from the truth. Yes, certain books sell in bookstores (or in the book department of a megastore like Walmart or Target). But the books that sell in the conventional bookstore (or book department) are mostly bestsellers by well-known authors. These are not venues where lesser-known books sell.

Why?

Because for a book to sell people have to know about it. They are not going to find it in a bookstore if they are not looking for it. And the bookseller is not going to place a stack of your books on the front display unless your book is well-known.

So how ARE most books sold?

The most successful authors are themselves visible to the public in one way or another.

Successful authors appear at events, give talks, hold signings and are active on the Internet.

By doing so, an author begins to establish their public identity or platform. They also begin to attract a following.

What might an author's platform look like?

Let's say you have written a book about cycling in out of the way places (my obsession) and have titled your book, The Long and Winding Road (with apologies to The Beatles).

To establish your platform to support your book you might do the following:

• write a daily blog about your biking experiences
• talk to a local bike shop about giving a talk to riding clubs
• locate events where bike enthusiast's gather and contact the organizers about speaking opportunities
• submit articles to cycling publications
• make sure the content of your book is easily searchable on search engines
• contribute articles to cycling websites

Key to your success will be getting in front of people who are as excited about the topic of your book as you are. It makes sense when you think about it. 

What books do you buy? 

I'm sure you only purchase books that are of interest to you. If your book is about knitting find venues where those interested in knitting go. Since I have no interest in knitting, myself, any efforts spent on me are wasted. To sell a book on knitting one might better spend their time and energy on those who are feverishly excited about the topic. 

As your public profile grows in your topic area, so will your book sales. 

While it may seem like hard work, if it is time spent with people who are interested in the same things as you—then it is more joy than work.

Borders Books and Best Buy—do they matter anymore?

A quick glance of articles on business pages reveals that there are struggles for two large merchants: Borders Books and Best Buy. The former being having such dire issues with its cash flow that is in negotiations with its vendors to extend payments of its bills and the latter trying to reboot its business model.

While we certainly would not want to wish any ill will toward either of these fine companies, or toward their stockholders and employees, they represent the latest in the ebb and flow of big retailing. Remember Circuit City and Montgomery Wards? Both chains were once thought invincible yet, still, they have exited the scene.

The truth is that large retailers, like all organizations, have natural life cycles that eventually lead to their demise, extinction or being absorbed by someone else. Though it sounds ruthless, it is what happens in a free market society.

In the case of Borders their business model was rooted in the notion that people would continue buying books in brick n' mortar stores. They were slow at responding to opportunities to sell via the Internet having long since ceded that position to Amazon.com. Further, as mass merchants such as Walmart and Target heavily discounted the price of bestselling books, Borders could not compete without matching their price. Now as readers are beginning to switch to e-books, they are left without the capability of developing their own e-reader or tablet device. With their stock price tumbling they are left with the prospects of reducing their overhead along with closing a number of stores. But it may be a case of too little, too late.

As for Best Buy, their business model was all about generating weekly traffic for small items—such as Cd's and DVDs—in the hope of becoming the destination for all things electronic. That strategy worked well until demand for these high traffic producing products diminished. This was due to the customer having more convenient options such as downloading music to their mobile devices or having movies directly delivered to their door. Additionally, fierce competition from big box discounters such as Walmart for large ticket items like flat screen TVs and computers further reduced their profit margins. Looking forward, it is hard to see Best Buy continuing to hit the sales and profitability targets that made them a Wall Street darling.

While we hope both companies survive, in order to do so they will have to reboot their business models and redefine their niche. In the case of Borders Books, because they waited so long and are in a weakened position, this will be just that more difficult. However with Best Buy, since it is still a strong company, they have the luxury of time and resources on their side. Key for both companies will be to ramp up their customer service and product offerings to differentiate themselves from the competition.

The fact is that we live in a time when the convenience of purchasing products online has resulted in far too many stand-alone retail stores. Just take a drive around your own neighborhood or business district and see how many empty storefronts are littering the landscape. Do we actually need so many stores?

In the world of publishing we live with the same reality. In the past decade, due mostly to self publishing, the number of new book titles published each year has more than quadrupled. This as the same time as the overall demand for printed books has shrunk. Do we really need so many books? Or might some of the intellectual content being produced be better served through blogs, websites, iPad applications and e-books? Only time will tell as the best produced book content continues to be essential to readers while those books that are ill conceived—or poorly written, designed and edited—are left to the scrap pile of history.

