06/03/07

Browse inside: MediaLoper on HC

Another Medialoper Nutshell, this time on the new ‘widget’ introduced by HC to allow bloggers to embed an extract on their sites:

HarperCollins is facing two key challenges with this feature. In order for this experiment to work, users must associate books and authors with the publisher. When I think “Michael Crichton”, I don’t automatically think “HarperCollins”. Until now, but that’s only because I’m working on this post and, knowing me, I’ll likely forget this information within a day or two. I think I’m like most people in that I’ll hear a piece of information and will proceed with what little knowledge I have. Somehow, the publisher needs to make itself a prime, regular destination for the reading public, for the book-buying public.

(My emphasis)

You should read the whole post, but I’m quoting another bit that’s really relevant:

Success in this type of branding will rely upon the goodwill of the blogosphere and other literary-leaning online ventures. The web has been built on a notion of quid pro quo, though some might think me crass to mention it. You link to me, I’ll link to you. You place my ad on your site, I’ll pay you. So much of what embodies the success of what we’re calling Web 2.0 (and HC is certainly trying to embrace that label) is dependent upon community. Good community requires a sense of giving back in some manner. This “Browse Inside” feature has a very one-way feeling to it.

While the HC concept is clearly built upon the YouTube model, it stops short of the community-based ethos. The embedded video feature pioneered by YouTube allows site owners to post links to content while keeping their audience. There is a big difference between linking to other sites — where there is anticipation of reciprocity — and advertising someone’s product for free. In this experiment, HarperCollins is counting on the goodwill of the book community in this venture, and I, for one, will be curious to see how said community responds.

The perception of one-way benefits is disquieting (as is the inclusion of Google ads on the HC website). I am not sure how bloggers, especially, are going to embrace the notion of adding a free HC commercial to their websites, and that, my dear friends, is what the “Browse Inside” feature is. There is no real upside for those who add the HC code to their websites. HarperCollins will need to consider how they can do better by the community they’re trying to use.

Medialoper on Browse Inside
Browse Inside in action

Posted by Peter Collingridge in Future of the book, Google print, Publishing.

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