The War for Our Time: Video VS Print

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We’ve all done it… clicked on a YouTube video to watch some news clip or interesting how-to and looked up to find 2 hours have vanished. It seems more American consumers than ever are spending their free time browsing the Internet and watching online videos. Many an hour of missing writing can be laid squarely on my own fingers clicking on the well-worn buttons of my marble mouse.

I find it interesting that some publishing research firms continue to put out statistical reports that display rather rosy forecasts for the book industry, indicating anything from ‘the majority of Americans are reading more print books’ to the idea that ‘more young people are reading books–in any form—than did so in recent years’.

The wording of such reports seems simultaneously uplifting, hopeful and insistent… indeed, to the point where it awoke a frank feeling of suspicion in me last week. There was no comparison in the statistics of the time spent reading verses the time spent online watching videos, online shopping, news watching, movies, internet browsing… a.k.a. not reading books.

As an eBook author, I am very interested in whether online consumers are doing less reading and more YouTubing/Facebooking/Amazoning/Googling (not discounting other sites) whether for entertainment or educational reasons. I set upon a week-long quest to find as much data–on that subject–as I could.

Unfortunately for the book industry–and entertainment authors in general–I found several sets of rather alarming statistics about video consumption, for free.

According to a 2015 article from Psychology Today, the average consumer with an Internet connection watches roughly 206 videos per month (a number which might be arguably higher for 2016) while a Pew Research report states that 73% of Americans read “a book per year”… as in one (1) book, per year.

The science behind these kind of numbers largely boils down to efficiency: the brain processes video 60,000 times faster than it processes text. Video has another seemingly unfair advantage over text, being it is far more adept at connecting with human emotions than the ‘work’ or reading.

“When we read something,” Liraz Margalit, Ph.D. wrote in this article “we are actively involved in processing the information in front us. Our cognitive processors are working hard. But while reading is all about thinking, video is better at getting us to feel.”

This emotional connection—per some studies–is proven to lead to higher awareness and conversion.

According to their website, YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.

  • In 2015 two-thirds of Americans owned & used a smartphone
  • According to their site, more than half of YouTube views come from mobile devices

·      In Jan. 2016, Facebook announced users watch 00 million hours of video a day

·      In Feb. 2016, Google CEO, Sundar Pichai, reminded investors that YouTube’s audience watches hundreds of millions of hours of video daily

Since 2012, YouTube has measured its performance in terms of “hours watched,” not video views. As of 2016, Facebook now also refers to the “hours watched” metric, which is good considering Facebook counts a video “view” as a minimum of 3 seconds, verse YouTube’s minimum of 30.

Consumers seem to prefer video, too. According to Cisco Forecast, video will represent 69% of all consumer-based Internet traffic by 2017; this is expected to rise to 80% by 2019. Another study from Business Insider estimates that video advertising will account for 41% of total desktop display-related spending in 2020 in the US.

Digital marking firm Invodo says this on its website: “Marketers who use video grow revenue 49% faster than non-video users.” (Aberdeen via Vidyard, 2015)

My own consumer-driven experiences online seem to back up the video data: as an Amazon customer, I’ve noted a marked increase in videos being added to various consumer products–like women’s fashion–showing a model genteelly sashaying around in front of a white backdrop; that particular kind of video, however, gums up my processor speed, forcing me to click on a static image. Processor speeds aside, the idea itself has merit; it is kind of nice to see how a dress looks on a real person, verses a mannequin (if one can get past the ideal proportions of either display method) and I have purchased camera equipment based on the promotional video showing its capabilities.

Tying this in with internet consumerism, the entertainment aspect of writing these days seems more tied to video representation, with growing numbers of authors using sleek, movie-like ‘book trailers’ to hock their printed wares.

