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The Point of Google Print

vinohradska writes "Eric Schmidt has written a good article called the The point of Google Print. It clearly lays out the argument against the current lawsuit: 'Even those critics who understand that copyright law is not absolute argue that making a full copy of a given work, even just to index it, can never constitute fair use. If this were so, you wouldn't be able to record a TV show to watch it later or use a search engine that indexes billions of Web pages.'"

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  1. Publisher's Have a Bug Up Their Ass by geomon · · Score: 4, Insightful

    This is about control. I guess I didn't notice the corporate copyright lawyer trawling the library taking photographs of the card catalog, which is an index of books in the library's holdings. Of course our library doesn't *have* a card catalog any more; it has an online search utility. Funny that didn't get mentioned in the lawsuit.

    Who cares if Google has copied every book ever printed. As long as the copyrights of the author and publisher are honored (they don't give copies away for free), the who cares? If I took every book off the shelf from my library, copied them, and then took the copies home and stuffed them in my garage, who would care? That constitutes 'fair use'. But if I start making more copies and giving them away, or give my copy away, now I should be held to account.

    The publishers are just ticked because they see themselves losing control over content. Meet the new RIAA.

    Even those critics who understand that copyright law is not absolute argue that making a full copy of a given work, even just to index it, can never constitute fair use. If this were so, you wouldn't be able to record a TV show to watch it later or use a search engine that indexes billions of Web pages.

    Is Schmidt the only one who gets the webpage angle? I would beat the publishers over the head with this one. What do you want to bet that they all have copyrighted webpages indexed on Google. Did they ever protest this fact?

    --
    "Rocky Rococo, at your cervix!"
    1. Re:Publisher's Have a Bug Up Their Ass by Seumas · · Score: 5, Insightful

      Imagine sitting at your computer and, in less than a second, searching the full text of every book ever written . . . Imagine one giant electronic card catalog that makes all the world's books discoverable with just a few keystrokes by anyone, anywhere, anytime.

      I've added the emphasis to show why there is a problem for many people with this. You can't advertise it as a full text search of every book every written while justifying it by claiming it's just a card catalog. Last time I stopped in at the local library, the card catalog indexed a brief descriptive blurb, publishing date, printing, editor, publisher, author, page count and title. It did not contain the contents of said book.

    2. Re:Publisher's Have a Bug Up Their Ass by geomon · · Score: 3, Insightful

      I've added the emphasis to show why there is a problem for many people with this. You can't advertise it as a full text search of every book every written while justifying it by claiming it's just a card catalog.

      Because.....?

      Last time I stopped in at the local library, the card catalog indexed a brief descriptive blurb, publishing date, printing, editor, publisher, author, page count and title.

      And if they had a more automated system then you think they wouldn't offer more?

      It did not contain the contents of said book.

      But even after you get a hit on the search parameters, you don't get the whole book for free, do you?

      I still fail to see how having a digital copy on their hard drive constitutes a copyright violation. If they were to make that image available without charge, then they would be violating the copyright.

      --
      "Rocky Rococo, at your cervix!"
    3. Re:Publisher's Have a Bug Up Their Ass by silentbozo · · Score: 5, Insightful

      I think that the publishers are protesting this, for the same reason the RIAA, and the MPAA are trying to stifle ways that make it easier to sell products. The reason is that they're all distribution channels, but in the age of the internet, there are easier, more cost-effective methods of distribution (ie, direct downloads, Amazon.com, etc.). More so than that, they are MARKETING MACHINES - the reason Author X, or Band Y wants to sign with Publisher Z, is that Publisher Z can front a million dollars pushing product into people's faces, and thus drum up large sales volumes... but only on NEW product.
       
      You notice that many of the new technologies (iTunes, eBooks, etc.) really mostly benefit older back-list titles. This is because there is no marketing, production, or distribution budget for these things. There are few, if no jobs in promoting these backlist titles, whereas there is a lot of money in promoting the new stuff.
       
