Sometimes you hear of an idea or a new business that seems so right-on-the-money that you wish you had invested in it and figure it is just a matter of time before it grows into something very powerful and important. Here are three of those — all of which should be of interest to publishers […]
Archives for September 2010
The unit of appreciation and the unit of sale
My professional background — indeed, most of my life that isn’t family, friends, baseball, and politics — is trade publishing: the publishing that is intended for consumers and which got its name becaiuse it has been transacted primarily through “the trade”: bookstores. But this past week I spent two full days with the Publisher Advisory […]
Building a new-fangled conference program the old-fashioned way
There is certainly more than one way to build a conference program. I have been putting them together since long before I learned about the concept of “crowd-sourcing”. I’m a bit of a plowhorse about some things so the Digital Book World conference program comes together pretty much the same way as the first digital […]
More about direct response basics: testing, testing, testing
This is the second post based on our recent conversation with Neal Goff, a longtime publishing executive with extensive experience with direct response who is now consulting to publishers through his firm, Egremont Associates. Because we believe that trade publishers have to become B2C marketers like they have never been before, we think it is […]
Learning what every publisher needs to know these days about direct response
Until his knee gave out a couple of years ago, I used to run regularly with a Big Six C-level executive. In about 2007 I told him I thought all the big publishers needed, but lacked, a complete and thought-through email list compilation and marketing strategy and policy. I suggested we could help his company […]