It seems odd to be writing a half-book review. I feel like I should at least read an entire book before judging it–and especially before sharing that judgment with anyone else.
But in this case, I can’t help it.
Last week, shortly after I returned from a very enjoyable week in Duck, Outer Banks, North Carolina (where I wouldn’t mind spending a another week, two weeks, or forever) Tyler stopped by my office with a book called Content by Cory Doctorow. He said that I should read it; that it was pretty good.
While enjoying a beautiful afternoon, I decided to sit down and start reading it. And I found out that Tyler is a horrible, rotten liar. I read half the book in a single sitting. Content isn’t just pretty good. It is excellent.
It’s also terrifying–at least to someone like me who makes a living managing intellectual property and placing it into purchasable packages.
You see, Content is about the future–or a couple possible futures–of the content management industry. This includes music, movies, books, and the roles that studios, recording companies, and publishers may (or may not) play in the very, VERY near future.
Imagine, if you will, living as a blacksmith around 1910. You walk out of your forge in downtown Manhattan one morning, and among the hustle and bustle of horses and carriages and wagons you see something a new: A carriage that isn’t being pulled by a horse or a person. You stare for a moment, curious about just how this strange contraption works, and then you turn and return to your small foundry and continue to shape and bang out horseshoes, carriage wheels, and even pots and pans.
How many of the thousands of blacksmiths (remember, if it was made of metal it came from a blacksmith) making their living in New York City do you think saw the end of their entire industry coming the first time they saw an assembly-line manufactured Model-T automobile? How about the second time? The third? Maybe it took a decade? Two decades? Today there are fewer than a dozen operating blacksmith forges in New York City.
The media industry has been in danger of a similar supplanting. As blacksmiths were once the gatekeepers of the transportation and metalworking industries, so have publishers and the like been the gatekeepers of media availability and consumption. And like those blacksmiths in 1910, there’s precious little the established industry can do except find a way to stay relevant.
You see, it’s not so much a matter of the fact that the media consumption model is changing. Rather, the fact is that it has already changed, and companies like Destiny Image (or Thomas Nelson or Random House or “insert company name here”) have a very limited window in which to figure out how to stay relevant.
In Content, Doctorow asks a lot of hard questions, and makes some very valid observations, and even offers a few answers. Refreshingly, he doesn’t claim to have all the answers, and alternately even offers a few solutions, but admits that industry, when not embroiled in attempting to control content through legislation or ridiculous content controls, is absolutely brilliant at inventing amazing new ways to make money from what they produce.
For a free (yes, free) copy of Content, click here. And enjoy the read; it’s well worth the time investment.