“The times they are a changing”. Perhaps never more has a truer word been spoken, and especially with regard to the publishing world today. As Christian publishers the challenge facing us is very evident. If we are to remain on the cutting edge of new thought and ideas, we need to courageously and fearlessly embrace and adapt to the rapid pace of change thrust on us all on an almost daily basis.

It’s as we become comfortable with new technological advances we will then able to explore the new avenues opening for book publishers bent on the glory of God as well as profitable statements.

Indeed, in a day when ‘E-Newspapers’ are now a reality, and electronic versions of newspapers can be stuffed into your back pocket (Sony and iRex with investment by Intel, Motorola and Philips lead the way for the new technology timed to hit the streets by early 2007), it’s absurd to think that Christian publishers should shy away from the forefront of such a global publishing bonanza.

Why am I so convinced a new media publishing revolution is taking place? Because worldwide broadband connectivity is the powerhouse driving the pace innovation. Look at this…

Nielsen/NetRatings have just announced that nearly three-quarters (72%) of US active web users connected via broadband at home in May 2006. These users are also more likely to use RSS feeds, blogging and employ internet functionalities to far greater degree. Moreover the average time each person uses the net is now up to 30 hours per month. (As of February 2006 according to Nielsens.) This simply means people are spending more time than ever on the Internet which in turn means, they are not reading books, at least not in the traditional sense. Broadband is the bedrock which the new media rich publications will flourish and thrive on. Miss it and you’ll miss where the market is going.

No doubt these emerging trends pose great challenges, so here are some pointers to help us along the way to embracing this ‘Brave New World’ of surround sound Internet TV, audio and electronic text.

Obviously, publishers need to meet the people where they are and not necessarily where they’d like them to be. Meeting the people in this context may be as simple as providing books in Electronic format (Ebooks) which can be read via their PC screens, rather than in print itself.

Further, as our society increasingly mobilises with all sorts of information being consumed ‘on the hoof’, so any such electronic formats need also to be optimised for easy reading via hand held devices such as PC Tablets, Palm Tops and mobile phones etc.

A new generation of students now proliferate who use libraries and traditional books as source material for research less and less. They’ve simply abandoned them in favour of the lightning speed accessibility of the search engines. Can we in turn really abandon them to a future where the Christian publishers simply couldn’t keep up?

Rather I suggest we fight tooth and nail to harness the power of these new advances to give them the ‘Good Word’ in whatever format is digested most easily by this new generation of highly educated and technically savvy youngsters. This includes whether it is via Ebook, Mp3 (Audio MP3 book publishing is another ‘rich media’ exploding due to the rise of the Ipod) or now online Video.

The coming watchword is most certainly ‘convergence’ in a world where everything is soon to be ‘wired’ and hooked up to the Net, including very shortly even your fridge.Your TV, your mobile, your PC, your handheld device are all combining into a seamless combo with live internet connectivity. Welcome to the brave new world of Christian publishing – are you ready to join in?

Copyright 2006 David Alston - Marketing Consultant to Sovereign World Ltd.