Monday, January 04, 2010
On December 30, my article “Use Clay to Shape the Future of Publishing” was posted on the BookNet Canada blog. The original is missing the proper links and some blockquotes so I’m going to post it again here.
Use Clay to Shape the Future of Publishing
As I reflect on 2009, there is one author who continually comes to mind as a thought leader for the publishing industry, and that is Clay Shirky.
In March, I attended the South by Southwest Interactive conference (SXSW) in Austin, TX. SXSW is an uber-geek fest where the best of the best come to geek it up and muse on the state of the internet, culture, and technology. Us plebs listen intently, take notes and then report back to the unwashed masses via our blogs, Facebook and twitter streams.
Ok, it’s not as stuck up as that, but it is an expensive conference to attend and, as an attendee, one expects a certain, exalted level of thinking.
The panel that disappointed me the most, and which let to a firestorm amongst the online book geeks, was New Thinking for Old Publishers.
This panel was nicknamed “No Thinking for Old Publishers.” As much as Clay Shirky was the heavy weight on the panel, he was not the main attraction. The audience was full of bloggers and book lovers intent on spreading the word about exciting developments in the publishing industry, intent on hearing directly from the editors, publicists and publishers who they so rarely have access to.
But to say that it was a disappointment is an understatement. It was a disaster.
What resulted from the disaster of that panel was a grassroots movement to create a better dialogue on the future of publishing. I experienced that better dialogue at BookCamp Vancouver, a self-organizing conference on books and technology.
Here’s a little about how BookCamp Vancouver originated.
In my post-SXSW rant, I vowed to organize a panel in Vancouver. That panel quickly became a full conference. With generous sponsorship from SFU and BookNet Canada, the organizers were able to offer free registration to 300 people. (Organizers included me, John Maxwell from SFU Master of Publishing program, Morgan Cowie from BNC, Sean Cranbury from Books on the Radio and Nick Bouton from Protagonize.)
We wanted a different conversation than what we usually heard at book conferences. As an internet marketing consultant, the last couple of years have no longer been about convincing publishers that digital is here. It made no sense to have any rah-rah “ebook” conversations or to bring in big headline speakers. What made sense was to bring together the book geeks and the tech geeks to talk directly about the problems.
The sessions at BookCamp Vancouver included such topics as “Using Open Source Models in Publishing”, “The Optimal Use of Social Media for Authors and Publishers”, “The State of the Electronic Book,” and “Making Content King.”
It was my first book conference that was attended by people in the book industry as well as those in the technology industry. And I was thrilled.
But back to Clay Shirky.
The problem with the SXSW panel was that there was too little Shirky. This was also the case with the former BEC conference: there were too few people involved outside of the publishing industry to offer insights into where the industry could go in terms of technology.
As publishers scramble to catch up, to figure out ebooks, to work with ONIX, others have been steaming ahead—readers, in particular.
In January 2005 while working at Raincoast, I attended the Blogging for Business Summit in Seattle. At that time, I felt that the publishing industry was behind.
In April of 2005, I started SoMisguided.com to talk about books, online marketing and technology. It took me until November 2005 to launch the Raincoast blog and podcast program. Desperately trying to ride at least the tail of the online crest, in retrospect we were ahead, Raincoast became 1 of 3 publishers internationally who were podcasting and blogging.
We all have our Cassandra moments.
Since 1997 when I got my first hotmail account, and then signed up my friends, I have been watching the culture of reading change. I was, and continue to be, obsessed with reading culture and the information revolution. Such is the case with Clay Shirky, and it is particularly evident in his March 13 blog post called “Newspapers and Thinking the Unthinkable.” It was Shirky’s post that led me to buy his book Here Comes Everyone and to attend that SXSW panel.
In “Newspapers and Thinking the Unthinkable,” Shirky manages to take 20 years of conversation about the digital nature of our culture and distill it into something that people in the newspaper industry are willing to hear and understand. Book publishing folks, please read this article.
