The Role of the Publisher in the Age of Enlightenment

Perhaps the most significant change in publishing since the age of enlightenment is that companies are more hard-pressed to engage customers.

And this isn’t the result of technology trends, per se. It’s more of a byproduct of the connectivity that is available to our society. Very quickly, whether through social media or a different medium, we can get up to speed with people. There is less separation nowadays. And so people need something compelling to be interested; something meaningful.

You need to humanize the experience that you offer. You need to break down the confines of digital mediums. Also, because of rapidly changing trends, you will need to work based on quarterly expectations. Trying to anticipate changes with your customer a year in advance is simply too difficult.

Every publisher, including your competition, is going through changes in 2011. It’s just a matter of keeping up with the times. Watch the full video featuring Kirk McDonald for more information on this topic.