E-marketing Strategy: Does Your Brand Mean Anything to Anyone?
Once-reclusive publishers must embrace the realities of Internet-powered content discovery.
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This micro-organization of the web has made it far easier for niche publishers to fit into the Internet's structure and begin building a brand than it has been for general trade publishers. Niche publishers have the luxury of being able to focus their attention (and marketing dollars) on a clearly defined—and clearly targeted—audience. General trade publishers have books that fit easily into 20 different topic areas with 20 different audiences and 2,000 different blogs, sites and social groups. Focus is valuable—especially for cash-strapped publishers with already-overworked staffs.
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J.S. McDougall
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