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The ISBN as SKU


The ISBN as SKU


[written hurridly in airport lounge]

I've spent the last few days in New York, and had the pleasure of meeting with various interesting folks. About which more anon, separately.

Many of the conversations revolved around digital books and the future of publishing -- what form will books take? Would they be downloadable objects, or eventually migrate to a fully networked book? The consensus was that ultimately the book would live on the cloud, and as network access becomes ubiquitous, the implicit assumption that more and more of the content a reader will "license" or acquire will not be something that he has any direct physical ownership of, either in bits or paper. Maybe those options will cost extra; maybe they won't be available. We will read our books on iPhones and Androids, via iBooks and Google Book Search; on Kindle v2 and the Amazon Book Shop.

This may have a profound impact on interpretations of the Fair Use privilege; generally licenses obviate the ability to assert Fair Use because non public domain network assets are usually governed in their use by contract. If, for example, Google Books settles with publishers in the AAP and AG suits, the ability to reclaim Fair Use will become sadly pivotal.

One of the other interesting casualties of this transition will be the existing book identifier schemes. Already, publishers are making a single EPUB digital book package, and then leaving the proliferation of more discrete ebook reader formats to intermediaries, distributors and wholesalers. Ingram will make the XYZ, Amazon will make the Kindle format, etc. The publisher is only responsible for one file, the .epub package.

This was a design goal of the IDPF, of which I am a board member. It relieves some of the work for publishers. What was entirely expected was that this leaves the publisher making one electronic product; what was not thought about as much was that this leaves the publisher with one ISBN for the digital book.

We are rapidly jerking forwards into a near term future where ISBNs will be assigned for derivative digital book products by intermediaries, not publishers. As an astute colleague observed in New York, the ISBN becomes a product SKU.

There are many disadvantages in this; one is that it will become increasingly difficult to find the "book" in the tangled weave of various digital instantiations. Perhaps no longer will we be able to ask how many copies did EduPunk 2020 sell.

And even this problem may be transitory. For as books move to the cloud, from digital bundles to network assets, we will not be counting "things sold" but link hits; not things shipped, but pages accessed. As some forward thinking publishers like O'Reilly have already demonstrated, the bookshelf will be not only virtual, but increasingly transitory in composition.

Whether we will be able to successfully rethink our conception of identifiers is a problem that lays beyond us just far enough that we are even uncertain what the contours may be.

 

Jun 13, 2008 | Categories: MassBooks | pbrantley

3 comments

Comment from: Personanondata [Visitor] Email · http://personanondata.blogspot.com
(Firstly it was a little freaky hearing someone else's voice read your post - interesting app non the less).

A number of years ago Michael Healy and I were involved in the revision of the ISBN standard. No other point garnered more emotion than the requirement that each version of a title p or e have its own ISBN. Both Michael and I (and all of the people on the administration side of ISBN) felt this was necessary to maintain the integrity of the system and accord the same treatment to varying versions of an ebook as we would to a large print or paper version of a print book. Some publishers didn't see this view; rather they saw the 'administrative' burden of applying many multiple ISBNs to a title as more than they could cope with.

For me (and I think Michael H) the issue was more obvious. If different versions of an e-book title were not given ISBN's by a publisher then entities in the supply chain would apply them for them. At Bowker we saw this happen in multiple instances. Why a publisher would allow a retailer or wholesaler to mess with their bib data made/makes no sense to me. The Publisher should manage and administer this information and allowing others to apply their own ISBNs (or SKUs) is not in the publisher's interest. What happens is that each supply chain entity applies their own number and this just increases confusion and inefficiency. If publishers maintain the veracity of the standard then I don't think it will be difficult to identify specific formats of books and the channel in which they were sold.
06/13/08 @ 08:09
Comment from: bowerbird [Visitor] Email
customers will not
buy this nonsense...

or even tolerate it.

publishers are just
asking for napster.

-bowerbird
06/13/08 @ 10:18
Comment from: Adam Hodgkin [Visitor] Email · http://www.exacteditions.com
Genuinely puzzled about one point. I always thought that the main point of the ISBN system was to provide publishers/distirbutors/booksellers with a consistent way of assigning SKU's. So what do you mean that the ISBN is *becoming* an SKU, isnt this what it has always been?
06/15/08 @ 07:31

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This is the personal blog of Peter Brantley, and the opinions expressed here are his own and are not reflective of any of his employers in the continuum of history, or the University of California, which provides support for this blog.

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