Market Focus: Tough Sell for Reference Books
A struggling economy and changing market challenge publishers.
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“Indirect costs like health insurance for employees are a chronic concern, but particularly this year when we have less ability to handle an increase,” Herman says.
In response, McFarland is trimming costs, and no new hires or capital expenditures are planned at this time.
The Long Tail
To weather these difficult economic times, McFarland is focused on selling a large number of unique items in relatively small quantities, an example of Chris Anderson’s “long tail” theory, explained in his book “The Long Tail: Why the Future of Business Is Selling Less of More.”
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Brian R. Hook
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