Hachette Takes Bookselling to Twitter

Screen shot 2014-12-05 at 4.51.00 PMIt was only a month ago that Hachette ended its feud with Amazon, and it was only a couple of months before that that the e-tailer beefed up its new Twitter-based retail program.

Now, Amazon’s erstwhile adversary takes its own direct-to-consumer efforts to Twitter, where users will be able to buy certain Hachette titles through an e-commerce system built by Gumroad.

As publishers look for ways to transform social media platforms from marketing into retail tools, authors are taking on expanded sales roles.

Hachette’s new program embeds ‘buy’ buttons directly into authors’ tweets. HarperCollins recently offered its own authors more royalties in exchange for help driving traffic from Twitter to the publisher’s e-commerce website.


Related: Direct-to-Consumer Sales, Author Platforms and Social Media–All at Digital Book World 2015

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Wattpad and Amazon Face Off on Fan Fiction (Guardian)
The past twelve months have seen Amazon and Wattpad move into closer competition, with Amazon launching the Kindle WriteOn program and Wattpad adding paid content last week. Those efforts show the two companies zeroing in on readers and writers of fan fiction from opposite directions.

In Social E-Reading, Addr Picks up Where Readmill Left off (TechCrunch)
Addr allows iPad users to annotate ebooks and interact through a number of social features, aiming to improve on the user experience of a similar app, the now bygone Readmill, which was acquired by DropBox earlier this year.

Why Kobo Crowdsources Innovation (Good E Reader)
The Toronto-based ebook retailer and device-maker has fewer resources than some of its top competitors to devote to focus groups and product testing, so it’s become adept instead at soliciting feedback online from its products’ most engaged users.

F+W Adds Executive E-Commerce Leadership (DBW)
F+W, which owns and operates Digital Book World, appoints Jodi Watson to its Board of Directors to oversee the company’s e-commerce business, which at over $60 million in revenue is F+W’s fastest growing category.

Penguin Random House Fine-Tunes Operations Team (PW)
Continuing the process of integrating teams and divisions following last year’s merger, Penguin Random House names Sue Malone-Barber SVP, Director, Publishing Operations, along with several other executive-level appointments.

Amazon Tries Same-Day Deliveries on Two Wheels (WSJ)
Not just same-day, as a matter of fact–Amazon is aiming for one-hour deliveries in New York City. The e-tailer launched a same-day delivery program in select cities earlier this year (which an unscientific test by DBW found to be lacking) and is now said to be looking at a method some bookstores already use successfully: the trusty bicycle.

Mobile E-Reading Rises in Emerging Markets (Pub Perspectives)
Worldreader Mobile, a free e-reading app for feature phones, is helping bring otherwise out-of-reach content to readers in emerging markets. Worldreader’s content head for Africa explains the growing opportunities for distributing digital content internationally.
Related: How to Grow Emerging Ebook Markets–Tactics and Strategies at DBW15

Free Webcast Today: Five Tips to Boost Your Marketing Game (DBW)
The first (free) installment in our two-part webcast series this month hosted by Biztegra co-founder Murray Izenwasser takes a look at five key areas where authors and publishers can make strategic adjustments to their marketing efforts. Can’t tune in live today at 12pm EST? Sign up anyway and you’ll still get the recording of the webcast, plus a special discount on the second, more advanced webcast on social media marketing tactics next week.


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