Reflections on the Business of Editing

Have you ever noticed that when you find a minute to sit down and begin a nonfiction book, you usually don’t make it past the first chapter? Research tells us that 88% of adults would like to read more. Add to that, a sizeable chunk of people who are trying to read are struggling.

So, what can we do? One option is to create high-quality, concisely-edited content that people can get their teeth into quickly. This is precisely the argument that Sam Lessin makes in his recent article on the new business of editing for The Information. Lessin writes that these days, we are inundated with choice. As a result, we are more particular than ever about what we choose to spend our time listening to, reading, or watching. This means that, in Lessin’s words: “the value of editing is rising for many consumers, leading to big business opportunities for those who capitalize on them.”

I totally agree with the idea that there is great potential for edited versions of certain media as they can offer new ways for companies to build audiences for their content. Lessin’s argument is slightly diluted because he talks broadly about media in general and does not allow for distinctions between fiction and nonfiction, the demands of different genres, or underlying consumer motivations. Things also get a little hazy when he places Kim Kardashian on the same level as Thomas Piketty.

While I personally don’t see strong business potential for edited-down content in traditional storytelling formats like films or television shows (they need length and depth to create suspense and evoke emotions), I do agree there is a business opportunity for editing down information-heavy media like books, long-form articles, or research papers. This is due mainly to the fact that people’s processes for reading—and their reading goals—have changed and ramified.

In his book Breaking the Page: Transforming Books and the Reading Experience, Peter Meyers describes the three modes of modern reading: Skim, Grok, and Master. To skim is to rhythmically and rapidly dart your way through a text in search of the juicy bits. To grok is to understand the key concepts of a text. Finally, to master is to go deep into a subject and conquer all (*Cue Game of Thrones theme tune).

Traditional publishing focuses on the third mode, mastering. We now need to find new ways of interacting with content that address the other two modes. Herein lies the value of editing information-heavy content; it can address different reading modes and allow people to engage with ideas in different ways.

Edited versions do not replace long-form content, rather they offer a new way into that content.

At Blinkist we embrace the power of editing by creating a product that informs and empowers the reader. We carefully select the key messages from a classic cornerstone of long-form — the nonfiction book — and splice these key messages together into powerful, mobile-first packs that can be read or listened to easily and quickly on-the-go.

Blinkist works in two ways: firstly, as a personal development tool for hyper-conscious consumers so that they can dedicate their time to reading the things that matter most to them. Secondly, as an information source that creates new audiences and use cases for the key concepts of a book. This first function is easy to grasp, however, it is the second that is particularly interesting when thinking about the benefits to the reader beyond simply saving time.

We now have the chance to build totally new solutions that address those needs (skim! grok!).

Readers’ needs have transformed and convenience is crucial. It is now up to new media companies to jump in to generate whole new audiences of readers and create new use cases for content discovery and consumption.

The opportunities are there and now the most exciting thing is to watch and see what innovations will come along to fill the gaps.