Category Archives: publishing

The future of zip codes

Finally. Z. Zero, zoos, zebras, zip codes. Zip codes is the easiest one since I can use someone else’s work and just add a couple of notes.

This piece for the Spectator was already written by Rory Sutherland and fits the bill perfectly so I will just link to it: http://www.spectator.co.uk/life/the-wiki-man/9348462/the-best-navigation-idea-ive-seen-since-the-tube-map/.

It is about http://what3words.com/. Visit the site yourself, find out what words describe precisely where you are.

The idea in a nutshell is that there are so many words that combining three words is enough to give a unique address to every 3×3 metre square on the planet. Zip codes, or post codes to us brits, don’t do that nearly so well, so I really like this idea. I am currently sitting at stem.trees.wage. (I just noticed that the relevant google satellite image is about 2006, why so old?). It would allow a geographic web too, allowing you to send messages to geographic locations easily. I could send an email to orbit.escape.given.coffeemachine to make a cup of coffee. The 4th word is needed because a kettle, microwave and fridge also share that same square. The fatal flaw that ruins so many IoT ideas though is that I still have to go there to put a cup under the nozzle and to collect it once it’s full. Another one is that with that degree of precision, now that I’ve published the info, ISIS now has the coordinates to hit me right on the head (or my coffee machine). I think they probably have higher priorities though.

And another new book: You Tomorrow, 2nd Edition

I wrote You Tomorrow two years ago. It was my first ebook, and pulled together a lot of material I’d written on the general future of life, with some gaps then filled in. I was quite happy with it as a book, but I could see I’d allowed quite a few typos to get into the final work, and a few other errors too.

However, two years is a long time, and I’ve thought about a lot of new areas in that time. So I decided a few months ago to do a second edition. I deleted a bit, rearranged it, and then added quite a lot. I also wrote the partner book, Total Sustainability. It includes a lot of my ideas on future business and capitalism, politics and society that don’t really belong in You Tomorrow.

So, now it’s out on sale on Amazon

http://www.amazon.co.uk/You-Tomorrow-humanity-belongings-surroundings/dp/1491278269/ in paper, at £9.00 and

http://www.amazon.co.uk/You-Tomorrow-Ian-Pearson-ebook/dp/B00G8DLB24 in ebook form at £3.81 (guessing the right price to get a round number after VAT is added is beyond me. Did you know that paper books don’t have VAT added but ebooks do?)

And here’s a pretty picture:

You_Tomorrow_Cover_for_Kindle

Font size is becoming too small

Warning: rant, no futures insights enclosed.

Last night, we went for a very pleasant meal with friends. The restaurant was in a lovely location, the service was excellent, the food was excellent. The only irritating thing was a pesky fly. However, for some reason, the menu was written on nice paper in 6 point text with about 15mm line spacing. Each line went about 2/3 of the way across the page. I hadn’t brought my reading glasses so was forced to read small text at arm’s length where it was still blurred.

My poor vision is not the restaurant’s fault. But I do have to ask why there is such a desire across seemingly every organisation now to print everything possible with the tiniest font they can manage? Even when there is lots of space available, fonts are typically tiny. Serial numbers are the worst culprits. My desktop PC is normal tower size and has its serial number printed on a tiny label in 1mm font. Why? Even my hated dishwasher uses a 2mm font size and that stretches my vision to its limits.

Yes, I am ageing, but that isn’t a crime. When I was a school-kid, I took great pride in irritating my teachers by writing with the finest tipped ball-pen I could get (Bic extra-fine) in the smallest writing I could manage. I rarely submitted a homework without getting some comment back on my writing size. But then I grew up.

It makes me wonder whether increased printer capability is a problem rather than an asset. Yes, you can now print at 2000 dpi or more, and a character only needs a small grid  so you can print small enough that a magnifying glass is needed for anyone to be able to read the text. But being physically able to print that small doesn’t actually make it compulsory. So why does it make it irresistible to many people?

