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The Content Machine

The Content Machine

Michael Bhaskar

(2013)

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Book Details

Abstract

This ground-breaking study, the first of its kind, outlines a theory of publishing that allows publishing houses to focus on their core competencies in times of crisis. Tracing the history of publishing from the press works of fifteenth-century Germany to twenty-first-century Silicon Valley, via Venice, Beijing, Paris and London, and fusing media theory and business experience, ‘The Content Machine’ offers a new understanding of content, publishing and technology, and defiantly answers those who contend that publishing has no future in a digital age.


‘In his bold and innovative book Michael Bhaskar tackles some of the big questions that surround publishing. He takes the reader on a quest for a unified theory of publishing, arriving at the Content Machine, which takes account of both its history and the challenges it faces from digital media.’ —Angus Phillips, Director, Oxford International Centre for Publishing Studies


‘An insightful, enjoyable and fresh contribution to the noisy debate on publishing's future.’ —Stephen Page, CEO and Publisher, Faber & Faber


Michael Bhaskar is a digital publisher, researcher and writer based in London. 


‘Scholarly yet utterly lucid, the dazzling generosity of Bhaskar’s historical reference is matched by his incisive understanding of contemporary challenges.’ —Alex Butterworth, Founder/Managing and Creative Director, Amblr


‘[A] sophisticated approach to what most interested readers would agree is an exceptionally daunting task. The book is detail-rich but capacious in its selection of examples and its synthesis of what the author argues are the essential elements tying together publishing circumstances that many might consider discrete or incompatible. […] Bhaskar’s treatment of familiar problematics [is] refreshingly well-reasoned and well-argued.’ —Aaron McCollough, ‘Journal of Electronic Publishing’


Bhaskar takes us on a fascinating journey that ultimately leads us to question in whose hands the future of publishing will lie.’ —José Afonso Furtado, Catholic University of Portugal


Publishing is in crisis. Publishing has always been in crisis, but today’s version, fuelled by the digital boom, has some frightening symptoms. Trade publishers see their mid-lists hollowed, academic customers face budgetary pressures from higher education spending cuts, and educational publishers encounter increased competition across their markets. But over the centuries, forced change has been the norm for publishers. Somehow, they continue to adapt.

This ground-breaking study, the first of its kind, outlines a theory of publishing that allows publishing houses to focus on their core competencies in difficult times while building a broader notion of what they are capable of. Tracing the history of publishing from the press works of fifteenth-century Germany to twenty-first-century Silicon Valley, via Venice, Beijing, Paris and London, ‘The Content Machine’ offers a new understanding of media and literature, analysing their many connections to technology and history. In answer to those who insist that publishing has no future in a digital age, this book gives a rejuvenated identity to this ever-changing industry and demonstrates how it can survive and thrive in a period of unprecedented challenges.


‘Michael Bhaskar brings his considerable experience as a digital publishing professional to inform a fascinating theory of publishing with broad historical scope.’ —Dan Franklin, Digital Publisher, Random House Group


‘Bhaskar shows you not just where publishing's going but where publishing went while we were all sleepwalking. The definitive guide to the bleak yet fascinating future of books.’ —‘New York Times’ bestselling author Michael Levin, CEO, BusinessGhost.com

Table of Contents

Section Title Page Action Price
The Content Machine_9780857281111 i
Title iii
Copyright iv
CONTENTS v
ACKNOWLEDGEMENTS vii
Introduction USEFUL MIDDLEMEN 1
Hustlers and Humanists, or Why We Need a Theory of Publishing 2
The Argument 5
A Theory of Publishing? 7
Chapter 1 THE PROBLEM OF PUBLISHING 13
What’s the Problem? 14
The Word Itself 16
Instances from History 22
Publishing Media 28
What Publishing Is Not 33
Why We Need a Theory of Publishing 39
Chapter 2 THE DIGITAL CONTEXT AND CHALLENGE 41
The Origins of Digital Publishing 43
Changing Content 48
Network Effects 53
Centralisation 54
Fragmentation 58
The Digital Challenge 61
Disintermediation 61
Copyright 70
Taking up the Challenge? 75
Chapter 3 HOW CONTENT WORKS 79
From Containers to Frames 80
From Motivations to Models 96
A Rounded View of Content 98
Chapter 4 THE SYSTEM OF PUBLISHING 103
Publishing Theory and the Communications Circuit 104
Filtering 106
Amplification I 110
Amplification II 114
Amplification III 121
The System of Publishing 132
Chapter 5 MODELS 137
Background 138
For Profit? 140
Not for Profit? 146
Four Encyclopaedias: Four Composite Models 154
Risk, Rationality, Diversity 159
Chapter 6 ADDRESSING PROBLEMS, MEETING CHALLENGES 167
Meeting the Challenge 170
Market Making 176
‘Open’ Revisited 178
Forging the New Publisher 183
Self-Definition 189
Coda 190
Conclusion INSIDE THE CONTENT MACHINE 193
BIBLIOGRAPHY 197
Online Material 205
INDEX 213