Even though it seems odd to reply on video to sell books, digital or print, it’s easy to see why authors have leaped into the video fray with statistics like these:

·      Readers are 64% more likely to purchase your book if they see a book trailer that effectively promotes your book. (Source: ComScore)

·      Authors who use book trailer video in email campaigns can experience Open Rates [increases] from 19% to 300%! (Source: Forrester Research)

·      92% of mobile video viewers share videos with others. (Source: Invodo)

·      Unbounce reports that using videos on landing pages raises conversion rates by up to 80%

But, apparently just posting a free video on YouTube or Facebook isn’t good enough to garner book sales anymore. One must seek out where their potential customers are hanging out online (data that is not free) and buy pricey ad-space for their video on said pages/sites to appeal directly to browsing consumer, competing with a glut of other writers/businesses/news outlets wanting the same space(s).

The irony of writing this piece is not lost on me. I post it knowing–full well–that it will not be read nearly as many times as a 6-second funny cat video will be seen on Vine but that merely makes the data I posted here all the more relevant.

This data has taught me one thing over the last year: all per-conceived ideas about marketing must eventually must concede to the facts. Earlier this year, our book company morphed itself from print only to including visual media, starting a photography & photojournalism business that has garnered worldwide attention.

* * *

L. R. Styles is an author with Belator Books and a photographer for Belator Media

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To Each {Writer} Their Own

Writers That Cook.fwThere’s a very good reason why many a writer has–at one point or another–chosen to shrug on the mantle of “recluse” and then acted accordingly. Whether it was Hemingway closeting himself in an attic with a dozen cats and a few cases of booze, or Thoreau living off the grid, sleeping in fields, wandering and mulling lines aloud to himself, or the prose-wielders that merely shielded themselves behind pen names and wrote under the seemingly innocuous employ of “housewife”… writers know that they are susceptible to distraction. And–in this–I am no exception.

Being a recluse would indeed be a relatively easy solution to today’s distractions, but it has several unromantic drawbacks. One could disappear and refuse to answer emails, phone calls, or do anything else other than write, pretending the outside world does not exist… however, one then runs the risk of isolating/ignoring family and loved ones, possibly resulting in not being present for important occasions or–Heaven forbid–a tragedy. Hemingway–to name but one example–could probably have wallpapered the walls of his attic with several sets of divorce papers.

Also, there is the lack of accountability; left to one’s own devices, one could conceivably fritter away the time on non-writing endeavors. Against such arguments a writer must weigh the merit of a distraction-less environment to complete a book (which is by no means a guarantee). For me, the responsibilities of Family, Home and Garden are far more weighty than gaining a small amount of notoriety for myself, or even procuring more of the slim amount of the eBook market that my husband and I already possess (approx. $250 a month in repeating royalties).

All compare and contrast of writers in isolation aside, less-extreme measures do exist; several of my fellow authors embark on writing ‘trips’ once or twice a year, during which they blog almost constantly and–more often than not–return refreshed, with a fair amount of real work accomplished, as well as an impressive slew of photographs. Not everyone can afford such inspirational trysts, however.

My husband and I frequent a nearby Panera restaurant, once a month or so when our oldest daughter  can get away to babysit for a few hours. In an empty corner, we sip hot coffee and munch pastries, sharing a set of earbuds and listening to my recording of the latest book-in-progress (we use Audacity to record). Doing so allow us to edit, prune and graft more quickly and with less distraction than simply reading a word file out loud. In lieu of taking our attention away, the people in the restaurant around us merely galvanize us to work harder; they might be fans, after all… or future types thereof. Our presence acts as a curiosity in of itself; a few discreet inquiries by members of the nearby knitting club moves the needle of hourly web stats a bit further to the right.

In my daily writing grind, however, I cannot boast of rising early in the morning in order to write. Indeed, we do often awaken in the dawn-lit hours, but at that time of day it is difficult for me to form spoken sentences, let alone written ones that would successfully pass the hawk-like gaze of our editor.

The house must be routed from bed, fed and sent on their way, whether for schooling or to work. My ample vegetable garden requires a morning watering schedule and weeding that eats a good hour up. Then comes laundry, washed carefully and hung outside to dry in keeping with our smaller-carbon-footprint goals (which saves us $50 a month in electricity)  and then comes vacuuming, dusting and mopping. I have found that I rather like having a clean home, for not only ourselves but the odd impromptu guest, which seem to appear in tandem with the tomatoes ripening.

