Signature May/June 2015 - 31

BY BRIAN F. O'LEARY

It is the best of times.
The work required to create, manage, and distribute book content
has never been easier. The era of long print runs has ended, and distribution channels have never been more transparent. Authors and
illustrators are often digital natives, reducing the number of steps
required to move from manuscript to book to reader.
It is the worst of times.
The work required to create, manage and distribute book content
has never been easier. The need for long print runs has ended, and
individuals can now access distribution channels that were once
available only to established presses. Digital natives, authors, and
illustrators are asking themselves, "Why do we need a publisher to
get a book to our readers?"
Association publishers must answer that question compellingly
and decisively.
THINKING BEYOND THE BOOK
In a Signature article published last year,
I argued that the next wave of book publishing will be:
n■ Mobile - reaching members wherever they are
n■ Global - providing valued content
to interested audiences
n■ Just enough - components, rather
than full digital or physical objects

Social - the basis of an ongoing
conversation
Content consumption is increasingly
mobile, and the structure of how we read
is changing with the platform. Increasingly, consumers are looking for options that
"disaggregate supply" and break down a
book into its most relevant components.
Traditionally, association publishers
built and sold packages of information.
n■

While a finite number of people will continue to buy these physical and digital
packages, these formats are not likely to
be where growth occurs.
Association publishers need to figure
out how to organize their information
so that it can be delivered as members
want it, when and where they want it, in
formats that serve a purpose. To make
that possible, publishers are taking a fresh
look at how they structure book content,
use new tools, and address discovery in a
content-abundant environment.

STRUCTURING BOOK CONTENT
Book and book-like content can play a
significant role in an association's ability
to engage and retain members, but the
content must be structured in ways that
serve member interests. So what does
that mean?
Consider the association directory,
whether it lists members, suppliers, or
specialties. Over the last several years,
many or most associations have moved
these directories online, making them
available in digital formats, typically
behind membership walls. Associations
made these changes to save money, to
be sure, but they also began to recognize
that no member actually "reads" a directory. These publications are reference
works: We look for the name of an exMAY/JUNE 16

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Table of Contents for the Digital Edition of Signature May/June 2015