Special Report: The Brand's the Thing
General interest publishers may publish books for a wide range of niches. Within those niches, the publishers may have several series of books. The brands promoted by that publisher may be niche-specific—as in the case of sci-fi imprint Tor—or series specific—as with For Dummies.
Stephen Koenig—currently the vice president of ecommerce in the HarperCollins Christian Publishing Division and previously a senior vice president at Interweave—has seen great success building niche-specific brands for general interest publishers over the years.
"I think the key is for publishers to build their brands by creating content of their own around the content niches they serve with their books. This can be done either through disciplined curation, re-use and marketing of their existing book content, or through the creation of additional content like blogs, newsletters, white papers, etc. that then also promote the books in the publisher's catalog. It has to be authentic, though."
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