When I do conference presentations, if I use text at all, I make sure it is at least 16pt, preferably bigger. If it won’t fit, I re-do the wording until it does. Some conferences that employ ‘designers’ come up with slide designs that contain a massive conference logo, bars on the side and bottom, title half way down the page, and any actual material has to be shrunk to fit in a small region of the slide with eye-straining font sizes on any key data. I generally refuse to comply when a conference employs such an idiot, but they are breeding fast. If someone can’t easily read text from the back row, it is too small. It isn’t actually the pinnacle of cool design to make it illegible.

Mobiles have small displays and small type is sometimes unavoidable, but even so, why design a wireless access login page with a minuscule login box that takes up a tiny fraction of the page? If there is nothing else on the page of any consequence apart from that login details box, why not fill the display with it? Why make it a millimetre high, and have loads of empty space and some branding crap, so that a user has to spend ages stretching it to make it the important bit usable? What is the point?

To me, good design isn’t about making something that is pretty, that can eventually be used after a great deal of effort. It is about making something that does the job perfectly and simply and is pretty. A good designer can achieve form, simplicity of use and function. Only poor designers have to pick one and ignore the others.

The current trend to make text smaller and smaller is pointless and counter-productive. It will cause eye problems for younger people later in their lives. It certainly discriminates against a large proportion of the population that needs glasses. Worse, it does so without no clear benefit. Reading tiny text isn’t especially pleasurable compared to larger text. It reduces quality of life for many without increasing it for anyone else.

It is time to end this stupid trend and send designers back to school if they are somehow convinced that illegibility is some sort of artistic goal.

The primary purpose of text is to communicate. If people can’t easily read the text on your design, the communication is impeded, and your design is therefore crap. If you think you know better, and that tiny text is more attractive and that is what really counts, you should go back to school. Or find a better school and go to that one.

Thinking of starting a blog but not sure if it’s worth it? It is.

Yes. Blogging is easy and fun and definitely worth it.

I started my wordpress blog  just over three years ago. I have put out 160 posts and had 60,000 readers, 375 per post. Pathetic if you compare to the top blogs, but comparing yourself to others is the fast way to misery, so don’t. I look at the world on my terms, with my limits and my ability, not that of others. Some do better, some worse, so what? I’m me, not them.

In influence terms, with my readership level, it is probably equivalent to doing a talk on that topic to a conference of 375 people, (which is a big part of my business). But blogging is a lot easier, much faster if you include prep and travel time, and less stressful.

Blogging is unpaid work, but it costs in in other ways. It helps me to think an idea through, and to refresh and update old ideas. Occasionally, comments by readers point out errors and omissions too. It therefore helps make my other consultancy and talks fresh and weed out errors in my thinking, keeping customers happy. Happy customers generate more happy customers. So although it is unpaid directly, it probably significantly generates and maintains revenue indirectly.

And of course it is a sort of advertising.

There are numerous other paybacks that are hard to quantify but which certainly add justification. It’s a way of recording an idea so you can point to it later and say “I told you so” or “I said that first”. A way of teasing friends or colleagues, generating responses and discussion or occasionally just having a good rant. It can be entertainment, education or thought stimulation for readers, or maybe just a piece that readers can empathise with and share an experience.

But mostly, blogging is about being part of the bigger community, being part of a huge discussion panel, social networking, making some input and feeling satisfaction if you occasionally write something you can be proud of.

If you write a blog, none of this is news to you. If you don’t, I’d encourage you to have a go. It is easy to get started, especially on wordpress, and free, unless you want to pay for deluxe facilities. Just go to the wordpress.com page, click a few obvious buttons to create a free account, fill in some simple data and you’re flying. Half an hour to your first post. There are loads of page designs to pick from that you can personalise, most are free. You can buy premium upgrades of course, but they are entirely optional.

Go on. You know you have something to say or share that other people will be interested in.

The future of music and video media

With the death of HMV and Blockbuster this week, I’ve done some radio interviews on the future of the high street and one on the future of media. I wrote about retailing yesterday so today I’ll pick up on media. I wrote a while back that Spotify isn’t the future of music, not in its current form anyway, though I will admit that streaming is part of the future. Spotify will probably up its game and survive. If it doesn’t, it won’t. (I didn’t properly answer the question then of what the future would actually be. I will now.)

