In the Groove: Technology Affects Publishers

We are creatures of habit. Why, I am not sure, but certainly I am guilty of it. I order the same entrée at the restaurants I frequent. I drive to work via the same route day after day. I park in the same spot even though it's not reserved. How about you?

Just this morning, I got an e-mail from PHONE+ Advisory Board Member Charlie Cary, vice president of small business services for XO communications, lamenting the channel's unwillingness to change and embrace new services. He said: "Obviously, it is hard, and people like to stick with what they are comfortable with, but getting to the next killer app will require channels. So, what holds them back from embracing new services?"

I certainly can relate to this feeling. The publishing industry is facing one of its biggest revolutions. I am not sure it's as drastic as the impact of the invention of the printing press, but it sometimes feels that way. Publishers like my company are struggling with changes brought about by the Internet and the Web. (Sound familiar?) In our case, we are admonished that it's no longer sufficient to put searchable archives of print articles on a Web site and call it a day. Even original online content isn't enough. We must serve an entirely different purpose on the Web that's dynamic and user-informed. Blogs, widgets, polls, forums, etc., are what readers want. Giving that to them is not easy, but it's not that hard. The technical part, in fact, is not too difficult and usually not too terribly expensive. The people part is a little harder. Getting editors and publishers excited about this new approach isn't the problem either. But changing the process -- how they do their jobs -- seems to be more difficult. This is especially true when the traditional, familiar product (i.e., this print issue) is still around ... and still needs attention. It's easier to just keep doing what you've been doing, right?

True, but not right. In the publishing industry, there is a lot of consolidation and many publishers are closing up shop -- if not completely, then on a title-by-title basis. The competition now looks very different. Online competitors can be blogs, user forums or tools launched by entrepreneurs for next to nothing. To be relevant (and remain in business), we have to embrace change.

This does not mean print magazines are going away. People (maybe you) love print. It's great for a leisurely read, for passing time on airplanes and for study (try highlighting a Web article). But there is a different experience and benefit readers expect from online.

The channel faces a similar crossroads. The safe path is to sell voice and data services. There's nothing wrong with that. People need voice and data services; they are the foundation for communications. But they have come to expect a different experience from communications, in part, from spending time online. They want their applications delivered over a network (software as a service). They want their computing technology delivered on a pay-as-you-use basis (utility computing). They want their messaging and collaboration tools integrated with their voice and video (unified communications). They want their PBX features to be mobile (fixed-mobile convergence).

So, why not give it to them? If you don't, someone else will.