Below is a link to the keynote speech that Seth Godin gave at the 26th Annual IBPA Publishing University 2010. What I love about how he presents his information is that he reinforces some key principles:

1. What seem like small changes in an industry can have huge ripple effects by the time those changes reach the customer, especially on customer behavior.
2. Those changes can have even larger ripple effects on those that support the industry especially after customers adopt and adapt to those changes.
3. Examples from other industries facing similar issues can always teach you either how to respond (or how not to respond) to those changes.

If there was ever a wake-up call of the inevitability of change, this is it. I work for a company that provides services to the publishing industry, and I'm also a fairly voracious reader. The company I work for is working diligently to adapt to the changes occurring in the publishing industry with Acuity, our new audience management system. I as a consumer, a consumer who still loves the physical act of turning pages, am adapting to the ways that the publishing industry is using to get me to buy more books, whether it be iTunes convincing me to download audio books so that I can get my book fix while I'm driving or Amazon bombarding me with emails plugging the Kindle, or authors using social media like facebook in order to spread the word about the printed page.

Seth's blog has a link to stream the audio. Here is a link to the .mp3 audio of the same speech.