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 […]
There is very profitable revenue that the organizational structure of big publishers makes it hard for them to get
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 […]
The Audience Information Sheet is more useful than the Title Information Sheet for marketers (and for publicity and sales too)
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 […]
A 10-point strategy for mini-vertical creation
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 […]
The establishment seems very unworried about being toppled by indies, and 5 other learnings
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 […]
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