by Julie Langmade, guest blogger



Since the invention of the printing press, content has been restricted to the container of the book.  All that is changing!  With the growth in the use of tablets, e-readers, and mobile devices, reading has changed dramtically.  You can carry thousands of "books" in the palm of your hand.  In addition to the portability of content, this new age of reading has also changed how we consume with the content.

• Content is interactive.  Ebooks can now include video, audio, and points of engagement with the content.
• Content is social.  You can share what you are reading with friends and even see what other readers highlighted in the content.
• Content is accessible.  Start reading on one device and pick up where you left off on another.

I received a Kindle for Christmas and I am almost exclusively using it to read.  I enjoy that I have access to my content anytime and anywhere no matter what device I am carrying.  In fact, I am headed to Europe today for vacation and I am taking my whole library with me.  It is a whole new world!

How has your reading changed?  What are some other benefits to digital reading?

I'm using a new word to describe the future of publishing products: They will be Printigal! They will combine the timeless connect that lived in a printed world on digital devices and platforms. Sound interesting? Is it possible? The fact is, these kinds of products already exist. The Printigal world is here!

I was reading an interview recently with Josh Koppel of ScrollMotion. He made some interesting comments about the connection between print content and digital delivery of that content.



Here are some of my takeaways from the interview:

1. Everything we do must serve the book first.
2. All of the print content in the world is going to be sold one more time.
3. Publishers need to own their own creative process from print to digital.
4. Publishers are still figuring our how to transform their print business in a way that is both economical and efficient.
5. Publishers have to enhance the user experience when moving from print to digital platforms.

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:

1. Publishing in the 21st century is about brand focus not fronltlist books.
2. Publishing in the 21st century is about frontlist books that complement your brand.
3. 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!