Small publishers need to do what the big ones are already doing when it comes to book marketing if they want to be successful in the current book publishing landscape, according to a new report.
The report, released today by eBOUND Canada, a not-for-profit organization that exists to help publishers deal with the new digital realities of publishing, says that small and “micro” publishers should develop integrated marketing plans that involve a mix of traditional and new media, pay close attention to their metadata, and collect and analyze data — all practices that have been long adopted by larger publishers.
The report also suggests that publishers should:
— Apply their marketing efforts to where readers are
— Build strong relationships with vendors
— And continuously experiment with pricing and new business models, like subscription ebook services, serialization and bundling
The report also offers advice to publishers on how to triage these many new priorities. One way: Place emphasis on data, which can tell you which marketing efforts are most effective, what ideas readers respond to and, most importantly, what doesn’t work.
The report was compiled by Castledale, Inc., a small Toronto-based consulting firm. It included data from a survey of several dozen publishing houses as well as research into related media industry marketing practices. Full survey results are available at the end of the report. The report can be read for free here.