CDs aren’t the future of music either. DVDs or Blu-rays aren’t the future of video. Think about it. If you were starting from scratch today, would you base media distribution on plastic discs that have to be spun quickly in a mechanical device, and need to be read by lasers, are easily damaged, and take up lots of storage space? Of course you wouldn’t. You’d almost certainly go for either solid state or web storage. I’d go for solid state. Here’s why.

Web storage is fine as long as you have a good connection all the time and don’t have to pay for data downloads. I think we will still have streaming services in the far future and they might even remain a large market, but streaming isn’t a perfect solution. Transmitting data requires energy, and transmitting lots of data streams to lots of customers requires big server farms. It also clogs up bandwidth and that is limited too.

Downloading to local storage is also fine to a point. It is a large market now, and will remain so for some time. But there are also big problems with it. Licenses are not the same for downloaded music. You have a much more restricted ownership of music you buy online. The companies’ desire to protect their revenue is a higher priority for them that giving their customers full rights, just as it is with streaming (another reason streaming is not what it could be). With physical media, even though you may have ripped (and hence stolen) the content of the disc before you transferred it, the disc itself stops being yours if you pass it on to someone else. The concept of ownership and theft is very clear with physical media. With an MP3, less so. It is clear that the extra actual cost to the music provider is zero if you give a copy of an MP3 away, and you won’t buy a replacement anyway, and they probably wouldn’t either, so there is no clear revenue loss, so you can easily reason away any guilt in keeping a copy. So the music companies put in stuff like copy protection and non-transferable licenses that make it harder to keep your music organised, use it on multiple devices, recover it after disk crashes or sell it on when you’re bored with it. And with an MP3, you don’t have a nice box to look at and know that you own it. The music companies are more conspicuously stingy with MP3s too. If you are downloading the music, why don’t you get the music videos thrown in too? It’s obvious with the CD, there isn’t space on the disc, so you don’t mind, and the tradition has never been there anyway. A DVD could contain the video, but would cost more. With online music, you can usually watch it on YouTube so why don’t you get a proper decent resolution copy when you actually pay for it?

Anyway, solid state storage. I don’t want to be stuck with CDs or DVDs, and would much prefer to get a USB memory stick with the media on. I could plug it straight into my home cinema systems and watch a full Dolby Digital 7.1 Hi-def music video, preferably in 3D. I could easily play or transfer the files to any device I want. But that’s just today. Already, flexible displays and flexible batteries are appearing in electronics shows. It won’t be long at all before they are extremely common.

yoummain_2447820b

This is a demo flexible battery/display from Samsung. This is far more suited to carrying around and everyday abuse than glass. This could be a general purpose display but is also perfectly suited to be an all-round CD/DVD replacement, eventually. It will cost too much initially to directly replace CDs or DVDs or downloads, but the price of such devices is governed by Moore’s Law and will tumble. It could show you the music video or movie, it could hold the music or video, it could communicate with any of your display and audio devices as well as being one itself. It is collectable, and could hold a permanent album cover image or slideshow of video clips or stills. It could be of any shape and size and still do the job. It ticks all the boxes for ownership, portability, robustness, media future-proofing. The battery could be built in or it could be powered inductively, or using solar.

It could support a range of business models too. You could buy albums, one per device, just like CDs, proudly keeping them on a nice rack or display shelf. Resell them at car boot sales or give them to friends. Or you could subscribe to a band or a music producer, and it could hold all of their stuff, and be immediately updated with any of their new releases. It could be locked to just their stuff and just you if that’s what you bought.  The device could support lots of different kinds of license. Or you could buy stuff online and it would download to one you have as a replacement for today’s MP3 player. So it could hold one track, an album, a group, an entire collection, or be the front end device of a streaming service. Devices like this could support many business models. It meets the requirements of the music industry and the customer, doesn’t need lots of energy for cloud based storage, improves the potential quality of offering for everyone. This is the future of music media and probably video.

Of course you can do some of this with an app on a pad too. But having a dedicated device solves a lot of the problems we are used to that are associated with doing that.

