E-marketing Strategy: Does Your Brand Mean Anything to Anyone?
Publishers have been blessed with the gift of invisibility. For the last several decades of modern book publishing, the industry's "top-down" distribution model has allowed publishers to stand behind the scenes—working tirelessly, but not publicly—to make sure high-quality and important content found its way to the world's stage. This shroud of invisibility has long protected publishers from suffering the worst effects of their worst failures, and it has granted them certain freedoms to take the risks required of a publisher—on new authors, on new topics, on new ideas, etc. Colossal failures during these years may have tarnished the author in the readers' minds, and the booksellers who recommended their steaming pile of a book, but not the largely invisible publisher—who lived to publish another day.