When I posted my penultimate entry, the blogger “dashboard” indicated that it was my one-hundredth one. This made me ask: where had my blogger journey taken me? So, I did a cursory review of the entries, beginning with the first posted on Wednesday, November 14, 2007. Little did I know at the time we were only at the beginning of an historic political and economic era.
The latter was showing only the tip of a sub-prime mortgage iceberg. In fact, the market report for that day was as follows: “Stocks soared on Wall Street last night as investors returned to the bombed-out financial sector following positive comments from investment banks Goldman Sachs and JP Morgan about the impact of the ongoing sub-prime mortgage crisis. The Nasdaq tech stock index, meanwhile, recorded its biggest gain in more than four years closing up 89.52 points or 3.46% at 2,673.65, while the Dow Jones closed up 319.54 points or 2.46% at 13,307.09.” These now seem like Halcyon levels for both indices.
The ensuing “Great Recession” as it has euphemistically been called, along with Obama’s historic rise to the Presidency, have been the two most significant events of this period. As one of my intensions has been to give a personalized view and account of my times, a fair number of my blog entries during the last 535 days relate to these topics, perhaps more than I had originally envisioned.
No doubt there will be more as momentous political and economic winds continue to blow. Government had to step in to become the “spender of last resort” in this perfect economic storm, but we will inevitably face the unintended consequences of fighting a credit bubble with a new credit bubble. President Obama’s choices (who I supported in these pages from his primary battles to his election campaign) were between worse or worst and I get the sense we are winging it on a daily basis, hoping the economic implosion can be morphed to an explosion as the latter will be necessary to raise the revenue to retire the debt being created. A society cannot borrow itself into prosperity and a common thread in my postings has been the observation that borrowers and lenders, Ponzi schemers and investors in those schemes, are all complicit in this crisis. Government cannot protect people from themselves but we need regulations that make predatory lending and investing practices more difficult, all fodder for future postings.
I have been asked what I meant by the title of the blog. In my first entry, I credited a publisher I admired at McGraw Hill, Curtis Benjamin. To quote from that entry, “Benjamin labeled increasing specialization ‘the twigging phenomenon’ – the tree of knowledge constantly developing new limbs as scholarship and scientific discoveries blaze forward. I wonder how Curtis Benjamin would see the Internet world, the ultimate in customized, personalized, specialized publishing. No doubt he would see it as an opportunity. Hence, an opportunity for me to use the medium to muse about my life, interests and experiences over time.”
So, the blog was intended as musings about la·cu·nae (-n) or la·cu·nas: An empty space or a missing part; a gap. And they are solitary musings of a microscopic nature. I like to think of it as dealing with the irregular numbers between zero and one, of which there are more than whole numbers. The whole numbers from one to infinity are left to mass media and those blogs and web sites positioned for large readership.
Consequently, it also leaves me free to address my own personal interests so other entries have dealt with my life as a publisher, friends and family history, travels and boating, photography, and my interest in music and literature. To some extent I feel the gravitas of the economy and politics have encroached upon writing more on those other topics.
As I said to I said to a blogger friend, Emily, “I’ve always thought of myself as a jack-of-all-trades, master of none…. My on-and-off-again blog reflects my disparate interests and …so, I’m afraid your readers may be disappointed by the content. You have a central passion and your blog reflects that focus so well.”
I make that observation as my blog has been “picked up” by some others, all with a “central passion.” So, if you arrive here through another blog site, I might be dealing with an altogether different subject at the time. I’ve also been asked why I haven’t activated the “comments” feature. Perhaps I haven’t wanted to get into a public debate on my views. They are what they are. But, in the profile part of the blog I have provided an email contact for those who want to communicate.
I’ve averaged a posting almost every five days for one and one half years. Sometimes it feels more like a responsibility than fun and that’s when I back off and post laconic entries, maybe more suitable for Twitterdom than a blog. But I never intend to Twitter as can’t imagine anyone wanting to follow my daily minutiae.
Concluding this summary of my “first hundred entries,” I reiterate an inspirational passage that cuts to the heart of the matter. Just reading the words again makes me more sanguine about the next hundred. This is from the 70-year old classic by Brenda Ueland, If You Want to Write; A Book about Art, Independence and Spirit: “At last I understood that writing was about this: an impulse to share with other people a feeling of truth that I myself had. Not to preach to them, but to give it to them if they cared to hear it. If they did not – fine. They did not need to listen. That was all right too…. You should work from now on until you die, with real love and imagination and intelligence, at your writing or whatever work it is that you care about. If you do that, out of the mountains that you write some mole hills will be published…. But if nothing is ever published at all and you never make a cent, just the same it will be good that you have worked.”
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Showing posts with label Publishing. Show all posts
Showing posts with label Publishing. Show all posts
Thursday, May 7, 2009
Thursday, March 5, 2009
Publishers Gone Wild
HarperCollins Puts Its Money on New ‘It Books’ Imprint
http://www.nytimes.com/2009/03/05/books/05harper.html.
“Tapping into the zeitgeist” with the “It Books” imprint? “The collected works of Twitterdom”? Please pass the barf bag.
Instead of recognizing that the publishing industry needs to set itself apart from the fierce competition of other media, doing what only it can do well – like discovering and publishing new fiction and meaningful non-fiction -- they run like a moth to the flame. They want people to turn from TV, movies and the Internet to books by publishing the very kind of content best suited for their competition, content aimed at those who are addicted to the competing media? “Escapism, fun, and style” in book form -- lots of luck with that kind of strategic thinking. Might as well send those titles directly to the remainder tables.
Makes publishing nothing sound like a more attractive strategy. http://lacunaemusing.blogspot.com/2009/02/plastics-and-publishing.html
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http://www.nytimes.com/2009/03/05/books/05harper.html.
“Tapping into the zeitgeist” with the “It Books” imprint? “The collected works of Twitterdom”? Please pass the barf bag.
Instead of recognizing that the publishing industry needs to set itself apart from the fierce competition of other media, doing what only it can do well – like discovering and publishing new fiction and meaningful non-fiction -- they run like a moth to the flame. They want people to turn from TV, movies and the Internet to books by publishing the very kind of content best suited for their competition, content aimed at those who are addicted to the competing media? “Escapism, fun, and style” in book form -- lots of luck with that kind of strategic thinking. Might as well send those titles directly to the remainder tables.
Makes publishing nothing sound like a more attractive strategy. http://lacunaemusing.blogspot.com/2009/02/plastics-and-publishing.html
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Monday, February 16, 2009
Plastics and Publishing
The commoditization of publishing due to the convergence of trade publishing and other forms of entertainment in a digital age is just but one nail in the coffin of the industry. Even non-trade segments of the industry, such as professional and educational publishing, are struggling with issues of digital delivery, and they have also been caught up in the same financial contagion sweeping Wall Street. These publishers have reacted by cutting their lists, reducing staff, and delaying the signing of new contracts and product development, the same kind of short-term thinking prevalent in American business.
The publishing industry seems to be at an inflection point, with the “trade” part shrinking, fighting all other forms of entertainment proliferating on line, via the Ipod, even the cell phone, cable TV, Netflix, etc. and, now, the emergence of Amazon as a publisher in its own right via its Kindle e-book reader, and educational publishing changing slower than it needs to in order to make the Web more of an opportunity than a threat. Somewhere between the space of the large media publishing organization and the small on demand publisher there would seem to be an opportunity for the strong independent publisher.
Here a just some of the recent developments to consider:
▪ HarperCollins, Houghton Mifflin Harcourt, Penguin Group, Random House and Simon & Schuster have all announced salary freezes or layoffs, or both.
▪ As of October book sales fell 7 percent compared with the same period the previous year.
▪ Houghton Mifflin Harcourt has put a freeze on acquiring most new titles for its trade division while HarperCollins has closed its nonfiction division.
▪ Even the venerable Oxford University Press, the largest university press, laid off 60 people from its US operation, almost a tenth of its staff.
▪ Amazon has ramped up the manufacturing of a new version of its Kindle reader and acquired a new work by Stephen King that will be published exclusively (initially at least) on the Kindle.
The last event is particularly significant. Amazon’s first version is estimated to have sold 500,000 copies. Kindle 2.0 is sleeker, easier to use and even will read the text aloud, still another issue for publishers. While intellectual content is now routinely delivered on the Web, mass-market fiction to date has been the exclusive stronghold of the printed book and therefore the publishing industry. Now best-selling authors can bypass the publisher.
But many publishers are also exposed to the subrogation of internal financing to private equity and the leveraged buyout. By 2006 private equity firms were flocking to the industry:
http://www.boston.com/news/world/europe/articles/2006/08/10/private_equity_eyeing_book_publisher_bids_sources/
A former colleague of mine wrote me: “I’ve always been jealous of those of you who were in publishing during the days when it was different from other corporations. I've become quite disillusioned with the business as a whole, basically because it seems every other day you hear that some great long-time member of the publishing community is being pushed out, and someone who was the CEO of a deodorant company or something is coming in to run things. Next thing you know, that company goes under.”
But mergers and acquisitions and the pursuit of the holy grail of synergy are not new. I was involved in several during my career. The most ludicrous one was early in my publishing days. A small publicly owned conglomerate owned the company I worked for at the time. This firm also had a consumer plastics company. The accountants discovered the "process" of making consumer plastic products was similar to books as you make a master (camera ready copy for photo offset or a mold for plastic products) and from the master you make duplicates. Perfect accounting synergy as you capitalize the cost of the master and write it off during the lifespan of the product. So, we became part of the "Plastics and Publishing" division and in their 1971 annual report our books were displayed along side plastic hangers, dishes, and jewelry cases!
And, publishers managed during other dire economic times. There were serious downturns in the mid 1970’s when the prime rate rose for the first time to double digits, in the early 1980s when Paul Volker ratcheted interest rates to unprecedented levels in response to the CPI reaching almost 15 percent, and a recession in 1991 that resembled the present one (although not as severe) as it was a liquidity crisis. At that time the excesses of the 1980s were in the process of self-correcting. Individuals and state and local governments who leveraged their finances found they were without the funds to even carry on day-to-day operations. Many of these loans were underwritten by real estate values that had simply disappeared.
Today’s debt has now been magnified by a huge multiple thanks to exotic financial instruments, resulting in an even more serious liquidity crisis. My mantra was a publisher should be able to operate “out of a tent,” making the investment in talented people and buying services rather than investing capital in plant and equipment, or, even worse, in unrealistic print runs and pricing, everything to keep financing costs to the minimum. Leveraged finance and publishing are a bad mix.
