Wiley Merges Old and New
Do you find it difficult to obtain buy-in from authors to help market their titles through new media channels?
Dunn: Quite often, we take our leads from the authors. We’ll show them what we can do, and they can tell us what they want to do. Because, at the end of the day, if you don’t have their engagement—just like a customer—you’re not going to go very far with this. …
And it’s up to us, if we feel strongly that this is the best way to promote their book, to make the case for it, because it’s their time they’re giving up.