I read recently a very interesting article
about Amazon's plans to become a publisher. Yes, you read that right: Amazon--the world's largest online bookstore and home of the Kindle e-reader
--now has plans to join the ranks of the publishing world!
Some people speculate that Amazon will reduce competition and force a number of publishers out of business. As leader of a publishing ministry
, I find it interesting to listen to my Christian publishing friends talk about these developments.
If you play by the same rules of frontlist publishing that have been in place for the last thirty years or so, you ARE very vulnerable. Amazon is entering publishing under the old rules!
I propose that the issue is not Amazon the publisher, but Amazon the brand. How can publishers' brands differentiate them from Amazon? They must remember three important points:
- Publishing in the 21st century is about brand focus not fronltlist books.
- Publishing in the 21st century is about frontlist books that complement your brand.
- Publishing in the 21st century is about knowing how your customers view your brand.
Publishing in the future is about brand identity and diiferenciation, not frontlist bestsellers. So, what makes you different from Amazon? That is the real issue if you want to stay in business!