Anybody with a story to tell can write a book—either for their own enjoyment or to publish for all to see (and hopefully buy). How often have you read a book and thought you could do a much better job of it? Yet most people find the prospect of writing a full-length manuscript and getting it published daunting. You can do it, despite it being more of a challenge these days, not only to write the best book you can but also applying skills as an expert at marketing in today’s new environment and social media. On the other hand, authors today have access to amazing opportunities to reach more readers through digital publishing and self-publishing.

The changing traditional landscape will compel publishers to constantly revise their contracts with authors to generate a profit. Similarly, technology companies and certain giant online retailers will profit much more than publishers or authors in the new economy of publishing. The important challenge ahead is for authors to pursue their craft since books and reading is expected to continue to be as popular as ever, regardless of form or format. Besides books, an effective opportunity to reach technological audiences is through printed magazines and newspapers; this modern generation demands instant gratification, excellent information and valuable outcomes. An important aspect about this target group is that having ample disposable income is a top priority. While they strive to portray an image of wealth this aspiration is not always coupled with realistic ideas of how to generate a high income.

However, they are more inclined to self-employment than seeing themselves employed by a large corporation – recognizing that the idea of a lifetime career at a single company is long gone. Even though their vocational emphasis is on investing in oneself and one’s own skills, few accept that lifelong learning is a prerequisite to sustain a competitive edge in the market. It is concepts like these that should inspire authors and publishers alike, to fulfill the education needs of contemporary readers. Their responsibility is to explore the good, the bad and the ugly of these types of issues, and to make sure readers are fully informed of their options without being dictatorial. Books are mere vehicles to stimulate enthusiasm, broaden perceptions and invite independent call to action by simply saying: ‘This is how green careers can save humanity and our planet.” Bear in mind, audiences today are very concerned with appearance and image; authors and publishers want them to read about issues that matter, think about alternatives, and spread the word by talking about it.