There is a core point that Pete McCarthy made clear to us when we first started working with him on digital marketing challenges a year or so ago, which, critical though it is, seems extremely difficult for publishers to take on board. For all our careers, descriptive copy — catalog copy, title information sheets, press […]
The Digital Book World program this year covers the waterfront of the digital transition for book publishing
(This is a longer-than-usual Shatzkin Files post reviewing the topics and speakers for the 26 breakout sessions at DBW 2015. It serves as a checklist of “things to think about right now” for book publishers living through the experience of digital change. The entire program is here. We decided not to link to each and every […]
Penguin Random House does its competitors a favor by walking away from subscription
I sometimes feel like I’m the only guy in town (NYC, but I’d include London too) contemplating out loud how Penguin Random House might use its position as by far the biggest commercial trade publisher to make life a bit more difficult for its competitors, which in the first instance means the Following Four: HarperCollins […]
What we are learning about making digital marketing accessible to a bigger group of publishers
Every conversation I have with a publisher about digital marketing sitting with Peter McCarthy is an education for me and for them. The dialogues are peeling away layers of an endless onion, working through levels of understanding of what it takes to have truly discoverable content, surfaced to the right people in response to the […]
Marketing the author properly is a challenge for the book publishing business
A few years ago, trying to explain the difference between how books had weathered digital change compared to other media, I formulated the paradigm of the “unit of appreciation” and the “unit of sale”. The music business was roiled when the unit of appreciation (the song) became available unbundled from the prevailing unit of sale […]
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