Publisher's Paradox: The Galilean Model
The Paradox: We live in a Galilean web world while we execute a Ptolemaic web strategy.
The Ptolemaic Web World
Remember Ptolemy, the astronomer from the 1st century who believed that the earth was the center of the universe? In the early part of this century we all lived in a Ptolemaic web world. We were taught that our website, our www, was the center of the web world. We measured our success on how many people built a relationship with our domain and worked hard to get our audience to come to our website as often as possible. The Ptolemaic model is an antiquated way to look at the web world. It's a complete #fail.
The Galilean Model of the Web World
Remember Galileo, the 16th century Italian astronomer who challenged our geocentric model of the universe? Galileo's notion that the sun was the center of our solar system challenged centuries of traditional thinking. The earth, just like a bunch of other planets we'd discovered, was just another heavenly body. We were no longer the center of the solar system. The universe no longer revolved around us. (This was a hard pill to swallow and led to Galileo's house arrest on heresy charges.)
Today, our web world isn't much different. We live in a Galilean web world. Your website, your brand, isn't at the center of the web universe of your audience any longer. Google is the search "sun" in our new universe and around that sun are giant planets like Facebook, Twitter, Pinterest, Amazon, Yahoo, iTunes, etc.
So where are you in this new online universe? You're a Pluto, or an asteroid, or a frozen planet in another galaxy. You're no longer as close to the audience's everyday digital experience as you once were.
The Publisher's Challenge
This week in your staff meeting, I want you to challenge your team to consider the opportunities to build an audience outside of your domain. I want you to think about how you could build an audience closer to the center of your target's regular online experience. What can you do to create and distribute content on YouTube or Twitter that doesn't require a click-through to your Ptolemaic web world?
Does it really matter if they come to your website if you can monetize the audience elsewhere?
Steal These Slides
I invite you to steal these slides and present this paradox to your team.
About Publisher's Paradox
Your publishing world has been turned upside down in the last decade. Call it digital disruption or the death of print -- it doesn't matter. You're still challenged with driving reliable revenue for a thriving market. The problem is you need your entire staff -- from editorial to audience development -- to think differently and try new things. You need new ways to drive new revenue.
Each week, best-selling author Andrew Davis will help you get the most out of your weekly staff meeting. He'll uncover another of the puzzling paradoxes in the publishing world and arm you with a Powerpoint slide you can use to inspire your team to rethink the ways you drive revenue, build audience, and can ultimately succeed in a challenging environment.
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