'Fang' Is a Book Character. And Even He Has a Blog
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Johnson says it is important to get the authors of the book involved right from the start in any cross-media strategy. "The authors live and breathe these subjects and these topics every day, and if we don't have their backing on this, I don't think it would be as successful," she says.
The cross-media platform at Dearborn is geared toward corporate sales, which makes up about 35 percent of the company's sales. Johnson says this area is the biggest area of growth right now for the publisher. "This is revenue-driven for us and has a lot of potential," she explains.
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