A thought kept recurring — one I’ve written about before — while I was learning new stuff at Digital Book World last week. The structure of publishing houses and of the publishing process as it has developed over the past century make some of the challenges and opportunities of publishing in the emerging digital era […]
Doing SEO right requires research into the audience, not maximum knowledge of the book
There is a core point that Pete McCarthy made clear to us when we first started working with him on digital marketing challenges a year or so ago, which, critical though it is, seems extremely difficult for publishers to take on board. For all our careers, descriptive copy — catalog copy, title information sheets, press […]
What we are learning about making digital marketing accessible to a bigger group of publishers
Every conversation I have with a publisher about digital marketing sitting with Peter McCarthy is an education for me and for them. The dialogues are peeling away layers of an endless onion, working through levels of understanding of what it takes to have truly discoverable content, surfaced to the right people in response to the […]
Peter McCarthy and I have a new business and publishing has a new digital marketing service
Today Peter McCarthy and I are formally announcing a new business which is a partnership between us: The Logical Marketing Agency. What we’re doing is applying the most modern and sophisticated digital marketing techniques and capabilities to the challenges faced by book publishers and authors — and therefore agents — and, because the same techniques […]
Even the biggest and smartest publishers still have a lot to learn about digital marketing
Doing business development for my Logical Marketing partnership with Peter McCarthy (we are on the verge of formally announcing our new business) gives me repeated and continuing confirmation that Pete just knows more about digital marketing than anybody else in publishing. This is partly because he’s a damn smart geek with a marketing-oriented brain who grew […]