The purpose of this article is to present an outlook on current publishing models and the way they relate to each other. The first part offers an overview of the traditional trade model in its present form and looks at the main alternatives, with a particular emphasis on crowdfunding. Can examples of subscription models be found from the past? Particular attention is given to the crowdfunding publisher Unbound in order to analyse how its hybrid business model fits into the field of contemporary cultural production. The final part looks at the dynamics between traditional trade publishers, Unbound, and the wider cultural ecosystem, exploring how different models can operate beyond direct competition, benefiting from each other’s presence in the market in the common quest to keep books alive.