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Book publishing lives in an environment shaped by larger forces and always has

January 10, 2016 by Mike Shatzkin 15 Comments

(Note to my readers. This longer-than-usual post is really two. The first half is a recital of what I believe is very relevant history. The second half is about how things are now. Although I am personally fascinated by the historical context, if you get bored with the history, the bolded text below marks the […]

Filed Under: Digital Book World, General Trade Publishing, Global, Industry Events, Marketing, New Models, Publishing History, SEO, Supply-Chain, Technology Tagged With: "Four Horsemen", Aer.io, Amazon, Andrew Carnegie, AOL, Apple, B. Dalton, Baker & Taylor, Barnes & Noble, Bing, Borders, Copyright Clearance Center, David Young, Facebook, Fred Argir, Google, Google Plus, Hachette UK, Hachette US, Jeff Bezos, John Ingram, Jon Taplin, Jonathan Kanter, Microsoft, Moz, Putnam, Rand Fishkin, Roy Kaufman, Scott Galloway, Simon & Schuster, Virginia Heffernan, Waldenbooks, Yahoo

Starter thoughts for publishers to develop new author marketing policies

March 24, 2015 by Mike Shatzkin 19 Comments

In a prior post, we suggested that the time has come for publishers to have clear policies around what they should require from author web presences for an effective publishing partnership. This is a really complex and multi-faceted challenge for every publisher. The purpose of this post is to discuss that proposition in more detail, […]

Filed Under: Authors, General Trade Publishing, Licensing and Rights, Marketing, New Models, Scale, Supply-Chain Tagged With: Amazon, Facebook, GoodReads, Google, Google Plus, LinkedIn, Pinterest, SEO, Twitter

Marketing the author properly is a challenge for the book publishing business

September 3, 2014 by Mike Shatzkin 24 Comments

A few years ago, trying to explain the difference between how books had weathered digital change compared to other media, I formulated the paradigm of the “unit of appreciation” and the “unit of sale”. The music business was roiled when the unit of appreciation (the song) became available unbundled from the prevailing unit of sale […]

Filed Under: Authors, Direct response, eBooks, General Trade Publishing, Marketing, Self-Publishing, Supply-Chain Tagged With: Adobe, Amazon, Facebook, Google Analytics, Google Plus, Logical Marketing, Moz, Omniture, Peter McCarthy, Random House, 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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