Long-term thinking is needed in the industry. Or, as another colleague of mine noted: “These publishers are like a group in the desert that decides to camp in place and stop expending energy so their limited water will keep them alive longer. By this strategy they will live a little longer but die they surely will.” This is the time for stronger independent publishers to expand their lists while leveraged corporate behemoths are contracting, if necessary practicing attrition rather than layoffs, seeking new authors while competitors caught in the financial mess are not publishing them. By swimming against the tide, rethinking their role in a digital world, independent publishers can help bring the publishing industry back from stagnation. “Camping in place” is not an option.
.
The publishing industry seems to be at an inflection point, with the “trade” part shrinking, fighting all other forms of entertainment proliferating on line, via the Ipod, even the cell phone, cable TV, Netflix, etc. and, now, the emergence of Amazon as a publisher in its own right via its Kindle e-book reader, and educational publishing changing slower than it needs to in order to make the Web more of an opportunity than a threat. Somewhere between the space of the large media publishing organization and the small on demand publisher there would seem to be an opportunity for the strong independent publisher.
Here a just some of the recent developments to consider:
▪ HarperCollins, Houghton Mifflin Harcourt, Penguin Group, Random House and Simon & Schuster have all announced salary freezes or layoffs, or both.
▪ As of October book sales fell 7 percent compared with the same period the previous year.
▪ Houghton Mifflin Harcourt has put a freeze on acquiring most new titles for its trade division while HarperCollins has closed its nonfiction division.
▪ Even the venerable Oxford University Press, the largest university press, laid off 60 people from its US operation, almost a tenth of its staff.
▪ Amazon has ramped up the manufacturing of a new version of its Kindle reader and acquired a new work by Stephen King that will be published exclusively (initially at least) on the Kindle.
The last event is particularly significant. Amazon’s first version is estimated to have sold 500,000 copies. Kindle 2.0 is sleeker, easier to use and even will read the text aloud, still another issue for publishers. While intellectual content is now routinely delivered on the Web, mass-market fiction to date has been the exclusive stronghold of the printed book and therefore the publishing industry. Now best-selling authors can bypass the publisher.
But many publishers are also exposed to the subrogation of internal financing to private equity and the leveraged buyout. By 2006 private equity firms were flocking to the industry:
http://www.boston.com/news/world/europe/articles/2006/08/10/private_equity_eyeing_book_publisher_bids_sources/
A former colleague of mine wrote me: “I’ve always been jealous of those of you who were in publishing during the days when it was different from other corporations. I've become quite disillusioned with the business as a whole, basically because it seems every other day you hear that some great long-time member of the publishing community is being pushed out, and someone who was the CEO of a deodorant company or something is coming in to run things. Next thing you know, that company goes under.”
But mergers and acquisitions and the pursuit of the holy grail of synergy are not new. I was involved in several during my career. The most ludicrous one was early in my publishing days. A small publicly owned conglomerate owned the company I worked for at the time. This firm also had a consumer plastics company. The accountants discovered the "process" of making consumer plastic products was similar to books as you make a master (camera ready copy for photo offset or a mold for plastic products) and from the master you make duplicates. Perfect accounting synergy as you capitalize the cost of the master and write it off during the lifespan of the product. So, we became part of the "Plastics and Publishing" division and in their 1971 annual report our books were displayed along side plastic hangers, dishes, and jewelry cases!
And, publishers managed during other dire economic times. There were serious downturns in the mid 1970’s when the prime rate rose for the first time to double digits, in the early 1980s when Paul Volker ratcheted interest rates to unprecedented levels in response to the CPI reaching almost 15 percent, and a recession in 1991 that resembled the present one (although not as severe) as it was a liquidity crisis. At that time the excesses of the 1980s were in the process of self-correcting. Individuals and state and local governments who leveraged their finances found they were without the funds to even carry on day-to-day operations. Many of these loans were underwritten by real estate values that had simply disappeared.
Today’s debt has now been magnified by a huge multiple thanks to exotic financial instruments, resulting in an even more serious liquidity crisis. My mantra was a publisher should be able to operate “out of a tent,” making the investment in talented people and buying services rather than investing capital in plant and equipment, or, even worse, in unrealistic print runs and pricing, everything to keep financing costs to the minimum. Leveraged finance and publishing are a bad mix.
Long-term thinking is needed in the industry. Or, as another colleague of mine noted: “These publishers are like a group in the desert that decides to camp in place and stop expending energy so their limited water will keep them alive longer. By this strategy they will live a little longer but die they surely will.” This is the time for stronger independent publishers to expand their lists while leveraged corporate behemoths are contracting, if necessary practicing attrition rather than layoffs, seeking new authors while competitors caught in the financial mess are not publishing them. By swimming against the tide, rethinking their role in a digital world, independent publishers can help bring the publishing industry back from stagnation. “Camping in place” is not an option.
.
Saturday, December 13, 2008
Copyright in the Internet Era
It is remarkable to witness the revolutionary changes in information dissemination, just during my working lifetime as a publisher, from the Gutenberg era to the Internet era over the course of only a few decades. I remember attending a conference at the New York Public Library in 1965 about the urgent need to use permanent durable, acid-free paper in all new publications. The NYPL’s collection was rapidly deteriorating, particularly those books and periodicals that were printed on groundwood pulp paper, the same as used in newspapers, and the library was beginning to spend as much on preservation as it was on acquisitions. Microfilm and microfiche (particularly “ultrafiche”) as well as mainframe computers, were being cited as possible solutions to preserving information. At the same time photocopying was becoming ubiquitous and libraries looked upon that as a possible method of disseminating information through library systems.
Today’s ambitious projects – basically Google’s objective to digitize just about everything (more than 7 million books scanned thus far) – makes the related copyright issues I was concerned with at the time, particularly The Williams and Wilkins Supreme Court decision (http://en.wikipedia.org/wiki/Williams_&_Wilkins_Co._v._United_States) look like a trivial warm-up act. I wrote an essay for a special 1974 issue of Confrontation – The Great Copyright Debate on that case (below). Focused on the then relatively “new” technology of photocopying, it seems antiquated, but the fundamental issues of fair use and the extent to which the rights of individuals or corporate authors, the creators of the information, can be usurped by the informational needs of the majority are even more alive in today’s Internet world. One only needs to check out Google’s ambitious project to understand the far-reaching impact the digital world is having on how we access information as well as who “owns” the information. http://googleblog.blogspot.com/2008/10/new-chapter-for-google-book-search.html.
Copyright
A Publisher's Viewpoint
By Robert Hagelstein
Nothing stirs the emotions of the educational and publishing communities more today then the copyright issue. For decades a tacit agreement between librarians and publishers (the "Gentlemen's Agreement" of 1939) had successfully governed photocopying by libraries of copyrighted materials. But that agreement was established before the advent of widespread use of relatively inexpensive electrostatic copying equipment and audio-visual duplicating equipment. It also preceded exponential information growth, increasingly expensive research materials, and higher education for the masses.
These factors have resulted in the large-scale copying of copyrighted audio visual and printed works by libraries, with the approval of the courts to the dismay and general disapproval of publishers and authors. Congress will ultimately decide whether such copying will continue.
On February 16, 1972, the United States Court of Claims found that the federal government was liable for infringement of copyrights held by Williams and Wilkins, a medical publisher. For years the National Library of Medicine had systematically copied, upon the request of researchers connected with those institutions, parts of periodicals (in some cases, complete articles) published by Williams and Wilkins.
On November 27, 1973, the Court of Claims reversed its historic opinion. The Williams and Wilkins Company appealed the reversal to the Supreme Court. Recently, the Supreme Court decided to review the case.
The Supreme Court's decision will undoubtedly influence the copyright revision bill, which for years has been under consideration by Congress. As the Court of Claims stated in its reversal decision, "the truth is that this is now preeminently a problem for Congress: to decide the extent photocopying should be allowed, the questions of a compulsory license and the payments (if any) to the copyright owners, the system for collecting those payments (lump-sum, clearinghouse, etc.), the special status (if any) of scientific and educational needs."
The issue has divided publishers and librarians, creating an adversary position where traditionally there has been one of cooperation. Publishers feel that the Williams and Wilkins reversal demands that they oppose almost any kind of library photocopying, while librarians are reportedly considering the decision as a green light to proceed with wholesale copying.
Robert Wedgeworth, Executive Director of the American Library Association, referred in the May 1974 issue of American Libraries to the Williams and Wilkins reversal as one "of our most impressive triumphs of the century." A letter from a librarian to Library Journal (February 15, 1973) states that "publishers and librarians are in adversary positions ... No amount of discussion will bridge that gap ... If you think you are on the winning side, why offer to compromise?" Publishers have been equally vocal and adamant concerning their position.
Though rights have been aired, there has been little discussion of the need to find a compromise solution-such as a rule for the use of copying equipment, and a means of compensating authors and publishers.
The rhetoric has also obscured recognition of the dissemination of knowledge as a common goal shared by all serious publishers and librarians. This recognition cannot be achieved without understanding of each group's respective roles, and the implications of what the lack of a compromise solution means.
The librarian's role is fairly clear. However, the inside workings of a library-acquisition, cataloging, and circulation of library materials-are complex. One can fully appreciate why--especially in a large academic library-the idea of keeping track of photocopies for the purpose of paying royalties is abhorrent.
Publishers of materials normally acquired by academic libraries must have highly specialized knowledge and formidable financial resources. Making information available in a structured manner so that it can be easily used is not a simple task. To ensure the participation of private industry in such an endeavor, the potential for a reasonable profit must be evident.
The burgeoning costs of research materials may prompt some to question why private industry is needed to publish information and to produce information systems. The Government Printing Office in Washington is capable of handling this responsibility, and libraries, as protectors and purveyors of information, can also be publishers.
The preservation of a truly free society, however, requires a diversity of information sources and opinions. Uncontrolled copying of information without proper compensation to authors and publishers would ultimately reduce the sources of information. Conceivably, more and more publishing would, out of necessity, be taken over by the federal government. Hence, the Government Printing Office, already one of the world's largest publishers, would be encouraged to support and control all kinds of research and writing. Government control of the dissemination of information is not in the best interest of librarians, publishers, authors, or of the public.
