For decades, books have been seen primarily as finished products. An author writes a manuscript, a publisher prints it, and readers purchase it. Once initial sales decline, the book is often considered to have served its purpose. That approach is changing.
Esther Dumbiri, founder of Legacy Bridge Publishing, said, “We are entering an era where a book is no longer the final goal; it is just the starting line. In the same way that record labels changed how we value music, a new model is changing how we value ideas.”
The music industry identified a concept years ago that the publishing sector is now beginning to adopt. A hit song generates revenue, but the greater value comes from the rights associated with it. Record labels do not only sell CDs or streams; they develop an entire ecosystem around the artist. One song can support concert tours, merchandise, film soundtracks, and commercial partnerships. Music becomes an asset that continues to generate value over time.
Publishing has traditionally focused on immediate sales, often neglecting the long-term potential of the work. Traditional publishing typically offers authors limited control and small royalties while emphasising initial unit sales. Self-publishing allows complete control but rarely provides the structure necessary to transform a book into a broader enterprise. As a result, many works by experts and leaders remain contained within their pages, unable to reach wider audiences or develop additional revenue streams.
The emerging approach treats a book as an “activation layer.” In this model, the book serves to create opportunities beyond its initial sale. Managed professionally, a book can support consultancy roles, workshops, training programmes, media engagements, and personal brand development. Authors are positioned not simply as writers but as public figures whose ideas can generate long-term influence and business opportunities. Publishers act as partners, helping to expand the reach and impact of the author’s work.
For Africa, this shift represents a significant opportunity. The continent hosts numerous leaders and innovators whose insights have limited exposure due to insufficient infrastructure for knowledge monetisation. By transitioning from printing books to managing ideas, African authors can control their narratives and reach international audiences. Institutions such as Legacy Bridge Publishing provide strategic support and the operational systems necessary to achieve this transformation.
Dumbiri emphasised the broader implications, noting that when books are treated as business assets, the benefits extend beyond the author. Investors gain access to new opportunities, audiences discover valuable ideas, and high-quality knowledge reaches wider communities. “The future of publishing isn’t about who has the best printing press; it’s about who knows how to build a business around a great idea,” she said.
This model reflects a broader global trend in knowledge industries. Just as music rights have become as important as album sales, the long-term potential of ideas is now becoming central to publishing strategy. By viewing books as launch points rather than endpoints, authors and publishers can construct sustainable platforms that support continuous engagement and growth.
The transition also offers cultural and economic benefits. African thought leaders can extend their influence, attract international partnerships, and contribute to local economies through knowledge-based businesses. The model encourages authors to consider the full lifecycle of their work and to plan for its impact beyond the bookshelf.
As the publishing industry adapts, the focus is shifting from immediate sales to long-term value creation. Books are increasingly seen as assets capable of supporting broader careers and enterprises. For authors in Africa and beyond, this represents an opportunity to redefine success and to transform ideas into enduring influence.
Dumbiri’s work with Legacy Bridge Publishing reflects this new philosophy, where the emphasis is on strategy, partnership, and the sustainable management of ideas. By following the example of the music industry, publishing is moving towards a system in which intellectual property is cultivated, leveraged, and maximised for long-term benefit.
