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
June 3, 2025

The secondary job

Am I a software designer who practices art ‘on the side’ or is it the other way around?

May 27, 2025

Mis en place

Might I make better work if, at the end of everyday, I put everything back in its place – just like they do in commercial kitchens?

May 20, 2025

Artificial intelligence and art

Are artists under threat from generative artificial intelligence? Or is the ‘competition’ we see just misunderstood?

May 13, 2025

It ain’t gonna draw itself

What happens to an idea if I’m too scared to draw it? If I don’t feel skilled enough? If I’m just not ready?

May 6, 2025

Like a machine

Should artists aspire for robotic-like accurate and consistency like those who are the best in their sport?

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