To prevent such a trend, a copyright law is needed which protects the rights of authors and publishers as well as librarians, providing for a method of compensation for photocopying copyrighted materials.
If the Court of Claims reversal were upheld and backed by Congress, not all publications and publishers would be equally affected. It is important to make a distinction here between trade publishing and information publishing. Trade publishing is the publication of books intended for a general market of readers, usually reached through bookstore distribution. The product of information publishing, however, is highly specialized and is destined for a relatively limited audience, especially libraries. Included in this category are scholarly and professional journals, information banks on microfilm or computer tape, scientific, technical, professional, and scholarly monographs, and proceedings and symposiums.
Since information materials are exclusively published for educational or research uses, commercial information publishers depend mostly on the education market for financial support. Trade publishers generally derive much of their income from other sources such as the sale of book club, paperback or movie rights. Therefore, any attempt to justify unlimited library photocopying as "fair use" because it is for "educational purposes only" would deprive the information publisher of its sole potential income source.
Although some forms of trade publications may be subjected to photocopying, it is unlikely, even if photocopying were condoned, that a novel or a general historical work would be systematically photocopied. Most libraries want to buy original editions for their collections, anticipating heavy use. Bound printed copies generally last longer than photocopies, bound or unbound. Because trade works are printed in much larger quantities for broader audiences, an original copy would probably be far less expensive than a photocopy. Furthermore, this kind of book is meant to be read in its entirety and does not lend itself to being photocopied in part only.
The converse is true of the information publication, which is especially structured so that it can be used in part. Because the audience for such a product is comparatively limited, unit costs and retail prices are higher; a photocopy, therefore, may indeed be far less expensive than an original copy.
Although the journal that you are reading is not an "information" publication per se, it can be grouped here because it is intended for a limited literary audience. Any kind of publication has certain fixed costs such as typesetting and overhead which are unaffected by the number of copies printed and sold. Confrontation may have cost $10 per page to typeset, yet you or your library may have paid only a few cents per page for it. If Confrontation were to become a casualty of uncontrolled photocopying with a resulting fifty percent circulation drop, that $10 per page would have to be absorbed by half the number of copies. Hence, the price would have to be raised. Photocopies would become less expensive in relationship to the escalating retail price. One can see why certain kinds of publications could become obsolete or prohibitively expensive.
An upholding of the Williams and Wilkins reversal by the Supreme Court and Congress could also indirectly encourage the growth of the cooperative library movement and photocopying of interlibrary loan material. The cooperative library system is a necessary means of dealing with information growth, and interlibrary loans by mail give wider access to little used materials. With photocopying equipment, however, one library could become a duplicator or a "publisher" of materials for another. Cooperative libraries could become publishing centers.
In 1949 ten universities formed a cooperative, which has grown to include seventy-eight institutions in a nationwide system called Center for Research Libraries. Two years ago the Center for Research Libraries received a $450,000 five-year grant from the Carnegie Corporation of New York to develop a national lending library of journals. If copying without restriction is allowed to persist, it is not impossible to imagine that someday the Center could be handling the publisher's traditional printing and distribution functions, purchasing the only copy of each journal issued by each publisher. Of course, the cost of each single copy to the Center would be the publisher's typesetting and overhead costs with a fair royalty for the author, plus a profit margin for the commercial publisher.
Another major cooperative was announced by the Research Libraries Group, which includes the New York Public Library, Columbia University, Yale University, and Harvard University. Joseph Rosenthal, who did the feasibility study on the group, although stating that he thought that publisher's sales loss would be "insignificant," did admit that publications that are "marginally economic will die out," and that those remaining would be more expensive should uncontrolled photocopying be allowed. The April 15, 1974 issue of Publishers Weekly states that "it has been widely reported that the consortium is taking the Court of Claims decision in that photocopying case as a go-ahead signal for wholesale copying."
Obviously, that is not to argue against cooperative library systems. They perform valuable services for smaller institutions, which would otherwise be deprived of access to library collections that only the largest universities can afford. However, by photocopying original materials instead of acquiring them, a library cooperative could compete with a private publisher, reprinting that publisher's materials. To discourage such activity and to compensate the creator of the information, publishers and authors should be in a position to grant reproduction rights and to collect royalties.
There is no simple solution to the problem; the endless discussion on copyright revision in Congress during these past few years attests to that fact. One criteria has frequently been applied to photocopying and possible copyright infringement: if photocopying saves the researcher the trouble of transcribing by hand, there should be no need for him to seek the copyright owner's permission (if such copying is not done for publication purposes). Copying should be prohibited, however, if it is done to enable the user to avoid purchasing the work. The former is an example of "fair use," the latter is not.
In 1968 the National Library of Medicine made 120,000 copies of journal articles, which amounted to about 1,200,000 pages. In 1970 the National Institute of Health made 86,000 copies from medical and scientific journals totaling 930,000 pages. This is what the United States Court of Claims had condoned.
Chief Judge Cowen stated in his dissenting opinion in the Williams and Wilkins reversal that "what we have before us is a case of wholesale, machine copying and distribution of copyrighted material by defendant's libraries on a scale so vast that it dwarfs the output of many small publishing companies… [the] defendant's photocopying ... meets none of the criteria for 'fair use…' While the library may look at the giving of a photocopy as a substitute for a loan, the user and would-be purchaser gets an exact copy of the original article which is a substitute for a purchased copy ... [they] are intended to be substitutes for, and serve the same purpose as the original articles; and serve to diminish plaintiffs potential market for the original articles ... "
A problem which has blocked a compromise solution --- one that has partially vindicated the libraries' position --- is the complex logistics of seeking permissions and processing payments for copying. It would be an overwhelming burden for each library to attempt to deal with each publisher's rights and permissions department. Also, keeping track of the exact number of copies and specific pages is a nearly impossible administrative task, especially when copying is done on a large scale.
It has been suggested that a central clearinghouse be established for processing permissions and payments for photocopying activities. This still could leave a complex bookkeeping function for libraries. Perhaps a more viable solution would be the establishment of an escalating pricing structure. There would be two prices for an order of the same book; the choice of price would be determined by the purchaser's option of photocopy rights. A lower price would be set for libraries and individuals who do not wish the right to photoduplicate the purchased book; a higher price would obtain for libraries which want the right to photocopy the work in whole or in part for their potential users. This latter price would be derived from a formula based on the number of potential users multiplied by the regular list price. (The number of potential users can be arrived at by using student enrollment if an academic library; library cardholders if a public library; or even the size of the library budget.) A cooperative library system would have to consider the multiple institutions it serves.
Representatives of the major library and publishing associations should be able to work out a fair and equitable formula. There is some precedent for such a system. One publisher has sold indexes to certain periodicals, basing the price on the number of periodicals held in the purchaser's collection, or on the library's periodicals budget.
Publishers and libraries must seek compromise solutions and make appropriate recommendations to Congress. If inflationary pressures continue to mount and orders for materials being copied remain static or begin to wane, the retail prices of these publications will undoubtedly rise. Those which are marginal will come under even greater pressure as prices rise. Even a slight loss of orders could condemn a host of journals, symposiums, and technical and reference works to extinction. As these information sources are smothered, pressures for government intercession would mount. Education would lose more than it gained.
The information explosion is indeed a reality. Modern techniques of storing and disseminating this information --- computers, microfilm, and photocopying equipment --- are necessary. Suitable copyright protection and appropriate licensing arrangements would ensure an adequate supply of information for a free society with growing information needs.
Today’s ambitious projects – basically Google’s objective to digitize just about everything (more than 7 million books scanned thus far) – makes the related copyright issues I was concerned with at the time, particularly The Williams and Wilkins Supreme Court decision (http://en.wikipedia.org/wiki/Williams_&_Wilkins_Co._v._United_States) look like a trivial warm-up act. I wrote an essay for a special 1974 issue of Confrontation – The Great Copyright Debate on that case (below). Focused on the then relatively “new” technology of photocopying, it seems antiquated, but the fundamental issues of fair use and the extent to which the rights of individuals or corporate authors, the creators of the information, can be usurped by the informational needs of the majority are even more alive in today’s Internet world. One only needs to check out Google’s ambitious project to understand the far-reaching impact the digital world is having on how we access information as well as who “owns” the information. http://googleblog.blogspot.com/2008/10/new-chapter-for-google-book-search.html.
Copyright
A Publisher's Viewpoint
By Robert Hagelstein
Nothing stirs the emotions of the educational and publishing communities more today then the copyright issue. For decades a tacit agreement between librarians and publishers (the "Gentlemen's Agreement" of 1939) had successfully governed photocopying by libraries of copyrighted materials. But that agreement was established before the advent of widespread use of relatively inexpensive electrostatic copying equipment and audio-visual duplicating equipment. It also preceded exponential information growth, increasingly expensive research materials, and higher education for the masses.
These factors have resulted in the large-scale copying of copyrighted audio visual and printed works by libraries, with the approval of the courts to the dismay and general disapproval of publishers and authors. Congress will ultimately decide whether such copying will continue.
On February 16, 1972, the United States Court of Claims found that the federal government was liable for infringement of copyrights held by Williams and Wilkins, a medical publisher. For years the National Library of Medicine had systematically copied, upon the request of researchers connected with those institutions, parts of periodicals (in some cases, complete articles) published by Williams and Wilkins.
On November 27, 1973, the Court of Claims reversed its historic opinion. The Williams and Wilkins Company appealed the reversal to the Supreme Court. Recently, the Supreme Court decided to review the case.
The Supreme Court's decision will undoubtedly influence the copyright revision bill, which for years has been under consideration by Congress. As the Court of Claims stated in its reversal decision, "the truth is that this is now preeminently a problem for Congress: to decide the extent photocopying should be allowed, the questions of a compulsory license and the payments (if any) to the copyright owners, the system for collecting those payments (lump-sum, clearinghouse, etc.), the special status (if any) of scientific and educational needs."
The issue has divided publishers and librarians, creating an adversary position where traditionally there has been one of cooperation. Publishers feel that the Williams and Wilkins reversal demands that they oppose almost any kind of library photocopying, while librarians are reportedly considering the decision as a green light to proceed with wholesale copying.
