I read about the bankruptcy of H.B. Fenn and Company, a venerable Canadian distributor and publisher, with a good deal of disappointment.  I love books and used to work in the industry and can’t help but feel saddened by the loss.

In part, the problem stems from Canadian distributors losing the rights to distribute titles from the big American houses because they are now going direct.  As a result, Canadian companies can no longer use the revenue from U.S. bestsellers to help defray costs for high-quality-lower-sales Canadian books.

So along with many other industries, the Canadian publishing and bookselling model is broken.  

Is this solely due to social media? I’d say no. Publishing has long been old fashioned and complacent (a ‘gentleman’s game’) that relied more on tradition than the ability to change.

If I were a publisher, I’d gather my smartest editors and marketers and put them together with social media strategists who seem to be publishing a lot lately :).  I’d challenge them to look at the industry through a fresh set of reading specs.

Here’s what I see:

• There’s no lack of amazing stories and talented writers in Canada; many of whom we know and even more waiting in the wings.
• We have trouble competing with hype from south of the border (nothing new).
• Canadian book review sections are shrinking.
• Publishers are hurting for revenue because U.S. companies no longer need Canadian agents.
• More people find what they’re looking for online.

Taking this into account, I would add a social component to the publishing schedule. By that I mean build a community at the first-draft stage so readers can anticipate the printed book and in some cases, become avid readers without ink ever being put to paper.

Here are a few ideas:

1. Start an online publishing platform for new authors’ work – a blog-cum-literary magazine with stories, novel excerpts, non-fiction, poetry. Categorize by author, style and type of writing and tag, tag, tag.
2. Reach out to appropriate bloggers around the world to introduce them to your new and established authors and encourage the bloggers and authors to start  talking.
3. Connect major international writers with Canadians online to create awareness and maybe a blurb or two.
4. Encourage writers to blog works-in-progress and build their communities much like the way TerryFallis podcasted his first novel. He started slowly and just won Canada Reads, another major award. Let MSM publicity pick it up from there.
5. Host tweet-ups with groups of authors in local communities.
6. Host virtual readings via live-streaming video.
7. Encourage authors to become active in social media and talk to their readers via comments and on Facebook and Twitter.
8. Stop thinking the hardcover/softcover model as the only way to go. Look at a subscription model, online downloads, print on demand.  New forms of distribution.

Publishing has a natural place in our social world.   It’s time for publishers to take their heads out of their hardcovers and imagine the possibilities.

I’d be interested to hear what you think.

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

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