Lantern Books Exec ‘Cynically Optimistic’ About the Future
Martin Rowe, director of publishing for Lantern Books, offers a small, independent press’s view on marketing, online retailing, Google and more.
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The challenge of promotion is to use the technology and the infinite number of … chat groups, blogs, Web sites, online organizations, etc., and reach them with your product to make sure they talk about it. [Using] the conventional ways of trying to get a book into the general market via book reviews, book signings in bookstores, trying to get authors on radio and TV shows … you’re just not going to be able to compete unless you have the big names or you have big money. And if you don’t have either of those—which a small publisher like us doesn’t—then you have to be much more creative.
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Matt Steinmetz
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Matt Steinmetz is the publisher and brand director of Publishing Executive.
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