1. POST ARTIFACT
BOOKS AND PUBLISHING
— Craig Mod
http://crai mod.com
Sunday, October 17, 2010

2. Books & Me
Sunday, October 17, 2010

3. Sunday, October 17, 2010

4. Sunday, October 17, 2010

5. Sunday, October 17, 2010

6. Sunday, October 17, 2010

7. Sunday, October 17, 2010

8. Sunday, October 17, 2010

9. Sunday, October 17, 2010

10. Sunday, October 17, 2010

11. A Decade of
Analog / Digital
Schizophrenia
Sunday, October 17, 2010

12. iPad
Sunday, October 17, 2010

13. How do we get
books into digital
devices?
Sunday, October 17, 2010

14. The wrong question
Sunday, October 17, 2010

15. The more
fundamental and
interesting
question:
Sunday, October 17, 2010

16. How does digital
affect books?
Sunday, October 17, 2010

17. What is the form
of a ‘genuine’
digital book?
Sunday, October 17, 2010

18. How does digital
affect books?
Sunday, October 17, 2010

19. “book”
=
hardcover / paperback
Sunday, October 17, 2010

20. a written or printed work consisting
of pages glued or sewn together
along one side and bound in covers
Sunday, October 17, 2010

21. Actually:
A “book” is an
artifact of a
complicated system.
Sunday, October 17, 2010

22. ‘book’
everything
leading up to
‘book’
Sunday, October 17, 2010

23. artifact
pre-artifact
system
Sunday, October 17, 2010

24. How do we make
books digital?
artifact
pre-artifact
system
Sunday, October 17, 2010

25. By asking:
How does digital change books?
We decouple the idea of a book
from our image of a book.
Sunday, October 17, 2010

26. Traditional Print Publishing
TIME
Sunday, October 17, 2010

27. ea Traditional Print Publishing
s
er
Id
ad
re
TIME
Sunday, October 17, 2010

28. ea Traditional Print Publishing
s
er
Id
ad
re
IF TA AT
LE
RT U E
AC B
A M GR
T
IM E
TH
TIME
Sunday, October 17, 2010

29. ea Traditional Print Publishing
s
er
Id
ad
re
IF TA AT
LE
RT U E
AC B
A M GR
T
IM E
TH
pre artifact system
TIME
Sunday, October 17, 2010

30. ea Traditional Print Publishing
s
er
r
he
Id
is
ad
bl
pu
re
IF TA AT
LE
RT U E
AC B
A M GR
T
IM E
TH
pre artifact system
TIME
Sunday, October 17, 2010

31. ea Traditional Print Publishing
s
er
r
he
Id
is
ad
bl
r
pu
te
re
IF TA AT
in
pr
LE
RT U E
AC B
A M GR
T
IM E
TH
pre artifact system
TIME
Sunday, October 17, 2010

32. ea Traditional Print Publishing
s
er
r
he
Id
is
ad
bl
r
to
st ter
pu
bu
re
IF TA AT
in
ri
pr
LE
RT U E
di
AC B
A M GR
T
IM E
TH
pre artifact system
TIME
Sunday, October 17, 2010

33. Id
TIME
ea
Sunday, October 17, 2010
pre artifact system
TH
IM E
A M GR
RT U E
IF TA AT
AC B
T LE
pu
bl
pr is
in he
di
st ter r
bo rib
ok ut
sh or
Traditional Print Publishing
op
re
ad
er
s

34. Id
TIME
ea
Sunday, October 17, 2010
pre artifact system
TH
IM E
A M GR
RT U E
IF TA AT
AC B
T LE
pu
bl
pr is
in he
di
st ter r
bo rib
ok ut
sh or
Traditional Print Publishing
op
re
ad
er
s

35. How does digital
affect books?
Sunday, October 17, 2010

36. Traditional Print Publishing
AS AFFECTED BY DIGITAL
ea
s
er
r
he
Id
is
ad
bl
sh or
st ter
pu
ok ut
re
IF TA AT
op
in
bo rib
pr
LE
RT U E
di
AC B
A M GR
T
IM E
TH
pre artifact system
TIME
Sunday, October 17, 2010

37. “... now I know who my
readers are.”
— Seth Godin, Au ust 2010
Sunday, October 17, 2010

38. Traditional Print Publishing
AS AFFECTED BY DIGITAL
ea
s
er
r
he
Id
is
ad
bl
sh or
st ter
pu
ok ut
re
IF TA AT
op
in
bo rib
pr
LE
RT U E
di
AC B
A M GR
T
IM E
TH
pre artifact system
TIME
Sunday, October 17, 2010

39. Digital Publishing
TIME
Sunday, October 17, 2010

40. Digital Publishing
ifa ta t
rt u a
ct ble
A m Gre
Im e
Th
ea
Id
pre artifact system
TIME
Sunday, October 17, 2010

41. Digital Publishing
ct
fa
ti
ar
ea
Id
pre artifact system post artifact system
TIME
Sunday, October 17, 2010

42. Digital Publishing
ct
fa
ti
ar
ea
Id
pre artifact system post artifact system
TIME
Sunday, October 17, 2010

43. Digital Publishing
ct
fa
ti
ar
ea
Id
pre artifact system post artifact system
TIME
Sunday, October 17, 2010

44. Digital Publishing
ct
fa
ti
ar
ea
Id
pre artifact system post artifact system
TIME
Sunday, October 17, 2010

45. Digital Publishing
ct
fa
ti
ar
ea
Id
pre artifact system post artifact system
TIME
Sunday, October 17, 2010

46. Publishing
AS AFFECTED BY DIGITAL
T LE
AC B
IF TA
IM E
RT U
TH
A M
ea
Id
pre artifact system
post artifact system
TIME
Sunday, October 17, 2010

