Corner Office: Aiming for Agility
Lerner Publishing Group President and Publisher Adam Lerner discusses the 50-year-old company’s efforts to keep pace with change.
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Here, Lerner discusses with Book Business the publishing company's strategies for thriving in an evolving marketplace.
• What are some high points of your strategy in this transitioning book market?
Lerner: … It's a dog-eat-dog market, and it's all about marketing and market share, working your niche and creating efficiencies, and publishing the very best books. Each book we publish has to have something either exceptional about it and literary merit, or meet a specific audience need. Nobody, I don't think, can afford to just publish in the hopes that a market will come any longer. It's just too tough out there.
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Heather Fletcher
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Heather Fletcher is senior content editor with Target Marketing.
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