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If the industry is changing, publishing house structures, processes, and budgets need to change too

March 17, 2016 by Mike Shatzkin 30 Comments

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 […]

Filed Under: Digital Book World, General Trade Publishing, Licensing and Rights, Marketing, New Models Tagged With: "Put Me in the Story", Amazon, Andrew Rhomberg, Data Guy, DBW, Dominique Raccah, Jellybooks, Jess Johns, Logical Marketing Agency, Marcus Leaver, Mary Ann Naples, New York Times, Pete McCarthy, Quarto, Quarto Knows, Rodale, Simple Truths, Sourcebooks

Doing SEO right requires research into the audience, not maximum knowledge of the book

February 17, 2015 by Mike Shatzkin 4 Comments

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 […]

Filed Under: Authors, Direct response, General Trade Publishing, Marketing, New Models, Supply-Chain Tagged With: Apple, BookLamp, Logical Marketing Agency, Pete McCarthy, Small Demons, Trajectory

What we are learning about making digital marketing accessible to a bigger group of publishers

October 23, 2014 by Mike Shatzkin 11 Comments

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 […]

Filed Under: Digital Book World, Direct response, General Trade Publishing, Marketing, Technology Tagged With: Amazon, Angela Tribelli, GoodReads, Google, Hannah Harlow, HarperCollins, Houghton Mifflin Harcourt, Jeff Dodes, Logical Marketing Agency, Macmillan, Perseus, Peter McCarthy, Random House, Rick Joyce

Peter McCarthy and I have a new business and publishing has a new digital marketing service

April 7, 2014 by Mike Shatzkin 7 Comments

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 […]

Filed Under: Authors, Direct response, General Trade Publishing, Marketing, New Models, Self-Publishing, Supply-Chain, Technology Tagged With: Amazon, Google, Jess Johns, Logical Marketing Agency, New York Review of Books, Penguin, Peter McCarthy, Random House, Reader's Catalog

Even the biggest and smartest publishers still have a lot to learn about digital marketing

March 26, 2014 by Mike Shatzkin 4 Comments

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 […]

Filed Under: General Trade Publishing, Marketing Tagged With: Logical Marketing Agency, Penguin Random House, Peter McCarthy

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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

  • Google knocked us out for a couple of days, but we’re back!
  • When a publisher might not do as good a job as a self-publishing author
  • What the ruling against the PRH-S&S merger means for the publishing business
  • “Automated ebook marketing by Open Road; can anybody else do it?”
  • How book publishing has changed in recent decades and the puzzling question of what comes next

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  • Google knocked us out for a couple of days, but we’re back!
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