Evolution or revolution?
by Joel Naoum - May 24th, 2010
Covering the Sydney Writers’ Festival for this blog exposed me to many of the buzzwords that publishers and ebook proselytisers use to talk about the digitisation of the publishing industry. Among their favourites is the ‘digital revolution’. At last Thursday’s ‘Are Australian Publishers E-Ready?‘ panel, Sara Lloyd, Pan Macmillan UK’s digital maven, said that this ‘revolution’ was more of an ‘evolution’. Another buzzword? Or is there some sense to this rhetorical wrangling?
I’ve always found that the word ‘revolution’ verges on the hysterical when applied to digitisation. A revolution implies that a statistically small group of people are pushing the market towards digitisation before it is ready. In this picture, the only entity I can think of that would fulfil this role is Amazon. But I don’t think I can honestly say that Amazon alone revolutionised the digitisation of books. Amazon, Google and Apple, respectively, are going to be heavily involved in the future of ebooks, but none of them have exactly been on the raggedy edge of ebook adoption. I know people who were reading ebooks on their Palm Pilots in 1996.
Realistically, the digitisation of books has been going on for decades. Publishers faced a massive shift more than ten years ago when they turned the whole publishing process – which had been painfully manual – into a digital one. They didn’t do it because they were trying to revolutionise anything – they did it because it was cheaper, easier, more efficient and less prone to errors. Amazon, it could be argued, is helping to usher in the retail digital book age for the same reasons.
This scrutiny on the words used by the industry might seem pointless. But it isn’t. By talking about a ‘revolution’, pundits would have us believe that some maverick company or person is heroically changing the world around them. But they’re not. ‘Revolutionary’ isn’t a synonym for ‘new’. We already have a word for ‘new’ – it’s ‘new’. Revolutions are bloody scary things, and when we talk about ‘revolutionising books’, you’re bound to get a whole bunch of grumpy old people and anachronistic indie kids flailing their moleskines at us and harping on about the smell of books. An evolution, on the other hand, implies a gradual change that responds organically to the environment. It’s messy, and it tends to create eyeballs in weird places. That seems far closer to what we’re dealing with when it comes to ebooks. Except for the eyeballs thing.
An evolution also takes into account the years of preparation the industry has been going through to get to this point. Some bloggers and pundits are railing at the trade, publishers in particular, due to how slow they are perceived to be responding to this ‘revolution’. But the fact of the matter is, publishers have been preparing for years. And ebooks still only account for about one per cent of the industry in Australia – forecast to reach only 10-20% in the next ten years. So let’s all take a deep breath and calm down. The revolution isn’t coming. Don’t let rabid early adopters convince you that the sky is falling in.