Times are changing in publishing and publishers know it. Almost every publisher recognizes that their value to authors, and therefore their future, is dependent on their ability to deliver effective marketing at scale. In this day and age, that means digital marketing, which also has the characteristic of being “data-driven” marketing. And not only is […]
The totality of the relationship is what matters
Like a marriage, relationships between people and companies are seldom made or broken on the back of one transaction or one kind of transaction. They are bigger and more complicated than that. That point was driven home in my house over the weekend by the dustup between Time Warner Cable and CBS, which resulted in […]
Taking book marketing where the book readers are likely to be
Digital marketers who want to sell books are increasingly turning to the virtual places where readers cluster. This includes marketing through the major social networks (Facebook, Twitter, Pinterest, etc.), using the data mining tools available to target within those networks, as well as marketing in niches and online communities of readers (in some cases publishers are […]
Further ruminations about the complex notion of scale in publishing
Our May 29 conference is built around the theme of “scale” in our business, which means something different than it did a very short time ago. Usually “using scale” means “employing the competitive advantages of size” but it can also be leveraging efficiency; the key beneficial characteristic of scale is that unit costs decline with […]
Unbundling in the book business: the fourth big trend
A few weeks ago, I wrote that there are three big forces driving the future of publishing: scale, verticalization, and atomization. I was wrong. I had forgotten my own blogpost from last September when I identified another trend that belongs with the first three: “unbundling”. The book business, in the trade segment I follow most […]
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