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5Pm Journal of Digital Research & Publishing 5PM JOURNAL OF DIGITAL R ESEARCH & P UBLISHING5pm Journal of Digital Research & Publishing 5PM EDITION • SEMESTER 1 • 2010 ARIN 6912 • 1 UNIVERSITY OF SYDNEY 5PM JOURNAL OF DIGITAL R ESEARCH & P UBLISHING Contents Can’t Stop the Signal: How publishing companies are taking advantage of existing readerships online BY VANESSA WILLIAMS 4 An Improved Digital Divide: How Chile’s political efforts have positively affected the educational divide PAULA COMANDARI ANDUEZA 12 E-publishing: a dictator, or a co-operator? HUAN ZHANG 24 iPad Invades the E-reader Market JIANWEI ZHANG 33 E-books and the Ownership Myth: The Limitations of Digital Rights Management on Consumers ELIZABETH RILEY 42 Online publishing: extensions and challenges of traditional journalism LUQI LIN 51 Online journals emerge: the audiences’ choice GE XUAN 61 The New Journalism: Weblogs as News Sources HANNE KRISTINE FJELLHEIM 72 Why online news could influence printed newspapers TAO ZHAI 80 Online and Offline Newspapers Readerships and Features WANXIN MEI 88 Online Journalism: Recycled News or Innovative Reporting SUZI HEATON 97 Magazine Publishers Go Digital ANASTASIYA KOSTOLYNDINA 107 Fashioning Magazines in the Digital Realm YEONG SASSALL 116 Pirates or Criminals? MARTINA MARSIC 125 2 5PM JOURNAL OF DIGITAL R ESEARCH & P UBLISHING Legal P2P File Sharing is Possible: A Case Study of ‘Spotify’ BY XIA JU 134 A new cinematic aesthetic: The effect of the digital revolution on the construction of the ‘real’ ELIZA HANSELL 143 Virtual Wealth: A New Kind of Property in China HANBING SONG 155 Generation Me or Generation We? Social Media Technologies, Narcissism and Online Interaction OLA BEDNARCZUK 163 3 5PM JOURNAL OF DIGITAL R ESEARCH & P UBLISHING Can’t Stop the Signal: How publishing companies are taking advantage of existing readerships online By Vanessa Williams UNIVERSITY OF SYDNEY In this article I will be looking at fandoms as existing readerships online, and how publishing companies have used these to market and sell successful books. Fandoms are communities of people online who share a certain interest. Their interest leads to potential topics already having a successful fanbase from which a book can be produced. Blogs have been turned into popular books, books can be republished with a different cover, and authors can vie online to have their books read and released by publishers who know that they will sell instantly due to the fans already attained on the web. This has been the case with pop culture blogs such as I Can Has Cheezburger, This Is Why You’re Fat, Stuff White People Like, and Cake Wrecks, which were turned into books, and in some cases, such as Julie/ Julia, to movies. Harper Collins even has their own online site, Authonomy, where budding authors can publish their works, have them critiqued by fellow writers, and vie to be the most popular book on the site. The top five rated are then read by editors at Harper Collins in hopes that a marketable story will be found. I believe that due to this global Internet connection, publishing companies have boosted sales by appealing to the collector in every person, as they already knowing where their passion lies. Instead of viewing digitalization as a threat, publishers can instead retain control by encouraging online forums, blogs, and any site that they can use in the future when popularity grows. Keywords BLOGS • FANDOMS • COMMUNITY • PUBLISHING • EXISTING READERSHIPS • MARKETING Introduction The first thing I do every evening is delve into my favorite blogs to see the latest humiliating Facebook post (Failbook)1, new cooking tips alongside mouthwatering photos (The Pioneer Woman)2, and yes, I do also succumb to ninja kitties (I Can Has Cheezburger)3. Learnt about from hyperlinks or friends, these blogs are a way for me to relax and to interact 1 http://failbook.com/ 2 http://thepioneerwoman.com/ 3 http://icanhascheezburger.com/ 4 5PM JOURNAL OF DIGITAL R ESEARCH & P UBLISHING with others who enjoy the same interests. It is no surprise that the rise of the Internet has opened up the door to thousands of fandoms, which, according to the Online Etymology Dictionary, is a ‘realm of avid enthusiasts.’ Traced back to 1903, what originally was meant as a term to describe keen sports fans is now being used to describe any community centered on a particular interest. With the digital revolution, fandoms have boomed, formed of people who can globally connect to those with similar interests in an instant. Due to their obsessive desire to know and have anything related to their topic of choice, publishers have found a way to use these existing readerships to their own advantage. Fandoms as Communities Blogs have grown rapidly; Technorati has indexed 133,000,000 blogs since 2002. (Singer 2009) In 2008, comScore gave the number of people who read blogs at 346,000,000. (Singer 2009) That many fans have given a great many blogs their own followers, who eagerly anticipate the next post from the writer. A critical reason why this many people gather to a website and why publishers rely on them for book sales is because these readers form a community. Barry Wellman and Milena Gulia (1999) wrote ‘people’s allegiance to the Net’s communities of interest may be more powerful than their allegiance to their neighborhood communities because those involved in the same virtual community may share more interests than those who live on the same block.’ This idea melds itself in the definition of ‘fandom,’ as a common bond links itself through people all around the world and these fandoms become communities with close ties, people joined together through a shared appreciation of a writer, a piece of art, a game, an idea, or many more. Blogs are not only accessible; they include forums, comments, and sometimes even the ability of readers to contribute. As John Quiggin said, ‘the most important are facilities for readers to make comments on individual posts and for other bloggers to link to posts with criticism, praise or merely to point to an interesting article.’ (Quiggin 2006) These fandoms are a critical part of any successful blog. Writers write for their readers, and the readers have a chance to talk to the writer and feel more involved. They can get to know the writer, and become more engaged with their latest post or comment, or even, their latest book. A blog can become something they are part of, and this security and common bond gives readers on the Internet an idea or a person to support, and when thousands echo this voice, it can create a force of some magnitude that publishers should not ignore. Perhaps, as Nicholas Carr pointed out, our requirements for a community are low. He 5 5PM JOURNAL OF DIGITAL R ESEARCH & P UBLISHING stated that ‘what the Net seems to be doing is chipping away my capacity for concentration and contemplation.’ (Carr 2008) This could explain the high numbers of hits on a website about ninja cats. Perhaps we can’t absorb the amount of information contained in a book. It would seem that many are turning to blogs, with their short topics and pictures instead. Yet, a community is a community, especially when it comes to making money, and the figures are what publishers notice. Meredith Nelson sums it up with her statement: ‘Blogs allow publishers to monitor trends and “listen” to the conversations online about their books. Bloggers often act as filters for the information online, making it easier for agents and editors to identify the most interesting and unique new voices in the blogosphere. Bloggers who wish to be authors offer publishers ready-made platforms and opportunities to publish into established audiences.’ (Nelson 2006) Instead of despising the digital realm and fearing it would make them obsolete, some publishers have opted to use it for their own good. As Nelson wrote, publishers can now easily pick up on blogs with high existing readerships and use it to their advantage. From Blog to Book… Publishing houses have picked up on these readerships, and follow the sites that have consistently high traffic. In the New York Times, literary agent Kate McKean said, ‘You can use that information to prove marketability.’ (Wortham 2009) Blogs have gotten so popular that agents like McKean are wholly web-oriented. Humor websites have provided a quick fix to online readers and generated huge fandoms that revolve around witty quips or pictures. I Can Has Cheezburger? is a blog about cats and funny captions. This is Why You’re Fat4 contains pictures of disgusting food combinations. Love Mom5 is a collection of humorous online conversations between mothers and their children. Cake Wrecks6 shows pictures of monstrous cake creations, and Stuff White People Like7 is a satirical blog about the stereotypical white American. All of the above have been turned into books. I Can Has Cheezburger? received around 500,000 page views a day in 2007, and was picked up by Gotham Books for publication. (Tozzi 2007) Patrick Mulligan, the senior editor at Gotham Books told the New York Times that ‘As long as the category is selling books, publishers aren’t going to ignore it.’ (Wortham 2009) This thinking proved right, as I Can Has Cheezburger? sold more than 100,000 4 http://thisiswhyyourefat.com/ 5 http://www.postcardsfromyomomma.com/ 6 http://cakewrecks.blogspot.com/ 7 http://stuffwhitepeoplelike.com/ 6 5PM JOURNAL OF DIGITAL R ESEARCH & P UBLISHING copies and stayed on The New York Times bestseller list for 13 weeks. (Wortham 2009) This Is Why You’re Fat got 1.3 million page views in 48 hours, and a six-figure book deal three weeks later with HarperStudio.
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