Putting ones life on autopilot

Today I received a notice from Plaxo, the social networking site, that I can now send out so-called e-cards to my entire birthday list and plan them up to a year in advance. While I've never been much for Plaxo, since most of my "friends" are on Facebook, it does command a sizable following.

In thinking about the whole idea of preplanning the delivery of birthday e-cards it hit me that the notion of doing it represents the epitome of laziness; something perfectly designed for our overly automated lives. Now without even having to think about it I can have my birthday list managed for me so I no longer have to give it another thought. Perish the thought that someone decides to include ones own spouse or partner on the list only to forget about it when the special day arrives.

Okay, now what does all of this have to do with publishing?

It has been my experience that many authors put their own book on autopilot once it is published. They seem to figure that after their book is listed on Amazon and carried by some stores that their work is finished.

Nothing could be further from the truth.

The most successful authors I know work much harder after their book is published. Sadly, however, they are in the minority. Instead, more often than not, an author will give up on their own book once they hit an obstacle that looks overwhelming. Rather than go back to the emotion that drove them to write their book in the first place, they adopt a defeatist attitude. Almost as if they think something miraculous will happen if they walk away and leave their book to promote itself.

One of my Facebook friends is Christine Romans, the award winning CNN anchor and correspondent. Her newly published bestselling book, Smart Is the New Rich: If You Can't Afford It, Put It Down, is a terrific read that itself is hard to put down. Even though she has an international platform on CNN she continually is promoting her book. In fact Romans now hosts a new weekend show that shares the name of her book along with co-hosting the popular program Your $$$$$. Additionally she has placed her book cover alongside her photo on Facebook and each day posts new information on her page; often asking viewers for their opinions on an issue that corresponds with the content of her book.

The point I'm making is that even those with huge media exposure still take the time to tirelessly promote their own books.

As authors we write for a variety of reasons. Whether we are telling a story, informing others or sharing a passion, once our book is published it is time to share its content with others. We owe it to ourselves to make the effort of promoting our own work to those who would most benefit from it. Even the definition of the word publish is telling; to prepare and issue for public distribution, and to bring it to the public attention. The definition of publishing does not say: Once your book is published put it on autopilot.

Debunking Steinbeck's "Travels With Charley"

The line between fiction and nonfiction is often blurred. A good case in point is John Steinbeck's classic Travels With Charley. Earlier this year former Pittsburgh Post-Gazzette journalist Bill Stelgerwald hit the road to retrace Steinbeck's journey, 50 years after the iconic author made his journey. On his blog, Travels Without Charley, Stelgerwald finds much of what Steinbeck reported did not happen.

 This uncovering along with other celebrated cases, of late, including James Frey's notorious A Million Little Pieces, which was initially called nonfiction until it was uncovered that much of his book was fiction, have made publishers reassess what constitutes fiction and nonfiction. This is especially true in memoir and narrative non-fiction. As Stelgerwald alludes to, there can be good reasons for injecting fictional content into something that is supposed to be true. One reason is that finding true characters who are interesting to the reader can be a huge challenge. Another is that good writers know what elements are required to create good reading. In Steinbeck's case, he ventured out to find an America that did not really exist. Or, at least, one that was difficult to find. Since he was breezing across the country, traveling over 10,000 miles in less than 75 days, he did not have time to locate the characters he needed in the amount of time he had. So, like all good fiction authors, he made them up.

Should Steinbeck's book been identified as fiction. In my opinion, no. He did make the trip and the places he visited were also, for the most part, true. But, in order for him to tell the story as he envisioned it required him to invent certain characters and events. If there is any culprit it is the publisher. After all, they edited it and should have been checking for the need for permissions and any rights violations. We also do not know the story of what went on inside the publishing house. There may have been red flags raised by the editor that were ignored by the publisher. Or, perhaps, because it was John Steinbeck's work maybe they decided not to question him.

The important thing for our purposes is that facts need to be checked prior to publication and whoever is holding the rights (the publisher or author) should at least place a disclaimer on the copyright page. Often authors, especially those who self publish, overlook issues relating to the holder of rights and copyright as well as the need for professional copy editing whose job, in part, is to ask questions that help determine if there is culpability.

