What is the Publica platform?

The best parts of traditional publishing and self-publishing, with a difference that makes both better


Traditional Publishing, Self-Publishing, and The Internet Of Value - Blockchain Revolution

Publica will be a platform for authors, readers, books of all kinds and the people who make them. And for smart contracts to carry all kinds of transactions and exchanges for the publishing economy.

We call our organization Publica in honor of the vocative declension of the Latin word publicum, meaning a person or thing of the people. Derived from populus, people. In some languages like Spanish and Urdu publica means the act of publishing. In others like Arabic it’s more evocative of a republic or democracy versus a king or caliphate.

In English it’s the beginning of publication and in Russian it means the people.

When the lines blur between publishers large and small, authors and self-publishers, readers and crowdfunders, artists and scholars, teachers and students, and everyone else interested in books and what becomes of them, of the people emerges as a final immutable line of distinction.

So we are Publica.

White paper fatigue?

Prefer an elevator pitch? You got it!

Do you believe that?

  • Electronic books will eclipse paper books sooner or later?
  • Self-publishing will eclipse traditional publishing?
  • Crowdfunding competes with traditional financing?
  • Peer-to-peer transactions like Bitcoin and Ethereum disrupt traditional monetary relations with their smart contracts and tokenization?
  • Publishing is a global economy?

That’s Publica.

Just a bit more?

Publica will fuel an ecosystem of the third parties necessary to publish and promote high-quality and high-value books--editors, cover artists, illustrators, marketers and so on. By backing their ecommerce transactions on the blockchain Publica will bring trust and liquidity to the ecosystem. Peer-to-peer.

To ignite the ecosystem, Publica is a platform for authors to offer their own token launches for their new books (crowdfunding). Each token sold in a book's token launch represents READ access to the book in an e-reader.

Authors will be able to set their own advance payments for their books negotiated with their fans and institutional backers. They’ll retain creative and financial freedom while having the means to remain independent.

Publica will establish the legal and technical framework for the tokenization of intellectual property rights. Instead of awarding up to 90% of their royalties to a single publisher, an author can decentralize ownership, thereby attracting investors and fueling an ecosystem for the book's success.

Interested? Read all about it!


Josef Marc, CEO

Josef Marc leads the Publica team. Although he didn’t originate the Publica idea in its earliest form, he volunteered to write the white paper that thought it through to its logical ends, and decided to help bring it to fruition.

His experience leading teams in the launch of DirecTV, 500 channels of fully-automated digital satellite television, and the launch of Verizon FIOS TV, national cable television on a telephone system backbone, prepared him for Publica because we too are launching something that hasn’t been done before. Also part technology, part operations, marshalling hundreds of people in multimillion-dollar budgets, in the public eye.

He’s helped startup companies to reach healthy success before. He co-founded Archimedia Technology, acquired by GrayMeta. At Front Porch Digital, acquired by Oracle, he designed systems and operations that preserved and made digitally accessible the ten-year videotaped history of the United Nations Criminal Tribunal for Rwanda. At SAMMA Systems he worked closely with the United States Library of Congress NAVCC technical and operations teams. His first technology job was in a startup that was acquired by Sony to form its broadcast systems integration company in what the media calls an aquihire today.

At Sony he managed teams building two Olympics broadcast centers for CBS, several Jumbotron control rooms including New York Times Square, and innovative entertainment and interactive television systems for Celebrity Cruises “cyberships.” We can take systems like those for granted today but somebody had to do them the first time.

He’s comfortable with technology on the leading edge, learning it and explaining it so others can understand it from their own perspectives. As a longtime member of the Society for Motion Picture and Television Engineers (SMPTE) he authored four technical papers, presented them to critical audiences at SMPTE’s annual conventions, and contributed steadily to standards committees.

Josef’s first career was in music and that’s when he first learned how publishing and self-publishing work. He and a partner wrote, recorded, printed, sold and shipped their own music on vinyl records until the manager of The Police, a superstar group, signed them to a publishing deal for his company. He’s a constant reader, always interested in the economics of publishing. He studied in the pre-law curriculum at the University of San Diego.