      Things like Google Print will help promote sales of older items, and I think the fear is among the publishers, is that their ability to push new content will be drowned out, and they'll all lose their jobs. Hundreds of thousands of dollars worth of kickbacks, marketing contracts, air time, cushy offices, the whole idea of exclusivity - all down the toilet, because people only have so much time. If they can find what they're looking for without having the consumer Big Brother tell them what they want, then what use are these marketing organizations, especially when most of the new product they peddle is crap to begin with?

    4. Re:Publisher's Have a Bug Up Their Ass by Anonymous+Brave+Guy · · Score: 3, Insightful
      I still fail to see how having a digital copy on their hard drive constitutes a copyright violation.

      Because they're making a copy without the permission of the copyright holder, apparently without being covered by any exemption?

      --
      If you disagree, post your argument. (-1, Overrated) isn't your personal censorship tool for views you don't like.
    5. Re:Publisher's Have a Bug Up Their Ass by Seumas · · Score: 2, Insightful

      That's why I don't think we have the whole "real story" here. Great, so I can find that some place in the middle of nowhere 10,000 miles away has a copy of a book with a certain title and author that has the word "Bighorn" in it. Unless Google is going to sell me a digital copy of this or somehow let me download the contents or at least view the pages involving it, how does this help me whatsoever? Or is the idea that now I can contact the little small town historical archive that has a copy of said book and bargain with them to see if I can buy the rare book from them?

      I mean . . . Honestly, without the contents - this service is useless. And if they're going to provide the contents, then they're clearly violating copyright. Unless they're going to work with the publishers (which will be hard to do if the author or publishing house no longer exist or are hard to contact) to settle payment for each piece of content sold to the user, how is this going to fly? And with publishers so against this, who really things they'll negotiate such a payment system with google?

      This almost has shades of napster to it. Trying to force a hand that may or may not be reasonable and legal and justifying it with a limited scope in order to convince the distributors/providers (publishers in this case) to go along with it and work out a new distribution system in which Google is the money-making middleman. In the meantime, they've managed to get the rest of us to support them for the sake of "information wants to be free".

      They've got to give us more information on what they really want to do and not so much... you know... bullshit and hyperbole.

    6. Re:Publisher's Have a Bug Up Their Ass by delong · · Score: 2, Insightful

      That constitutes 'fair use'

      No it isn't. Librarying is not fair use.

      But if I start making more copies and giving them away, or give my copy away, now I should be held to account

      You've already made an unauthorized copy. You've already infringed the copyright holder's statutory exclusive rights. You can already be held to account.

    7. Re:Publisher's Have a Bug Up Their Ass by (negative+video) · · Score: 3, Insightful
      4. the effect of the use upon the potential market for or value of the copyrighted work.
      I think this can only increase the market...?
      What Google is doing destroys the value of licensing a book to a commercial search service. For example, a publisher could give an exclusive full-text search license to Amazon, who could then use their "customers who purchased this also purchased..." to increase sales of the publisher's other titles.

      Remember, the whole point of book copyright is control. The author doesn't just get a certain number of pennies for each copy, he gets exclusivity, which is much more useful for building a self-sustaining business. We can argue whether it should be that way, but right now that's what the law says.

      And the control cuts both ways. If a publisher tries to sneak cigarette advertisements into a novel against the author's will, the copyright holder can haul them into court and get major financial damages. (This example is not theoretical. Some sleazeball publishers actually did this to, IIRC, Harlan Ellison. And then probably wished they hadn't.)

    8. Re:Publisher's Have a Bug Up Their Ass by EvanED · · Score: 2, Insightful

      You are mistaken.

      You didn't say how. At all.

      Your parent said, "[b]ecause they're making a copy without the permission of the copyright holder, apparently without being covered by any exemption," and you say nothing that demonstrates that they either don't copy the work or are covered by an exemption.