Finally, I come to the writing hours. Each day I get 3-4 hours of uninterrupted writing moments. It is then that I delve into the carefully-woven realms, spiced with humanity and action, tears and laughter, work and play all wound about  a column of reality… but not quite touching it. It is absorbing work, and if I did not glance at the clock every so often, my family would arrive back home to find me still under the pergola typing away, with the cleaning not completed, the laundry half-done, the garden wilting and dinner not even begun.

It is with reluctance that I stop writing to work with my hands, but it is essential to the books that I do. My main characters are nearly always common, working folks that are frankly familiar with rain, dirt, sweat, discomfort and disappointment. None know what it is like to be idle, and likewise none are arrogant. If writing what you know is essential to good fiction, then I could not know, unless I worked alongside such imagined companions with my own two hands.

Call my other work distraction, call it experience… call it what you will. I remain yet unashamed of not being able to devote all my time to writing. The books my husband and I write are few and far between; indeed, it takes us a year or more to produce one, but each title is sprinkled with reality, real experiences and poignant, tangible details that most folks–regardless of age, culture or creed–can relate to.

They are written with care and envelope within their twists and turns many a weekend discussion on the merits of one plot point or another, before both writers arise from the booth to return to the role of Parents, Husband and Wife.

To each his own. What works for you, so do… and let neither the scorn nor scoffs of another deter you.

~ ~ ~

L. R. Styles is an author and co-author of fiction with Belator Books

The “Death” of Reading?

50012_library_mdSales of many independently-published eBooks have taken a marked downturn in recent months, one that–to the average indie writer–seems almost as sharp as that of the price of crude oil during the same period.

Authorearnings.com recently posted, in its January 2015 earning report, that “U.S. ebook sales have plateaued — or are even declining, relative to print — declare some widely-cited industry statistics.”

Many an industry expert seems baffled by “the slowdown” in eBook sales and none of my writing contacts seem to really be able to explain why, exactly, nor how to remedy the problem. Format and medium diversification strategies don’t seem to be as effective, nor do social media promotions, paid advertisements, pricey PR campaigns nor the old standby of limited-time Free eBook promotions.

Despite our break-out success last year post launch, compared to last year’s eBook royalties for March, this last month was downright dismal ($250 VS $5700)… and worse, this statistic is also suffered by 90% of the indie writers I have queried on the subject.

Apparently many traditionally-published authors–backed by media departments with wide advertising budgets–are also going through a kind of sales ‘funk’ of sorts. Some of the more well-known authors have turned to desperate measures, such as awkwardly hawking their ‘new’ books on badly-scripted television spots.

Smashwords’s Mark Coker recently blogged about the slowdown of 2014 eBook sales, as well as the slower “growth projections” for 2015:

… most authors experienced a slower growth year – especially when compared against the go-go days of exponential growth from 2008 to 2012. The causes for this slow down include a new equilibrium between print and ebook formats; immortal ebooks published by publishers and indie authors alike that will never go out of print; the continued growth of self-published titles; and myriad low-cost and free non-book alternatives competing for slices of consumers’ time such as social media, Internet video and games.

In the same piece, Coker also predicted that many indie writers would drop out of the self-publishing market in 2015, after finding dwindling sales too steep a precipice to descend.

While my own experiences and observances, regarding the indie eBook glut and increased traditional-publisher price slashing, seem to corroborate Coker’s predictions, it does not allow for a rather ugly market variable: decreased interest in leisure reading.

Recently, I found myself in a library–yes, the building kind–a place I had not visited in nearly two years.

My seventeen-year-old wished to use her new library card and read through C. S. Forester’s Hornblower series, as well as get free materials to brush up for the SAT with. As my daughter bustled around the quiet, bookish smelling aisles grounded in comforting gray carpet and well-used stepping stools, I moved–as if my instinct–over to the “Classics” wall and selected one of my favorite weighty tomes The Count of Monte Cristo, unabridged.

