HarperCollins Exec Reveals Secrets to Successful Online Book Marketing
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Extra: What’s the biggest change you’ve seen in the way a book is marketed in the last five years? Why is the “old” way not good enough for drawing attention anymore?
Yamaguchi: It’s not that the old way is not good enough—it might be better to call it the traditional way of marketing a book, and those traditions hold. You still have to do those things. But the online world, that is relatively new, and that’s a big part of how people get their information and buy things, so of course we’re trying new things in the online space in terms of marketing books. It’s a very exciting time. Totally wide-open and people are willing to try new things.
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