      There's no denying that Google copied the books. The only other way to do what they did would be to have an awesome machine that reads and OCRs the books each time that someone makes a search. Do you think they're doing that? No way. They scanned the books and put them on their hard drives. That's a copy. The fact that they don't transmit that copy anywhere doesn't matter.

      Secondly, there is very possibly no exception that gives them permission to do this. You could argue that fair use gives them the right, and there's a good argument to be made there (at which point the fact they don't transmit copies becomes relevant), but you don't make that argument. You don't even mention fair use. You don't mention exemptions to the exclusive right of reproduction.

      I'd mod your post off topic if I had points.

    9. Re:Publisher's Have a Bug Up Their Ass by Baricom · · Score: 2, Insightful

      The moderators apparently didn't notice that you called the parent "mistaken", but didn't address the point. Google will have an entire copy of the works in question on their hard drive(s). It doesn't matter that most people will not have it - Google will, and in so doing, Google is violating copyright on a massive scale.

      All Google has to do to make everybody happy is to make this an opt-in program. Amazon.com has been running such a program for years, and you don't hear any complaints about it.

      There's a term that describes what Google is doing: "evil." They are screwing over the authors and publishers, and it's starting to tarnish the reputation they've worked so hard to maintain.

    10. Re:Publisher's Have a Bug Up Their Ass by EvanED · · Score: 3, Insightful

      Given that this can only help the market, I'd say this stands a very good chance of being deemed fair use.

      I disagree. If Google were a nonprofit organization or something, they might stand a chance, but I think that the fact that they are a for-profit, public company significantly hurts their case. They're doing Google print for direct financial benefit, and the publishers and authors only gain indirectly. (In other words, stop thinking of Google as a search engine, website, very useful service and start thinking of it as a company.) Publishers could make a compelling argument in my opinion that they are entitled to a portion of Google's revenue. And that's just my opinion from a philosophical standpoint.

      The user (negative video) makes a very good point beyond just the philosophical stance that Google offering Google Print more or less destroys opportunities for publishers to cash in on similar business ventures by offering pay-for exclusive full text searches on their own website, licencing it to, e.g. Amazon, etc. See his post.

    11. Re:Publisher's Have a Bug Up Their Ass by Baricom · · Score: 2, Insightful

      While I disagree with you (my analysis is here), I wanted to say that I appreciate that you're bringing actual facts to the debate. Thank you.

    12. Re:Publisher's Have a Bug Up Their Ass by tgibbs · · Score: 2, Insightful

      There's a term that describes what Google is doing: "evil." They are screwing over the authors and publishers, and it's starting to tarnish the reputation they've worked so hard to maintain.

      It is difficult to see how anybody is being "screwed over," because the restrictions Google is placing on access are such that nobody is likely to lose sales (and many sales will probably be made) by virtue of the existence of this archive.

      An "opt-in" scheme is obviously unworkable, because the amount of effort required to chase down the often obscure chain of ownership rights to every book would be cost-prohibative.

      In contrast, the public value of such an archive is enormous. Google deserves great credit for having the courage to embark upon this project. If copyright laws are interpreted in such a way as to make this project impossible, it would be an excellent reason to change the law to add an explicit "fair use" exemption. But I doubt if this will be necessary.

    13. Re:Publisher's Have a Bug Up Their Ass by Echnin · · Score: 3, Insightful
      That's a copy. The fact that they don't transmit that copy anywhere doesn't matter.

      Yes it does. Copying is allowed under fair use; distrubuting is not.

      --
      Lalala
    14. Re:Publisher's Have a Bug Up Their Ass by sk0pe · · Score: 3, Insightful

      You are absolutely right. Here's the CRITICAL point in this whole argument:

      All Google has to do to make everybody happy is to make this an opt-in program.

      I work for an independant Australian publisher (which is owned by the people actually writing the books). As a geek, I am completely in favour of the Google Print program's objectives. I mean, it's really an amazing idea, and I'm all for it. However, I cannot understand Google's attitude here. Google have suddenly become really arrogant. This isn't the Google we have come to know and love!

