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Trade marketplace and aggregation channels are not a fit for many professional publishing segments. Professionals in such fields as law, healthcare, and engineering, do not buy authoritative professional content through consumer marketplaces. Professionals have focused interests and have little motivation to buy omnibus offerings from aggregation channels that serve institutional librarians. Professionals and corporate librarians already know the publishers that are authoritative in their fields, and do in fact start their product search with these authoritative publishers. Ecommerce is the most relevant approach for publishers who wish to pursue non-academic enterprise and professional market opportunities.
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Andrew Brenneman
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