Amplified Publishing Category
What is Amplified Publishing?
by Sarah Addezio
We live in a world where everyone with access to technology can publish. From YouTubers to Instagram-influencers, from gamers watching each other play online to writers self-publishing; content is everywhere. And yet, the biggest company with its most promising title and the podcaster putting their first episode online share the same problem: how to find an audience.
Digital technologies have fostered the proliferation of new platforms for publishing as well as new platforms for broadcasting, and the rise of video streaming has further dissolved the boundaries between these two modes. The music and games sectors include publishing as part of their workflows, though what publishing means in practice varies widely across these sectors. New models of content creation in virtual, augmented, and mixed reality environments further adds to the possibilities for blue sky research. The rise of audio along with voice activation via smart speakers in the home also provide multiple opportunities for R&D.
While the Covid-19 crisis has delivered rapid change, increasing our use of video conferencing tools, pushing teaching and learning online, boosting sales for some sectors, whilst decimating delivery models for others, we are asking big questions: What does ‘publishing’ mean in the 21st Century? How will the increased availability of seamless and synchronous visual and audio media enhance and expand traditional media, like books and magazines? What does personalisation offer to both content creators, their publishers, and their audiences? With the rise of visual storytelling, what is the future of reading?
And, most importantly of all, who are our audiences, where are our audiences, and what does our audience want?
Through this pathfinder, we aim to bring trade publishers, games and music publishers, web, online, video, audio and broadcast publishers together with tech sector innovators to see what kinds of responses to these challenges can be created.