      There are a couple of problems with as I see it:

      1. This is an opt-OUT program. Fundamentally, this is flawed. I mean even webpage search engines are opt-in. Your website doesn't get indexed unless you submit it, yet Google are using the webpage parallel as an example of why they should be allowed to proceed with the Print program.

      2. Since they are not gaining permission from the publisher (or copyright holder), and it is debatable whether the program falls under the Australian Copyright Act provisions for permissable reproduction, storage and retrieval, the whole Australian section of the project is under a legal cloud.

      3. The real reason that publishers have to pursue this, even if it is ascertained that the program IS legal, is that copyright can be reneged if you are not seen to be defending your rights. It sets a precedent. In other words, if someone else came along wanting to copy your works, but you had not challenged Google, the courts COULD say (if it was argued) "You knew what Google was doing, you allowed it, therefore you are not really concerned about your copyright on these works. Thus, anyone else who wants to copy these works should be allowed." (Of course, that is a very simplistic version of an interpretation of the law.)

      Thus, although the publishers might be in favour of the goals of the program (as we are here) it must still be challenged, even if it is only to determine that what Google is doing DOES fall within the provisions of the Copyright Act. This then shows that the publishers are defending their rights, and means that it is no easier for people to abuse their works.

      Google, if you're reading this, how about just making it opt-in? That'll solve all the issues, and we can all still benefit from this amazingly ambitious project.

      --
      Tempus fugit sub anesthesia.
    15. Re:Publisher's Have a Bug Up Their Ass by tftp · · Score: 2, Insightful
      Google, if you're reading this, how about just making it opt-in?

      No respectable publisher would then opt in. Google Print would be reduced to the level of fanfiction and vanity press, and that would kill the whole idea.

      Publishers won't opt in because they don't want any changes. They are all set already, and I can understand why they want to keep things as they are. Any electronic distribution is seen by them as danger (not without a reason, I must say.) So when a huge Internet site publishes pieces of their books and pays nothing in return, the publishers are running scared.

      The problem is that many books are bought mistakenly, or under peer pressure, or just from curiosity, or just because the customer wanted to learn one specific thing. If the excerpt from the book is sufficient to stop the customer from buying, the publisher has a problem. On the other side, if the customer wants to buy something he never knew about... how common that is? If I want to have the whole Cussler's DP series, don't I know what they are about, and don't I know how many of them are written by now?

    16. Re:Publisher's Have a Bug Up Their Ass by EvanED · · Score: 3, Insightful

      Copying is NOT allowed under fair use. It is allowed for plenty of cases, but by no means all.

      The courts rule whether a use fits under fair use based upon an analysis of four factors. There are virtually no hard and fast rules for what constitutes fair use. The fact that they are copying entire works for commercial gain probably pretty much rules out fair use.

      (Also, if fair use allowed all non-distributing copying, why would reproduction be listed as one of the copyright holder's exclusive rights?)

      Here are my thoughts (quotes from 17 USC 107):

      the purpose and character of the use, including whether such use is of a commercial nature or is for nonprofit educational purposes;

      This is being done by a for-profit company for commercial gain. Weighs strongly against Google.

      Works aren't actually distributed, weighs for Google.

      Both are strong forces. Overall, this is probably neutral.

      the nature of the copyrighted work;

      Another poster in a long-ago story about Google Print gave an analysis about this point that consisted of balancing the factual nature of the works. According to that poster, fiction books weigh against Google more than fiction books. (Facts can't be copyrighted.) This analysis sounds reasonable, and I don't know any better.

      But all-in-all, this point is probably reasonably neutral.

      the amount and substantiality of the portion used in relation to the copyrighted work as a whole

      Google's copying the entire work, and not only THE entire work, but LOTS of entire works. This weighs strongly against Google.

      the effect of the use upon the potential market for or value of the copyrighted work

      May help, may not. The impression around here is it can't hurt, but there's one poster who makes a very good point about how Google Print could hurt: it more or less destroy's the position of publishers to offer their own for-pay search services or licence their libraries to other search services. On balance, because of that issue, I'd say that this point weighs weakly against Google.

