Coming Unbundled: Media Companies Continue to Adopt Direct-to-Consumer Subscription Models
A common refrain from book publishers is that in order to sell content, they must depend upon channel partners, such as Amazon, Apple, Safari, and Oyster, to improve product discovery. That may be the case for many, but some organizations will have the option to offer direct services.
The ability to go direct hinges on the brand value of the publisher. HBO was able to move toward a "stand-alone" model because its brand had sufficient equity to create a direct relationship with customers. In the past, book-publishing companies generally have not put a priority on developing their brands, and the result is a reduction in the number of viable distribution options. However, those organizations that have invested in creating brand value, such as Scholastic or Harlequin, are in a position to offer services directly to their customers and they have done so with admirable result.