The Next Big Book Marketing Problem

shutterstock_148486559It’s becoming increasingly clear that book publishers should start learning more about consumers and acting on that knowledge when it comes to marketing titles, writes publishing consultant and DBW partner Mike Shatzkin. The “problem” of not knowing enough about consumers or doing anything about it is one that many publishers already know they have and are doing something about.
Those publishers that are taking the necessary next steps will run into two new problems: budgeting for the new marketing reality; and building technology infrastructures to handle and react to the data.
Marketing reacting to data only works if there is a flexible budget to increase or decrease spend as necessary. How many publishers have title-by-title dynamic budgets? And how can you tell an author or agent that a marketing budget is being reduced because of consumer data?
The second problem is potentially thornier: How do you build technology to handle these new marketing systems? How do you find the money to do so? All but the largest publishers could be at a loss here – unless an enterprising start-up(s) fills the gap.
Read more.
Related: Peter McCarthy on Marketing
Related: Learn about the latest book marketing techniques at Digital Book World’s upcoming Marketing + Publishing Services Conference & Expo next week in New York. More here.  

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The rest of the day’s top news:
The Publisher’s Dilemma (Scholarly Kitchen)
Publishers today may be finding that they’re running two companies: The first is the established business, mostly print and isn’t all that different from the book business of even five years ago; the second is something like an in-house start-up that is challenged with creating new kinds of products and finding new customers. It’s a unique strain of the innovator’s dilemma.
Details on New Kindle Previewer (DBW)
The new Kindle Previewer v2.91 has several new features, the best of which the way it renders Kindle books for iOS. More details.  
Penguin Random House HR (HR Magazine)
The new group director of human resources for Penguin Random House is the UK’s HR Magazine’s HR Director of the Year. He is also, according to one commenter, “the most dangerous man in HR.” Related: What It’s Like to Work at a Big-Five Publishing House.

Canadian Children Expected to Read More Ebooks (DBW)
A new study from BookNet Canada suggests that e-reading and Canada is set for a big boost among youth. A confluence of factors – adoption of devices and new trends in how kids consume media, principle among them – is driving this prediction.
Pew: The Latest Smartphone Trends (DBW)
More Americans are using smartphones to access the Internet than ever and nearly one-in-five use smartphones as their sole connected device. What’s your smartphone strategy?
Atavist and Warby Parker Partner on Sponsored Ebook (paidContent)
Online discount glasses retailer Warby Parker is paying Atavist so that you can read Joshuah Bearman’s e-single Coronado High for free for the next month. The title is normally $2.99.
New Barnes & Noble Tablet on the Way? (The Digital Reader)
According to sources at the company, new Barnes & Noble tablets and e-readers are on the way in October.
OverDrive Beefs up Video Staff (DBW)
Library ebook vendor OverDrive had added a former YouTube exec to help build video partnerships.

A Plea for E-Textbook Experimentation (Daily News)
Copia exec Ben Lowinger makes the case that schools should start experimenting with e-textbooks and digital learning now, citing huge annual costs nationwide for print textbooks that often need updating even before they hit schools. Copia is an education technology start-up. Related: When Will We See Mass Adoption of Digital Classrooms?
E-Ink Smartphone Covers (Gizmodo)
It’s a phone cover that also allows you to read ebooks “on your phone” in direct sunlight. Several companies are playing in this space.  
RIP Rainbow Ebooks (Good E Reader)
The online ebook destination known for specializing in gay and lesbian titles will stop selling ebooks directly by year’s end. This isn’t the first ebook store to close its doors this year.

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