D2C Marketing Report Now Available for Academic Publishers
D2C marketing of books is a small part of academic publishing today (it runs about 1% of sales now, with some presses reporting figures as high as 3%), but it has the potential to become a more significant channel. It is highly improbable that it could become the primary channel, however, as the exposure other channels provide (Ingram, YBP, Amazon, etc.) is of great importance to publishers. The challenge for a press is how to make D2C work in the context of a multi-channel strategy.