Go Go Godin

Six months ago, I'd never heard of Seth Godin. The name first came up in reference to the IBPA convention in NYC which took place shortly before this year's BEA. Still didn't mean much at the time. Fortunately, the fine folks at the Independent Book Publisher's Association extended a number of free passes to publishing students at Pace and NYU, which is why I was able to attend.

Godin, the headline event, didn't have all that much stage time, but it was definitely interesting. He had, I discovered, a reputation as a marketing guru and something of a visionary. I don't think he's a visionary. He doesn't have an amazing foresight. He does have good insight, however (a trait I believe I share) and balls of solid steel (a trait I definitely do not.) His speech, about how modern media was conducive to niches and how this is completely overturning everything from traditional marketing to pricing (a good product of little value to the average consumer can be worth quite a bit to a niche audience) was mostly impressive because of how unapologetic his assessments were. The key points I'd heard before, from Michael Healy for instance, and they were conclusions I'd long since come to myself. But to say that even some big publishers are so unaware of the extent of its meaning that they could be gone in a matter of years...well, that caught my attention.

Godin has now put action to theory, something I (as a trembling, bitter, spineless, venemous academic) would be entirely incapable of doing released a statement the other day which is of great interest. The article, which can be read in full here was brought to my attention through the newsletter of the mighty Bo Sacks.

In short, Godin said "Publishers are useful if you don't know your audience. I do know my audience. Ergo, I don't need a publisher. I'll make my own books, electronic or Print on Demand."

And it's true to a degree. On average, the man's blog posts get "re-tweeted" about five hundred times apiece. Think for a moment how many devoted readers he must have to get that kind of attention. He does have an in with his consumers. And even myself, who has only an academic interest in the principles of marketing find the guy fascinating. Not that he's the first person to try something new, revolving around his niche online community. I've seen professional authors go to their readers and say "my publisher doesn't want to continue the series. Would you guys be willing to pay me to write it in their place?" One day, I'll even dig up a few names of authors who've done that for you.

And Where his assessment stumbles a bit is in issues like editorial. There's not a book in existance that couldn't be made better. And one can't underestimate the value of a royalty advance. Some things publishers bring to the table are extremely valuable. However, many of their functions are less important than they used to be to the average author. So while I doubt publishers are going anywhere, Godin's a big enough name that this might make some ripples and reopens my questions about the changing relationships between authors, agents and publishers. Notably, e-books and POD's effects on those relationships are the subject of the thesis I must write in the coming months. I'd already planned to cite Godin's books. Now I get to cite his businessmodel.

Thanks, Godin. Keep going. Maybe I can write an entire bloody paper about you.