Why? Because book publishers, like newspapers, are content producers and we have taken similar approaches to digital copies and electronic sharing of content.
The curious thing about the various plans hatched in the ‘90s is that they were, at base, all the same plan: “Here’s how we’re going to preserve the old forms of organization in a world of cheap perfect copies!” The details differed, but the core assumption behind all imagined outcomes (save the unthinkable one) was that the organizational form of the newspaper, as a general-purpose vehicle for publishing a variety of news and opinion, was basically sound, and only needed a digital facelift. As a result, the conversation has degenerated into the enthusiastic grasping at straws, pursued by skeptical responses.
There is no general model for newspapers, or books to follow. The internet has broken the model and there is no one-size-fits-all fix.
Print and the web are alternate modes of distributing information. We have internalized that this is happening, but what’s missing is for each house to create an individual, cohesive plan. Publishers need to go back to their business models and create new plans and new models for new realities.
A few folks in the publishing crowd are sentinels. They have been saying for years, “Hey look what’s going on, people are sharing, participating, writing and publishing their own books.”
“These people are crazy, are you seeing this?”
“Don’t they know how much work is involved in writing and editing and producing a book, and then distributing it to stores.”
This type of response to those observations is part of the problem.
Industrial production destroyed the viability of scribes. Such is the case with digital, it has destroyed the old economics that worked for how books are produced, distributed, sold and read. We need new models because the core problem publishing solves—“the incredible difficulty, complexity, and expense of making something available to the public—has stopped being a problem” (Shirky).
Instead of investigating how to drastically change and adapt, we’ve stuck to our old business models, which has left us arguing about what Google can and cannot index, what the price of ebooks should or should not be, and whether we should or should not have someone on staff dedicated to Facebook and Twitter.
Yes, old systems are going to break before new systems are in place. Such is the case with revolutions. We are publishing in a time of experimentation where nothing will work, but anything might.
Whether it’s keeping our nose to the grindstone, burying our heads or navel gazing, we have forgotten to look up.
Look up now, to that to top left corner of ceiling and think about all the “yes, buts ...” you’ve said over this conversation. Where are the “yes, ands ...” How can we work this year on creative planning and reinventing our businesses?
Jay Rosen recently interviewed Clay Shirky and one of the discussion topics was of research done in the 70s and 80s by social scientists who studied how newspapers, such as Time, Newsweek, CBS, NBC, made decisions.
Their common observation was that the sociology of the newsroom was based, not on the best way or the journalistic way to do something but rather, on what the production process demanded.
They discovered that as newsrooms internalized the production routine, their decisions accommodated that routine. They eventually believed that they were doing things that were required or necessary rather than recognizing that they were making decisions on what the production routine demanded.
In publishing we have reps selling in the books from tip sheets and advances, we produce catalogues seasons in advance, we store and ship products between warehouses, the number of pages in a book is divisible by 4 to accommodate printing presses.
What happens when the production routine changes?
If the entire business is shifting and the nature of how the public informs itself and acquires reading material is changing, then why are we not changing at the same speed?
What if you had to start from scratch? How would you make more money than you spend (yes, on every book)?
This is a new year. A time for new beginnings. We can’t reverse the flow of time. Micropayments, subscriptions are not the answer. Set aside ebooks.
Stare at that top left corner of the ceiling more often this year.
Innovate. Read some Clay Shirky. Create your own future.
Sunday, April 13, 2008
Spring is traditionally associated with change and renewal. A time to clean things up. A time for new seeds to be planted. Spring also happens to be an excellent time to announce the evolution in our business.
As of April 2008, Work Industries will be Boxcar Marketing.

Same great service, strategy and team you expect, with a new name. It’s still Monique Trottier and James Sherrett and a merry band of partners working hard behind the scenes. Except now the scenery has changed.
Why the name change?
We wanted to better describe the type of “Work” we do: “Marketing.” At the same time, we wanted to keep the feel of a hard-working, industrious shop, which led us to “Boxcar.” Last, we wanted to do away with inconsistency over our name (Work Industries) and domain name (www.iworkindustries.com).