Having procured my book, I settled in one of the many vacant reading chairs by picturesque window and began to read. A few pages along, however, I reflected on how long it had been since I spent a considerable length of time reading for leisure. I began to count the minutes–during my average day–that I really read. Between fellow writer’s blogs posts on eBook advertising strategies, articles on digital publishing industry trends, articles on the stock market and oil futures, and well as various sources for world news, I spend–on average–three to four hours a day just reading. But, hardly any of my daily reading has to do with personal enjoyment, let alone expanding my personal bank of consumed literature.

I am not alone in this modern reading ‘vacuum.’ Writing and editing expert Judy Goldman responded to my query on the slowing market of leisure reading:

I know I would be one who falls into that category. My ‘knee-jerk’ reactions to what I read these days is to respond to it somehow, not just read to absorb and enjoy.

I write about and respond to what I read, I don’t have time or desire to read for enjoyment and that is coming from someone who wouldn’t be caught dead without a book in her hands…

Adults are hardly the majority in the Reading Vacuum. Looking up from The Count of Monte Cristo, I saw (as I did upon my last library visit) quite a number of warm bodies sitting in front of the dozen-or-so library computers. Every computer was occupied. Unlike my last visit, however, the users were all young, ranging between the ages of fourteen and nineteen.

As discreetly as possible, I got up and moved around the stacks by the PC section and utilized a particular quick glance (the kind most mothers nowadays are experts at) at what each young person was so engrossed in.

SAT studying? Negative.

Applying for summer jobs? Nope.

Reading a free eBook at Project Gutenberg? Wrong again.

teens watching streaming videosEach young person was either chatting on social media, watching streaming videos or playing an online game. Each and every one. Those sitting and reading books–digital or paper–were all my age (late 30s) or older, my daughter’s presence notwithstanding.

The Reading Vacuum expanded as I walked around the library. The children’s books section in my last visit had been nearly full of moms reading to their young children. Now, it now boasted just two toddlers  playing with toys–or pulling books off of shelves–while their mothers were (I kid you not) busy swiping the screens of smartphones nearby, oblivious.

Not to sound all ‘Andy Rooney’ here, but libraries used to be the springboard for learning reading and leisure reading in off-school/work hours. Certainly there is room for technological moderation in our lives, but I don’t think pointing at gadgets/devices is helping to really identify the root of the problem.

In 2013, Robert Rosenberger posted an article in Slate magazine, pointing to the distractions present on tablets as the culprit for declining eBook sales. The theory, then, was that eBook sales matched the sale of dedicated eReaders, a device that has rather fallen from gadget grace in recent years.

While eReader stats may be a factor, the problem that I became aware of in the library points to something far more sinister: lack of interest in leisure reading at all.

Next generation of readersLong ago–in a decade far, far away (1991)–Mitchell Stephens, an NYU journalism professor, wrote an article for the LA Times titled The Death of Reading. In said piece Stephens outlined how distractions abounded in the modern home, that libraries and reading nooks were overrun with televisions and Nintendo and that architects had largely scorned bookshelves in favor of “media” centers. He blamed distraction and said the move away from reading sounded the death-knell of thinking civilizations worldwide.

Ironically, but not coincidentally, reading has begun fading from our culture at the very moment that its importance to that culture is finally being established. Its decline, many theorists believe, is as profound as, say, the fall of communism, and some have taken to prophesying that the downturn in reading could result in the modern world’s cultural and political decline.

Stephens went on to cite another work Amusing Ourselves to Death by Neil Postman:

We are losing a sort of psychic habit, a logic, a sense of complexity, an ability to spot contradictions and even falsity.

I thought on these things as I sat in the library, with Dumas’ complex and contested work sitting forgotten in my hands, gazing woefully at the young blank faces intermittently lit by the flickering media upon opposite screens.

But, all hope is not lost. A few young people–my resident teenagers have informed me–are still interested in a particularity type of leisure reading, or at least talking about it. Of the many YA book ‘fandom’ sites, chats and boards still in daily use, fully 1/3 of the people posting have actually read the title being discussed… according to my own brood of ‘experts'(whom also haunt said sites.)

“One out of three?” I thought, frowning at the nearly empty Fiction aisles across the quiet, gray room of the library. I glanced again at the PC users and shook my head, wondering if Prof. Stephens was being proven right faster than even he anticipated. Were the next generations doomed to forget how important literature and leisure reading are to civilized society?

