National Academy of Engineering

Optimizing Your Web Presence
December 1, 2006

Don’t be afraid of electronic distribution—make your content available online, because it’s the best way to appear on radar screens these days. For smaller marketing departments, it’s the best way to market your books. So says the National Academies Press’ (NAP) Michael Jensen. “You have to give material to search engines to munch,” he says. “Content is its own best advertising. That’s only going to increase in significance. Most people feel like once the PDF gets out there, suddenly the market will dry up, [but] it’s demonstratively not true. I don’t know of an instance where somebody made the material available for free