So after a few sessions at the white board and too many domain name searches, Boxcar Marketing was born.
We’ve let some friends and colleagues know about the name change, so it’s percolated out there into the great Google. Now this announcement makes it official.
What does the name change to Boxcar Marketing mean to you?
Where you saw Work Industries, now you’ll see Boxcar Marketing. On invoices, cheques, business cards, contracts and in email addresses, we’ll be Boxcar Marketing. We’ll do our best to redirect all the Work Industries points of reference to Boxcar Marketing. But if you spot an old reference to Work Industries, please let us know.
As is the nature of our business and our philosophy, we expect and want your feedback. We practice and preach conversational, 2-way communications.
So let us know what you think. If you have questions or concerns or just want a little more information on the name change, please contact us. We’re still at the same phone numbers and office address. But now we’re Boxcar Marketing. Please update your email address book:
Monique Trottier
Email: monique[at]boxcarmarketing[dot]com
Monique Trottier’s vCard / hCard: View.
James Sherrett
Email: james[at]boxcarmarketing[dot]com
James Sherrett’s vCard / hCard: View.
(hCard? Make your own!)
Thursday, August 16, 2007

Barcamp Vancouver 2007 is set to kick off tomorrow night, August 17, at 6 pm. The monster that is Barcamp Vancouver 2007 then runs for 24 geek-packed hours, wrapping up Saturday, August 18 at 5:30.
If you registered many weeks ago, all the details for the good, good fun are below. If you missed out on registering, I’m pretty sure we’ll be running again next year. So stay tuned in July for an announcement.
But before we get to the details of the event, I’d like to pimp the session I’m pitching for Saturday. Here’s the pitch:
Zero to 30 Seconds in Less than 1 Hour or So You Think You Can Make an Ad?
In one session we’ll go from concept to finished product on one or more advertisements (depending on number of participants) for anything we want. Email me if you’d like to get started on a few briefs before the session. — James Sherrett, ad hacker
I expect things may be a little wooly at first. It’s a pretty ambitious goal to bang out a few ads in less than an hour. But I think it’ll be one grand experiment! I’m interested to see how it shakes out.
Anyone interested in going a little pre-session preparation? Contact me and I’ll pass along the briefs I’m working up to get us rolling.
Alright, now the details.
Hello Barcampers!
Here’s our quick note with some details about Barcamp Vancouver 2007
Below you’ll find information on:
- registry and attendance
- t-shirts
- list of topics for sessions
- schedule of Barcamp events
- spreading the love
Registry and Attendance
http://barcamp.org/BarCampVancouver2007Attendees
We’re oversubscribed (yay!), which means that some people who want
to come won’t be able to come (boo!).
So please, if you’re in the first 120, check your dates and availability.
Are you sure you’re coming? We want to minimize the wiki squatting.
If you’re not sure you’re coming, please strike out your name and post
the name of the top person left on the waiting list in your former place.
If you’re on the waiting list, are you sure you’re available to come?
If not, please cross out your name. If you’re still keen on coming,
check back on the list to see if you’ve been added to the first 120.
We don’t mean to be too anal about this. We just want to make sure
that all the people that want to be there and can be there do get
to be there.
And to do that, please help us get the word out to all Barcampers.
Blog this message if you can. Forward it on to friends who are
interested so people are in the know.
We’ve gone through the list of signed-up attendees. Everyone who
left an email address has been sent this message. But that’s only
53 of about 160 people and email is a fickle mistress.
We’re missing out on getting in touch with some folks and we need
your help to get the word out. So blog the hell out of this and
we’ll (hopefully) reach everyone.
T-Shirts
We have printed 120 Barcamp Vancouver 2007 t-shirts to cover our
collective nekkidness.
They’re fuschia (!) and they’ll be available at the door on a first-
come, first-served basis.
We’re taking a suggested donation of $20 for each t-shirt, to
finance our lavish unconference lifestyle. Any monies left over will
be rolled into financing next year’s proceedings.