Robert Wedgeworth, Executive Director of the American Library Association, referred in the May 1974 issue of American Libraries to the Williams and Wilkins reversal as one "of our most impressive triumphs of the century." A letter from a librarian to Library Journal (February 15, 1973) states that "publishers and librarians are in adversary positions ... No amount of discussion will bridge that gap ... If you think you are on the winning side, why offer to compromise?" Publishers have been equally vocal and adamant concerning their position.
Though rights have been aired, there has been little discussion of the need to find a compromise solution-such as a rule for the use of copying equipment, and a means of compensating authors and publishers.
The rhetoric has also obscured recognition of the dissemination of knowledge as a common goal shared by all serious publishers and librarians. This recognition cannot be achieved without understanding of each group's respective roles, and the implications of what the lack of a compromise solution means.
The librarian's role is fairly clear. However, the inside workings of a library-acquisition, cataloging, and circulation of library materials-are complex. One can fully appreciate why--especially in a large academic library-the idea of keeping track of photocopies for the purpose of paying royalties is abhorrent.
Publishers of materials normally acquired by academic libraries must have highly specialized knowledge and formidable financial resources. Making information available in a structured manner so that it can be easily used is not a simple task. To ensure the participation of private industry in such an endeavor, the potential for a reasonable profit must be evident.
The burgeoning costs of research materials may prompt some to question why private industry is needed to publish information and to produce information systems. The Government Printing Office in Washington is capable of handling this responsibility, and libraries, as protectors and purveyors of information, can also be publishers.
The preservation of a truly free society, however, requires a diversity of information sources and opinions. Uncontrolled copying of information without proper compensation to authors and publishers would ultimately reduce the sources of information. Conceivably, more and more publishing would, out of necessity, be taken over by the federal government. Hence, the Government Printing Office, already one of the world's largest publishers, would be encouraged to support and control all kinds of research and writing. Government control of the dissemination of information is not in the best interest of librarians, publishers, authors, or of the public.
To prevent such a trend, a copyright law is needed which protects the rights of authors and publishers as well as librarians, providing for a method of compensation for photocopying copyrighted materials.
If the Court of Claims reversal were upheld and backed by Congress, not all publications and publishers would be equally affected. It is important to make a distinction here between trade publishing and information publishing. Trade publishing is the publication of books intended for a general market of readers, usually reached through bookstore distribution. The product of information publishing, however, is highly specialized and is destined for a relatively limited audience, especially libraries. Included in this category are scholarly and professional journals, information banks on microfilm or computer tape, scientific, technical, professional, and scholarly monographs, and proceedings and symposiums.
Since information materials are exclusively published for educational or research uses, commercial information publishers depend mostly on the education market for financial support. Trade publishers generally derive much of their income from other sources such as the sale of book club, paperback or movie rights. Therefore, any attempt to justify unlimited library photocopying as "fair use" because it is for "educational purposes only" would deprive the information publisher of its sole potential income source.
Although some forms of trade publications may be subjected to photocopying, it is unlikely, even if photocopying were condoned, that a novel or a general historical work would be systematically photocopied. Most libraries want to buy original editions for their collections, anticipating heavy use. Bound printed copies generally last longer than photocopies, bound or unbound. Because trade works are printed in much larger quantities for broader audiences, an original copy would probably be far less expensive than a photocopy. Furthermore, this kind of book is meant to be read in its entirety and does not lend itself to being photocopied in part only.
The converse is true of the information publication, which is especially structured so that it can be used in part. Because the audience for such a product is comparatively limited, unit costs and retail prices are higher; a photocopy, therefore, may indeed be far less expensive than an original copy.
Although the journal that you are reading is not an "information" publication per se, it can be grouped here because it is intended for a limited literary audience. Any kind of publication has certain fixed costs such as typesetting and overhead which are unaffected by the number of copies printed and sold. Confrontation may have cost $10 per page to typeset, yet you or your library may have paid only a few cents per page for it. If Confrontation were to become a casualty of uncontrolled photocopying with a resulting fifty percent circulation drop, that $10 per page would have to be absorbed by half the number of copies. Hence, the price would have to be raised. Photocopies would become less expensive in relationship to the escalating retail price. One can see why certain kinds of publications could become obsolete or prohibitively expensive.
An upholding of the Williams and Wilkins reversal by the Supreme Court and Congress could also indirectly encourage the growth of the cooperative library movement and photocopying of interlibrary loan material. The cooperative library system is a necessary means of dealing with information growth, and interlibrary loans by mail give wider access to little used materials. With photocopying equipment, however, one library could become a duplicator or a "publisher" of materials for another. Cooperative libraries could become publishing centers.
In 1949 ten universities formed a cooperative, which has grown to include seventy-eight institutions in a nationwide system called Center for Research Libraries. Two years ago the Center for Research Libraries received a $450,000 five-year grant from the Carnegie Corporation of New York to develop a national lending library of journals. If copying without restriction is allowed to persist, it is not impossible to imagine that someday the Center could be handling the publisher's traditional printing and distribution functions, purchasing the only copy of each journal issued by each publisher. Of course, the cost of each single copy to the Center would be the publisher's typesetting and overhead costs with a fair royalty for the author, plus a profit margin for the commercial publisher.
Another major cooperative was announced by the Research Libraries Group, which includes the New York Public Library, Columbia University, Yale University, and Harvard University. Joseph Rosenthal, who did the feasibility study on the group, although stating that he thought that publisher's sales loss would be "insignificant," did admit that publications that are "marginally economic will die out," and that those remaining would be more expensive should uncontrolled photocopying be allowed. The April 15, 1974 issue of Publishers Weekly states that "it has been widely reported that the consortium is taking the Court of Claims decision in that photocopying case as a go-ahead signal for wholesale copying."
Obviously, that is not to argue against cooperative library systems. They perform valuable services for smaller institutions, which would otherwise be deprived of access to library collections that only the largest universities can afford. However, by photocopying original materials instead of acquiring them, a library cooperative could compete with a private publisher, reprinting that publisher's materials. To discourage such activity and to compensate the creator of the information, publishers and authors should be in a position to grant reproduction rights and to collect royalties.
There is no simple solution to the problem; the endless discussion on copyright revision in Congress during these past few years attests to that fact. One criteria has frequently been applied to photocopying and possible copyright infringement: if photocopying saves the researcher the trouble of transcribing by hand, there should be no need for him to seek the copyright owner's permission (if such copying is not done for publication purposes). Copying should be prohibited, however, if it is done to enable the user to avoid purchasing the work. The former is an example of "fair use," the latter is not.
In 1968 the National Library of Medicine made 120,000 copies of journal articles, which amounted to about 1,200,000 pages. In 1970 the National Institute of Health made 86,000 copies from medical and scientific journals totaling 930,000 pages. This is what the United States Court of Claims had condoned.
Chief Judge Cowen stated in his dissenting opinion in the Williams and Wilkins reversal that "what we have before us is a case of wholesale, machine copying and distribution of copyrighted material by defendant's libraries on a scale so vast that it dwarfs the output of many small publishing companies… [the] defendant's photocopying ... meets none of the criteria for 'fair use…' While the library may look at the giving of a photocopy as a substitute for a loan, the user and would-be purchaser gets an exact copy of the original article which is a substitute for a purchased copy ... [they] are intended to be substitutes for, and serve the same purpose as the original articles; and serve to diminish plaintiffs potential market for the original articles ... "
A problem which has blocked a compromise solution --- one that has partially vindicated the libraries' position --- is the complex logistics of seeking permissions and processing payments for copying. It would be an overwhelming burden for each library to attempt to deal with each publisher's rights and permissions department. Also, keeping track of the exact number of copies and specific pages is a nearly impossible administrative task, especially when copying is done on a large scale.
It has been suggested that a central clearinghouse be established for processing permissions and payments for photocopying activities. This still could leave a complex bookkeeping function for libraries. Perhaps a more viable solution would be the establishment of an escalating pricing structure. There would be two prices for an order of the same book; the choice of price would be determined by the purchaser's option of photocopy rights. A lower price would be set for libraries and individuals who do not wish the right to photoduplicate the purchased book; a higher price would obtain for libraries which want the right to photocopy the work in whole or in part for their potential users. This latter price would be derived from a formula based on the number of potential users multiplied by the regular list price. (The number of potential users can be arrived at by using student enrollment if an academic library; library cardholders if a public library; or even the size of the library budget.) A cooperative library system would have to consider the multiple institutions it serves.
Representatives of the major library and publishing associations should be able to work out a fair and equitable formula. There is some precedent for such a system. One publisher has sold indexes to certain periodicals, basing the price on the number of periodicals held in the purchaser's collection, or on the library's periodicals budget.
Publishers and libraries must seek compromise solutions and make appropriate recommendations to Congress. If inflationary pressures continue to mount and orders for materials being copied remain static or begin to wane, the retail prices of these publications will undoubtedly rise. Those which are marginal will come under even greater pressure as prices rise. Even a slight loss of orders could condemn a host of journals, symposiums, and technical and reference works to extinction. As these information sources are smothered, pressures for government intercession would mount. Education would lose more than it gained.
The information explosion is indeed a reality. Modern techniques of storing and disseminating this information --- computers, microfilm, and photocopying equipment --- are necessary. Suitable copyright protection and appropriate licensing arrangements would ensure an adequate supply of information for a free society with growing information needs.
Wednesday, December 3, 2008
The Press is the Enemy
Amazing to read some of the latest Nixon tapes, particularly his comments on the media and academics, a leitmotif of the 2008 campaign, as Republicans condemned the media and intellectual conservatives deserted the Party.
"Never forget," Nixon tells national security adviser Henry Kissinger in a taped 1972 Oval Office conversation, "The press is the enemy. The establishment is the enemy. The professors are the enemy. Professors are the enemy," he repeated. "Write that on a blackboard 100 times and never forget it."
Here is Sarah Palin’s response to Katie Couric’s question “Do you think the coverage of you has been sexist?”
No, I don't. I mean, I know that there--it's obvious there's some double-standards here, you know, in terms of what the media has been doing, but I think that's more--I think more attributable to just the media elite, the Washington elite, not knowing who I am and just asking a whole lot of questions and not so much based on gender though, but based on just the fact that I'm not part of the Washington herd.
"Never forget," Nixon tells national security adviser Henry Kissinger in a taped 1972 Oval Office conversation, "The press is the enemy. The establishment is the enemy. The professors are the enemy. Professors are the enemy," he repeated. "Write that on a blackboard 100 times and never forget it."
