Times are changing in publishing and publishers know it. Almost every publisher recognizes that their value to authors, and therefore their future, is dependent on their ability to deliver effective marketing at scale. In this day and age, that means digital marketing, which also has the characteristic of being “data-driven” marketing. And not only is […]
No book market looks like an English-speaking market yet; might Germany be next?
Although ebooks are seen as the symbol of “disruption” in the trade book marketplace, they’re really just a part of it and they’re the trailing component, not the leading edge. Online sales of print books were making life more challenging for booksellers in the US even before the Kindle debuted in late 2007. And it […]
Taking book marketing where the book readers are likely to be
Digital marketers who want to sell books are increasingly turning to the virtual places where readers cluster. This includes marketing through the major social networks (Facebook, Twitter, Pinterest, etc.), using the data mining tools available to target within those networks, as well as marketing in niches and online communities of readers (in some cases publishers are […]
An innocent story with dramatic implications
It’s a holiday weekend in America, but they’re working in the UK. A story posted by The Bookseller today really caught my eye. It says that Hachette UK is seeing “nearly half” of its sales taking place online. The report, built around data provided in an annual letter by CEO Tim Hely Hutchinson to authors, […]
Promotional activities market to the Three Cs: creators, channels, consumers
Somebody in the office just asked for some help thinking through the distinction between marketing and sales. Our conditioned response on that distinction is that sales efforts are about managing the channel partners and marketing is what encourages end users to buy. But, of course, we rapidly recognized that formulation was never a clean one […]
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