The Corner Office: A ‘Professional’ Approach to Multiformat Publishing
McGraw-Hill Professional President Philip Ruppel on how his company jumped on the digital bandwagon early and is now enjoying the ride.
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● Why the decision to launch Selected Essentials, and how are they selling so far?
Ruppel: Selected Essentials was also an experiment in creating content for a specific channel and/or customer. These were shorter e-books written by some of our best-selling authors in the self-help and business space. We—and our authors—liked the idea of creating a special custom book for particular [audience niches] and [benefiting] from the additional marketing … that would be put behind the book. … Like everything, some are selling better than others, but we saw that when you promote a product, you sell more copies—not exactly rocket science.
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Janet Spavlik
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