The Idea Logical Company

  • Blog
  • Speeches
  • Consulting
  • Clients
  • Media
  • About
  • Contact

A great step forward by Sourcebooks which we expect other publishers will imitate

April 25, 2016 by Mike Shatzkin Leave a Comment

Since I started working with Peter McCarthy, he has been impressing me with the importance of publishers doing “research” in the digital age, by which he means “audience research” done with a variety of online tools. That audience research should inform what publishers do to market their books by identifying, segmenting, locating, and understanding the […]

Filed Under: General Trade Publishing, Marketing, New Models, SEO Tagged With: Barnes & Noble, Facebook Audience Insights, Google Trends, Logical Marketing, Moz, Peter McCarthy, Shelf-Awareness, SimilarWeb, Sourcebooks

There is very profitable revenue that the organizational structure of big publishers makes it hard for them to get

January 14, 2016 by Mike Shatzkin Leave a Comment

In our Logical Marketing work with partner Peter McCarthy over the past couple of years, helping publishers with the next-phase challenges of digital marketing, we have identified three specific cross-functional opportunities that exist in every publishing house that are especially difficult for the biggest ones to address internally. All three of these can unlock substantial […]

Filed Under: Authors, General Trade Publishing, Global, Marketing, Scale, SEO, Supply-Chain Tagged With: Amazon, Ingram, Logical Marketing, Peter McCarthy

The Audience Information Sheet is more useful than the Title Information Sheet for marketers (and for publicity and sales too)

August 31, 2015 by Mike Shatzkin 2 Comments

The core principles and workflows around marketing books really require change in the digital age, and perhaps more radical change than many people thought. The time-honored process was to somehow communicate knowledge of what was inside a book to book reviewers and bookstore buyers so they could decide whether it was suitable for their audience […]

Filed Under: General Trade Publishing, Marketing, New Models, SEO, Supply-Chain Tagged With: Audience Information Sheet, B2B, B2C, Google, Jess Johns, Logical Marketing, Peter McCarthy, Title Information Sheet

A 10-point strategy for mini-vertical creation

July 14, 2015 by Mike Shatzkin 2 Comments

The last post here, where I suggested that publishers should reconsider how they handle first serials, begs a number of follow-up questions. Two people commenting on the post raised the concern that HarperCollins wouldn’t have been able to handle the traffic the “Go Set A Watchman” excerpt would generate. My IT advisors say that is […]

Filed Under: Authors, Direct response, eBooks, General Trade Publishing, Global, Licensing and Rights, Marketing, New Models, SEO, Supply-Chain, Technology, Vertical Tagged With: "Go Set A Watchman", Amazon, Content Marketing Institute, HarperCollins, News Corp, Penguin Random House, Peter McCarthy, Rodale, Simon & Schuster, TipsonHealthyLiving.com, TipsonLifeandLove.com, Tor

The establishment seems very unworried about being toppled by indies, and 5 other learnings

June 29, 2015 by Mike Shatzkin 44 Comments

Programming Digital Book World and the kind of consulting we do require that we spend a lot of time in our office trying to figure out what the industry should be thinking more about. On that topic, there was this recent post with my thoughts about what should be top-of-mind for publishers these days  as […]

Filed Under: Authors, Digital Book World, eBooks, General Trade Publishing, Marketing, New Models Tagged With: "to-be-read" lists, Amazon, Digital Book World, Logical Marketing, Peter McCarthy, TBR lists

  • « Previous Page
  • 1
  • 2
  • 3
  • 4
  • …
  • 6
  • Next Page »

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.

Follow Mike on Twitter @MikeShatzkin.

Interview with Mike Shatzkin

Book Cover: The Book Business: What Everyone Needs to Know

The Book Business: What Everyone Needs to Know

Sign Up

Get The Shatzkin Files posts by email.

Search

Recent Posts

  • How book publishing has changed in recent decades and the puzzling question of what comes next
  • Doubts about the Department of Justice’s objection to the PRH acquisition of S&S
  • Every publishing strategy should start with Amazon and Ingram
  • Why books are different and why enterprises will be discovering they should be issuing them
  • “Enterprise self-publishing” is coming: the third great disruption of book publishing since the 1990s
  • “The Family Business” is Ingram: the global infrastructure for the book industry
  • Amazon has done so many smart things that some of the best ones get forgotten
  • Remembering Jim Haynes, the man with more friends than anybody else
  • Thoughts about what Covid and 2020 mean for book publishing
  • Introducing ClimateChangeResources.org, organizing and contextualizing the challenge we all face

Archives

Categories

  • Atomization
  • Authors
  • Autobiographical
  • Baseball
  • Chuckles
  • Climate Change
  • Community
  • Conferences
  • Digital Book World
  • Direct response
  • eBooks
  • Enhanced ebook university
  • General Trade Publishing
  • Global
  • Industry Events
  • libraries
  • Licensing and Rights
  • Marketing
  • New Models
  • Politics
  • Print-On-Demand
  • Publishers Launch Conferences
  • Publishing
  • Publishing History
  • rights
  • Scale
  • Self-Publishing
  • SEO
  • Speeches
  • Subscriptions
  • Supply-Chain
  • Technology
  • Unbundling
  • Uncategorized
  • Vertical

Recent Posts

  • How book publishing has changed in recent decades and the puzzling question of what comes next
  • Doubts about the Department of Justice’s objection to the PRH acquisition of S&S
  • Every publishing strategy should start with Amazon and Ingram
  • Why books are different and why enterprises will be discovering they should be issuing them
  • “Enterprise self-publishing” is coming: the third great disruption of book publishing since the 1990s

Search

Archives

Categories

  • Atomization
  • Authors
  • Autobiographical
  • Baseball
  • Chuckles
  • Climate Change
  • Community
  • Conferences
  • Digital Book World
  • Direct response
  • eBooks
  • Enhanced ebook university
  • General Trade Publishing
  • Global
  • Industry Events
  • libraries
  • Licensing and Rights
  • Marketing
  • New Models
  • Politics
  • Print-On-Demand
  • Publishers Launch Conferences
  • Publishing
  • Publishing History
  • rights
  • Scale
  • Self-Publishing
  • SEO
  • Speeches
  • Subscriptions
  • Supply-Chain
  • Technology
  • Unbundling
  • Uncategorized
  • Vertical

Recent Posts

  • How book publishing has changed in recent decades and the puzzling question of what comes next
  • Doubts about the Department of Justice’s objection to the PRH acquisition of S&S
  • Every publishing strategy should start with Amazon and Ingram

Pages

  • Blog
  • Consulting
  • In the Media
  • Clients
  • About Us

Follow Mike

  • Facebook
  • LinkedIn
  • Twitter

Search

Copyright © 2022 · eleven40 Pro Theme on Genesis Framework · WordPress · Log in