Wiley Merges Old and New
Christine Dunn, director of marketing, John Wiley & Sons’ professional and trade division, talks about how the 200-year-old company’s marketing efforts blend new and traditional media.
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At the end of the day, we’re all just trying new things in the online environment. Every time you publish a book, you’re going to discover a new community, a new list, a new place to put an ad … and when you go online, that just flows exponentially in a number of different directions.
So over the last year, we’ve really allowed that kind of experimentation, and are building our confidence and trying out new tools so that we can make better decisions down the road. As we [move forward], it’s going to be more about measuring what those experiments have done and then adapting them.
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Matt Steinmetz
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Matt Steinmetz is the publisher and brand director of Publishing Executive.
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