‘Leverage the Damn Book’

I recently attended the Book Industry Study Group’s Making Information Pay event (more coverage on pages 7 and 32), where Michael Cader, founder of Publishers Marketplace and Publishers Lunch, offered publishers simple, yet pertinent advice on engaging their audiences: “Leverage the damn book.” One example he gave: His son read a book from the “Alex Rider” series, so Cader went to the store to buy the series’ next book. To illustrate the point he was going to make, he projected a slide featuring the cover of every book in the series. There was nothing that told consumers which book to read next.