Casual displays

I had a new idea. If I was adventurous or an entrepreneur, I’d develop it, but I’m not, so I won’t. But you can, before Apple patents it. Or maybe they already have.

Many people own various brands of pads, but they are generally expensive, heavy, fragile and need far too much charging. That’s because they try to be high powered computers. Even e-book readers have too much functionality for some display purposes and that creates extra expense. I believe there is a large market for more casual displays that are cheap enough to throw around at all sorts of tasks that don’t need anything other than the ability to change and hold a display.

Several years ago, Texas Instruments invented memory spots, that let people add multimedia to everyday objects. The spots could hold a short video for example, and be stuck on any everyday object.These were a good idea, but one of very many good ideas competing for attention by development engineers. Other companies have also had similar ideas. However, turning the idea around, spots like this could be used to hold data for a  display, and could be programmed by a similar pen-like device or even a finger touch. Up to 2Mb/s can be transmitted through the skin surface.

Cheap displays that have little additional functionality could be made cheaply and use low power. If they are cheap enough, less than ten pounds say, they could be used for many everyday purposes where cards or paper are currently used. And since they are cheap, there could be many of them. With a pad, it has to do many tasks. A casual display would do only one. You could have them all over the place, as recipe cards, photos, pieces of art, maps, books, body adornment, playing cards, messages, birthday cards, instructions, medical advice, or anything. For example:

Friend cards could act as a pin-board reminder of a friend, or sit in a wallet or handbag. You might have one for each of several best friends. A touch of the spot would update the card with the latest photo or status from Facebook or another social site. Or it could be done via a smart phone jack. But since the card only has simple functionality  it would stay cheap. It does nothing that can’t also be done by a smartphone or pad, but the point is that it doesn’t have to. It is always the friend card. The image would stay. It doesn’t need anything to be clicked or charged up. It only needs power momentarily to change the picture.

There are displays that can hold pictures without power that are postcard sized, for less than £10. Adding a simple data storage chip and drivers shouldn’t add significantly to cost. So this idea should be perfectly feasible. We should be able to have lots of casual displays all over our houses and offices if they don’t have to do numerous other things. In the case of displays, less may mean more.

Blocking Pirate Bay makes little sense

http://www.telegraph.co.uk/technology/news/9236667/Pirate-Bay-must-be-blocked-High-Court-tells-ISPs.html Justice Arnold ruled that ISPs must block their customers from accessing Pirate Bay. Regardless of the morality or legality of Pirate Bay, forcing ISPs to block access to it will cause them inconvenience and costs, but won’t fix the core problem of copyright materials being exchanged without permission from the owners.

I have never looked at the Pirate Bay site, but I am aware of what it offers. It doesn’t host material, but allows its users to download from each other. By blocking access to the Bay, the judge blocks another one of billions of ways to exchange data. Many others exist and it is very easy to set up new ones, so trying to deal with them one by one seems rather pointless. Pirate Bay’s users will simply use alternatives. If they were to block all current file sharing sites, others would spring up to replace them, and if need be, with technological variations that set them outside of any new legislation. At best judges could play a poor catch-up game in an eternal war between global creativity and the law. Because that is what this is.

Pirate Bay can only be blocked because it is possible to identify it and put it in court. It is possible to write software that doesn’t need a central site, or indeed any legally identifiable substance. It could for example be open-source software written and maintained by evolving adaptive AI, hidden behind anonymity, distributed algorithms and encryption walls, roaming freely among web servers and PCs, never stopping anywhere. It could be untraceable. It could use combinations of mobile or fixed phone nets, the internet, direct gadget-gadget comms and even use codes on other platforms such as newspapers. Such a system would be dangerous to build from a number of perspectives, but may be forced by actions to close alternatives. If people feel angered by arrogance and greed, they may be pushed down this development road. The only way to fully stop such a system would be to stop communication.

