2012 Publishing Predictions
The following are my bold and not so bold predictions for publishing in 2012. My boldest prediction will be that Amazon will buy Goodreads in 2012. The most unlikely to happen prediction is Number 10. What are your predictions for 2012?
1. More authors will self publish than in 2011. I suspect that nearly every author will try his or her hand at self publishing new and previously unpublished content, either in novella or full length book form. After 2012, I suspect that there will be a retrenchment in self publishing and authors will look to digital first arms of traditional publishers or digital first only publishers as they realize that a) self publishing is difficult and b) they’d rather write than focus on the business aspect. However, there will be a rise in the number of self publishing success stories and the quality of self publishing will increase as supply increases. Along with this prediction, we will see the rise of publishing service companies and indie communities of publishing service providers akin to Penguin’s Book Country and HarperCollins’ Authonomy where editors, copy editors, graphic artists will be able to offer their services and be voted on by the community.
2. In an effort to capture the attention of talented authors, the digital rate of books at the big six will rise to 30-35% off the net with higher figures being offered to backlist only titles in exchange for nominal to no advances. And/or more tiered royalty structures will appear similar to the Avon Impulse and Samhain Retro Romance line. The advances in 2012-2013 will be either very high or very low. High advances cannot be sustained by sub $5.00 price points on books.
3. Readers will gravitate to lower priced books, those priced 3.99 and under, so long as the book has a good hook and a decent cover. These books will be substitutes for traditionally priced books. In looking back at Bookscan, authors sold well if they had an established name. Breaking out as a new author is more difficult than ever, particularly from traditional publishers. I suspect the new books that readers will be talking about will come from the $3.99 and under price range and those books will be available to readers around the world. That’s the discovery price range.
4. I think the price of most digital books will be $3.99 and that $.99 fiction will fall into either short fiction price (under 25K words) or will be promotional. Publishers will experiment with book pricing and readers will be more hesitant to buy older titles at full price, hoping for a lower price deal.
5. There will be a Steam-like publisher offering resellable digital books, available only in the cloud. This is being experimented with by Austrialian publishers Book.ish and ReadCloud. This might be offered by a romance publisher, but I suspect it will be a small press publisher for SFF or maybe comic books or a textbook publisher that would allow students resell ability of their digital texts.
6. Sites like Goodreads will become more popular and thus more powerful. Goodreads currently has over 6 million users. Membership at Goodreads is increasing on a daily basis. Publishers are attempting to break into that market through Bookish, the as yet unreleased website backed by Hachette, Penguin, and Simon & Schuster, but I suspect that Bookish and sites like it will wither on the vine mostly because they won’t be reader oriented but book oriented which I think are two very different things. My boldest prediction is that Amazon will purchase Goodreads for the community and its recommendation engine. (Amazon already owns Shelfari but back in 2007, Amazon purchased DPReview.com, the premiere digital photography recommendation site)
7. Digital book sales will represent 50% of trade sales by the end of 2012.
8. BN will offer an iTunes matching service for books which scans your hard drive for books and then offers you a matching book in Nook compatible format for no extra charge (this might be cloud available only). This will be a move that will encourage Kindle users to trade in their Kindles in exchange for a nook. This will either signal the end of Agency pricing or Amazon will file suit for unfair collusion.
9. BN will continue to move toward offering non book content. BN will allow large store leases to expire and relocate into smaller locations. The larger locations will decrease the book content to half of the retail contents. BN will begin to carry more toys, house ware goods (like cooking supplies to go with the cookbooks and craft supplies to go with the craft books), and other celebrity designed products ala Target’s pairing with Moschino and Jason Wu. BN already has Vera Bradley paper goods.
10. There will be an innovative print on demand machine that non bookstores will install. Maybe it will be something you see in department stores. The new print on demand machine will print mass market or trade versions of books. (This is probably something more that I would like to see than what may happen, but I do believe that print on demand technology will increase dramatically in the next few years. There will be a high demand for it.)