Special Report: The Brand's the Thing
Salomone and Shaw do allow that today's digital tools make business-to-consumer branding easier, but question whether or not it's necessary for a publisher straddling several niches to market to readers.
"With social media, it's becoming easier to build a brand for [consumers], but is it necessary [for everyone]?" asks Shaw. "It's really the authors who can and should be the brand and connect with their readers on a more experiential level. … We focus [our branding efforts] most especially on our authors, our books and our book series. We do invest somewhat in the publishing house brand, through social media, participation in trade shows, conferences and other events, but, it's more for professional development than for consumer recognition, which is an important distinction."
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