List of Topics for Sessions
http://barcamp.org/BarCampVancouver2007
One of the suggestions from past Barcamps has been to post a list
of potential topics for sessions before the unconference. That way,
people can do their homework and get a hint of the sessions
available.
So that’s a great idea. Now let’s put it into action.
On the Barcamp Vancouver 2007 main page we have a heading called
Topics. So far, we have 2 sessions listed. The page is a wiki.
Anyone who wants to add a session, please go to it.
From past unconferences, we’ve seen that topics for sessions that
get listed beforehand have a much higher chance of getting selected
and getting great participation, which is, after all, the point.
So if you want to lead a session, or even just see a session on a
particular topic, please post the topic.
We’ll do some active wiki gardening to lend some order to the list
of topics, but anything is fair game. Go. To. It.
Schedule of Barcamp Events
Friday, August 17: food and drink at the Alibi Room
- appetizers all evening
- open bar starting at 6:30 pm (until our credit runs out!)
- we’re in the private area downstairs
- The Alibi Room, 157 Alexander Street @ Main (map)
- sleepover at Workspace, 21 Water Street, Suite 400
Saturday, August 18: conference day all day
- start at 8:30 AM with day organization
- pastries and coffees available
- pizza lunch to be delivered at ~noon
- Workspace, Suite 400 - 21 Water Street (map)
- end at 5:30 PM
- your own reconnaisance
Spreading the Love
Lots of folks have worked hard to make Barcamp Vancouver 2007
happen. Sponsors have ponied up cash. Busy people have volunteered.
People with work to do have reinvested their attention to see
things get done.
So if you have a chance, thank a volunteer or a sponsor or one
of the folks at Workspace (our venue!) for making the event happen.
Last of all, thanks to all of your for all the enthusiasm, energy
and passion. And for reading this far.
Barcamp lives in the relationships between all of us. All of us
make it happen. So come to the unconference ready to rock and
help us all kick some ass.
Any questions?
Check the website for answers:
http://barcamp.org/BarCampVancouver2007
Ask an organizer:
See you at the conference!
Monday, June 18, 2007

As one of the organizers for BarCamp Vancouver 2007 I have a bit of an inside track on information. At least, I thought I did.
Then I looked at the BarCamp Vancouver 2007 registry and (gulp!) we were almost halfway to capacity! That was late last week, so I registered myself and Monique.
As I write this, 78 people have registered — 78 out of a maximum of 120 spots!
So if you want to come to BarCamp Vancouver 2007, go to the attendees page and add your name by clicking on Edit at the top of the page. That’s our formal registration process. We may also ask for a donation of $20 at the door. C’est tout.
So what is BarCamp?
The standard definition:
BarCamp is an ad-hoc un-conference born from the desire for people to share and learn in an open environment. It is an intense event with discussions, demos and interaction from attendees.
In my experience, it’s a 24-hour, loosely organized, collaborative event with a focus on community, discovery and relationship building. We create a space that is intimate, open, casual and modest. Professionally, it is a refreshing and inspiring place to be for a few days. No one is selling you on the idea, we’re inviting you to be a participant.
Because everyone is a participant to the degree they’re comfortable. If you want to present, you’ll have a chance to present. If you want to just watch, you’re welcome to do so. If you want to see interesting, creative people in action and take part yourself, you have to see it to know it.
From about 6 pm on Friday, August 17 to about 6 pm on Saturday, August 18, we’re going to take over Workspace and participate in the making of culture.
Sponsor BarCamp Vancouver 2007
Of the organizers, Megan Cole and I are responsible for rounding up sponsors. So would you like to be a sponsor?
Sponsorships are $500 and limited space is available. Deadline for sponsorships commitments is Friday, June 22, but don’t wait because we anticipate being over-subscribed. In fact, we already have 5 companies signed up. More information is available on the BarCamp Vancouver 2007 sponsors page.
If you’re interested, get in touch with me and I’ll fill you in on the details.