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Market research used to be a silly idea for publishers but it is not anymore

June 2, 2015 by Mike Shatzkin 6 Comments

When my father, Leonard Shatzkin, was appointed Director of Research at Doubleday in the 1950s, it was a deliberate attempt to give him license to use analytical techniques to affect how business was done across the company. He had started out heading up manufacturing, with a real focus on streamlining the number of trim sizes […]

Filed Under: Direct response, eBooks, Global, Licensing and Rights, Marketing, New Models, rights, Scale, Self-Publishing, SEO, Supply-Chain, Technology Tagged With: Amazon, Anchor Books, Andrew Weber, Dolphin Books, Doubleday, Jason Epstein, Leonard Shatzkin, Logical Marketing, Pete McCarthy, Pinterest, Random House, YouTube

Seven key insights about VMI for books and why it is becoming a current concern

April 6, 2015 by Mike Shatzkin 2 Comments

Vendor-managed inventory (VMI) is a supply paradigm for retailers by which the distributor makes the individual stocking decisions rather than having them determined by “orders” from an account. The most significant application of it for books was in the mass-market paperback business in its early days, when most of the books went through the magazine […]

Filed Under: General Trade Publishing, New Models, Publishing History, Supply-Chain, Vertical Tagged With: Above the Treeline, Baker & Taylor, Doubleday, Doubleday Merchandising Plan, In Cold Type, Ingram, Leonard Shatzkin, VMI

Better book marketing in the future depends a bit on unlearning the best practices of the past

March 2, 2015 by Mike Shatzkin 15 Comments

[Note to subscribers. We have switched from Feedburner to Mail Chimp for email distribution to our list to improve our service. Please send us a note if you have any problems or think there’s anything we ought to know.] ************************************************************************* A few years ago, publishers invented the position of Chief Digital Officer and many of […]

Filed Under: Authors, Digital Book World, Direct response, eBooks, General Trade Publishing, Marketing, New Models, Scale, Self-Publishing, Supply-Chain, Vertical Tagged With: Amazon, Chief Digital Officer, Chris McVeigh, Doubleday, Fourfiftyone, Hugh Howey, Ingram, Leonard Shatzkin, Logical Marketing, Peter McCarthy, SEO

Amazon channels Orwell in its latest blast

August 9, 2014 by Mike Shatzkin 243 Comments

Anybody who reads Amazon’s latest volley in the Amazon-Hachette war and then David Streitfeld’s takedown of it on the New York Times’s web site will know that Amazon — either deliberately or with striking ignorance — distorted a George Orwell quote to make it appear that he was against low-priced paperbacks when he was actually […]

Filed Under: Authors, eBooks, General Trade Publishing, Licensing and Rights, New Models, Publishing History, Self-Publishing, Supply-Chain Tagged With: 1984, Amazon, Anchor Books, Ballantine, Brentano's, David Streitfeld, Doubleday, Douglas Preston, Espresso Book Machine, Fawcett, George Orwell, Hachette, Jason Epstein, Jeff Bezos, Leonard Shazkin, Malcolm Gladwell, Michael Pietsch, NY Review of Books, Penguin, Philip Van Doren Stern, Random House, Sid Gross Doubleday Bookshops, Viking

Marketing will replace editorial as the driving force behind publishing houses

September 4, 2013 by Mike Shatzkin 37 Comments

One of the things my father, Leonard Shatzkin, taught me when I was first learning about book publishing a half-century ago was that “all publishing houses are started with an editorial inspiration”. What he meant by that is that what motivated somebody to start a book publisher was an idea about what to publish. That […]

Filed Under: Digital Book World, General Trade Publishing, Marketing, New Models, Publishers Launch Conferences, Publishing History, Supply-Chain, Technology Tagged With: Bennett Cerf, Doubleday, Facebook, Google, Hilsinger-Mendelson, Iris Blasi, Leonard Shatzkin, Modern Library, Parragon Books, Peter McCarthy, Philip Turner, Pinterest, Random House, Sir Allen Lane, Sterling, Twitter

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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.

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