At that moment, just such a young person flopped onto the empty chair beside me.

“I found it,” my daughter informed me, holding up a worn copy of one of Forester’s seafaring books. As she thumbed to “Chapter One,” her side pocket buzzed. Drawing out her phone, she glanced at it, shut it off and slipped it back in her pocket. She settled back in her chair and immersed herself in a world of sun-bleached, salty deck planks harboring borderline-scurvy-ridden crewmen unfurling sailcloth and scampering about under the hawk-like gaze of the captain, high up on the quarterdeck.

She was–of course–blissfully unaware that her mother was at that very moment gazing at her dewy-eyed, struggling not to weep aloud in sheer joy at what had just occurred. She was distracted, but not by digital screen nor any pixelated thing, but by a scene composed by a great writer long deceased, powered by nothing more than a fingertip and movements of the eye.

Suddenly, I was overwhelmed with gratitude for the foresight of people who had encouraged me to read daily to my young children, from toddler-age onward, and not leave such a weighty responsibility in the hands of under-paid, overworked teachers at school. That effort on my part, which then seemed like a chore (and intellectually stunting to repeatedly read sentences such as “the fat cat on the mat”) paid back enormous dividends in that tiny moment, there in the library. I went back to my own book, feeling a bit better about both the younger generations and the recent slowdown of eBook sales growth.

Is leisure reading truly dying? It may be in a distraction-induced coma, perhaps, but it’s not entirely dead.

Children Reading

L. R. Styles is a writer for Belator Books

You Might Be a Good Writer If…

… someoBook Piratene pirates your books.

I’ve spent much of the morning sending out DMCA Take-Down Notices to not one, or two, but three torrent sites this morning. So far, two have responded with partially-heartfelt apologies and expressed an intention of removing the offending links ASAP.

This is not the first time such a thing has occurred to us. Since my husband and I launched our novels on Amazon in late February of 2014, our books have popped up on torrents and sharing sites loquaciously dubbed “The Kingdom Saga;” the latter word rather amused me as we are neither Icelandic–or spoken word artists–but, I digress.

As much as I actively work to remove these illegally-posted copies of our work, a small part of me is slightly flattered by distinction. It took some effort on the part of the pirate to copy the work, format it, post it, type out our names and copy the book’s description from its legitimate Amazon page. As an added bonus, on such sites our novels sit next to the pirated works of wildly-successful authors like Stephen King and John Grisham, imparting to me a sort of surreal sense of accomplishment, however temporary.

Such flattery quickly fades, replaced by the full force of the initial insult. Each time I see a torrent, I see the number of downloads and shake my head at the lost revenue. Rather than inspiring anger, however, such feelings merely fuel my understanding of the DMCA language, and how to apply which sentences to whom.

L. R. Styles is an author with Belator Books

A Wayward Mistral

52678_weather_vane_smAll hands are off the wind, today

It flies free off the crest of an ocean wave

It must have watched with envy

The inland breezes

Hankering to taste the calm, green places

 

On swift feet it visits us now

It bandies leaves

Pushes the trees

Their drooping posture momentarily corrected

They let fly oranges in protest

Scorning these tokens

The shift mistral hurls past our shed

Disappearing at last over the dunes

 

L. R. Styles is an author with Belator Books

(  Word Count 48,731 #NaNoWriMo )

It Pays To Be Swayed

An indie writer is a strange creature, even by the standards of today’s market with the ingrained expectation of ‘multitasking’ members.

Ten years ago, when my husband and I began to devote the majority of our free time to writing novels I did not think I would need to learn marketing, social media, make connections, maintain an online presence or delve into writing genres that I otherwise would have even looked at in a bookstore. But, I have been swayed to think otherwise and–more importantly–to do all of the above.

Marketing on the cheap is a hard sell, but to the average indie writer/publisher it is often the only option until they get more sales with which to pay for better services. It is a huge amount of work, and getting data with which to formulate your marketing strategies takes up even more time and effort. Books sales statistics are hideously expensive but a here and there kind organizations reveal little hints of said information to sort through and glean from. These gems among the rough swayed us to keep looking, gathering and polishing until the beauty of applicable data revealed itself.