      So we have two neutral points vs. two points against Google, one strongly against.

      I don't think Google will come away from this.

    17. Re:Publisher's Have a Bug Up Their Ass by Khazunga · · Score: 2, Insightful
      There's a term that describes what Google is doing: "evil." They are screwing over the authors and publishers, and it's starting to tarnish the reputation they've worked so hard to maintain.
      Let's stop to think for a moment. Google indexing book contents is a major step forward in everyone's ability to find the right content. It does, however, affect the market:
      1) The general public can now (more) easily find content; and thus
      2) Editors' role in the publishing chain might get diminished.

      While (2) might affect editors negatively, (1)'s benefits clearly outweight the problems. More important than all this, authors are not negatively affected and will probably gain from this. As long as Google does not distribute the content, having book content searchable will certainly increase sales.

      Editors are going nuts because they are seeing their role as middlemen between authors and readers changed. Personally, I think they will still be needed in the future, but only *if* they adapt. Much as record labels.

      In the end, this is certainly not *evil*. It's a change. It's a change I believe has great benefits. Editors must adapt. If Google is violating Copyright, then copyright laws are wrong. They exist to protect authors, not editors. The current author - editor - reader model is one that has worked for an unwired society, but laws must allow for a connected society to find its ideal publishing model.

      --
      If at first you don't succeed, skydiving is not for you
  2. Can of worms? by Anonymous Coward · · Score: 1, Insightful

    use a search engine that indexes billions of Web pages

    Do they really want copyright holders thinking about whether search engines violate copyright law?

  3. rational of opposing google print? by matt4077 · · Score: 4, Insightful

    Aside from law issues, I don't see the business case against opposing google print. Could the net effect be anything else but higher sales due to the amount of people who will find just the right book when searching through google?

    The only reason I could see is strategy: the publishers are afraid that google print could be _so_ successful that it gains power against them, ultimately maybe even replace them and directly connect authors and publishers and providing a print-on-demand service. A situation not unlike Apple vs. The Record Companies.

  4. Have these publishing companies by Chickenofbristol55 · · Score: 4, Insightful

    even used google print? You can barely see any of the book, just the "about" page in the beginning. This service is used to DISCOVER books. If millions of people can search and find the book they have been looking for, and they happen to buy it off of amazon let's say, why in hell would they sue Google. THIS WILL ONLY HELP PUBLISHING COMPANIES SELL MORE BOOKS.

    --
    public class null extends java applet { System.out.print ("Tabula Rasa"); }
    1. Re:Have these publishing companies by kebes · · Score: 4, Insightful

      You're right, and probably the copyright-holders know that they stand to make more money from google print. The question is, how much and when, and for how long? I think google print, in the short term, will increase sales of books. But as others have pointed out, the danger (as far as publishers see it), is that eventually google print will be viewed as THE WAY to find/get/buy books, and eventually the publishers will become unnecessary. Authors could sign directly with google (or just upload their book to google free of charge?), and they could start selling copies immediately, without needing a publisher.

      In my opinion, cutting out middle-men in copyright-work fields (music, books, etc.) is often not a bad thing (proofreading and sound-engineering will always be needed, but will record labels and publishers?). I'm fully in favour of google print and all it represents. Google print is a good thing for authors and for readers. It is not such a great thing for (some) publishers.

      From a business point of view, the publishers might be right that this is bad. They realize they are getting screwed in the long run. Of course, the very smart publishers will realize what is happening and modernize their systems. For instance, I use scientific journals alot, and most of them have realized that by putting the journals online, they offer a much more important service than the print version ever did. They are adapting and will continue to thrive. The publishers that can't get with the program will die off... and in my opinion they should.

