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 […]
“Scale” is a theme everybody in publishing needs to be thinking about, so we’ve made it the focus of our next Publishers Launch Conference
The overarching theme of our upcoming Publishers Launch Conference at BookExpo America on May 29 is “scale”. I thank my PLC partner, Michael Cader, for urging that we label that as a core concern worthy of being the centerpiece for a day’s discussion. (With that nudge, I identified “scale”, along with “verticalization” and “atomization”, as […]
Atomization: publishing as a function rather than an industry
The announcement of what amounts to the first book publishing program spawned by Google demonstrates a paradigm we’re seeing repeatedly. It suggests a sweeping change in publishing from how we’ve known it. The bottom line is that most people employed publishing books perhaps as soon as 10 years from now won’t be working for publishing […]
Is trade publishing’s situation more like the newspapers or more like the advertisers?
It has been an important tenet of my thinking about digital change in the book business to understand that books are different from other media — music, TV, movies, newspapers, magazines — as we try to anticipate the future. I’ve long recognized two big structural distinctions: the “unit of appreciation, unit of sale” paradigm and […]
Seven-and-a-half days of conference programming coming up during 4 days in January
Blog posts have been scarcer for the past couple of months because I’ve been so engaged with a major responsibility: putting together what amounts to 7-1/2 days of conference programming that will be presented on four days next month in New York City. As most readers of this blog probably know, we’re responsible for the […]
- « Previous Page
- 1
- 2
- 3
- 4
- 5
- 6
- …
- 8
- Next Page »