Yuri Pimenov, CTO

A pioneer in Bitcoin trading technology and systems, Yuri Pimenov knows the blockchain revolution extremely well. His experience as the head of research & development for Latvia’s top brand and most popular website besides Google led him through the technical challenges in machine learning, robotics, and high-load Internet technologies. Yuri is one of the few industry professionals who can be counted on to connect a grand vision with a real-life technical solution.

Yuri is a longtime contributor to the blockchain community with his blog and his Russian translation of the seminal book "Mastering Blockchain" by Andreas Antonopoulos. Before Publica, he was the CTO of a leading Bitcoin exchange. Other work experience includes peer-to-peer lending platform development, a national email server, automated magazine publishing, and Internet radio.

Yuri earned his Master’s Degree at Riga Technical University.

Antons Sapriko, COO

The blockchain revolution and its demand for experienced high-quality services is sure to grow exponentially and that’s where Antons Sapriko comes in. Antons grew a company of two people to a hundred times that size and an industry leader serving the very top retail companies. He brings highly adaptive and growth-oriented business management strategies into Publica’s fold.

Antons is responsible for operational management in Publica. His experience leading Scandiweb from a local agency to becoming the largest ecommerce services provider on the Magento platform will help Publica take care of business. He will bootstrap Publica’s roles for marketing, HR, development, quality assurance, creative infrastructure, and technology services for all Internet-connected platforms.

Publica benefits from Antons’ experience in setting up workflows for enterprise-grade delivery to Walmart, Jaguar, Land Rover, The New York Times, Peugeot and many other brands and startups since 2003.

Antons started his contribution to the blockchain revolution in 2014 leading a series of workshops explaining to the Scandiweb team how the Bitcoin blockchain works. Blockchain-related workshops and practice sessions led to go-live projects and they continue to this day. As of this writing, in July 2017 he and his teams built and launched successful smart contracts and blockchain apps for the launch of large-scale Initial Coin Offerings (ICOs) for $25 and $30 millions led by USA-based Element Group.

Antons comes from a technology background. His father made the first-ever dial-up connection in his country in 1986. Antons learned to code at 14 and won top places in Math Olympiads on the national level. He earned a Bachelor degree in Business Administration at Stockholm School of Economics in Riga, a top-20 business school and started Master of Science at the IT University of Copenhagen.

Advisors about Publica

Blockchain will go down in history as one of the most disruptive technologies of all time, Publica’s vision to unite it with printing and the internet, two of humanity’s most disruptive inventions, is brilliant and perfectly timed for this revolution in human history.

The Publica platform is going to enable a lot of positive change for many people around the world.

Marc Kenigsberg

Marc Kenigsberg is the founder of Bitcoinchaser.com, one of the most popular resource sites for blockchain enthusiasts, and a regular speaker and contributor at industry events around the world. With 18 years’ experience in online marketing and having advised many successful blockchain businesses, Kenigsberg is a strong addition to the Publica team.

Blockchains create opportunities for orchestrating multi-sided markets where publishers' tasks are partly automated and partly taken over by the gig economy.

Today's publishing houses are built on the foundations of Gutenberg's ancient invention. With the actual printing process at the center of the value chains, publishers have created an industry where they control most of the elements, from draft of the manuscript to the book being sold. In this system, the ones who do the greatest job, the authors, are left with the smallest piece of the pie, something which may be changed by new technology.

Blockchains create opportunities for orchestrating multi-sided markets where publishers' tasks are partly automated and partly taken over by the gig economy.

Publica is a disruptive service that creates a whole new ecosystem that mixes elements from different media and creates a new infrastructure for all types of media. Publica allows us to publish globally, whether we make learning materials, novels, movies or other media expressions. This is truly a disruptive technology that will change how traditional publishers work in the future.

Arne Krokan

Professor of Technology, Communication, Organization and Management at the Department of Sociology and Political Science at NTNU Norway. Sought-after keynote speaker, government advisor, and author of several books on social economics and digital marketing. Also reads books.

Publishing is changing, but still broken. Authors are scrambling to understand and figure out what they should do now to be successful.

They could use a platform that brings together a network of designers, editors, distributors, and marketers, which offers all parts of the publishing process-safely without scammers. This community must also be a place where readers can discover their books, buy them, exchange them, and become fans.

