Some say we are in a perfect storm poised to demolish the book publishing industry, as 
we know it. There are many reasons for concern. Book sales are down or stagnant at best. 
Distribution channels have drastically shrunk in the last few decades, leaving those few 
chains and online sellers in a very powerful position to dictate critical terms such as 
discounts and returns. Profits, more important than ever because of large corporate 
mergers and acquisitions, are calling into question the notion of sizeable advances, which 
professional writers rely upon to pay living expenses while developing their new products 
for the marketplace. Intellectual property protection is increasingly difficult to monitor 
and assure. There is no doubt that change is under way.

But as is normally the case, threat gives way to opportunities. The book industry as we 
know it is being transformed, and much of it will become displaced. But, as with other 
media (major networks broadcasting via antennas versus cable and satellite TV, for 
example), platforms for publishing content will morph into new forms that will echo, but 
differ, from their predecessors. 

Technology has democratized book publishing. More authors can and do connect directly 
with their audiences. A vital future for publishing itself is not in doubt, but rather the 
forms of dissemination and distribution are at play. A 2008 Scholastic study on Kids & 
Family Reading provides hope for the industry. In it, 75 percent of children ages five to 
seventeen stated they agree with the statement, “No matter what I can do online, I’ll 
always want to read books printed on paper.” Also high frequency Internet users are more 
likely to read books for fun. Both of these assertions bode well for a continuing demand 
for books by the coming generations of potential readers.

There seems to be agreement that publishers and technology developers have not yet hit 
upon the perfect electronic device for books. Something like the Kindle or the Sony 
Reader that combines both the ability to play audio books and read a displayed text, may 
be what is desired. Podcasting chapters of audio books in an effort at marketing books 
online and through the use of ubiquitous MP3 players may become widely utilized. 
Advances in digital media, including better print-on-demand technologies, will emerge.

Technological innovation is the driving force that will create a future for presenting, 
packaging, and distributing books that will meet the demands of consumers. The future of 
publishing will probably be a combination of all that we are doing now plus some 
innovations we cannot even imagine. The industry as it has been traditionally defined 
may not survive, but its mission and purpose will.