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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

Getting books more retail shelf space is going to require a new approach

December 4, 2014 by Mike Shatzkin 24 Comments

That bookstore shelf space is disappearing is a reality that nobody denies. It makes sense that there are people trying to figure out how to arrest the decline. There has been some recent cheerleading about the “growth” of indie bookstores, but the hard reality is that they’re expanding shelf space more slowly than chains are […]

Filed Under: General Trade Publishing, Marketing, New Models, Supply-Chain, Technology Tagged With: Above the Treeline, B. Dalton, Barnes & Noble, Deborah Emin, Doubleday Merchandising Plan, Ingram, Leonard Shatzkin, Publishing Perspectives, Sullivan Street Press

What makes books different…

September 9, 2014 by Mike Shatzkin 38 Comments

Before the digital age, retailers that tried to sell across media were pretty rare. Barnes & Noble added music CDs to their product mix when the era of records and cassettes had long passed. Record stores rarely sold books and, if they did, tended to sell books related to an interest in music. For those […]

Filed Under: eBooks, General Trade Publishing, Marketing, New Models, Supply-Chain Tagged With: Amazon, Apple, AuthorEarnings, Barnes & Noble, Google, Home Depot, Hugh Howey, iBookstore, iPad, Leonard Shatzkin, Matchbook, Nook, YouTube

New data on the Long Tail impact suggests rethinking history and ideas about the future of publishing

June 25, 2014 by Mike Shatzkin 66 Comments

For most of my lifetime, the principal challenge a publisher faced to get a book noticed by a consumer and sold was to get it on the shelves in bookstores. Data was always scarce (I combed for it for years) but everything I ever saw reported confirmed that customers generally chose from what was made […]

Filed Under: Atomization, Authors, eBooks, General Trade Publishing, Marketing, New Models, Scale, Self-Publishing, Supply-Chain Tagged With: B. Dalton, Baker & Taylor, Barnes & Noble, Booknet Canada, Borders, BP Reports, Brentano's, Cambridge University Press, Collier's Encyclopedia, Crowell-Collier, Herfindahl-Hirschman Index, HHI, Ingram, Kindle, Leonard Shatzkin, Lightning, Macmillan Publishers, Marcello Vena, Noah Genner, Oxford University Press, publishing history, RCS Libri, Two Continents, Walden

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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Recent Posts

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