Here is Sarah Palin’s response to Katie Couric’s question “Do you think the coverage of you has been sexist?”
No, I don't. I mean, I know that there--it's obvious there's some double-standards here, you know, in terms of what the media has been doing, but I think that's more--I think more attributable to just the media elite, the Washington elite, not knowing who I am and just asking a whole lot of questions and not so much based on gender though, but based on just the fact that I'm not part of the Washington herd.
Wednesday, November 12, 2008
Ron's Vietnam Trip
I met Ron in 1985 when my company acquired a publishing company of which he was the editor-in-chief. During the due diligence he looked me in the eye, shook my hand, and introduced himself. He didn’t fit the stereotype of a scholarly/professional editor and later I learned why. Although he had the requisite academic training as a graduate of William and Mary and was a student of military history, particularly the Civil War period, he was also an ex-marine, and served in the Vietnam conflict. He was extremely personable, while his demeanor was all business.
In addition to being colleagues, we became friends, and later in his career he left our company to lead the Naval Institute Press, an ideal position that combined his professional expertise as well as his passion for military history. He ultimately retired from that job and we remain friends to this day.
During company picnics Ron and I would “throw the pill” around before the requisite softball game. We both played baseball in our youths, we’re both lefties, and, we would like to think we can still throw a ball as we did in the “old days.” But now in retirement, he has been working on golf and he is a very good golfer. So good in fact, he was asked by a national golf magazine to serve as a consultant for a story about golf in Vietnam today as seen through the eyes of a U.S. veteran going back there to play. The Vietnam tourist agency wants to try to promote golf so they and the magazine supported the trip.
Ron accepted and recently returned from the assignment. Barbara, his significant other, met him there for part of the trip. I had sent Ron pictures of our recent southwest tour, which I wrote about in a prior blog entry. This is how Ron responded. It is such a remarkable, thoughtful document, with interesting observations about his trip to Vietnam, how America is now perceived there, that I include it below. Consider it a “guest blog entry:”
Enjoyed the photos of your trip. Your pictures are so well composed. The vibrant colors and magnificent landscapes/architecture of the SW were so alive. Lots of real postcards in the group. They brought back memories as my first job in publishing was a college traveler for Prentice-Hall based in Albuquerque. I drove most of the highways in NM, Eastern AZ, and West Texas. It was a fun job because out there and in those times professors were happy to talk to a salesman about books. They felt kind of cut off from mainstream academic American; and in their eyes, I represented the intellectual East. While this was certainly a misperception of me, I had great access to profs and sold lots of books.
I’m decompressing from my Vietnam trip. Vietnam is zooming down the market economy road (on their 80cc Hondas) with not a commie in sight! I had a wonderful trip on a number of levels (emotional, informational, etc.) and the golf courses I played were fabulous. While in Vietnam I celebrated my 65th in the same place I turned 25. Nice symmetry. Didn’t even think about Medicare! The magazine put me up in the most fabulous hotels (the Caravelle in Saigon where the journalists watched the fall of Saigon in ’75 from the rooftop bar, a former colonial French mansion/Emperor Bao Dai retreat in the 5,000 foot cool, alpine climate of Dalat, and a beautiful new beachside resort at the site of our old China Beach in country R&R spot near DaNang. Here I had a spectacular cottage right on the water. So there I was in a country where thousands of Americans died and hundreds of thousands of Vietnamese were killed; and, 40 years after the war, I’m playing golf!! And the Vietnamese like us and surprisingly bear no ill will towards Americans! So what was it all about? Nothing! Iraq, of course, will be the same. Those who believe the surge is working (or even ultimately relevant to the situation) need to review the history of the Vietnam War. We “surged” from 150,000 troops (same as Iraq) to 500,000 and it ultimately did no good. How quickly they forget.
I was able to spend some time in I Corps (around DaNang and Hue) and visit the places where I served. I even sat down in a village and talked with a former Viet Cong. His life has been tough because of Agent Orange but he was very polite. Once we determined that we were fighting each other in the same area at exactly the same time (Tet), a sort of bond developed between us. Over 70% of the population of Vietnam was born after the war and have no memory of it – only old farts like me and the VC! After the golf, Barbara came over and we spent a week touring places I never saw during the war e.g. Saigon, Hanoi, etc. Hanoi was terrific with lots of French Colonial architecture and large, beautiful lakes scattered throughout the city. Barbara and I ambled all through the old quarter of the city. We also took in a number of interesting and surprisingly good museums. Throughout the Barbara/Ron portion of the trip, we stayed in wonderful colonial hotels and ate in great restaurants with terrific food. You would have liked the hotel bars. In the evening they always had a pianist (accompanied variously by a saxophone, violin, singer) who played haunting “love and life” numbers from the 40s and 50s. The French influence in music still survives as many tunes were of the melancholy Charles Aznavour café type. It was quite nice, relaxing, and romantic.
In addition to being colleagues, we became friends, and later in his career he left our company to lead the Naval Institute Press, an ideal position that combined his professional expertise as well as his passion for military history. He ultimately retired from that job and we remain friends to this day.
During company picnics Ron and I would “throw the pill” around before the requisite softball game. We both played baseball in our youths, we’re both lefties, and, we would like to think we can still throw a ball as we did in the “old days.” But now in retirement, he has been working on golf and he is a very good golfer. So good in fact, he was asked by a national golf magazine to serve as a consultant for a story about golf in Vietnam today as seen through the eyes of a U.S. veteran going back there to play. The Vietnam tourist agency wants to try to promote golf so they and the magazine supported the trip.
Ron accepted and recently returned from the assignment. Barbara, his significant other, met him there for part of the trip. I had sent Ron pictures of our recent southwest tour, which I wrote about in a prior blog entry. This is how Ron responded. It is such a remarkable, thoughtful document, with interesting observations about his trip to Vietnam, how America is now perceived there, that I include it below. Consider it a “guest blog entry:”
Enjoyed the photos of your trip. Your pictures are so well composed. The vibrant colors and magnificent landscapes/architecture of the SW were so alive. Lots of real postcards in the group. They brought back memories as my first job in publishing was a college traveler for Prentice-Hall based in Albuquerque. I drove most of the highways in NM, Eastern AZ, and West Texas. It was a fun job because out there and in those times professors were happy to talk to a salesman about books. They felt kind of cut off from mainstream academic American; and in their eyes, I represented the intellectual East. While this was certainly a misperception of me, I had great access to profs and sold lots of books.
I’m decompressing from my Vietnam trip. Vietnam is zooming down the market economy road (on their 80cc Hondas) with not a commie in sight! I had a wonderful trip on a number of levels (emotional, informational, etc.) and the golf courses I played were fabulous. While in Vietnam I celebrated my 65th in the same place I turned 25. Nice symmetry. Didn’t even think about Medicare! The magazine put me up in the most fabulous hotels (the Caravelle in Saigon where the journalists watched the fall of Saigon in ’75 from the rooftop bar, a former colonial French mansion/Emperor Bao Dai retreat in the 5,000 foot cool, alpine climate of Dalat, and a beautiful new beachside resort at the site of our old China Beach in country R&R spot near DaNang. Here I had a spectacular cottage right on the water. So there I was in a country where thousands of Americans died and hundreds of thousands of Vietnamese were killed; and, 40 years after the war, I’m playing golf!! And the Vietnamese like us and surprisingly bear no ill will towards Americans! So what was it all about? Nothing! Iraq, of course, will be the same. Those who believe the surge is working (or even ultimately relevant to the situation) need to review the history of the Vietnam War. We “surged” from 150,000 troops (same as Iraq) to 500,000 and it ultimately did no good. How quickly they forget.
I was able to spend some time in I Corps (around DaNang and Hue) and visit the places where I served. I even sat down in a village and talked with a former Viet Cong. His life has been tough because of Agent Orange but he was very polite. Once we determined that we were fighting each other in the same area at exactly the same time (Tet), a sort of bond developed between us. Over 70% of the population of Vietnam was born after the war and have no memory of it – only old farts like me and the VC! After the golf, Barbara came over and we spent a week touring places I never saw during the war e.g. Saigon, Hanoi, etc. Hanoi was terrific with lots of French Colonial architecture and large, beautiful lakes scattered throughout the city. Barbara and I ambled all through the old quarter of the city. We also took in a number of interesting and surprisingly good museums. Throughout the Barbara/Ron portion of the trip, we stayed in wonderful colonial hotels and ate in great restaurants with terrific food. You would have liked the hotel bars. In the evening they always had a pianist (accompanied variously by a saxophone, violin, singer) who played haunting “love and life” numbers from the 40s and 50s. The French influence in music still survives as many tunes were of the melancholy Charles Aznavour café type. It was quite nice, relaxing, and romantic.
PS Attached is a picture of the old convoy commander at the top of the Hai Van pass on the road from DaNang to Hue – a route I ran many times. Notice the old French fortifications in the background. We always felt briefly safe when we got to this spot as it was manned by a platoon of marines.
Thursday, February 14, 2008
God, I Love this Job
Carolyn was my administrative assistant and is still with the company I ran, but now in a much more responsible position. She had a cartoon posted over her desk, one I never forgot. It certainly captured her work ethic and it is the way I felt about my working life.
The cartoon pictured a clearly overworked secretary, slumped over her IBM Selectric (that’s what we used in the industrial age, but I remember my old manual Remington from the pre-industrial age with greater fondness). Although the cartoon character is hardly conscious after a hectic day of work, the bubble caption reveals her thoughts: “God, I love this job.”
I sometimes wonder how I got so lucky or whether it was luck at all -- having work I found so challenging and fulfilling. Was it the nature of the work itself or an inherited attitudinal discipline? My generation, right before the vanguard of the baby boomers, was born to parents who emerged from the Great Depression. Although my father worked in a family photography business that somehow survived the depression, the scars and fears of those economic times reverberated in his thinking.
From the age of 13 on I worked at my father’s photography studio during the summers and I worked part-time jobs throughout college, as a library assistant, in the university’s admissions office, and as a night receptionist at a Brooklyn health clinic. My first full time job after college was as a production assistant for a company that reprinted out of print monographs and journals, a booming business in the early 1960’s as educational funds were flowing to universities in reaction to the perceived scientific leadership of Russia post Sputnik.
