Know Thy Reader (DBW Roundtable: 2/24/11)

The DBW Roundtable is a live, interactive webcast featuring some of the most outspoken industry professionals gathering to discuss and debate the hottest publishing issues of the moment.

Topic: Know Thy Reader (Now, More Than Ever)

This episode of The Roundtable was webcast live on Thursday, February 23rd @ 1pm ET / 10am PT.




E-books Boost Sales: From the AAP
Publishers Weekly

The good news for reporting companies is that the significant growth in e-book sales was able to make up for the drops in print revenue, resulting in a 0.2% increase in combined print and e-book sales in 2010. E-book sales represented 8.3% of combined trade sales in 2010, up from 3.2% in 2009. E-book sales have jumped 623% since 2008, when sales from reporting companies were $61.3 million, a figure that represented about 1% of trade sales.

“Context first”, revisited
Brian O’Leary, Magellan Media

The challenge is not just being digital; it’s being demonstrably relevant to the audiences who now turn first to digital to find content. New entrants – our real competition – start with the customer.  They develop contextual frameworks that help them differentiate both readers and themselves.  The new guys like the new tools because they are cheap, scalable and open-source.  In fact, they are already exploiting tools that many traditional publishers lament are “just too hard to learn”.

What Blogs Can Do
Three Guys One Book

Book marketers need to understand that their role is to facilitate conversation about books. I am willing to define books themselves as distilled conversations. Blogging, reviewing, interviewing are just extensions…amplifications of the original literary process. They are essential to a literary culture. And you need such a culture if you want books to thrive. And yes, if you want them to sell. The sooner the talk starts the better, and the more often the talk takes place the better, especially if it is really good talk. What is marketing? Make people talk. That’s it!

Why Most Facebook Marketing Doesn’t Work
Peter Yared, Read Write Web

Make sure your fans get something in return for liking your page with promotions likes offers for fans that they can easily redeem. The more lucrative the deals offer, the more sharing with friends will happen. Fans want things like exclusive products/services, drastically discounted prices akin to Groupon type deals, and early notification and registration for upcoming events, ideally exclusive to fans. Promotions should make the fan feel like they are a brand insider, not just a standard consumer.

You Want a Publishing Success Story? Here It Is
Noelle Skodzinski, Publishing Executive

We set out to be a media company, so as not to be dependent on print only. We focused on a community of people and endeavored to know more about them than anyone else. These two things gave us the resilience and the foundation to not only weather the recession but thrive in the recession, because innovation was less expensive and our competitors were busy cleaning up bigger print messes.

Sarah Weinman, Publishing Reporter, AOL’s DailyFinance

One thought on “Know Thy Reader (DBW Roundtable: 2/24/11)

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