It needs to be a community, where authors can get questions answered...

It needs to be a community, where authors can get questions answered, make profitable transactions, and develop connections that satisfy their own individual goals, however great or small.

My vision of Publica is that.

Sheron Wood McCartha

Author of ten science fiction novels. As a self-taught self-publisher and CEO of Digital Imagination Publishing, Sheron studies the effects of disintermediation in traditional publishing. Working on her next novel.

Artists with vision have a new form of security when tying other artisans into their book.

The attraction of Publica is how it reduces the risks of uncertainty in task completion, compensation and capital investment. In the 21st century, sub-contracting on the blockchain ties participants to a vision, indifferent to the awkward timing of payments too little, too soon, or too late. Free agents bring their special expertise to work and they're compensated in a hierarchical member-funded model. The open ledger of smart contracts is their blueprint and progress report. With the sophistication of division of labor, we can divide time and funding. The backbone of productivity has two stronger legs to stand on.

Artists with vision have a new form of security when tying other artisans into their book.

This is particularly important for those authors who view their calling as dissent from conformity. Navigating their community away from group-think, preserving and extending their mission, is a commitment to publishing lasting works in the blockchain revolution.

Jeff Scott

Economist, financial technology consultant, adjunct scholar to The Mises Institute, Degrees in both Economics and Statistics from San Francisco State University, and Phi Beta Kappa. 30 years’ experience delivering Business Intelligence development to executive management of leading US financial institutions. Worked for Federal Home Loan Bank of San Francisco, Wells Fargo Bank, Visa, and Bank of America.

Operational Success

  • Uldis Baumerts

    Certified Scrum Master and Product Owner succesfully leading projects from POS systems in hotel chains, to online retailing for Jaguar, Land Rover and Hyundai

  • Aigars Pavlovics

    Certified Scrum Master and Product Owner, experience in delivery for the New York Times, Walmart, JYSK.

  • Glebs Vrevskis

    Founder of Marketing and Analytics department in Scandiweb, Glebs is behind success of many multi-million retailers and startups

  • Davis Krikauskis

    Agile Coach, taking care of personal and professional progression within an organisation of almost 200 people

  • Andrew Nesterenko

    Financial Advisory. CFO at Scandiweb Andrew joined Publica to bring accounts transparency for the community, he has been working as a Senor Auditor in KPMG and internal auditor at Kronospan.

  • Natalia Tarasova

    Creative behind the digital success of brands such as Buff, Jaguar, Land Rover, Lafayette148

  • Daniels Gulbis

    Motion Designer, who will help Publica to explain its novelty. Daniels is the author of the video you saw on our landing page

  • Vadims Zhepetovs

    Senior Mobile app developer gaining large-scale development experience in Ask.fm

  • Dmitry Sitovs

    Developer, Team-lead, experience in delivery for Hyundai and Mitsubishi

  • Vjaceslavs Hlutkovs

    Senior front-end developer and Vue.js evangelist

  • Viesturs Lujans

    Smart contract and blockchain app developer

  • Arturs Lataks

    Smart contract and blockchain app developer

  • Dmitry Kravchenko, PhD

    Smart contract and blockchain app developer

  • Kevin Le Goff

    Mobile app developer, Android

  • Maris Mols

    Team-lead delivering for Sephora and Nestle

  • Olga Kimalana

    SMM and Community management

  • Aleksandrs Hodakovskis

    SMM and Community management

ICO Structure

Token distribution

  • 51% sold in the token sale
  • 25% for distribution to incentivize the ecosystem
  • 20% retained by Publica and locked for 5 years
  • 2% bounty program distribution
  • 2% to cover an ICO
  • sold in the token sale
  • ecosystem incentives
  • retained by the founding team
  • bounties
  • to cover ICO
Token distribution
  • 51% sold in the token sale
  • 25% for distribution to incentivize the ecosystem
  • 20% retained by Publica and locked for 5 years
  • 2% bounty program distribution
  • 2% to cover an ICO
PBL Token
Is a private money with a fixed and locked supply, which is the only means of payment accepted within Publica ecosystem for goods and services traded there by its participants.
Total Supply
1 billion
Initial rate
USD 0.10 per one PBL token

What is Publica's PBL token

Token for commerce within the publishing economy

PBL Economics White Paper

Imagine Publica as a new country in the world. When you go to another country seeking new adventures and experiences you naturally use that country's money to buy goods and services within its borders. You naturally expect to be paid for your own work in the same money so you can spend it there easily.

