
In the tar pit, the mammoths are.
There Is No Publishing Industry
All models are wrong, some models are useful – statistician George Box
The mental model we share of this thing we call the publishing industry is no longer useful. Most of us think of the publishing industry’s product as “books”. That’s like thinking that Amazon sells two products, bits and cardboard boxes. Amazon ships stuff in cardboard boxes. It’s what’s inside the box that you are buying. Likewise, it’s the information contained in the bits that you are buying when you buy a digital product from Amazon.
Physical books were never really the publishing industry’s product. It was always the stories, ideas, and information contained in the books. Now that there are competing digital containers for almost everything that has traditionally been delivered via physical books, it is imperative that we take a hard look at the different industries which were hidden from view by our once-useful model of the publishing industry. Because these industries are moving to the digital world at vastly different rates and to very different digital containers: ebooks, apps, and the web. In my terminology, an app is a digital container that promotes user interaction with content rather than linear reading; an ebook is a self-contained reading unit mostly without external links; and the defining feature of the web is external linking. To understand the future of publishing, we have to let go of the idea of “the publishing industry” and look at its products based on the needs they fulfill.
The first [of four] industry to begin disappearing from the print world was the database packaging industry. Directories, encyclopedias, and dictionaries are well on their way to extinction in the print world. The mass-market products in this industry have moved almost entirely to the web. A few of the higher-end products have moved to specialized apps. Because this industry was always peripheral to the main business, many folks in publishing didn’t fully comprehend the implications of this change: some products that were previously only available as physical books had a natural affinity to a different form and business model.





