Deepening Consumer Insights Takes Priority for Book Publishers in 2015
Book expert and consultant David Lipsey dissects the trends that will define the next year in publishing.
We're seeing this with Hachette right now in the very public discussions that went on with Amazon. Suddenly because of all this publicity, consumers are seeing Hachette as a single brand, and they see Hachette associated with a very prestigious list of authors. Now does Hachette take this opportunity to assert its brand identity so that people start to think, "Hachette has high quality authors. I should look at them"? That kind of brand thinking is something publishers have never had to do. It raises a big question for publishers, "Am I my brand or am I my authors?" And it's probably a bit of both.
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