‘Discovery’ and ‘discoverability’ are the twin watchwords of book marketing today, and for good reason.
In an intensely competitive market, ensuring the right mechanisms are in place to allow readers to find what they’re after—and to recommend something similar to what they’re after—is critically important.
But those efforts may still fall short in some ways. In one publisher’s view, “discoverability relies on someone actively trying to discover something, which comes only at the end stage of the buying process.”
Instead, publishers “need to catch people much earlier—long before they even know they want what you’re selling.”
That’s where inbound marketing comes in.
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Simon & Schuster Hit with Internship Suit (Pub Lunch)
A New York law firm that has recently sued other media companies on similar grounds now pursues a class-action suit against Simon & Schuster, alleging the publisher violated labor laws in some of its internship practices.
Amazon Repurposes Fire Phone Feature (Business Insider)
The object-recognition feature called Firefly, which Amazon developed as a hallmark component for its Fire Phone, will now be available to Fire HD tablet owners in the U.S., UK and Germany.
Lerner Publishing Buys Egmont Titles (Pub Lunch)
Egmont announced plans last month to shut down its U.S. division, citing its failure to find a buyer. Since then, Lerner Publishing has reached a deal to take over Egmont USA’s front- and back-list titles by the end of April.
UK Start-up Launches Ebook Serialization Platform (Pub Perspectives)
The digital start-up The Pigeonhole lets readers sample titles on a chapter-by-chapter basis, paying in smaller installments as they go, plus offers supplemental multimedia content.
German Publisher Plans Subscription Service (Ink, Bits & Pixels)
Bastei Lübbe converts an ebook retailer it bought last last year into a two-tiered subscription offering, featuring ebook as well as audiobook titles. In doing so, the publisher wades into an already crowded field.
Related: Subscription Ebook Race Getting More Global
How Not to Compete with Amazon (Newfangled)
Some see going direct-to-consumer as a way for publishers to build crucial customer relationships, while others are more bullish, envisioning them as real paths to new revenue by competing head-on with major retailers. One expert has this to add: “You are not going to beat Amazon at scale. You are not going to beat them at customer analysis. You’re probably also not going to beat them at price. . . . The only thing you can do better is know your product and do a better job showing it to customers.”
Related: All About Direct-to-Consumer Strategies for Publishers
Rethinking the Human Element in Publishing (Futurebook)
Sophisticated digital workflows and title management systems do not an efficient publisher make. Technological capabilities are critical, but so are the professionals at every stage of the process who make the work actually flow—or don’t. One industry insider points out that part of adapting organizationally to digital change means publishers must reassess whether everyone involved understands “who’s responsible, whether they have the authority and whether they have the capability to be successful.”
Movie Tie-ins Crowd Best-Seller Ranks, but Not No. 1 (DBW)
The week heading into last Sunday’s Oscars, titles with movie tie-ins were amply represented on the Ebook Best-Seller List. But The Girl on the Train by Paula Hawkins still held the top spot for the fourth week in a row.