Chapter 11
Publishing: A Shifting Landscape
IN THIS CHAPTER
Adapting to changes in publishing through inspecting and adapting
Industry disruption with news and media
History will be kind to me, for I intend to write it.
— WINSTON CHURCHILL
In any disruptive environment, quick and pivoting innovation tactics are needed. Publishing and the news media have gone through massive changes before our eyes. Traditional products and readers are changing, and no one knows where the change will end.
Publishing houses and news organizations need to continue monetizing current products and finding new sources of revenue. Trying a new form of native advertising, for example (such as ads intermingled in a feed of news articles or commercials with personalized QR codes), calls for quick turnaround time and quick response to customer feedback. Promoting a new book through an author’s existing social media channels or developing new revenue-generating ideas for customer feedback requires a disciplined feedback cycle, focused development, and close customer interaction.
Scrum can handle this type of shifting landscape smoothly. When the goalposts keep moving, it doesn’t make sense to aim for where they used to be. We don’t know how publishing and news will continue to evolve, so we can inspect and ...
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