My sons argue that somehow it was easier then than it is in today’s Dilbertarian working world. Different, yes, but easier, no. One of my responsibilities in that first publishing job was to prepare original copies of out-of-print publications for photo-offset reproduction. This could
involve tens of thousands of pages from runs of periodicals. Every page had to be reviewed and every blemish that would otherwise be reproduced had to be repaired. Exact “page counts” – front matter, illustrations, and the like, had to be detailed and itemized for the print order.
The cartoon pictured a clearly overworked secretary, slumped over her IBM Selectric (that’s what we used in the industrial age, but I remember my old manual Remington from the pre-industrial age with greater fondness). Although the cartoon character is hardly conscious after a hectic day of work, the bubble caption reveals her thoughts: “God, I love this job.”
I sometimes wonder how I got so lucky or whether it was luck at all -- having work I found so challenging and fulfilling. Was it the nature of the work itself or an inherited attitudinal discipline? My generation, right before the vanguard of the baby boomers, was born to parents who emerged from the Great Depression. Although my father worked in a family photography business that somehow survived the depression, the scars and fears of those economic times reverberated in his thinking.
From the age of 13 on I worked at my father’s photography studio during the summers and I worked part-time jobs throughout college, as a library assistant, in the university’s admissions office, and as a night receptionist at a Brooklyn health clinic. My first full time job after college was as a production assistant for a company that reprinted out of print monographs and journals, a booming business in the early 1960’s as educational funds were flowing to universities in reaction to the perceived scientific leadership of Russia post Sputnik.
My sons argue that somehow it was easier then than it is in today’s Dilbertarian working world. Different, yes, but easier, no. One of my responsibilities in that first publishing job was to prepare original copies of out-of-print publications for photo-offset reproduction. This could
involve tens of thousands of pages from runs of periodicals. Every page had to be reviewed and every blemish that would otherwise be reproduced had to be repaired. Exact “page counts” – front matter, illustrations, and the like, had to be detailed and itemized for the print order.
I made a mental game to stay motivated. How much could I accomplish in a day and still come back for more? My co-workers argued there is no reason to work like that, as no one in management appreciated it. But it was not about pleasing anyone but myself; I had to learn to love it to do it, leaving exhausted at the end of the day, muttering, “God, I love this job.”
.
Wednesday, December 26, 2007
“Business” Relationships
During my 35-year working career, I had just two jobs, the first for nearly six years and the last for thirty. Loyalty to the employer and visa a versa was more typical then. But, more importantly to me, was loyalty to the people, co-workers and vendors alike. In fact, these relationships frequently evolved into deep friendships. And, I think that made the difference between “having” to work and loving work.
I was also fortunate to find the profession that found me. I think of the idiosyncratic title of Anne Tyler’s novel, Accidental Tourist, as I was the accidental publisher. As many others of my generation, I married early. At 21 my first wife became pregnant, erasing plans of going to graduate school. Instead, it was off to work I had to go.
At the time my wife happened to have a summer job at Dell Publishing and her boss agreed to give me a one-hour education in the basics of production as a back door into the publishing industry. Knowing the difference between a point and a pica was invaluable lingo to get a job, but, finally, it was nothing more than my typing skills that prevailed in my job search. In 1964 I began work as a production assistant at the Johnson Reprint Corporation, a division of Academic Press.
Publishing became a continuous postgraduate education, providing an opportunity to work with brilliant authors, skilled vendors, and wonderful staff. And treating business vendors as partners – typesetters, printers, and distributors -- made for relationships that spanned an entire working career.
I was particularly fond of our overseas distribution partners who were expert in markets where different conventions and languages made it difficult for a US publisher to compete. We established long-standing relationships in Europe, Japan, Singapore, and Australia. While contracts governed the major terms of these arrangements, a handshake sometime covered the nuances. We shared budgets, forward plans, openly and honestly back and forth.
Over the course of time, I became close to the principals of these businesses, as well as their families. None were closer than ties to Peter G. who was the founder of a U.K. company that covered the European markets. He was a brilliant and articulate businessperson with savoir-faire.
Although Peter was thirteen years older than I, we met and joined forces when our respective businesses were in their formative stages. We supported each other in our separate but similar endeavors. We spent time together in our respective Westport and London offices as well as the Frankfurt Bookfair, strategizing, sometimes agonizing, and always laughing. I can still see that glint in his eye as he ruminated about an iconoclastic approach to marketing our publishing list in Europe.
In the early 1990’s Peter was diagnosed with cancer. His illness never brought his spirits down, at least in his dealings with me. Hearing this troubling news, Ann and I visited with he and his wife and we went out on the town instead of moping.
Peter died at the age of 63, fifteen years ago last month. Just days after his death I received an extraordinary letter, emblematic of the man and our relationship. “If there is a lesson to be learned here….”
Printed Directly from PG’s Personal Disc
Date as Postmark
Dear Bob & Ann:
Although we have not spoken of it much, you will know, Bob, that I have always valued our very special relationship. Few colleagues in publishing have ever shared such a close understanding of each other’s achievements in the face of, and most usually in spite of, frequent adversity, abiding uncertainty, and the constant fear of failure.
I like to think, on the other hand, that we made good use of such time as we could spend together, helping buttress each other throughout the years. Would that we could have seen the next step through together. But, then, there is always yet another step!
Happily, you have inherited relationships (albethey quite different from ours) with both [my sons]. Thus, there promises to be continuity, as indeed there should. However, it now behooves you to play the father figure! The King is dead; long live the King!
I shall remain ever grateful to my surgeon, whose honest and accurate estimates enabled [my wife] and me to crowd our residual quality time together with joyous and memorable events. And, most of all, to [my wife] whose energy, strength and courage have made all things possible. God could not have blessed me with a more loving, caring, and supportive wife.
I want you both to know that I go in peace and with only the happiest of memories fresh in mind. If there is a lesson to be learned here, it is surely that each and everyone of us should value every day along the way – for, certainly, nary a one is given back to do over!
I was also fortunate to find the profession that found me. I think of the idiosyncratic title of Anne Tyler’s novel, Accidental Tourist, as I was the accidental publisher. As many others of my generation, I married early. At 21 my first wife became pregnant, erasing plans of going to graduate school. Instead, it was off to work I had to go.
At the time my wife happened to have a summer job at Dell Publishing and her boss agreed to give me a one-hour education in the basics of production as a back door into the publishing industry. Knowing the difference between a point and a pica was invaluable lingo to get a job, but, finally, it was nothing more than my typing skills that prevailed in my job search. In 1964 I began work as a production assistant at the Johnson Reprint Corporation, a division of Academic Press.
Publishing became a continuous postgraduate education, providing an opportunity to work with brilliant authors, skilled vendors, and wonderful staff. And treating business vendors as partners – typesetters, printers, and distributors -- made for relationships that spanned an entire working career.
I was particularly fond of our overseas distribution partners who were expert in markets where different conventions and languages made it difficult for a US publisher to compete. We established long-standing relationships in Europe, Japan, Singapore, and Australia. While contracts governed the major terms of these arrangements, a handshake sometime covered the nuances. We shared budgets, forward plans, openly and honestly back and forth.
Over the course of time, I became close to the principals of these businesses, as well as their families. None were closer than ties to Peter G. who was the founder of a U.K. company that covered the European markets. He was a brilliant and articulate businessperson with savoir-faire.Although Peter was thirteen years older than I, we met and joined forces when our respective businesses were in their formative stages. We supported each other in our separate but similar endeavors. We spent time together in our respective Westport and London offices as well as the Frankfurt Bookfair, strategizing, sometimes agonizing, and always laughing. I can still see that glint in his eye as he ruminated about an iconoclastic approach to marketing our publishing list in Europe.
In the early 1990’s Peter was diagnosed with cancer. His illness never brought his spirits down, at least in his dealings with me. Hearing this troubling news, Ann and I visited with he and his wife and we went out on the town instead of moping.
Peter died at the age of 63, fifteen years ago last month. Just days after his death I received an extraordinary letter, emblematic of the man and our relationship. “If there is a lesson to be learned here….”
Printed Directly from PG’s Personal Disc
Date as Postmark
Dear Bob & Ann:
Although we have not spoken of it much, you will know, Bob, that I have always valued our very special relationship. Few colleagues in publishing have ever shared such a close understanding of each other’s achievements in the face of, and most usually in spite of, frequent adversity, abiding uncertainty, and the constant fear of failure.
I like to think, on the other hand, that we made good use of such time as we could spend together, helping buttress each other throughout the years. Would that we could have seen the next step through together. But, then, there is always yet another step!
Happily, you have inherited relationships (albethey quite different from ours) with both [my sons]. Thus, there promises to be continuity, as indeed there should. However, it now behooves you to play the father figure! The King is dead; long live the King!
I shall remain ever grateful to my surgeon, whose honest and accurate estimates enabled [my wife] and me to crowd our residual quality time together with joyous and memorable events. And, most of all, to [my wife] whose energy, strength and courage have made all things possible. God could not have blessed me with a more loving, caring, and supportive wife.
I want you both to know that I go in peace and with only the happiest of memories fresh in mind. If there is a lesson to be learned here, it is surely that each and everyone of us should value every day along the way – for, certainly, nary a one is given back to do over!
With much love,
Peter
Saturday, November 17, 2007
Publishing and Tech Antiquity
Funny how much of a person’s life is defined about what you do (or did in my case). Reading over my first “blog” reveals how self-conscious I am about that. It is like going to a cocktail party and running into that ubiquitous question, “what do you do?” In retirement, I usually answer that I’m a publishing “consultant” (nice euphemism for retired or unemployed) -- but I still do some work on a part time basis, mostly to keep my skills and to stay up to date on my former industry.
Nonetheless, it is true though that so much of one’s life is defined by one’s vocation – the hour metrics simply dictate this reality. After all, more of my conscious adult life has been spent on my business than any other activity. I was one of those rare birds, having worked for only two companies in my entire life, Academic Press and then Greenwood Publishing Group of which I was President from 1973 through 1999.
So I guess it is not accidental that my first blog entry focuses on an aspect of my professional life that anticipated what I am doing at this moment – the ability to publish one copy for one person. I thought about this and recalled that some twenty-five years ago I gave a speech on technology and its impact on publishing at the Society of Scholarly Publishing. This was written at a time when Apple, Commodore, and TRS-80 were the top selling PCs. IBM had just introduced its own PC. The operating system was DOS. Windows was not even in its infancy and the Internet was merely gestating.
