News Headline: Fight breaks out over e-books in Gaylord Michigan barber shop

While making the long trek north to the Upper Peninsula of Michigan last week I looked in the mirror and decided it was time for a haircut. Sixty miles south of the Mackinac Bridge is Gaylord which is a mecca for snowmobiles in the winter and golf during the warmer seasons.

Pulling off the Interstate I drove through the downtown and discovered City Barber Shop, an old fashioned barbershop that would remind one of Floyd's from the timeless Andy Griffith Show. I parked my car and went inside. There, sitting on their barber chairs, were three barbers: A young woman, a middle age man and a older man. The young woman showed me to her chair and we soon were all focused on CNN playing on a small TV at the front of the shop.

Soon we started conversing. The young woman asked where I lived and what I did for a living. When I told her I was in publishing immediately the three barbers began to banter. The middle age barber asked what I thought of Kindle. Before I could answer the young woman said there was no way she would ever give up printed books. That led to a full scale outbreak of back and forth, sometimes heated, conversation on the merits of e-books. I weighed in to say that I thought tablets such as the iPad were going to be bigger than the Kindle due to their ability to stream video and other technology innovations.

Two points were interesting about the exchange. First, it was taking place in a small town barbershop in northern Michigan. Second, the middle age man was so excited about reading using a electronic device while the young woman wanted to hold onto the printed book. Research has told us for years that the typical reader in the United States is female and that young women are far more interested in books than young males. In other words, since females are already reading they are showing their satisfaction with conventional books by their actions. Young men, on the other hand, are more likely to be interested in video games than books.

Therefore, if the tablet reading experience can duplicate some of the live action from video games then it is more likely young men will be interested in reading.

In marketing the goal is to widen or enlarge existing markets. We know women are already reading. To grow the book market the key will be making the experience more interesting to younger men through disruptive technology. The market is now wide open for those who innovate with the content available in their books. This year over a hundred tablet devices similar to the iPad will be introduced. Those authors and publishers who are early adopters in their respective niche will surely benefit.

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.