Market Focus: Tough Sell for Reference Books
A struggling economy and changing market challenge publishers.
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To reach readers directly, McFarland participates in Google Book Search. The company permits the full text of its books to be searched online.
Roughly three pages are viewed during each search of a McFarland book, Herman says. Around 1.5 percent of searches result in a click-through on a link to buy a book. Herman adds that she believes Google Book Search to be more effective than online advertising.
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Brian R. Hook
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