The simple fact is that technology that we depend on for most aspects of our lives also makes it possible to swap files, and to do so secretly as needed. We could switch it off, but our economy and society would collapse. To pretend otherwise is folly. Companies that feel abused should recognise that the world has moved on and they need to adapt their businesses to survive in the world today, not ask everyone to move back to the world of yesterday so that they can cope. Because we can’t and shouldn’t even waste time trying to. My copyright material gets stolen frequently. So what? I just write more. That model works fine for me. It ain’t broke, and trying to fix it without understanding how stuff works won’t protect anyone and will only make it worse for all of us.

Web censorship will force next generation nets

Twitter are the latest in a line of surrenders to authority  in the last few years. The web started off nicely and grew in importance and everyone talked of how governments couldn’t censor it, and it would always bypass them. It was the new land of the free. But underneath, we all knew that wouldn’t last forever and governments would use their real world power to force web companies into submission. Actually, the surrenders seem rather spineless to me, and were unnecessary, but I guess the web has become a standard ordinary everyday business platform and the companies behave just like any other business now. The brave explorers pushing out in pursuit of the frontiers have gone, replaced by MBAs.

Napster was the first biggy, forced to stop music sharing on the free and to become a proper commercial front end for the music industry. Then Google surrendered its ‘Do no evil’ principle to commercialism, first in China, now globally. It has since become a Big Brother in its own right, collecting deep data not only for its own megalomania but also for any government department that can make ‘a valid legal claim’ (extracted from their new rules on privacy). I have no real choice but to carry on using their mail and search, and I still like Google in spite of their abuses – no one’s perfect – though I am extremely wary of using Google+ seriously. I barely access my account, just like Facebook, and for the same reasons. Facebook and Apple also both became Big Brothers, collecting far more date than most people realised, wanting their own high-walled garden dictatorships. They have them now, but I keep my distance and only visit them as much as I need to. After a few years of ongoing high-profile collapses and surrenders of principle, now Twitter has surrendered too. So now the web is under government control, pretty much everywhere, and worse still, with a layer of big corporate control underneath. Companies on the web have to do as they are told, follow the rules. But they also impose their own too. It is the worst nightmare for those of us who used to debate whether big companies or governments would end up controlling us, which would have the power? We ended up with the worst of both worlds.

Many would argue that that is what should be. Why should the web have different rules? All companies should obey the law. I’d agree to a point, but I’d agree a whole lot more if we lived in a world with good leaders of properly democratic governments taking us forwards to a life of freedom and health and prosperity for all. What I see instead is a global flock of very poor leaders, a sad combination of the greedy, the corrupt and the stupid, with increasing oppression, increasing polarisation, grabbing what they can for themselves in a less fair world, and more attempts to control our thoughts.

So I tend to lean towards wanting a new kind of web, one that governments can’t control so easily, where freedom of speech and freedom of thought can be maintained. If a full surveillance world prevents us from speaking, then we need to make another platform on which we can speak freely.

I’ve written a number of times about jewellery nets and sponge nets. These could do the trick. With very short-range communication directly between tiny devices that each of us wears just like jewellery, a sponge network can be built that provides zillions of paths from A to B, hopping from device to device till it gets there.

A sponge net doesn’t need any ISPs. (In fact, I’ve never really understood why the web needs them either, it is perfectly possible to build a web without them). Each device is autonomous. Each shares data with its immediate neighbours, and route dynamically according to a range of algorithms available to them. They can route data from A to B so that every packet goes by a different route of need be. Even without any encryption, only A and B can see the full message. The various databases that the web uses to tell packets where their destination is can be distributed. There is a performance price, but so what? You could even route geographically. Knowing the precise geographic location of your recipient, packets can simply use a map or GPS to get there. I’m not aware of any GPS based nets yet, but you could easily build one. I quite like the idea personally.

Self organisation is an easy way of linking processing and storage and sensory capability into massively capable platforms. This is useful in its own right but also enables better file sharing or free speech with reasonable performance. It would be easy to bypass any monitoring if it is detected. Even if it is only suspected, the massively divergent routing that sponges enable would make monitoring extremely hard to do.

