I still don't really get it. Why do I need this?
We're all well aware of the amazing hype surrounding Steve Jobs's release of the iPad. People love it, hate it, think it unnecessary, and make countless bodily-function references to its name. But one thing that seems concurrent throughout, is that many news sources are trying to either credit or discredit the idea that the iPad will be the savior of print publishing.
As someone who works in publishing, though I do have a very limited view of the grand scope of the iPad's objective, I see two personalities emerging in the industry. The first are those who are so panicked/overtaken by the idea of eBooks and digital media, that they are grasping fervently onto the iPad as a new source of output; and those who are entirely skeptical and foresee no apparent change (at least for the better) that can be affected by this new gadget. I, personally, am slightly on the fence. For one, I can definitely see this device revolutionizing the industry, though probably not in the way everyone expects. Devices like the iPad are the future, but real-paper books will always have a significant-- even if better termed a "cult"-- following. We know this, because we've seen how, even in our abundantly digitized age, "old-fashioned" things are still in style (hence, why people will pay $300 for a typewriter, even if it only sits decoratively on their office desk). Obviously, I don't see the iPad as improving the state of print publishing. Unfortunately, this grandfather industry is in need of employing different coping mechanisms to its strategy. People still read books, but I believe publishers need to be a bit more highly selective about the types of books they are putting out. Which sort of sucks for all the writers out there. And, yes, I realize this is a return to a very old model of publishing, but hear me out.
With the onslaught of "penny-dreadfuls" and mass-production paperbacks, reading materials became widely available to all social classes. This was a remarkable addition to social culture, however, in recent decades it has spiraled wildly out of control. Now, the market is almost over-saturated with literature (I know, you wouldn't expect to hear that from me!). Anybody is willing to publish almost anything because we are currently at a stage in the game where the digital/Internet industry is becoming like the Mongolian hordes ready to rape and pillage the steel-castles of publishing conglomerates that were once the Kings of this industry. People are reading everything on-line, and they are reading for instant gratification. It's difficult for an industry that, at best, has about a 6-month to year turn around on reading material, to compete with that. What people can't find on their bookshelves, they are supplementing with fan sites, Livejournals, blogs, and internet readers. Therefore, you see publishing houses banking on "sure-thing" money makers instead of investing in beautifully-crafted tomes of literature. Unfortunately, these so-called "money makers" aren't exactly working for them. They're making money, but not in the volume that the bestsellers used to. Again, this all has to due with the Age of the Internet, whose distended teat we are all currently suckling.
So, I believe that trade publishing houses need to learn to craft front lists that aren't trying to satiate the chomping bits of middle-America (and thereby attempting to churn out as many Dan Browns as possible), but rather should look for a few poignant, unique voices and choose authors who are providing a significant cultural contribution to the realm of Literature. Perhaps this means down-sizing (unfortunately, but it's going to happen anyway), and I'm sure there will still be a financial hit, but to really focus their energies on promoting and proliferating these voices to readers. By doing so, they would offer consumers something that, really, can't be found elsewhere. Anyone can write a Stephenie Meyer novel, not everyone can write like Delillo. Invest in production, making the covers and insides as aesthetically beautiful as possible. By doing so, you make yourself relevant. Of course, while I do not think this means that NO ONE should be publishing the next John Grisham novel, I sense that a return to craft-publishing will allow the industry to keep itself relevant. People will be more willing to pay the $15 price tag for a book they will not only read, but want to keep, rather than for the latest paperback involving a story they've already read 17 times before.
Of course, this is a completely idealistic expectation of the industry. Publishing is a business and no matter what your intention may be when starting out, if you start a business you are inevitably infected with money-lust. Otherwise, why do it in the first place, right? Also, adopting this model would mean significant changes in the industry. And we all know that old trope about old dogs and their new tricks.
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