There are more information channels now than ever. These include thousands of new TV and radio channels that are enabled by the internet, millions of YouTube videos, new electronic book and magazine platforms such as tablets and mobile devices, talking books, easy print-on-demand, 3D printing, holograms, games platforms, interactive books, augmented reality and even AI chatbots, all in parallel with blogs, websites and social media such as Facebook, Linked-In, Twitter, Pinterest, Tumblr and so on. It has never been easier to publish something. It no longer has to cost money, and many avenues can even be anonymous so it needn’t even cost reputation if you publish something you shouldn’t. In terms of means and opportunity, there is plenty of both. Motive is built into human nature. People want to talk, to write, to create, to be looked at, to be listened to.
That doesn’t guarantee fame and fortune. Tens of millions of electronic books are written by software every year – mostly just themed copy and paste collections using content found online – so that already makes it hard for a book to be seen, even before you consider the millions of other human authors. There are hundreds of times more new books every year now than when we all had to go via ‘proper publishers’.
The limiting factor is attention. There are only so many eyeballs, they only have a certain amount of available time each day and they are very spoiled for choice. Sure, we’re making more people, but population has doubled in 30 years, whereas published material volume doubles every few months. That means ever more competition for the attention of those eyeballs.
When there is a glut of material available for consumption, potential viewers must somehow decide what to look at to make the most of their own time. Conventional publishing had that sorted very well. Publishers only published things they knew they could sell, and made sure the work was done to a high quality – something it is all too easy to skip when self-publishing – and devoted the largest marketing budgets at those products that had the greatest potential. That was mostly determined by how well known the author was and how well liked their work. So when you walked through a bookshop door, you are immediately faced with the books most people want. New authors took years of effort to get to those places, and most never did. Now, it is harder still. Self-publishing authors can hit the big time, but it is very hard to do so, and very few make it.
Selling isn’t the only motivation for writing. Writing helps me formulate ideas, flesh them out, debug them, and tidy them up into cohesive arguments or insights. It helps me maintain a supply of fresh and original content that I need to stay in business. I write even when I have no intention of publishing and a large fraction of my writing stays as drafts, never published, having served its purpose during the act of writing. (Even so, when I do bother to write a book, it is still very nice if someone wants to buy it). It is also fun to write, and rewarding to see a finished piece appear. My sci-fi novel Space Anchor was written entirely for the joy of writing. I had a fantastic month writing it. I started on 3 July and published on 29th. I woke every night with ideas for the next day and couldn’t wait to get up and start typing. When I ran out of ideas, I typed its final paragraphs, lightly edited it and published.
The future of writing looks even more fun. Artificial intelligence is nowhere near the level yet where you can explain an idea to a computer in ordinary conversation and tell it to get on with it, but it will be one day, fairly soon. Interactive writing using AI to do the work will be very reward-rich, creativity-rich, a highly worthwhile experience in itself regardless of any market. Today, it takes forever to write and tidy up a piece. If AI does most of that, you could concentrate on the ideas and story, the fun bits. AI could also make suggestions to make your work better. We could all write fantastic novels. With better AI, it could even make a film based on your ideas. We could all write sci-fi films to rival the best blockbusters of today. But when there are a billion fantastic films to watch, the same attention problem applies. If nobody is going to see your work because of simple statistics, then that is only a problem if your motivation is to be seen or to sell. If you are doing it for your own pleasure, then it could be just as rewarding, maybe even more so. A lot of works would be produced simply for pleasure, but that still dilutes the marketplace for those hoping to sell.
An AI could just write all by itself and cut you out of the loop completely. It could see what topics are currently fashionable and instantaneously make works to tap that market. Given the volume of computer-produced books we already have, adding high level AI could fill the idea space in a genre very quickly. A book or film would compete against huge numbers of others catering to similar taste, many of which are free.
AI also extends the market for cooperative works. Groups of people could collaborate with AI doing all the boring admin and organisation as well as production and value add. The same conversational interface would work just as well for software or app or website production, or setting up a company. Groups of friends could formulate ideas together, and produce works for their own consumption. Books or films that are made together are shared experiences and help bind the group together, giving them shared stories that each has contributed to. Such future publication could therefore be part of socialization, a tribal glue, tribal identity.
This future glut of content doesn’t mean we won’t still have best sellers. As the market supply expands towards infinity, the attention problem means that people will be even more drawn to proven content suppliers. Brands become more important. Production values and editorial approach become more important. People who really understand a market sector and have established a strong presence in it will do even better as the market expands, because customers will seek out trusted suppliers.
So the future publishing market may be a vast sea of high quality content, attached to even bigger oceans of low quality content. In that world of virtually infinite supply, the few islands where people can feel on familiar ground and have easy access to a known and trusted quality product will become strong attractors. Supply and demand equations normally show decreasing price as supply rises, but I suspect that starts to reverse once supply passes a critical point. Faced with an infinite supply of cheap products, people will actually pay more to narrow the choice. In that world, self-publishing will primarily be self-motivated, for fun or self-actualization with only a few star authors making serious money from it. Professional publishing will still have most of the best channels with the most reliable content and the most customers and it will still be big business.
I’ll still do both.
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The more accurate guide to the future 