The capability to make these kinds of devices is almost here. Given the world that we live in, governments might try hard to prevent them from existing. But there are so many benign reasons to do so that it might be hard for them to resist the pressure. Almost all of the spirit of the early web was aimed at making the world a better place. Sure a few criminals and terrorists got in on the act, but the balance was for good. We lost it, and are worse off for it. Letting it happen again would be good for everyone. Sponge nets can do that. If some government officials don’t like it, well, so what? Right now, I don’t have a lot of respect for government.

Time for the 13″ pad

800M people now have e-book readers, iPads or various other tablets. Most are around 7″ or 10″ screen size. The next obvious step upwards is magazine tablets.  There are a few very large format magazines out there, but Time magazine comes in at 13″ and I’d place my money on this being the next size for popular tablets. People can read books, papers and magazines on pads already, or even iphones for that matter, but with middle-aged eyes, I am not alone in wanting a bigger display and even the ipad feels cramped.

Smart-phones fit in your pocket, current pads are designed for taking out and about, but the 13″ pad will live mostly on the desk, coffee table or kitchen table. It is a better substitute for the laptop, and this is an important niche of course, but enabling new services in the home will be the big market for it. People who are used to reading paper magazines are more likely to buy a large format pad if the price is right. Games will look better on a bigger display, and so will videos. Even books can feel cramped on a 7″ pad, and in the home some will prefer to read them on large formats with bigger text instead of having to squint or juggle different pairs of glasses.

The 13″ format is more likely to be a shared device then the smaller formats. It is the natural home of home messaging, calendars, magazines, books, general web access and information services. Some of these are personal and will live on individually owned smaller pads, but the shared ones will move up.

I am expecting the phone to ring any minute as newspapers start producing their “what will happen next year then?” articles. Well, the 13″ pad will be top of my prediction list for 2012.

 

The joys of electronic self-publishing

As I hope many of you will know by now, I recently e-published my latest book. You’d enjoy it, so buy a copy: http://goo.gl/W8Mh6

You don’t even need a Kindle now, you can download kindle software free for PCs or for iphones or ipads. But I discovered this afternoon that a lot of people don’t know that, which obviously affects the potential market. Anyway, to the point, how is it going after the first week, and what have I learned already by doing so?

I used the Kindle Direct self publish route. I have done 3 previous books via publishers but although the people I worked with were very nice and competent, the production timescales are just too long and in IT, half the stuff is history by the time it comes out. And the royalty deal is favourable too, so it looked a great idea. It is early days, and I am not panicking yet, but sales have been lower than expected so I did some research.

One of the big problems that I hadn’t realised was the sheer volume of competition now. Last time I published a book, in 2002, there were about 50,000 new books a year, but I sold over 10,000 copies of mine in hardback before we went to paperback and then the publisher evaporated (now a collector item). Now there are apparently 3.5 Million new books per year, and what surprised me even more was that most are computer generated, using software that automatically compiles free stuff into books or uses cheaply bought content (you can buy existing articles for net to nothing, and even commission new work by bright people for as little as $6 per 1000 words). Some automatic book production packages are sold with claims that you can make 5 or 6 new books a day! Mine took months, some people take years.

Those figures are hard to compete with. Vast quantity, a lot of which is low quality computer generated. But a lot of high quality stuff too. I am not the only person with a ‘proper; book that has discovered the new route, there are a lot of us.

So, a wake-up call for me in terms of book writing. But I will still do more, because writing a book forces me at least to organise my ideas, resolve contradictions and discrepancies that may have crept into my thinking, fill in gaps and explore new ground. So even if I don’t sell any, it is still productive in other ways.

I look in the high street and see book shops really struggling to survive, , but not all book buying has gone onto the net. A lot is in the supermarket and that will manage to compete much better against on-line purchasing than high street bookshops. The economics of supermarket books though are quite different. They can only stock a few hundred titles, presumably the very best sellers. If only a few hundred books are bought and sold by supermarket chains, then we will see vast concentration of revenue in both distribution and publishing, and there is little incentive for them to use a wide range of new authors, quite the reverse. Best selling authors will capture an even higher share. By contrast, on-line book selling can support millions of books easily, so in one way it is a level playing field, but authors compete to get any attention and it then comes down to marketing budgets and brand awareness, so a few well known authors will account for a large proportion of on-line sales, with the rest spread very thinly across a vast army of also rans.

