Not long after the If Book Then conference in Milan and Stockholm, Neil Gaiman gave a much-talked-about keynote at the London Book Fair in which he too talked about the future of books. Speaking to the international publishing establishment, he made a point that was both familiar and critically important: Change is here, and denial is pointless. "I worry that too many of us . . . are certain that if only we can get 1993 to come back again, we'll clean up. That if we hold our breath and close our eyes and guard the gates with bigger and more dangerous weapons, time will turn backwards and it will be yesterday again. And we all knew what the rules were yesterday. The rules of publishing were simple. Authors, agents, books, incredibly long lunches—that was publishing. Not any more."
Along the way, however, he gave some tantalizing glimpses of what the future could hold. Some were quite basic: the idea that buying a physical book might automatically give you the ebook and audiobook as well. Others were counterintuitive in the same way that the study I designed with JWT was counterintuitive: "I suspect that one of the things we should definitely be doing . . . is making books that are prettier and finer and better. We should be fetishizing objects. We should be giving people a reason to buy objects, not just content, if we want to sell them objects."