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Rethinking book marketing and its organization in the big houses

December 17, 2012 by Admin 31 Comments

Here’s a modest proposal about how marketers at big publishers should be organized. By audience segment, or, to use my own favored terminology, by vertical. Marketing demands it and entirely new business opportunities — beyond publishing — can arise from it. A publisher — even the most general publisher — should figure out which audiences […]

Filed Under: General Trade Publishing, New Models, Supply-Chain, Vertical Tagged With: Allromanceebooks.com, Avon, Hay House, Jane Friedman, McCarthy-Digital, Open Road, Perseus, Pete McCarthy, Random House, Rick Joyce, Tor

Business models are changing; trial and error will ensue

December 3, 2012 by Admin 29 Comments

The announcement late last week that Random House is starting three digital-first imprints was just the most recent example showing that publishers are exploring new business models. Just days earlier we got news of the partnership between Simon & Schuster and Author Solutions making S&S the third major publisher — preceded by Christian publishing titan Thomas Nelson […]

Filed Under: Authors, Conferences, eBooks, General Trade Publishing, Licensing and Rights, New Models, Publishers Launch Conferences, Self-Publishing, Supply-Chain, Vertical Tagged With: "Fifty Shades of Gray", "The Amazon Economy", Amanda Hocking, Amazon, Authonomy, Author Solutions, Book Country, Carolyn Pittis, Dan Blank, David Wilk, Financial Times, Harlequin, HarperCollins, Ingram, Jane Friedman, Jason Allen Ashlock, Joe Konrath, John Locke, Kate Stark, M.J. Rose, Macmillan, Matt Baldacci, Meryl Moss, Open Road, Pearson, Penguin, Perseus, Porter Anderson, Rachel Chou, Random House, Rick Joyce, Simon & Schuster, Susan Meyers, Thomas Nelson

Publishers adding value on the marketing side

November 17, 2011 by Mike Shatzkin 39 Comments

Obviously my day job, consulting, informs a lot of what goes into The Shatzkin Files. I guess it is just as obvious that I can’t quote everybody who tells me something or attribute everything I want to write about to a specific company or individual. I don’t make a living writing this blog and I […]

Filed Under: Authors, Conferences, Digital Book World, Direct response, eBooks, General Trade Publishing, New Models, Publishers Launch Conferences, Supply-Chain Tagged With: Alice Walker, Amazon, Barbara Marcus, Carl Hiaasen, Diversion Books, Fritz Foy, HarperCollins, Jane Friedman, Lawrence Block, Macmillan, Open Road, Pablo Defendini, Rachel Chou, Random House, Scott Waxman, Tor.com, William Styron

Which flies the coop first? the chicken or the egg?

June 19, 2011 by Mike Shatzkin 21 Comments

There are lessons that can be taught or learned in one segment of publishing that can then apply to another. Well over a decade ago, Mark Bide and I were discussing the business model for journals. The way it works is that the university pays the professors a salary and rewards them with promotions and […]

Filed Under: Authors, eBooks, General Trade Publishing, Licensing and Rights, New Models, Publishers Launch Conferences, Self-Publishing, Supply-Chain Tagged With: Amazon, Arthur Klebanoff, Barnes & Noble, Barry Eisler, Borders, Ereads, Houghton Mifflin Harcourt, Jane Friedman, Kindle, Larry Kirshbaum, Mark Bide, Open Road, Richard Curtis, SparkNotes, Sterling

Upstream and downstream developments crowd publishers’ space

January 28, 2011 by Mike Shatzkin 15 Comments

I had breakfast last summer with one of the titans of 20th century publishing who is now in his senior years running his own smaller operation. He’s a notorious non-techie. When we talked, he was trying to come to grips with what the problem for publishers was with this digital transition. From his perspective, publishing […]

Filed Under: Digital Book World, eBooks, General Trade Publishing, New Models, Publishing, Self-Publishing Tagged With: "Open Secrets", "Pakistan and the Mumbai Attacks: The Untold Story", Amazon, BISG, Bowker, Brian Napack, David Nussbaum, iModerate, Jane Friedman, Jim Schachter, Macmillan, New York Times, Open Road, ProPublica, Richard Tofel, Sebastian Rotella, wikileaks

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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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Recent Posts

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