A buyer is likely to search first by author name, and only use subject area or keywords if they don’t know a particular favourite in that area. Subject is fine if your book has a single subject, but many cover lots of areas. And you have to choose two main areas to file it under, which is awful enough for a futures book, but especially so since ‘futures’ isn’t one of the options.

Publicity is getting harder too. The ads market is supersaturated now. Most of us get thousands of tweets and status updates and other stuff from thousands of contacts every day, so getting someone even to see an ad is hard, getting them to take time to click on it when they have so many others on the screen is even harder, and even then there is only a small chance of a sale. Having tweeted it and Facebooked it and Linked-Ined it and blogged it a few times, and even advertised it on 3 radio stations, I have sold to less than 1% of my followers, even less to casual observers. That tells me a lot. Either I need different friends (only kidding, honest), or attention is really hard to get now. Or maybe the book just sounds dull, who knows?

It is easy to get loads of reciprocative following of course, but I don’t see the point of that, I can’t even keep up with the tweets of the 100 or so that I do follow. And if I cant read even those, how would anyone notice me if I am one of 15,000 people they follow. These same problems are shared by many of the ‘community’ on the e-publishing forums. But I guess it is the same ultimately as any other channel. There are millions of blogs, but the few I read are also read by loads of others. They are superstars. There are superstar authors, singers, and artists of all kinds. And the rest of us fight over the scraps.

I should know that before I started. I have been lecturing about the increasing concentration of power in the elite for years. The gap is widening every year. Even if you are good enough to squeeze into the top 1%, you share that status with 70 million other people. More than half are online. And if there are 1000 fields to specialise in, that narrows the top 1% competition in your field down to 35,000. Those are tough odds! I guess I am lucky as a futurist to be in a much smaller field, but there is still plenty of high quality competition. It was never going to be easy.

So, initial conclusions: bad ones first

A: Social networking only works weakly as a sales tool. Getting attention needs more than just followers and subscribers, something has to grab their attention more effectively from the vast pile of other stuff also competing for it.

B: Pay-per-click ads costs a fortune, 50p per click-through with no guarantee of a sale, an enormous proportion of the profits from an ebook.

C: Converting to paper is tedious and frustrating. Microsoft have crippled their word processing by trying to make it look pretty instead of easy to use.

D: The market is not mature yet. A lot of people are unaware of alternatives to investing in a Kindle.

E: There is a vast amount of competition, some good, and a lot bad.

F: In this transition phase for book publishing, the old forces still hold power – the big publishers, wholesale distributors and the big bookshops. Meanwhile the new ones are even more polarised if anything because in a vast sea of content, brands and name familiarity are even more important.

but most important of all I think, in spite of some frustration, the joys far outweigh the problems:

A: most of all, writing helps clarify your mind, debug and organise your thoughts, and refine other, so you become more expert in your own field. Even become a bit wiser.

B: By writing, you discover what you know, and what you don’t, and get a well motivated opportunity to fill in important gaps. Humbling but exhilarating.

C: Even if sales are low, it is nice knowing that you have something there that will survive after you die. And you have written proof later when you say ‘I told you so’. And you can put the book on your CV. And a million other little things that all add up.

D: with e-publishing, you can get a book together far faster than doing it by conventional publishing. And you have more control over the content. And you don’t have to worry so much about length.

E: self publishing avoids a great deal of stress in some areas that compensate well for the extra stresses it also causes. I know there are lots of things yet to do to get more sales, just takes time.

F: I may make it later in paper form, via Createspace perhaps, or even use a more conventional route, I haven’t decided yet. I’d really rather use my time to write another one. But it is a relatively easy if tedious option.

On balance, and I think I share this with most other self-publishers, I am a bit frustrated at a slow start but still very happy and eager to get on with the next one, while pushing a few more buttons to get this one flying. Doing it myself is harder than I thought, but also more fun than I thought. I’d recommend it to anyone.