Publica-the-country has no national debt. It exports more products and services than it imports. It doesn't print new money. In an economist's terms, its money supply is fixed and therefore stable for the long run. Within its borders, Publica's internal money is a token called PBL.

In the simplest example, authors accept PBLs in exchange for READ tokens which are digital keys for reading their book in electronic forms. Because PBLs are a stable currency they're especially helpful for financing a book's workflow in the long run. Books are released in multiple editions. Some editions may be updated for many years to come.

Books circulate among co-authors, illustrators, editors and so on, and they're all paid with PBLs that they can exchange to local fiat currencies when they want to. READ tokens work throughout so pre-release editions have the same protections as early and late editions. The general public (readers) may not be familiar with a book's workflow but people working in the publishing ecosystem know it well. Readers do know about crowd funding their favorite authors. PBLs are Publica's stable currency for all of it.

White paper - PBL token economy

Read PBL Economy White Paper

PBLs are also exchanged for RIGHTS tokens that signify a fraction of an author's copyright rights and associated revenue streams (subject to a legal framework). Revenues from outside Publica's economy (fiat money, crypto currency and so on) are exchanged into PBL and sent to their respective book's smart-contract to enforce an accurate distribution of earnings between the owners of the RIGHTS tokens.

Publica and reputable third-party organizations will create and maintain digital wallets and currency exchanges for the general public so everyone can trade PBL for currencies of their choice in the same way that people use credit cards, electronic transfers, checks, and currency exchanges today.

Token sale advisor and technology

Key dates

  • September 5
  • October 19
    Pre-sale opens
  • October 25
    Public sale
  • November 15
    Sale closing
  • December 1
    Token distribution
  • January 2018
    Trading available


  • Why does publishing need Publica?

    Amazon and iTunes ebooks changed publishing for online retail but left the rest of the ecosystem to others. The online marketplace responded with many sites and services.

    None of them have taken up the blockchain opportunity. Publica expects those sites and services to simply adopt Publica as their easy gateway to the benefits of cryptocurrencies and the blockchain revolution.

  • What’s the simple idea of the Publica project?

    Publishing is a global economy and ecosystem unto itself.

    Online retail is only one corner of it. DIY self-publishing is good but sacrifices some of the best parts of traditional publishing. They can be revived with elements of the gig economy and the sharing economy so long as the ecommerce is tailored to publishing.

    Most of the ecommerce in making and publicizing great books happens before retail, starting with how book projects are funded. Book projects continue long after the release of their first editions.

    Publica serves book projects from start to finish--and they don’t have to end. Some book projects can go on forever in new or expanded editions, derivative rights, audio books, movie scripts, games, merchandise, etc.

  • What’s the radical idea of the Publica project?

    When you buy a paper book, you own it. The same should be true of an ebook. This is very different from a revokable license to read it on a proprietary device or app such as iTunes or Kindle.

    No one, including Publica, can tell you what to do with your ebook. There are no terms to accept, no fine print, no subscriptions to maintain, no proprietary devices. The digital key you hold is the only proof of ownership you need.

    This presents new business opportunites for authors, and total transparency for their readers and the rest of the people and businesses illustrated in the Publica Circle drawing.

  • What does Publica do for authors?

    Advances on revenues in new Book ICO’s. That practice virtually disappeared in the Amazon/iTunes age and authors need it back.

    Social networking with a professional edge, e.g., treating books as the projects they are. Project managers, collaborators, publicists, marketers, printers, and all the rest of the people and businesses that make books great and help authors reach the readers who want their books.

    Authors need an ecosystem with simple, trustworthy ecommerce that looks more like a LinkedIn than a 50-page contract of fine print that serves lawyers better than authors.

    New business models. Every new book is like a startup. The business model is as important as the creative writing, and one size doesn’t fit all.

