Email: The oldest networked publishing platform
Visionaries thought technology would change books. Instead, it's changed everything about publishing a book.
We were looking for the Future Book in the wrong place. It’s not the form, necessarily, that needed to evolve—I think we can agree that, in an age of infinite distraction, one of the strongest assets of a “book” as a book is its singular, sustained, distraction-free, blissfully immutable voice. Instead, technology changed everything that enables a book, fomenting a quiet revolution. Funding, printing, fulfillment, community-building—everything leading up to and supporting a book has shifted meaningfully, even if the containers haven’t. Perhaps the form and interactivity of what we consider a “standard book” will change in the future, as screens become as cheap and durable as paper. But the books made today, held in our hands, digital or print, are Future Books, unfuturistic and inert may they seem.
To publish a digital book today, you still need the words, but you can skip many of the other steps. From a Pages or Microsoft Word document you can export an .epub file—the open standard for digital books. Open an Amazon and iBooks account, upload the file, and suddenly you’re accessing 92 percent of the digital book market.
Social media, however, is not predictable. Algorithms and product functionality have all the stability of rolling magma as companies refine how they engage, and extract value from, users. This means an investment in social media can go belly up in a few years. Take author Teju Cole, for example. His use of Twitter was both delicate and brilliant. He amassed a quarter of a million followers before unceremoniously dropping the service in 2014, perhaps feeling the growing invective so characteristic of the platform today. He then consolidated his promotional social media activity around Facebook. Today, he says, “My main experience of Facebook is that I have no idea who sees what. I allegedly have 29,000 people following the page. I doubt that more than a few hundred of them are ever shown what I post.” Of course, Facebook gently suggests that page owners can reach their full audience by paying for promotion. Considering the shift in demographics of Facebook usage, who knows if his audience is even checking their timelines, and would see the posts if he paid.By contrast, there’s something almost ahistorical about email, existing outside the normal flow of technological progress. It works and has worked, reliably, for decades. There’s no central email authority. Most bookish people use it. Today I’m convinced you could skip a website, Facebook page, or Twitter account, and launch a publishing company on email alone.
It turns out smartphones aren’t the best digital book reading devices (too many seductions, real-time travesties, notifications just behind the words), but they make excellent audiobook players, stowed away in pockets while commuting. Top-tier podcasts like Serial, S-Town, and Homecoming have normalized listening to audio or (nonfiction) booklike productions on smartphones.
Our Future Book is composed of email, tweets, YouTube videos, mailing lists, crowdfunding campaigns, PDF to .mobi converters, Amazon warehouses, and a surge of hyper-affordable offset printers in places like Hong Kong.