Espresso Book Machine

Back before this blog was live, I posted a couple things about Jason Epstein’s book revolution and the Espresso Book Machine. Well, it’s back in the New York Times today, following a demonstration in a midtown branch of the New York Public Library.

The machine, which can “produced a book from digital code to hefty paperback in under 15 minutes,” is retailing for $20,000 and being promoted as a distribution and inventory solution that would revolutionize publishing.

Epstein has a flair for exaggeration, but the machine is impressive, and could solve certain publishing problems, especially in terms of deep, deep backlist titles. And in theory, it could radically change the way books are sold, since every store in the world could, in theory, have access to any book in the world in 15-minutes. (Which, after perusing the shelves in the local Barnes & Noble the other day, would be an amazing relief.)

That said, I still have some reservations. Epstein’s idea of making this an ATM-like device that could be anywhere would essentially eliminate the need for bookstores entirely. Readers would be able to get any book they wanted in their local grocery store, and for 60% off at Wal*Mart, possibly putting the final nail in the indie bookstore coffin.

If a machine like this caught on—there seems to be a coming cultural divide between this sort of print-on-demand technology and going one step further in the digitalization process and creating iBooks—the way we find out about literature would have to change in equally radical ways. Without the ability to stumble across an author on a shelf, or to have a bookseller tip you off to a hot young writer, readers would have to rely upon the internet, word-of-mouth, unique viral marketing techniques, to find out about books.

The books I’m talking about all the interesting ones not featured by the mainstream media. Since most book review outlets review the same titles, it doesn’t really matter if a book is on display at a store or not—everyone paying even a bit of attention will hear about the latest book you just have to read.

Anyway, it won’t be enough for a small publisher to get a group of cool booksellers behind a title. And with sales for literary fiction in the hundreds and low thousands, losing part of your marketing strength could have a really negative impact. This Library of Babel-ish idea sounds compelling, yet, I’m personally afraid that the marginalized will only become moreso, making it even harder to cultivate a readership for innovative books unsupported by tens of thousands of German media conglomerate dollars.

(And just cause—be sure and check out the picture of the EBM. That’s the best caption ever . . . )