    In one easy example, readers can’t pass traditional ebooks along to their friends and colleagues for fear that the publisher might miss out on revenues. This stifles word-of-mouth marketing and forces all sales to unrealistic retail pricing. Ebooks languishing in an elibrary don’t help anyone except the minority of readers who want to re-read them.

    At Publica, readers can resell ebooks on an open market. Authors can set creative new terms for ebook resales including a portion back to themselves or their next book project. They can promote word-of-mouth marketing, host a shop on their own site inlcuding like-minded authors, boost their fan clubs and book clubs, etc. Opportunites abound.

  • What does Publica do for readers?

    Crowdfunding in creative ways. Whatever the readers, authors, institutions, and project managers can dream up in their business models to include their fans and readers who care and want to participate.

    After reading, resell ebooks on an open market. This is also good for authors because they can get a portion of the resale on Publica.

    In one easy example, university textbooks are expensive and students sell them back at a fraction of their purchase price. Universities don’t need that commerce, they do it because they have to, so the courses can happen on time.

    At Publica, authors, project managers, and institutions can set creative new terms for book resales including a portion back to the book project or its successor (fund the next edition). Ebook resale market prices are then up to the seller (reader) and buyer (next reader).

  • How is Publica different from other ICO’s mentioning books or publishing?

    Publica is a platform for ecommerce in the publishing economy, including the social networking that fuels commerce between businesses, groups, and individuals who need to collaborate on book projects.

    Other ICO’s will continue to address atomic portions of the publishing ecosystem, i.e., copyright registration, translation, retail ebook sales, advertising, reputation points, book recommendations, or crowdfunding. On the Publica Circle drawing, those are the corners nearest to the readers and authors. Publica addresses those too, plus all the rest of the publishing ecosystem so that everyone can enjoy the full benefits of social and commercial network effects.

  • What is PBL? Is it a token, a currency, a coin?

    PBL, called Pebbles, are ERC20 tokens.

  • Why make an ICO?

    Before the ecommerce can begin, Pebbles must be in the possession of many people outside of Publica-the-company. In other words, those Pebbles can’t be Publica’s own money.

  • What will ICO proceeds be used for?

    ICO proceeds will pay for the free Publica ereader app/wallets for all common devices.

    Later in the roadmap, we’ll make and sell ereader/writer devices at Publica, Amazon, and other retailers. Professionals will want a powerful device, something like the ReMarkable tablet https://remarkable.com, that supports their READ and RIGHTS token wallets.

    ICO proceeds will pay for publicizing the platform to the general public as well as the publishing industry. It’s a new idea.

    ICO proceeds will fund a multilingual Publica EDU. It will teach how to promote books, manage book projects, find qualified help and form business relationships, find book projects to join, become a certified editor or marketer, etc.

    ICO proceeds will pay for developing the legal framework for using tokens and blockchains in legally undefined areas like autonomous rights, derivative rights distributions, etc. in the global blockchain era.

    ICO proceeds will help fund Publica’s Inaugural Set Of Books. They’ll need editors, illustrators, authors, project managers, publicists, printers, marketers, etc. They’ll need advances against revenues in order to do their work. They aren’t Publica employees, they’re free agents and businesses.

  • What are READ and RIGHTS tokens for? Are they in the ICO?

    READ tokens decrypt ebooks for reading.

    You buy READ tokens with Pebbles in a public Book ICO. (Like a crowdfunding event. You might not see the Pebbles if the Book ICO’s website is set to show you a local currency.)

    READ tokens are your private key in a two-key encryption system, locked inside your ereader app/wallet. The ebook’s public key is on the blockchain.

    RIGHTS tokens distribute a book’s derivative rights revenues for movie scripts, games, merchandise, reprints and so on. You buy them in a book’s RIGHTS ICO, which may be open to the public or limited by invitation. Your private key is locked inside your app/wallet, the public key is on the blockchain, and the smart contract that determines your share of revenues is also on the blockchain.

  • Why does Publica need a blockchain?

    The publishing ecosystem needs a radical expansion of the popular phrase “trust, but verify.”

    So, Publica has to put trust and verification on the blockchain by automating the ecommerce, engaging the blockchain that holds the ebook and derivative rights public keys, and their smart contracts, and the app/wallets involved in the ecommerce.

