The next wave is the big one

2010. Leo Hartas and I had tickets to the London Book Fair. We weren't expecting much to come of it. If an author steps onto a publisher's stand at the LBF, they look at you like they want to call RentoKil. But we had just published our comic Mirabilis: Year of Wonders on iPad and we were hopeful of showing it to other writers and artists at least.

Fate smiled on us, though. A volcano erupted in Iceland, disrupting air travel, which thinned out the crowds at the LBF. Deprived of the international reps to do deals with, UK publishers had nothing better to do with their time than hold their noses and talk to the authors. (Oh, you thought they'd welcome the opportunity, seeing as we're the people whose work pays their salaries? Ha ha.)

Still, Leo and I thought we had something pretty interesting to show them. We knew they'd have zero interest in the creative content of our Mirabilis app, but there were features they should be taking note of. "Look at how you can buy each issue of the comic in the app," we said. "Those could be the latest titles in your book list. There are share buttons, and if the user signs up they'll get told about new titles in any series they're following."

The publisher's eyes scanned the crowds behind us, probably wondering where that exterminator had got to. "We are publishers, not booksellers," she told us with infinite disdain.

"But this would give you a direct relationship with your customers. You can find out what they like. Sell directly to them. Push additional content like author interviews. Let them know about upcoming releases. All within the app."

She turned away, visibly sickened by having to talk to tradesmen. Mama would never have had to stoop so low. "It is not our business to have a direct relationship with our readers. Publishers do not need 'apps'."

Fast forward only six or seven years and every publisher by then employed bright-eyed tech advisers. "What we want as publishers," they would tell you loftily, "is a direct relationship with our customers."

Too bad they didn't get on that bandwagon when it was setting off. Perhaps if Leo and I had worn suits and pretended scorn for the saps who wrote and drew the comic, the publishers at the 2010 LBF might have listened. But probably not. It's an unchanging trait of British publishers that they will completely refuse to embrace any new trend till it's already passed them by. (A few years earlier, discussing ebooks with another publisher, they'd asked us where they would sell "the discs" with the ebooks on.)

So I'm wondering what trend they're missing right now. It might well have to do with AI. Here's a podcast about that very point featuring Joanna Penn and Thad McIlroy. And if you find that interesting try the episodes on writing with generative AI and using generative AI in book cover design.