DIRECT SALES: Never Mind the Big Etailers?
25 Tips from Five Publishers on Selling Direct to Your Customers
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Bryan Welch
Publisher & Editorial Director
Ogden Publications
Ogden has made targeted, cross-media selling into an art form for its legions of devoted magazine readers (its best known titles are Mother Earth News and Utne Reader), capitalizing on its position as an authority on sustainable living, rural technology and the do-it-yourself lifestyle. Leveraging its trusted brands, Ogden cultivates book sales through sophisticated direct marketing efforts. According to Welch, the bottom line is to "make sure your content builds trust and rapport with your audience and then make sure it's offered to them in every medium they desire."
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James Sturdivant
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