In one of my posts last month, I discussed how writers can sabotage their careers by treating online/multimedia activities as optional. In the comments section, Christina Katz (a Writer's Digest author), said:

Whoa, there Nelly!

I've been on the horse for a very long time and you're galloping a bit to far ... ahead.

Don't like this kind of talk. Don't like my work being called "content."

I can't imagine any writer I know who would thrill at the sound of that word.

Easy does it, there. S-l-o-w. D-o-w-n. You know I'm forward-minded ... but this is a bit too forward for me.

I have a feeling most book authors will not warm up right away to this idea of being a "content provider" rather than an author. (And let's not exempt editors from this thinking, either. Meredith has talked about hiring "content strategists" rather than "editors." See this article.)

There is a great deal of romance, authority, and credibility tied up in this idea of being an author. And it sounds distinctly less sexy (and even less beneficial) to be a "content provider." And while I think we should keep playing with the words until it sounds desirable for everyone involved, the sooner we can shift our thinking here, the more viable we will all remain.

Last week my company, F+W Publications, officially changed its name to F+W Media. Read the press release here. CEO David Nussbaum says:

As a Company, our mission is to strive to offer the highest quality content in a wide variety of formats – from print to digital to video – to highly passionate enthusiast communities. We provide compelling content engaging communities and most importantly consumer satisfaction. We are a media company with enormous potential for future growth through excellence and innovation.

So what's the takeaway?

• Method of delivery (or format) is irrelevant. Book, DVD, Web site, podcast? It doesn't really matter. What will do the best job of delivering useful, engaging content or community?
• While some people (or some audiences/consumers) may be enthusiasts specifically of the book format, first and foremost (at least when we're talking about the majority of the nonfiction audience), people are looking for an interaction, experience, or information. 
• I love this Seth Godin quote from an article in The Futurist, "The 21st Century Writer": "The book is a souvenir." What does that mean? It means that the book is becoming the ancillary product in a much larger experience, that people want more than information. Read "The 21st Century Writer" to fully explore this idea.
  

Media companies, formerly known as book & magazine publishers, have to create or support products/content/experiences so unique and personal that they can't be easily duplicated elsewhere for free. Books are only one aspect of the bigger picture.

(Apologies to Christina Katz for setting her up! As she says, she's very forward thinking.)