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Conclusion: Required Conceptual Shifts:
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- Intermediation: Traditional publishing sells through bookstores
and wholesalers; Web is direct-to-individual
- Relationships: Online interactions are with individuals, and so
our thinking about our customers, and customer service, must change
- Formats: Container is not the same as content. Sell the container,
be open with the content.
- Context: World of information abundance, rather than scarcity
- Markets: New "deep niche" markets demand agility
- Openness: Free content is required, so customers can find our material
- Forever: Broadband abundance, the "Long Tail," and the always-on society
will change publishing models forever
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