47. Engage?
pre artifact system
post artifact system
TIME
Sunday, October 17, 2010

48. KILL THE ARTIFACT
Sunday, October 17, 2010

49. 20 year ago
Sunday, October 17, 2010

50. Microsoft in 1993:
How do we make
encyclopedias digital?
Sunday, October 17, 2010

51. Sunday, October 17, 2010

52. >
Sunday, October 17, 2010

53. 2001:
Jimmy Wales
& Larry Sanger
How does digital affect
encyclopedias?
Sunday, October 17, 2010

54. Sunday, October 17, 2010

55. Hundreds of thousands of
people can edit the
encyclopedia at will.
“Garbage”
Sunday, October 17, 2010

56. Digital modified the
core of the system by
which encyclopedias
are created.
Sunday, October 17, 2010

57. Show final output between physical
encyclopedia and wikipedia
— LOOKS EERILY SIMILAR
Sunday, October 17, 2010

58. Same Fundamental Ethos
Sunday, October 17, 2010

59. James Bridle:
The Iraq War
Wikipedia
Sunday, October 17, 2010

60. Sunday, October 17, 2010

61. Sunday, October 17, 2010

62. An artifact of a system
that destroys the very
idea of artifacts.
Sunday, October 17, 2010

63. Digital Publishing
ct
fa
ti
ar
ea
Id
pre artifact system post artifact system
TIME
Sunday, October 17, 2010

64. Focusing on the artifact
causes you to miss all of the
fundamentally important
changes wrought by digital.
Sunday, October 17, 2010

65. 2009 — EOL
Sunday, October 17, 2010

66. How does digital
affect books?
How does digital
affect publishing?
Sunday, October 17, 2010

67. TWO BOOKS
Sunday, October 17, 2010

68. 2 years ago this year
Sunday, October 17, 2010

69. Sunday, October 17, 2010

70. Sunday, October 17, 2010

71. Sunday, October 17, 2010

72. One month
$15,000
{
Sunday, October 17, 2010

73. 1 MONTH
$24,000
Sunday, October 17, 2010

74. Sunday, October 17, 2010

75. 1 MONTH
$24,000
+
300 FANS
Sunday, October 17, 2010

76. $20,000
=
1300 books
( presale shipping + 3 months ultra cheap living + release event)
Sunday, October 17, 2010

77. OLD
$29.50
Mass Market Pricing
Sunday, October 17, 2010

78. July 2008 - Jan 2009
$5,537.77
Sunday, October 17, 2010

79. NEW
$49.50
Niche Market Pricing
Sunday, October 17, 2010

80. July 2010 - August 2010
$5,148.00
($5,537.77)
Sunday, October 17, 2010

81. * Funding
* Distribution
* Marketing
* Fan Connections
Sunday, October 17, 2010

82. 2 years ago this year
Sunday, October 17, 2010

83. Kickstarter
$24,000 →
$20,000 to $50,000
for publishing reinvestment
Sunday, October 17, 2010

84. Sunday, October 17, 2010

85. NEW INDIE
Sunday, October 17, 2010

86. Sunday, October 17, 2010

87. idea → word → sentence → paragraph → chapter
(blogs, etc)
reader
Sunday, October 17, 2010

88. Sunday, October 17, 2010

89. Getting Real
Direct Sales
No Distribution
Almost all profit
$19 x (30,000 PDFs)
=
$570,000
(2006 )
Sunday, October 17, 2010

90. A BOOK APART
community leveraging
Building on
A List Apart
Zeldman
Jason Santa-Maria
A Working Library
Sunday, October 17, 2010

91. A BOOK APART
by the numbers
- Pre-orders from May
- 10,000+ sold in first two months
- 50/50 split of profits
- assume $8 prod. & printing costs
= $10/book in profit
- $100,000 in profit in two months
- $50,000 to author
Sunday, October 17, 2010

92. STORYTELLING
Sunday, October 17, 2010

93. Sunday, October 17, 2010

94. Sunday, October 17, 2010

95. Sunday, October 17, 2010

96. Sunday, October 17, 2010

97. Time Consuming
= High barrier of entry
Not a habit
Sunday, October 17, 2010

98. Sunday, October 17, 2010

99. API + GPS + HABIT
GEO PHOTOS
Sunday, October 17, 2010

100. Sunday, October 17, 2010

101. Sunday, October 17, 2010

102. Sunday, October 17, 2010

103. Sunday, October 17, 2010

104. Sunday, October 17, 2010

105. Sunday, October 17, 2010

106. Final artifact
doesn’t have to change
Sunday, October 17, 2010

107. Sunday, October 17, 2010

108. All of this is inspiring.
Sunday, October 17, 2010

109. Two Requests:
Sunday, October 17, 2010

110. 1. Read a book digitally
Sunday, October 17, 2010

111. 2: Focus on these systems
ct
fa
ti
ar
ea
Id
pre artifact system post artifact system
TIME
Sunday, October 17, 2010

112. Thanks
craigmod.com
prepostbooks.com
Sunday, October 17, 2010