While there is data that can predict the next blockbuster hits, as shared from Stephen Phillips’ “Can Big Data Find the Next Blockbuster Hit“, I believe that the most useful information a publisher can obtain is from the author and his/her readership credentials to prove that the author is worthy of being published. It’s sad that the amount of likes or follower count is how we qualify how worthy an author’s work is to be published, but I believe this is what the future of publishing is moving towards. Many publishers look at an author’s previous publishing experiences, or if an author has previous entertainment success to use as a security blanket, as a means to promise success and high profit from a project. For example, it’s been very popular to look at the social media account information from prospective poets, as most “Instapoets” are now published based off of viral posts from their poetry. I think this is how most celebrities become authors too. It’s so risky for publishers to publish works, as most ideas don’t really make money. I understand that not most publishers publish just for monetary value, but for the large-house publishing companies, I don’t see it any other way. It’s as if this data acts as the closest publishers can bet to a promised return on a project.
While I’m not too familiar with the types of data there are for publishers to use in their favour, I’m particularly interested in Apple’s announcement this week with the launch of Apple News+, a brand new subscription service that offers human-curated news to the user. One of the most impressive perks is that Apple promises to keep the user’s reading habits private, from Apple and advertisers. Apple shared that “publishers will be paid based on how many people read… data will be collected in such a way that it won’t know who read what, just what total time is spent on different stories.” I’m interested in exploring this flip in the question, that what if readership data is restricted from publishers? How would it impact the productivity of the publisher, or alternate the decision-making process of what gets published? This is a huge stab at Google and Facebook, who are notoriously known for selling our data to brands, most often without our permission. I think this is a great step for Apple as a brand, but I wonder if this makes many advertisers pull out from working with Apple, or publishers nervous that they will be weakened from not accessing primitive data. I respect Apple as a company because it continuously sought to differentiate itself from companies like Google and Facebook by emphasizing on privacy standards. I admire that Apple focuses on being consumer-friendly, so I wonder what this could mean for publishers. I think if a publisher can be like this, it would gain even more appreciation and support from readers. It’s a strong way to increase branding value, by making the reader feel like they are respected and don’t have to fear for an invasion of privacy. However, if publishers don’t depend on readership data, then how can they strive for blockbuster hits? Can it be taken as just a game of chance or the gut feeling? How successful can this be? I guess time will tell, but given this powerful initiative from a big-time corporation like Apple, I hope that other companies can follow this as an example.