  5. Schmidt's disingenuousness by fuzzy12345 · · Score: 2, Insightful
    A lot of Schmidt's points are lame. "Enhances the value of copyright holder's works" doesn't mean you can do what you like with it without permission.

    His fair use argument will be very difficult to make indeed if he's making money off it -- and that can be interpreted VERY broadly. Is his plan pure altruism, or is he using the content as a traffic magnet, for ad sales, etcetera?

    and the summary's VCR analogy? Lame. Home VCRs are personal use, which this isn't, and not for financial gain, which this is.

    Schmidt is just trying to win in the court of public opinion a battle that can't be won in the courts, and hoping publishers will go along before he gets to the litigation stage.

    --

    Everybody's a libertarian 'till their neighbour's becomes a crack house.
  6. SMELL THE FEAR by a_greer2005 · · Score: 2, Insightful
    They are scared of this for the dame reason the movie studios are scared of torrents, not because everyone will pirate, but because people can know going in if a film/alblum/book is good or a total peice of shit.

    If I buy a new gadget and discover that it fails to meet my needs or expectations, I can return it, not so with books movies or music, If I cant return something, then you better beleave that I am going to be damn sure that I know what I am getting when I purtchase it.

  7. This editorial is exactly right by Dr.+Spork · · Score: 3, Insightful
    I certainly think that the world would be a better place if Google won its suit against the publishers, for exactly the reasons stated in the editorial. Will they? It's hard to say. We have judges with extremely political agendas, who do not often enough explicitly set out to do good rather than just doing the bidding of the politician who appointed them.

    So suppose it's a close call, because there is no precedent in copyright law that exactly anticipates this sort of search capacity. One option for a judge would be to try to bend some precedent to fit the case, but I think that would be wrong to do here. You see, nobody thinks that copyright law is supposed to mirror anything like moral law. This isn't like murder or perjury. Copyright laws exist only for the purpose of their good consequences. We allow people to own copyrights and patents only to encourage them to produce good stuff by making sure they will be financially rewarded for that stuff. The good consequence of this system is (supposed to be) that it provides us with more good stuff. That is its only justification.

    Because of this, I think decisions about copyright should not take the original laws as sacred, on the level of moral laws, and instead maintain the pragmatic spirit of the original laws themselves. When we're unsure about precedents, we should ask: Which ruling would have the better consequences? And I think it's clear for reasons outlined by Schmidt that allowing Google to go on will have better consequences for researchers (obviously), but also for publishers, because it's free advertising. This will disproportionately benefit small, specialty presses who don't have the means to get the word out about what's in their books. This should be reason enough to allow Google to continue.

    Of course, they might turn evil at some later time, or (gasp) unveil a revenue model to make back all the money they spent on scanning. But this is the sort of this that companies should be encouraged to do for money. They really are improving the lives of people through their work, without taking anything away.

  8. Re:Is Indexing the Root Password to Infringement? by kebes · · Score: 2, Insightful

    Okay, that satire is quite interesting. But let's be careful. Hopefully the law is not quite that blind. Google's database is used for searching and indexing. Now, if google employees start reading those books, then basically google is breaking the rules: they are allowing full copies to be distributed to some people. But if google only allows snippets to be available to the public, and internally there is no abuse, then this is fair.

    In the satire, the guy who makes copies, what does he do with them? If he truly offers an indexing service, and doesn't redistribute the movies (or whatever) to others, then yes, indeed he is covered by fair use and should be protected (in my opinion) just as google should. If he watches those movies or even lets his friends watch those movies, that's still okay. Fair use says you can make small numbers of copies for personal use, show a movie to your friend, etc. What you cannot do is make a large number of copies or distribute entire copies in any way. As long as the guy in the satire doesn't do this (as long as google doesn't allow anyone to read full copies), then everything is fair and okay.