  • Why can’t Publica use normal fiat money instead of Pebbles (PBL)?

    Lower costs of doing business.

    Publishing is global and active in all currencies. Very small transactions and very large transactions are inconvenient in most currencies and impossible in many currencies.

    In many nations, large transactions require the government's oversight and sometimes prior approval, and the trouble doubles if they involve any foreign currency. Tiny recurring payments are impossible, and small recurring payments aren’t worth the cost of transmission through central clearinghouses.

    There's no advantage in forcing transactions into a local currency or paying exchange fees for other project collaborators' local currencies. Ecommerce can do without the overhead.

    Some book projects involve people who live in different nations and people who live in multiple currencies at the same time like we do. It's a reduction of friction in ecommerce that many people and businesses will enjoy.

  • Is Publica a startup?

    Yes and no.

    Scandiweb is an established and successful leader in ecommerce platform development.

    Publica is a startup for operating the Publica platform, building Book ICO sites, connecting Publica users in book projects, publicizing the platform to the publishing ecosystem, etc.

  • Can Publica do all the development this platform implies?

    Yes. Our development arm is Scandiweb.

    They build and support world-class ecommerce sites and platforms every day. They’re already a player in the ICO space and they’ve been writing blockchain smart contracts since they were invented.

  • Why is Publica raising such a large amount?

    In the publishing industry, it’s not a large amount.

    Publishing is a long game. There are network effects to be addressed (“chicken-and-egg problem”), legal frameworks to be established for autonomous rights and derivative revenues, and Publica EDU for general education about how to start and manage book projects in the blockchain era.

  • What will the unsold Pebbles (PBL) be used for?

    25% of the Pebbles will be placed in the Publica Treasury for igniting platform network effects, i.e., solving the chicken-and-egg problem. The Publica Treasury will seed book projects and services with advances on revenues, legal help and so on.

    20% of the Pebbles will be locked for 5 years. Maybe Publica won’t need them. Maybe Publica will need them to stave off annoyance lawsuits by anti-blockchain forces. They’re a safeguard for whatever may threaten the platform because book projects can be long and books can last forever.

    4% of the Pebbles are for ICO costs.

  • What prevents Pebbles (PBL) from becoming worthless?

    The ebooks, the derivative rights, and the blockchain.

    Ebooks are valuable in themselves, their derivative rights revenues stretch to infinity, and the blockchain is their immutable ledger.

  • How do we know Publica isn’t another ICO scam? Or the key people won’t leave?

    Publica’s leaders are successful businesspeople who cannot put their professional reputations at risk.

    Advisor Marc Kenigsberg campaigned for years for corporate social responsibility in the blockchain revolution. COO Antons Sapriko runs Scandiweb, a multimillion-dollar high-profile business committed to the blockchain space. CTO Yuri Pimenov is a Bitcoin pioneer committed to the cause. CEO Josef Marc has no future in any industry if he’s associated with a questionable ICO, and Publica is his passion.

  • Is there a bounty or referral program?

    Yes, 2% of the PBL issuance.

    For details, write to [email protected] or message us on publica.io and social media.

  • Are there any geo restrictions?


  • Are Pebbles (PBL) a security?


  • How can I register for pre-ICO?

    You can register for pre-ICO now at publica.io.

    You can also follow us on social media to keep up with breaking news.

  • With which currencies I can buy Pebbles (PBL)?

    BTC and ETH.

    If you’re not familiar with Bitcoin or Ether, contact Publica for free assistance in getting you set up to buy BTC or ETH with any currency.

  • Will I be able to exchange Pebbles (PBL) to other currencies?

    Yes, on cryptocurrency exchanges like shapeshift.io.

    Later in the roadmap, when Pebbles are needed by the general public, Publica will work with fiat-currency exchanges to make that easy.

  • Will the ICO tokens be ERC20?


  • Which blockchain will host the Pebble (PBL) tokens?

    PBL tokens will be issued on Ethereum (ERC20 compliant tokens).

Please indicate the amount in USD you plan to invest in the Publica Token Sale. This will help up plan ahead, as demand is high and allocation will be limited.

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