Henry Holt Experiments With Online Marketing: A Q&A With Marketing Director Richard Rhorer
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Extra: What traditional forms of publicity aren’t as effective today?
Rhorer: I wouldn’t say [that] there is anything that used to work well, and now it suddenly doesn’t. … Publishers have always looked to all forms of media to sell print. What has changed is that there is so much media. The long-range impact of a single hit has been watered down a bit. People have so much information coming at them all the time. Publishers absolutely can do all the things they used to do, like … sending out [review copies and] early copies to booksellers. There are still the front-line booksellers who are speaking to people who are coming into stores.
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Peter Beisser
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