Self Publishing and Long Tail Democracy
In the opening of Chris Anderson’s Chapter 4 (The Three Forces of The Long Tail), he discusses his understanding of the changes taking place in the economy based on the transition between the producer and consumer as a more horizontal exchange of power. He faults three aspects affecting the market as primarily responsible for the change; democratization of the tools of production, the cost decrease of consumption by democratization and connecting supply with demand (2006, p. 54-56). He provides an exact example of this in chapter 5 (The New Producers). In the portion of the chapter “Self-Publishing Without Shame”, he mentions the website Lulu.com as an avenue for writers to easily and affordably publish their work. A very abbreviated explanation as to how this works is as follows: The DIY publisher turns the authors piece into a physical paperback or hardcover piece with ISBN number, lists it with online retailers, prints the book in batches (a few dozen), restocks as it is needed and all for roughly $200. According to Anderson, “Once it’s listed, the book will be available to an audience of millions and potentially side by side with Harry Potter, if the winds of the recommendation engines blow that way” (2006, p.75-76).
Noted also, are Anderson’s sentiments that the book industry is admittedly, popularity wise, on the fritz. He argues that the mass-market for book sales requires a profiteering author to write in a conversational manner and to pick topics that are general. According to him, many authors (niche authors) refuse to succumb to the demands of mass appeal. In that case, if an author wants to move a boulder but can only lift stones, then the idea of Lulu.com is the perfect chance for the altruistic author to hit it big (Anderson, 2006, p. 76-77). Anderson’s research reveals that in 2004 the CEO of Barnes and Noble agreed with him on his self publishing findings. Steve Riggio (Barnes and Noble CEO) equates the effects of non-mainstream authors and their work within the book industry as follows; “(1) the efficiencies of print-on-demand, which keeps more books in print, (2) the increase in the number of smaller and independent publishers; and (3) self publishing” (Anderson, 2006, p.77). The reported 20% increase of unique titles on Barnes and Noble Shelves is a testament to Anderson and Riggio’s statements. The power has shifted by the democratization process, into the consumer’s hands as to whom they want on the shelves of their bookstores. An author or producer can do all things possible to put themselves at the pique of the Long Tail, but the niche artists will still prosper, at their own pace and their own place.