I rummaged through my files and found that speech. It is amusing to read it, but the opportunities I described then, still fascinate me today. I excerpt some of that speech here; consider it as a window into tech antiquity:
SOCIETY FOR SCHOLARLY PUBLISHING 4TH ANNUAL MEETING
June 25, 1982
HOW WILL THE NEW TECHNOLOGY CHANGE THE NATURE OF MARKETING FUNCTIONS?
In preparing this speech I have considered whether it would be better to deal specifically with the question listed in the program -- "How Will the New Technology Change the Nature of Marketing Functions?" -- or whether it would be better to review how the new technology is already affecting the nature of marketing functions. I have chosen to speak primarily to the latter question.
Nevertheless, I do not want to leave the first question totally unanswered. To imagine what marketing methods may be employed in the future, and the kind of technology that will be available to the marketing manager, one must speculate about what end products will be marketed. This involves a certain amount of extrapolation.
If we postulate that a unique characteristic of scholarly publishing, one setting it apart from trade book and magazine publishing, is supplying highly specialized information to a relatively small group of users, we might agree that such information ultimately may be disseminated via a "perpetual" electronic data base publication. Publishers would then act as organizers and verifiers of the information in the database.
Users would have access to the data via terminals connected to telephone lines or cable systems. As the providers of the information, authors would assume some of the publishing functions, especially keyboarding. Although this concept is seemingly very futuristic, it is already being attempted. The Source Telecomputing Company, for instance, offers a database of some 1,200 services and programs to personal computer users. The Source explains that its "User Publisher" service is designed to "open your files, ideas and commentary to the community of your fellow subscribers."
In this case, however, The Source is not acting as a true publisher -- it is only an intermediary. If at some point in the future this method of delivering scholarly information predominates, it will have an enormous impact on marketing methods. Once the necessary terminals are in place, they may also serve as a medium for advertising.
Under these conditions, the best marketers may be the best indexers, those who supply the most effective access points, allowing an audience to key in to learn the most relevant information/research for their needs. Then, as Irving Louis Horowitz and Mary E. Curtis point out in their article, "The Impact of Technology on Scholarly Publishing," in the April 1982 issue of Scholarly Publishing, "The wide acceptance of such technology may also affect traditional ways in which publishers communicate with their customers. When searching of bibliographic data banks becomes routine, publishers may no longer need to invest in extensive direct mail to bring certain categories of scholarly books and periodicals to the attention of a wide spectrum of professionals, particularly if only a handful of the recipients are likely to care about the work."
As I stated earlier, however, to pursue this line of thought is to engage in a highly theoretical discussion. Richard De Gennaro states in his article, "Libraries, Technology, and the Information Marketplace," in the June 1, 1982 issue of Library Journal that we should not take for granted that this "new technology" will indeed create the bookless library. Such an assumption could have disastrous consequences for society.
He reminds us of the Chinese philosopher's statement, "Prediction very difficult, particularly of future." Hence, I have chosen to answer the second question: how is the new technology affecting the marketing of scholarly books today?
What exactly is the "new technology"? I think we would all agree with the conclusions reached by May Katzen in her book, Multi-Media Communications, recently published by Greenwood Press, that this technology evolves around "the new silicon chip technology, incorporating increasingly numerous and sophisticated large scale integrated electronic circuits [that has allowed us to produce] ... ever more powerful, robust and miniaturized mini- and micro-computers whose costs have been falling rapidly." A key element in this definition is "whose costs have been falling rapidly." The new technology is the widespread availability -- through the economies made possible by computer-chip technology and large-scale production of hardware and software that allow us to do our jobs better. Initially this technology was available to a select few. Next it became available to a much larger group of users, but only through the expert who knew how to communicate with the machine, the programmer. Now it is available to everyone; all of us as users can communicate our requirements directly, using third generation software.
There is a wide range of physical products; for example, word processors, mini-computers, personal computers, mainframe computers, video discs, computer-assisted microform systems, high-speed photo-typesetting equipment; they are all the result of silicon-chip technology. How is this technology affecting our job as purveyors and marketers of scholarly information?
One of the first areas affected by this technology is the final stage of the marketing process, fulfillment. How many scholarly presses could have survived during the last ten years without the computerization of fulfillment processes? This technology was, at first, "mainframe" oriented and is now available as "canned" programming for the mini-computer. Some smaller publishers can even have their fulfillment services on micro-based systems.
Another area that is being affected is the stage between the actual fulfillment process and the buying decision, the ordering process. This process has become increasingly dependent on various computer-based bibliographic systems. We have often wondered at Greenwood what the detrimental effect would be if we shut off all direct mail and space advertising on a particular title, especially of one geared primarily to an institutional market. Although we have avoided such a risky experiment, we suspect that by participating in "bibliographic systems selling" we effectively cover a large percentage of certain markets.
[Several paragraphs deleted at this point]
Perhaps one of the more revolutionary aspects of the new technology now available to us is the micro-computer, commonly referred to as the personal computer. Actually, it is the software, not the micro-computer, that is the important new development -- the set of instructions to drive the computer has changed dramatically. The genius of the newer software is that the user can now instruct the computer to do precisely what he or she wants it to do without having to interact with a programmer. Today most of the software, and the relevant publisher's applications can run on almost any micro-computer, be it Apple, Commodore, TRS80, or IBM.
As you have undoubtedly heard, one of the most widely used pieces of micro-computer software today is VisiCalc. This has become the best seller of all software, having sold more than a quarter of a million copies at about $200.00 each. It actually evolved out of an idea a Harvard MBA student, Dan Bricklin, had as a result of doing homework that involved a complicated, lengthy set of calculations. These had to be reworked in their entirety because one number changed. It was his idea that a computer program should be able to eliminate the drudgery of these types of calculations, and, after discussing the idea with a Harvard professor, he was sent to Dan Fylstra, a recent Harvard graduate, who had established a small micro-computer software house, Personal Software. VisiCalc became an immediate best seller and, as one of the original users of this program, more than two years ago, when VisiCalc was available only to the Apple (this is no longer the case), I can attest that our decision to buy Apples for Greenwood Press was entirely VisiCalc oriented. The initial availability of VisiCalc only on the Apple helped to make Apple one of the best selling microcomputers.
Visicalc was the first of the "spread sheeting" software programs, of which there are now more than twenty. The genius of the program is that you, the user, can define the relationships between various elements of a problem, and then insert different values for these elements to test conclusions without knowing any programming languages. An excellent description of the spreadsheet programs was given in the March 15, 1982 issue of InfoWorld, a highly recommended source of information on micro-computer software: “.. a spreadsheet simulator is basically a mammoth sheet of electronic paper configured as a work sheet and divided into a large number of rows and columns. In these blocks or cells you can enter numbers, words, or formulas. Numbers and words are displayed as you enter them. If you enter a formula, the program stores it, but computes and displays its value according to the current values of its elements. The magic is that when you change an entry on which the formula depends, the program automatically recalculates and displays its updated value."
Therefore, you can use the spreadsheet for myriad uses, the most obvious being budgeting. The program can be instructed to do laborious "if - then" calculations to determine most cost-effective print runs, pricing determinations, advertising expenditures and their relationship to sales, market research analyses, and other applications.
[Several sentences deleted]
The April 1982 issue of Personal Computing carried an interview with Jack Halbert, personal computing support team manager at Merrill Lynch. Halbert says, "the use of electronic spread sheet programs is in its infancy, just like personal computers." Personal Computing observed, "considering Halbert's assessment, it takes the imagination to try to conceive what the fourth and fifth generations of these electronic record keepers, preparers, and analyzers will be capable of providing for information hungry businesses."
Among other valuable pieces of micro-computer software available to marketing managers are a host of data base management systems. Greenwood Press utilizes a very "user friendly" system called PFS and the PFS Report. The PFS descriptive manual states, "Basically PFS works like a paper filing system without the paper so you can record, file, retrieve, and, most important, summarize information in a fraction of the time it would take with a conventional filing system.
[Two paragraphs deleted]
As you might imagine, given the flexibility of this kind of data base management system, it can be used for almost anything, to maintain small mailing lists for large volume buyers, book club lists, and publicity contacts. And, if the system is not precisely thought out at the onset, the available free-floating search techniques will compensate. For instance, if we were not satisfied with our Dewey Decimal or Library of Congress subject search, we could also search by titles or fragments of titles of the journals themselves.
Bear in mind that to use these programs you do not have to be a computer expert. To use VisiCalc effectively, you must have an understanding of basic mathematics, but need not know calculus or Boolean logic. The PFS Data Base Management system can be used with effectiveness after a twenty minute learning period You do not have to understand Basic, Pascal, PL/l, or any other of the computer languages to make these programs work for you. I am not arguing, of course, that the computer will ever take the place of the often necessary subjective decision making process, but it certainly eliminates much of the drudgery, freeing marketing personnel to engage in other selling activities.
Word processing software is also available for the microcomputer. These are not as sophisticated as most of those accompanying computers specializing in word processing applications. However, some of the software available for the micro-computer now offer eighty column displays and provide the user with a multiplicity of features common to word processing computers, including search and replace, block operations, justification, chain files, and others. Because scholarly publishing addresses relatively limited audiences, one can see real advantages in using this software to personalize the marketing approach. It is now possible to single out very carefully profiled mailing lists that, in combination with a direct sales letter, communicates the sales message best.
[One paragraph deleted]
The silicon chip will no doubt bring about significant changes in the world of scholarly publishing. However, a basic premise of this speech has been that new technology tools are already available to the marketing manager. By concentrating on the present and not the speculative future, I hope I have been able to alert you to some of these opportunities.
Nonetheless, it is true though that so much of one’s life is defined by one’s vocation – the hour metrics simply dictate this reality. After all, more of my conscious adult life has been spent on my business than any other activity. I was one of those rare birds, having worked for only two companies in my entire life, Academic Press and then Greenwood Publishing Group of which I was President from 1973 through 1999.
So I guess it is not accidental that my first blog entry focuses on an aspect of my professional life that anticipated what I am doing at this moment – the ability to publish one copy for one person. I thought about this and recalled that some twenty-five years ago I gave a speech on technology and its impact on publishing at the Society of Scholarly Publishing. This was written at a time when Apple, Commodore, and TRS-80 were the top selling PCs. IBM had just introduced its own PC. The operating system was DOS. Windows was not even in its infancy and the Internet was merely gestating.
