Originally posted on David Gaughran:

In the third of a series of increasingly misguided essays for The Guardian – Why social media isn’t the magic bullet for self-epublished authors - Ewan Morrison builds a bonfire of self-publishing straw men.

Morrison is convinced that “epublishing is another tech bubble, and that it will burst within the next 18 months.” The reason given:

epublishing is inextricably tied to the structures of social media marketing and the myth that social media functions as a way of selling products. It doesn’t, and we’re just starting to get the true stats on that. When social media marketing collapses it will destroy the platform that the dream of a self-epublishing industry was based upon.

Where do I start? Perhaps I should first point out that Morrison has made this prediction before, in the second essay in this series: The self-epublishing bubble.

Given that it is now August, and the bubble essay…

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