An Open Letter to Print Publishers

Hi.

You may not know me, but you will. My name is Micah, and I run a startup called Graphic.ly. What is Graphic.ly? Well, we provide an immersive social experience and marketplace around digital comics and associated merchandise.

Yes, that means I love comics, and yes I know that you think your fashion or automotive magazine is of a different class than my Spiderman or Superman comic. Yes I know that you have millions of dollars and have been around for a long time. And  you have created really cool concepts around digital media.

Its those concepts that makes it crystal clear that you just dont understand digital content and its distribution.

Over the last several months, I have spoken to hundreds of comic creators, dozens of publishers and (literally) thousands of members of the comic community. I have watched with interest at the excitement around the iPad and other tablet devices. I have watched the demos, played with the machines, talked to the developers.

Its that excitement that makes it plain that you just dont understand digital content and its distribution.

As long as digital is viewed as another distribution channel, you will lose. As long as the belief is that people are so tied to the print format, that the only way to “do digital right” is to replicate the print experience, you will lose. As long as you believe that the addition of multimedia features and “bonus” material is world changing, you will lose.

The winners in the digital space will understand that tablets, netbooks, phones, projectors, and every possible display device are just that: form factors. The devices themselves will not revolutionize an industry. There will not be millions of people buying tablets just so that they can read your magazine or comic book.

Yes, the Kindle is a runaway success. But it does two things and only those two things well. It makes it easy to carry dozens and dozens of books and makes its easy to read. I hope the kindle never goes color. I hope it doesnt become a swiss army knife. I hope Amazon continues to innovate the right way.

You want to win? It’s easy. Create for digital. Expand your vision beyond the printed page. Think about all the amazing things that digital gives you. Want to change the story on the fly? Digital can do that. Want to allow your readers to engage within the story itself? Digital can do that. Want your story to actually move? Digital can do that.

Imagine a world where your readers are not consuming but engaging with your content. Digital can do that. Imagine a world where you can connect directly with your fans. Digital can do that. Imagine anything. Digital can do that.

Page flip animations will not make more people buy your comic book or magazine. Form factors will not drive sales up. Portability will not attract people back to your publication.

Creative innovation will.

Sincerely,

Micah Baldwin

CEO and Chief Community Caretaker

Graphic.ly

720-231-7120

@micah

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