How to Understand Your Book’s Audience

How to Understand Your Book’s AudiencePeter McCarthy is the co-founder and chief creative officer of The Logical Marketing Agency. He is a technical marketing executive with more than 20 years experience in trade publishing, including in senior executive roles at Penguin and Random House, where he headed up marketing innovation efforts.

In his role at The Logical Marketing Agency, McCarthy brings his unique perspective and technical experience to the changing book marketplace, helping clients innovate, transform and execute based on audience-centric insights, data and analysis.

At Digital Book World 2016, McCarthy will lead a discussion titled “The Book Buyer’s Journey” and host a masterclass called “Audience Research: Tools, Tactics and Techniques.”

We recently spoke to McCarthy about data’s impact on publishing, what his work consists of, and what he will be speaking on at DBW.

Much more.

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9 Author Website Trends You Need to Know About (BookBub)
These days, author websites are much more than static business cards. They’re now a valuable marketing tool serving as the hub of an author’s online activity, from displaying their books to blogging to participating in social media. These elements allow authors to grow their reach and increase book sales. If you’re designing an author website, what should you be sure to include? We scoured dozens of successful authors’ websites to see what elements they include the most often.

Researching Students’ Preference for Print (Pub Perspectives)
For many, ebooks represent the future of publishing and predict that physical books are destined to be a thing of the past. But some college students would tell you they’re not so sure that’s the case.

Survey Finds 76% of Children Prefer Print Books (Bookseller)
Children prefer print books to ebooks for both reading for pleasure and reading for education, a study by reading charity BookTrust has found. Recent research conducted by BookTrust in association with the Open University investigated the use of digital media and ebooks by young children, with particular focus on children’s reading for pleasure and shared reading with their parents at home. It investigated parental reports of practices and the associated perceptions of these practices by parents of zero to eight-year-old children. In total, 1,511 parents of UK children completed the survey.

How ‘Valley of the Dolls’ Went from Reject to Bestseller (Telegraph)
Even by the standards of a cold rejection letter, the one Jacqueline Susann received from publishers Geis Associates in 1965 was brutal. Her novel Valley of the Dolls was dismissed as “painfully dull, inept, clumsy, undisciplined, rambling and thoroughly amateurish.” So how did such a poor book go on to be registered in The Guinness Book of World Records in the late 60s as the world’s most popular novel?

How MIT Press Built a Foundation for Scalable Digital Products (Book Business)
MIT Press Director of Technology Bill Trippe explains how the online cognitive science resource MIT CogNet was built and how the platform has become a blueprint for future products.

Selling Your Books Internationally (Jane Friedman)
When it comes to selling your work overseas, there are two channels: licensing your English-language or translation rights to traditional publishers located abroad, and selling your book in English and/or translation directly through online retailers or local distributors. This second option is providing great opportunities for indie authors. For some books, sales from international licensing dwarfs sales of the original English editions.

Turning the Next Page in Textbooks (Pub Perspectives)
Publishing Perspectives talks to a publisher, an edtech startup founder, and a teacher—from different parts of Europe—about textbooks, today and tomorrow.

Hachette UK Sales Drop 6.7% in 4th Quarter (Bookseller)
Hachette UK saw overall sales fall by 6.7 percent in the fourth quarter of the year due to lower ebook sales, with its parent company, Lagardere Publishing, saying that “market trends have reversed in the US and the UK.”


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