Tribe Building 101 ~ by Laurie Steed [08.10.2009]
Best selling author and entrepreneur Seth Godin talked recently to members of the US based Digital Publishing Group on making a viable success of publishing in the 21st Century:
The video starts with a general discussion on the capacity for free economies to generate greater title sales and popularity, but soon segues into how such ideas work when dealing with lesser known authors. Godin uses the example of literary fiction to explore the notion of ‘tribes’ within a publishing setting. Among other things, he suggests increased communication between readers and editors through blogs, online forums, and in person, to encourage greater transparency and consolidate fans of literary fiction into a critical mass.
Explains Godin:
"If you can just assemble these 30,000, 50,000, 100,000 people who love literary fiction, then you've earned the right to be the ringleader, the leader of that tribe—and you'll never, ever again have trouble selling literary fiction," Godin said. "What's missing is you don't know who those 100,000 people are, and you don't have permission to talk to them. Once you do, the book sales will take care of themselves."
Godin’s comments seem particularly prescient when dealing with an already thriving independent literary culture in Melbourne. He goes on to cites salons, be they virtual or actual events, as a greater part of this community engagement. While Godin's views understandably stress financial profitability, in Melbourne's case there are equally important, if less tangible benefits to be gained from such collaboration.
At present, local publishing has the potential to shift our very notion of what books mean to us as a society. Rather than attempting to compete with other visual mediums, publishing can instead raise the bar, bringing quality literature to a wider audience than previously thought possible.
To do this, we need synergy: a diverse and self-subsistent publishing network of like minded readers, writers, editors, bloggers, festival coordinators and publishers. A celebration of engaging, provocative and inspiring literature. A blueprint for redefining our literary culture.
With Readings, The Age, and more than 70 SPUNC members already stirring the pot of culture and creativity, it seems Melbourne is well on the way towards creating its very own “tribe” of passionate industry advocates.
Let’s hope that The Centre for Books, Writing and Ideas continues the evolution, bringing new opportunities, new audiences and the shared goal of building an ever greater culture to call our own.
We already know who our “people” are; we may yet find a way to truly mobilise them.
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Comments
Anonymous — 09 October at 01:58PM
Just curious - how many of SPUNC's members are Melbourne based?
Laurie — 10 October at 05:42PM
Of the 72 members currently listed on the SPUNC site, 39 are based either in or on the outskirts of Melbourne. There are 14 members based in NSW, 5 based in QLD, 4 each based in SA and the ACT, and 3 each based in WA and TAS. Hope that helps!
Karen (miscmum) — 17 October at 05:22PM
Hi Laurie - we met the other night but I didn't get the chance to properly say how I've really been enjoying these posts you've been writing about the changing face of publishing.
Laurie — 18 October at 07:24PM
Thanks very much Karen, It's good to discuss the changing face of the industry; right now there are a lot of opportunities for forward-thinking writers and publishers. More to come!