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The Transformation of the

THE LONG TAIL Book Publishing Industry

70

PATTERNS

Old Model

We’ve all heard about aspiring authors who carefully craft and submit
content
manuscripts to publishing houses in the hope of seeing their work in acquisition
print—and face constant rejection. This stereotypical image of publishers publishing –
and authors holds much truth. The traditional book publishing model sales broad
broad
is built on a process of selection whereby publishers screen many authors - content audience
(ideally
and manuscripts and select those that seem most likely to achieve mini- publishing "hits")
retail
mum sales targets. Less promising authors and their titles are rejected knowledge network
because it would be unprofi table to copyedit, design, print, and promote content
books that sell poorly. Publishers are most interested in books they can
print in quantity for sale to large audiences.
publishing / marketing wholesale revenues

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