The publishing industry is evolving at an astoundingly fast pace. Besides going digital, the industry is gradually transitioning from a b2b business model to a b2c model. This is largely due to the changing scenario of retail, distributions sales and marketing, all owing to the recent and widespread popularity of social networking or social media. -- Presented at the O' Reilly Tools of Change Conference 2010, By Sameer Shariff, Founder and CEO of Impelsys Inc. (iPublishCentral)