    The point is that this satire ignores that ultimately a judge (who is a human, not a computer) will take a look at the case and make an informed decision. The question will be "what was the intent of the action?" and "what was the result of the action?" If the answers are "they intended to index data for a search engine" and "people found out about copyrighted works they could buy" then the judge should say "it's legal." If the answers are, instead, "the guy clearly wanted copies of movies for personal viewing" and "he let people watch these copies" then the judge should say "that's not legal."

  9. Google is the world's biggest freeloader. by Anonymous Coward · · Score: 0, Insightful

    Google search - index, copy (cache) others' web content and make it easily available to the world, without giving a rat's ass about someone's privacy, copyright or other valid concerns.

    Google earth - take high resolution images of the entire planet and make it easily available to the world, without giving a rat's ass about privacy or national security.

    Google email - go through user's emails to show relevant ads to them. Rat's ass about privacy..

    Google print - scan and digitize books and make them available to the world, without giving a rat's ass about someone's copyright.

    Google's ENTIRE REVENUE is due to DATA OWNED BY SOMEONE ELSE. Recently, at a Google tech talk on campus, Google employees were talking about how the biggest thing at Google is 'data analysis'. Yeah, but...er..it's not your fuckin data, Google !

    Their goal is to 'organize the world's information', that won't be a problem if they have the permission from the people/organizations whose info they want to organize. Damn you Google, for profiteering from other people's data, without their consent. "Don't be evil", what a joke, you are the most evil tech company around these days...

    Also, how many Google products are open source ? Lets see...NONE ! If the Google Web Server (GWS) is built on Linux, Apache, etc...why not make it open source ? The Google Summer of Code was an eyewash, fact remains Google has TAKEN from the OSS community but not GIVEN BACK.

    Fuck you Google.

    - from a slashdot loving, MS hating, geekboy CS student.

  10. Doesn't meet the same need by Ksisanth · · Score: 2, Insightful

    That may be one of their fears, that their marketing will become less valuable when people can search for themselves to find books that interest them, but I would say that would be an unreasonable fear. Consumers often enough become interested in new books because of the promotion, and not because they already cared enough about the subject matter to actively search for it. Else they'd just browse shelves (or online categories).

    The indexing, then, would be most useful to people who are actively searching for particular information that may not be captured in titles, reviews, or descriptions, meeting a need that isn't currently met by publishers' marketing. So it seems to me this project should augment rather than replace that marketing. One allows people to find what they're already looking for while the other introduces it to people who wouldn't have been looking for it otherwise.

    1. Re:Doesn't meet the same need by cheezit · · Score: 3, Insightful

      The parent post is making a different point. Publishers are not "sellers of books"---book distributors do that. Publishers are "marketers of books" and as such have invested large amounts of money in setting up a system for creating demand for their product.

      The modern consumer is bombarded with thousands of marketing messages a day and publishers can't afford to have the consumer's attention divided, even if it might generate a few more bucks on old titles. Think of it like Microsoft, having trouble competing against its own installed base of Win95/98/ME/2K users. The risk is that the complex network that creates a publishing "phenomenon" might start breaking down.

      Take Oprah's book club...the big publishers are actually somewhat ambivalent about it. It generates demand and the type of "phenomenon" they need in order to justify their continued existence, but they can't control what Oprah chooses. The functioning of this demand-generating system requires that these big publishers control the entire lifecycle. Hence it is highly vulnerable to disruption and they are alert to anything that might represent the first major crack in the edifice.

      --
      Premature optimization is the root of all evil
  11. Re:one little problem. by raoul666 · · Score: 2, Insightful

    If I write a book and tell Amazon they can't sell it, they can't.

    Hold on. You think if you write a book and get it printed, you decide who can and can't sell it? Since when? Ok, maybe you have control over who gets the books straight out of the printing house, but once they hit the secondhand market, you really think you can say "Nope, sorry, you can't sell my book."? Maybe amazon will humour you and honour it, but I seriuosly doubt they have to.

    --
    When cryptography is outlawed, bayl bhgynjf jvyy unir cevinpl