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Marketing the author properly is a challenge for the book publishing business

September 3, 2014 by Mike Shatzkin 24 Comments

A few years ago, trying to explain the difference between how books had weathered digital change compared to other media, I formulated the paradigm of the “unit of appreciation” and the “unit of sale”. The music business was roiled when the unit of appreciation (the song) became available unbundled from the prevailing unit of sale […]

Filed Under: Authors, Direct response, eBooks, General Trade Publishing, Marketing, Self-Publishing, Supply-Chain Tagged With: Adobe, Amazon, Facebook, Google Analytics, Google Plus, Logical Marketing, Moz, Omniture, Peter McCarthy, Random House, Twitter

Not all books and not all subscription services are created equal

June 11, 2014 by Mike Shatzkin 3 Comments

Digital change has forced many book publishers to rethink the mix of their lists. The most obvious aspect of that is the need for increased vertical-, topic- or audience-consciousness. In the days when bookstores did most of the selling, all publishers could reach audiences in stores by being displayed in the right section (or sections). […]

Filed Under: General Trade Publishing, Licensing and Rights, Marketing, New Models, Supply-Chain, Vertical Tagged With: Andrew Savikas, Bank of America, Boeing, Logical Marketing, Oracle, Oyster, Peter McCarthy, Safari, Scribd

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

Some things I will be looking to learn more about at London Book Fair

April 1, 2014 by Mike Shatzkin Leave a Comment

The London Book Fair is an every-second-or-third-year thing for me, going back many decades. From an English-centric perspective, it is like a mini-Frankfurt. All the UK players are there and a lot of US senior executives. But because it is so accessible to the Continent, you can get a taste of how things look to […]

Filed Under: eBooks, General Trade Publishing, Global, Industry Events, Licensing and Rights, Marketing, Scale, Supply-Chain Tagged With: Amazon, Apple, Barnes & Noble, BIC, BISAC, Bruce Robertson, Diagram Group, Google, Kobo, London Book Fair, Nook, Paddington Press, Peter McCarthy, Sainsbury's, Tesco, Two Continents, Walmart, Waterstone's, WHSmith

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

  • Bindery Books: A Way to Restructure the Book Publishing Model
  • The problem with bookstores is the problem for bookstores
  • Running a big publishing house is not as much fun as it used to be
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  • When a publisher might not do as good a job as a self-publishing author

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