My generation of publishers is distinguished by a few that really understand the opportunities and value to the enterprise of selling backlist and creating evergreens. Peter Workman is the master of this. Quite aside from the intrinsic quality and appeal of much of what he publishes — which is considerable — he has always pushed […]
Can big publishers compete if the coin of the realm is “names”?
In a conversation earlier this week I learned that the big Hollywood talent agencies have come to the recognition that “audience aggregation”, a component of what I have been calling a “vertical” strategy, needs to be incorporated into their thinking going forward. This was signaled very strongly recently when longtime publisher Steve Ross took his […]
Three fledglings that really should fly
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 […]
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 […]
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