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Book publishers do not do SEO like the big guys do although they could

August 1, 2016 by Mike Shatzkin 4 Comments

Partner Pete McCarthy pointed me to an article a couple of weeks ago that also introduced me to a website called Viperchill and its gifted, self-promoting SEO/Marketing creator, Glen Allsopp. The linked post, which I strongly urge you to read, enumerates quite painstakingly the techniques used by 16 online media companies with a large portfolio […]

Filed Under: General Trade Publishing, Marketing, New Models, Scale, SEO Tagged With: BestProducts.com, Cosmopolitan, Elle, Esquire, Glen Allsopp, Google, Hearst, Marie Claire, Pete McCarthy, Viperchill, Womens Day

Big data matters but textual analysis really does not

July 20, 2016 by Mike Shatzkin 1 Comment

I was honored today with a lengthy response to a recent Shatzkin Files post on the Digital Book World blog from Neil Balthasar, who apparently uses techniques similar to those in a forthcoming book “The Bestseller Code: Anatomy of a Blockbuster Novel”. My post had been a response to a PW article announcing the upcoming […]

Filed Under: Authors, General Trade Publishing, Marketing, New Models, SEO Tagged With: "The Bestseller Code", Intellogo, Jodie Archer, Logical Marketing, Matthew L. Jockers, Neil Balthasar, Pete McCarthy

The sea change that comes with the latest iteration of the book ecosystem

June 6, 2016 by Mike Shatzkin 13 Comments

In the past 10 years (since the mid-2000s), the ebook has arrived and the amount of shelf space for books in physical retail has declined, as book purchasing has continued to move to the Internet. This has put pressure on publishers’ distribution costs, as we discussed in a prior post. In the 10 years before […]

Filed Under: Atomization, eBooks, General Trade Publishing, Marketing, New Models, Publishing History, Scale, SEO, Supply-Chain Tagged With: B&N, Baker & Taylor, Borders, Dalton, department stores, Ingram, Walden

A great step forward by Sourcebooks which we expect other publishers will imitate

April 25, 2016 by Mike Shatzkin Leave a Comment

Since I started working with Peter McCarthy, he has been impressing me with the importance of publishers doing “research” in the digital age, by which he means “audience research” done with a variety of online tools. That audience research should inform what publishers do to market their books by identifying, segmenting, locating, and understanding the […]

Filed Under: General Trade Publishing, Marketing, New Models, SEO Tagged With: Barnes & Noble, Facebook Audience Insights, Google Trends, Logical Marketing, Moz, Peter McCarthy, Shelf-Awareness, SimilarWeb, Sourcebooks

When it comes to supporting authors in marketing efforts, no publisher has it right yet

March 24, 2016 by Mike Shatzkin 12 Comments

It is my firm conviction that the biggest shortcoming of traditional publishers these days is their failure to help authors help themselves with digital marketing. In my opening remarks at Digital Book World earlier this month, I said this: At the very least, every house should do a “digital audit” for every author they sign […]

Filed Under: Authors, General Trade Publishing, Marketing, New Models, Publishers Launch Conferences, SEO Tagged With: Big Five, Digital Book World, Diversion Books, Google, Ingram, Ingram Spark, Pub Launch Kids, Radius

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Mike Shatzkin

Mike Shatzkin is the Founder & CEO of The Idea Logical Company and a widely-acknowledged thought leader about digital change in the book publishing industry. Read more.

Follow Mike on Twitter @MikeShatzkin.

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Recent Posts

  • Running a big publishing house is not as much fun as it used to be
  • Google knocked us out for a couple of days, but we’re back!
  • When a publisher might not do as good a job as a self-publishing author
  • What the ruling against the PRH-S&S merger means for the publishing business
  • “Automated ebook marketing by Open Road; can anybody else do it?”

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