I rummaged through my files and found that speech. It is amusing to read it, but the opportunities I described then, still fascinate me today. I excerpt some of that speech here; consider it as a window into tech antiquity:
SOCIETY FOR SCHOLARLY PUBLISHING 4TH ANNUAL MEETING
June 25, 1982
HOW WILL THE NEW TECHNOLOGY CHANGE THE NATURE OF MARKETING FUNCTIONS?
In preparing this speech I have considered whether it would be better to deal specifically with the question listed in the program -- "How Will the New Technology Change the Nature of Marketing Functions?" -- or whether it would be better to review how the new technology is already affecting the nature of marketing functions. I have chosen to speak primarily to the latter question.
Nevertheless, I do not want to leave the first question totally unanswered. To imagine what marketing methods may be employed in the future, and the kind of technology that will be available to the marketing manager, one must speculate about what end products will be marketed. This involves a certain amount of extrapolation.
If we postulate that a unique characteristic of scholarly publishing, one setting it apart from trade book and magazine publishing, is supplying highly specialized information to a relatively small group of users, we might agree that such information ultimately may be disseminated via a "perpetual" electronic data base publication. Publishers would then act as organizers and verifiers of the information in the database.
Users would have access to the data via terminals connected to telephone lines or cable systems. As the providers of the information, authors would assume some of the publishing functions, especially keyboarding. Although this concept is seemingly very futuristic, it is already being attempted. The Source Telecomputing Company, for instance, offers a database of some 1,200 services and programs to personal computer users. The Source explains that its "User Publisher" service is designed to "open your files, ideas and commentary to the community of your fellow subscribers."
In this case, however, The Source is not acting as a true publisher -- it is only an intermediary. If at some point in the future this method of delivering scholarly information predominates, it will have an enormous impact on marketing methods. Once the necessary terminals are in place, they may also serve as a medium for advertising.
Under these conditions, the best marketers may be the best indexers, those who supply the most effective access points, allowing an audience to key in to learn the most relevant information/research for their needs. Then, as Irving Louis Horowitz and Mary E. Curtis point out in their article, "The Impact of Technology on Scholarly Publishing," in the April 1982 issue of Scholarly Publishing, "The wide acceptance of such technology may also affect traditional ways in which publishers communicate with their customers. When searching of bibliographic data banks becomes routine, publishers may no longer need to invest in extensive direct mail to bring certain categories of scholarly books and periodicals to the attention of a wide spectrum of professionals, particularly if only a handful of the recipients are likely to care about the work."
As I stated earlier, however, to pursue this line of thought is to engage in a highly theoretical discussion. Richard De Gennaro states in his article, "Libraries, Technology, and the Information Marketplace," in the June 1, 1982 issue of Library Journal that we should not take for granted that this "new technology" will indeed create the bookless library. Such an assumption could have disastrous consequences for society.
He reminds us of the Chinese philosopher's statement, "Prediction very difficult, particularly of future." Hence, I have chosen to answer the second question: how is the new technology affecting the marketing of scholarly books today?
What exactly is the "new technology"? I think we would all agree with the conclusions reached by May Katzen in her book, Multi-Media Communications, recently published by Greenwood Press, that this technology evolves around "the new silicon chip technology, incorporating increasingly numerous and sophisticated large scale integrated electronic circuits [that has allowed us to produce] ... ever more powerful, robust and miniaturized mini- and micro-computers whose costs have been falling rapidly." A key element in this definition is "whose costs have been falling rapidly." The new technology is the widespread availability -- through the economies made possible by computer-chip technology and large-scale production of hardware and software that allow us to do our jobs better. Initially this technology was available to a select few. Next it became available to a much larger group of users, but only through the expert who knew how to communicate with the machine, the programmer. Now it is available to everyone; all of us as users can communicate our requirements directly, using third generation software.
There is a wide range of physical products; for example, word processors, mini-computers, personal computers, mainframe computers, video discs, computer-assisted microform systems, high-speed photo-typesetting equipment; they are all the result of silicon-chip technology. How is this technology affecting our job as purveyors and marketers of scholarly information?
One of the first areas affected by this technology is the final stage of the marketing process, fulfillment. How many scholarly presses could have survived during the last ten years without the computerization of fulfillment processes? This technology was, at first, "mainframe" oriented and is now available as "canned" programming for the mini-computer. Some smaller publishers can even have their fulfillment services on micro-based systems.
Another area that is being affected is the stage between the actual fulfillment process and the buying decision, the ordering process. This process has become increasingly dependent on various computer-based bibliographic systems. We have often wondered at Greenwood what the detrimental effect would be if we shut off all direct mail and space advertising on a particular title, especially of one geared primarily to an institutional market. Although we have avoided such a risky experiment, we suspect that by participating in "bibliographic systems selling" we effectively cover a large percentage of certain markets.
[Several paragraphs deleted at this point]
Perhaps one of the more revolutionary aspects of the new technology now available to us is the micro-computer, commonly referred to as the personal computer. Actually, it is the software, not the micro-computer, that is the important new development -- the set of instructions to drive the computer has changed dramatically. The genius of the newer software is that the user can now instruct the computer to do precisely what he or she wants it to do without having to interact with a programmer. Today most of the software, and the relevant publisher's applications can run on almost any micro-computer, be it Apple, Commodore, TRS80, or IBM.
As you have undoubtedly heard, one of the most widely used pieces of micro-computer software today is VisiCalc. This has become the best seller of all software, having sold more than a quarter of a million copies at about $200.00 each. It actually evolved out of an idea a Harvard MBA student, Dan Bricklin, had as a result of doing homework that involved a complicated, lengthy set of calculations. These had to be reworked in their entirety because one number changed. It was his idea that a computer program should be able to eliminate the drudgery of these types of calculations, and, after discussing the idea with a Harvard professor, he was sent to Dan Fylstra, a recent Harvard graduate, who had established a small micro-computer software house, Personal Software. VisiCalc became an immediate best seller and, as one of the original users of this program, more than two years ago, when VisiCalc was available only to the Apple (this is no longer the case), I can attest that our decision to buy Apples for Greenwood Press was entirely VisiCalc oriented. The initial availability of VisiCalc only on the Apple helped to make Apple one of the best selling microcomputers.
Visicalc was the first of the "spread sheeting" software programs, of which there are now more than twenty. The genius of the program is that you, the user, can define the relationships between various elements of a problem, and then insert different values for these elements to test conclusions without knowing any programming languages. An excellent description of the spreadsheet programs was given in the March 15, 1982 issue of InfoWorld, a highly recommended source of information on micro-computer software: “.. a spreadsheet simulator is basically a mammoth sheet of electronic paper configured as a work sheet and divided into a large number of rows and columns. In these blocks or cells you can enter numbers, words, or formulas. Numbers and words are displayed as you enter them. If you enter a formula, the program stores it, but computes and displays its value according to the current values of its elements. The magic is that when you change an entry on which the formula depends, the program automatically recalculates and displays its updated value."
Therefore, you can use the spreadsheet for myriad uses, the most obvious being budgeting. The program can be instructed to do laborious "if - then" calculations to determine most cost-effective print runs, pricing determinations, advertising expenditures and their relationship to sales, market research analyses, and other applications.
[Several sentences deleted]
The April 1982 issue of Personal Computing carried an interview with Jack Halbert, personal computing support team manager at Merrill Lynch. Halbert says, "the use of electronic spread sheet programs is in its infancy, just like personal computers." Personal Computing observed, "considering Halbert's assessment, it takes the imagination to try to conceive what the fourth and fifth generations of these electronic record keepers, preparers, and analyzers will be capable of providing for information hungry businesses."
Among other valuable pieces of micro-computer software available to marketing managers are a host of data base management systems. Greenwood Press utilizes a very "user friendly" system called PFS and the PFS Report. The PFS descriptive manual states, "Basically PFS works like a paper filing system without the paper so you can record, file, retrieve, and, most important, summarize information in a fraction of the time it would take with a conventional filing system.
[Two paragraphs deleted]
As you might imagine, given the flexibility of this kind of data base management system, it can be used for almost anything, to maintain small mailing lists for large volume buyers, book club lists, and publicity contacts. And, if the system is not precisely thought out at the onset, the available free-floating search techniques will compensate. For instance, if we were not satisfied with our Dewey Decimal or Library of Congress subject search, we could also search by titles or fragments of titles of the journals themselves.
Bear in mind that to use these programs you do not have to be a computer expert. To use VisiCalc effectively, you must have an understanding of basic mathematics, but need not know calculus or Boolean logic. The PFS Data Base Management system can be used with effectiveness after a twenty minute learning period You do not have to understand Basic, Pascal, PL/l, or any other of the computer languages to make these programs work for you. I am not arguing, of course, that the computer will ever take the place of the often necessary subjective decision making process, but it certainly eliminates much of the drudgery, freeing marketing personnel to engage in other selling activities.
Word processing software is also available for the microcomputer. These are not as sophisticated as most of those accompanying computers specializing in word processing applications. However, some of the software available for the micro-computer now offer eighty column displays and provide the user with a multiplicity of features common to word processing computers, including search and replace, block operations, justification, chain files, and others. Because scholarly publishing addresses relatively limited audiences, one can see real advantages in using this software to personalize the marketing approach. It is now possible to single out very carefully profiled mailing lists that, in combination with a direct sales letter, communicates the sales message best.
[One paragraph deleted]
The silicon chip will no doubt bring about significant changes in the world of scholarly publishing. However, a basic premise of this speech has been that new technology tools are already available to the marketing manager. By concentrating on the present and not the speculative future, I hope I have been able to alert you to some of these opportunities.
Wednesday, November 14, 2007
Publishing and Lacuna
As a publisher for nearly forty years, “lacuna” best summarizes the publishing strategy of the imprints I directed, attempting to address knowledge or reference tool gaps throughout the social sciences and the humanities. I am a publishing disciple (and former neighbor) of Curtis Benjamin who during my professional formative years in the 60’s and 70’s was the President and Chairman of McGraw-Hill. Benjamin labeled increasing specialization “the twigging phenomenon” – the tree of knowledge constantly developing new limbs as scholarship and scientific discoveries blaze forward. I wonder how Curtis Benjamin would see the Internet world, the ultimate in customized, personalized, specialized publishing. No doubt he would see it as an opportunity. Hence, an opportunity for me to use the medium to muse about my life, interests and experiences over time.
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