These days, where all have free access to information via the Internet, it is easy to copy and paste content from one website to another. Ultimately, however, that content is owned by someone who has the right to protect any copyrighted material where they own rights.

Had Steinbeck written his Travels With Charley in the digital age, his fictionalizing of content would have surely been discovered within days of publication.

Lessons from Willy

I want to share with you something that happened last night. 

Anyone who really knows me understands that for me, life is all about the journey. My bike has become a large part of that journey because it allows me to see life in slow motion without the frantic speed of life we all have gotten so dependent on while driving around in a car. 

Late yesterday afternoon the ice and snow had cleared enough so I could chance riding 20 miles to Holland. About eight miles from home, along a lonely stretch of backroad suddenly I heard the one sound every cyclist fears. Pop! Sure enough, I had blown a tire. And, worse yet, it was my rear tire--the one that is hardest to change. Like many cyclists I carry a spare tube and tools to change it. Unfortunately the temp was around thirty and the sun was about to set. After flipping my bike over on its handlebars I began to remove the rear tire. Down the road I noticed a young man in hunting fatigues walking a small dog. He came within 50 feet or so then turned around. Without thinking much about it, I continued to work on my bike. 

A few minutes later along came the young man, this time without his dog. He asked, "can I help? I have a garage just around the corner. It would be easier to change your tire there." Looking at my options it seemed like a good thing to do. He then proceeded to hoist my bike into his arms and carry it down the road all the way to his garage; leaving me to follow along with the spare parts. 

When we arrived at the small country house with the garage out back, he opened the overhead door revealing a neatly arranged garage with an older SUV. I asked his name. Willy. Then I asked what he did for a living. "I just like to help people." Did he attend school? No, school didn't agree with him. For the next half hour we worked at removing the old tube and replacing it with the spare. When I pulled out a small hand pump to fill the tire, he offered to use his electric generator. A time saver, for sure. But once we hooked up the generator the new tube only partially filled. Drat! The new tube was defective and had a hole in it. I made some remark about buying cheap replacement tubes at Walmart. He said his aunt just got some sour milk from there. 

He asked, "do you have anyone to call." It was time to throw the lifeline. I produced a cell phone from my pocket and called Anne to pick me up. Luckily she was at home and had not left for our pickup spot in Holland. It would be twenty minutes and she'd be here to save the day. Lucky me. 

Willy asked if I wanted to come into his house for a cup of coffee. I agreed. Inside sat his aunt. My guess is she's in her late 70s. My intent was to pay Willy for his help but I didn't have any money. Willy had mentioned he loved dogs so I used that as an excuse to ask him to write his name and address. "I want to send you a picture of my dogs." His aunt told me she'd write down his name for me. Then she said, "Willy suffers from seizures and can't work." She also said he was mentally challenged. His parents had abandoned him at age 3 and she took him in. "When I took Willy in he was not even potty trained." I mentioned he had said he likes to help people. "Yes, he's a good kid. They took his moped away because of the seizures so it is hard for him to go anywhere to work. So instead he helps neighbors with their lawns and other chores." She went on. "Willy likes going to church. It's a long trip to make but we do it because he loves the Lord so much." I found out his church is located a good 20 miles away. It's a large church located in a suburb just outside Grand Rapids. I wondered why he had left school. Probably was made fun of by the other kids, that's pretty normal for someone who is challenged and can't keep up. He had probably used what the system could offer then was left to his aunt. I imagine when she can no longer care for him he will be placed in adult foster care. In the meantime they are there for each other. Not perfect, for sure. But better than other options. He's in a loving home and can help his aging aunt.  

We continued to talk until Anne drove up. Willy helped me put my bike in her car and we were off. I looked at the house and there was the aunt, waving goodbye. 

I believe things happen for a reason. How many times over the years had I passed by that house without ever noticing it? Hundreds, I suppose. It's one of my favorite back roads to take while heading out on a bike trip. I'll send him a card with the shot of our dogs. Maybe I'll include a gift card. 

As we all rush through life we often fail to notice the little things that make life so worthwhile. Yesterday I was blessed by a young man and his elderly aunt who offered me hospitality without expecting anything in return. In these times of rough financial waters with politicians ranting and raving, and with seemingly uninterrupted bad news followed by more bad news, isn't it great to know that when all the screaming stops there are still good people out there who truly care about their fellow human? Truly, yesterday I was blessed. May you also be blessed today.