retail news in context, analysis with attitude

by Kevin Coupe

Yet another Eye-Opening example of how the gaping maw of technology is changing the way marketers create products for consumers....

The New York Times had a story the other day about how writers of mysteries, thrillers and romance novels who traditionally had put out one book a year now are "pulling the literary equivalent of a double shift, churning out short stories, novellas or even an extra full-length book each year ... trying to satisfy impatient readers who have become used to downloading any e-book they want at the touch of a button, and the publishers who are nudging them toward greater productivity in the belief that the more their authors’ names are out in public, the bigger stars they will become."

Part of it is e-book technology can create voracious readers - once they finish one book, they can order up another one by the same author with just the click on a button on their iPad, Kindle or Nook. But if such a book does not exist, then they might order a book from a competing author, which, in essence, erodes brand loyalty. And so, in order to keep readers happy and loyal, authors such as Lee Child and John Grisham are turning out two books a year, hoping that quantity won't hurt quality, and that technology won't force them to compromise in ways that will hurt the product long-term.

Or, to put it another way, to make sure that the gaping maw of technology goes not eat them alive.
KC's View: