Is direct-to-consumer selling a viable revenue strategy for publishers? What concerns might publishers have?
It's certainly feasible that publishers can get into D2C. It's not as simple as building a website or an app and saying, "Now we're a direct to consumer company." I don't think there is a publisher out there who doesn't have a way for readers to buy directly from their site. For them to actually get into direct-to-consumers sales in a significant way, it wouldn't be an easy task. You have to learn a completely new business of getting customers in the door. It's a new skillset they would have to bring on versus what they already have in house.
- People:
- Bryan Batten
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.
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