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Journalists, editors and bloggers debate the new channels for distributing books in the Seventh Meeting of Editors in the Canaries
Javier Jiménez: "The sector Publishing is entering late and wrong on social networking "
Tenerife, September 26, 2009 .- Under the theme of the New distribution channels for the book met this morning Bloggers, journalists and editors in the VII Meeting of Editors in the Canary Islands to be held in the Castle of San Felipe in Puerto de la Cruz. The future of book publishing has focused the discussion moderated by Eduardo Garcia Rojas, a journalist and author of the blog the swab. Intervened Francisco Javier Jiménez (editor, author of the blog Paradigm Book and Chairman of the Small Publishers), Manuel Gil (writer and author of the blog Paradigm Book), Oscar Sipan (Tropo editor and writer) Merche Rodriguez Shoes (journalist and author of the cultural newsletter The weekly newsletter).
Manuel Gil and Javier Jimenez are also the authors of the new paradigm in the book industry (Trama, 2008). In his view, the book market is experiencing profound changes in both models of consumption and marketing tools. These tools include social networks, which in the opinion of Merche Rodriguez, are important new communication vehicles of new titles, but they are platforms on which the information is very brief and, therefore, the result of its use is sterile. Sipan Oscar referred to the existence of "an aesthetics and content gap" promoted by some social web tools like blogs. Manuel Gil, in the book industry is taking a change of business model: the editor now has tools that should be incorporated into your overall marketing plan. In his view, " 2.0 environment, the Internet has made markets become conversations. The editor must come to suggest, to dialogue, to raise questions, create forums for debate and discussion. But do not confuse the network with the markets. The publishers that are released to the network, therefore, must meet a set of skills that were not so far. "
In line with the arguments raised by Manuel Gil, Javier Jimenez appealed to the discussion because "it has entered the net trying to sell books" knife "and the reality is that the publishing industry is entering late and wrong to network, "said Jimenez. The two years of existence shared with Manuel Gil Paradigm Book keeping blog has meant to him a very rewarding experience, but also the realization that "the book industry is very tight where you can not tell it." The experience of the blog has been very positive and has served to confirm that the sector is in need of this type of forum. Manuel Gil matches that publishers should make an online marketing plan for which you need to speak a language other than traditional marketing.
The future of the figure of the traditional bookseller and publishing with the advent of the electronic book were other subjects discussed in the debate. Oscar Sipan was pessimistic as to the small publisher reality of life around the book, his little life and power phagocytic large publishing groups. Manuel Gil disagreed saying that the greatest interest in maintaining the fabric of libraries are very large groups to the extent that they will still be many years working on the double chain of value of the book, print and digital, and for that they need this distribution channel. "This should serve to booksellers to arbitrate a roadmap that allows them to enter the digital environment. The libraries should consider ranking well in the double-stranded targeted book value, "said Gil.
For Javier Jiménez, "patterns consumption have changed and the book has been incorporated into the basket as one more item. Thus, booksellers and publishers have before us the challenge of reinventing ourselves. " In relation to libraries, Jiménez said that Spain needs a national library plan involving all stakeholders related to the book that booksellers will join the network because "we need virtual bookshelves." He was critical of the lack of new media for reading and the lack of quality content that they are marketed. For Jimenez, "the network is a great opportunity to create synergies and cross braces to sell books."
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