May 11, 2021

The evolution of reaching readers

Is getting published all that great? If your goal is to reach readers, then it’s possible you don’t need a publisher. Before the internet, Publishing (and the process of reaching readers) used to work in a very straightforward and rigid way.

A diagram showing the traditional workflow of publishing
The traditional publishing model brings curation, cultural awareness, and expertise to the process but boy, there are a lot of gates!

1. The artist makes their work.
2. The artist submits their work to many agents.
3. An agent signs the artist and then goes off to find a publisher to multiply the work.
4. The publisher signs the artist (via the agent) to help them make their book.
5. The publisher then distributes that book to booksellers.
6. The readers then purchase the book and consumes the work.

But now, we’re in a world where it’s possible to go from 1 to 6 without all the steps in between. The sequential, gated process of curation that an agent, publisher, and bookseller controls is not the only way (although it’s still a very valid and important one).

A diagram showing a different way to reach your audience
A new model for publishing shows that you can reach all of your audience in a much less sequenced way. What still remains true, though, is that you have to make the work.

For this reason, it seems that there’s never been a better time in history to be an artist because it’s easier than ever to reach readers or your audience. The only thing that’s still the same is step 1: The artist needs to make the work.

Other observations
December 2, 2025

Making a map of dead ends

If we can more easily see the paths we shouldn’t follow, does that make finding the correct one easier?

November 25, 2025

Paying the bills

No matter which way you dice the onion, there’s no escaping the need for money to live. So how might art factor into that?

November 18, 2025

Just feed me

If more choice for a consumer is better, then why do chef’s banquets and ‘just feed me’ options exist in restaurants?

November 11, 2025

The luxury of having no time

Most of us say we need more time but what if the opposite was true? What if less time helped us move forward?

November 4, 2025

A selfish act?

Can the selfish act of making art become an act of generosity? What happens to others who come across the work we make for ourselves?

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