To traditional business folk, this sounds all backwards.”They told me to get a business loan”might be found written on the tombstone of many a failed entrepreneur. Perhaps that worked for some businesses, maybe most, but not everyone is in a position–nor harbors the inclination–to shoulder a large amount of debt before their product has been proven profitable.We were swayed to launch our books ourselves, without a loan and without expensive PR services, paying for prepossession editing out of the profits.

A flooded eBook market has its benefits, such as a glut of data. To us, the trends are little more defined as more indie writers enter the market, showing up as trampled digital pathways pointing to what consumers really want. Studying our slowly-garnered free stats, we noticed the alarming dive of literary fiction, the pop-trends of supernatural-type fiction and the rather stagnant line historical fiction wound itself into over the recent years. Epic Fantasy showed promise however, so we were swayed to drop our other novel projects and dust off my husband’s EF series. We sank our time and effort into making those books as good as we were able.

The results surprised us… greatly. After launching in the last week of this February, we’ve made more in royalties int he months since than we thought possible–a little over $14K–utilizing free self-marketing, social media, blog posts and non-obtrusive (no spam) ads.

We’ve been swayed to branch out into other genres as well, to help our brand gain more recognition. Romance Fiction has captured our attention as the rising genre; we’ve released just such a novel for that vast audience in the same month as our 18th wedding anniversary. This winter we’re planning to release the third book in our Epic Fantasy series and have a sci-fi time-travel novel ‘in the works’ for release next year.

In this crowded market, struggling indie writers need to sway themselves to become super business folks: capable of altering their business model in a single season, able to recognize and adapt to the ever-shifting book market, write both relevant and opinion-laden blogs on the industry, search out more free corners of the Web to post unobtrusive ads and, finally, entice (not drive) new customers towards their desired platform profile.

slender floral divider

L. R. Styles is an author with Belator Books

A Writer’s View: Driving

LRStyles2004Driving—to me—is a novelty, bordering on an altered state of being. One is in a metal and plastic ‘bubble’ of sorts, traveling along a road at a high rate of speed, always at either the verge of immanent death or arrival at one’s destination. Looking at all the people within the other cars as they pass—or are passed—makes for an interesting ride, every time. At least, for a writer it does.

The many diverse faces and colors never fail to amaze me, not to mention the expressions, hairstyles, actions and correlations between these things and the type of car or its present state at the time of passing.

I sit—with my notebook balanced on my knee—my latest chapter sprawled on the lined page in my own messy handwriting. As a car passes I glance at it through my window. The driver is singing to a song, nodding her head as her hair bobs up and down; beside her a pre-teen obliviously plays a game on their phone with ears budded. They drive on to wherever it is they are going. In the pages of my new chapter a preoccupied woman suddenly appears—along with her sullen child—busily walking past the main characters.

Next up in my view is a shiny SUV, harboring just one person—though it is capable of hauling five or six, complete with a polished wax job. My mouth falls open upon beholding the driver, for the young woman therein is putting on her makeup… while driving on the freeway. Cue one oblivious female character entering my pages, narrowly escaping the consequences of her own foolishness. Happily—and fortunately—no one, fictional or otherwise, is maimed this time.

A trucker powers by in the massive 18-wheeler. Through the high window I see him eagerly drinking from the enormous coffee mug in his hand. To me his face and posture rather resembles a medieval Viking, replete with untrimmed beard, sitting in a mead hall and ceaselessly downing golden liquid from a polished tankard.

*writing*

While the main characters—in each of our novels—are dearly conceived in my husband’s thoughts as well as mine, the lesser folk and faces that make but a brief performance on our literary stage are most often inspired by the strangers we see around us.

Said inspiration is in the quick nod of a head; the movement of the eyes; teeth flashing in conversation; long looks of boredom; the small smiles and bashful tilt of tiny chins; angry hand gestures and the sharp intake of breath… these are all important to the storyteller and can be captured in the few seconds it takes for a car to pass by my window.

L. R. Styles is an author with Belator Books