thank you very much for your question.
I guess that all of us "fakers" have an individual point of view on
our name, but I do agree completely with what Luca wrote, especially
about our "not yet resolved tension"!
By the way, I would only add a little thought: if traditional and well
known publishing house are "Real", than we are "Fake". If "Real"
publishing practices are those that we are used experiment every time
we submit a manuscript or a publishing proposal, than we are "Fake".
If, according to the current debate within the industry, the "Real"
future of publishing will be based on the development of e.books,
e-readers, DRM and so on, then we may be "Fake" editors, since we
believe that the future of Publishing will be based on a sound
analysis of certain cultural and technological phenomena that are
taking place: interactivity, multi-authoriality, content sharing /mash
up / remix, web and mobile platforms, cross-medial publishing,
ubiquitous and location based technologies…
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