On January 25, 2012, influential publishing consultant Michael Shatzkin spoke with the video team from digital book world.

According to Shatzkin, the big six are “Run by a legitimately smart, forward-thinking leadership. And yet, they are in a very, very difficult position. Because the model on which they, not only have always made their money and continue to make their money, is seen by many, including me, as time limited. And they’re going to have to do something completely different.”

And what is the completely different thing they should do? Shatkin thinks that publishers should stop trying to intrude on the reading experience with multimedia and should focus on direct-to-consumer permission marketing. “Immersive reading does not want to be interrupted.” Instead publishers should experiment with “Gathering names, emailing the people, creating reasons for engagement beyond the book.”

via Digital Book World