Special Report: The Brand's the Thing
But the process begins much earlier. "It also starts at the acquisition process," says Totten. "And that means editors being fully engaged in what will further not just the Chelsea Green mission, but keep us a leading voice in whatever niche a potential books falls into as a category."
This niche-level branding has significant advantages. Joe Wikert, general manager and publisher of O'Reilly Media, the popular publisher for software developers, says branding and curation have been key to their long-term success. "O'Reilly as a brand has always represented a reliable resource to developers. They would seek out an O'Reilly book on a topic. You don't see that in most genres of publishing. … In fact, [because readers seek us out] we generate more ebook revenue through our direct channel than we do through ebooks on Amazon."
Wikert says O'Reilly aims to be thought of as a publisher that is forward-thinking, trustworthy and that amplifies the voices of the developer community. They have accomplished that task in several ways:
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