Publishers' Outlook 2011
In years past, it was all about what fits between the two covers of the book, and the book is still critically important for us, but ... [authors] want more from publishers, and we're having to respond.
BB: Do authors want their products marketed and distributed differently?
Hummel: Absolutely. In years past, there was not an appreciation of how the Internet can drive adoptions and expose people to what is contained in your material. The historical model of casebook adoption was [that] publishers send the book to potential adopters [who] peruse the book and make an adoption decision. Now you can do a search on Google to get exposed to any number of books in that subject area and, oftentimes, are directed to accompanying websites [that] provide sample materials and give you more perspective from the authors about why they've taken the approach they have.
- People:
- Jeffrey Mathews
- John Wiley