The Prescription for a Healthy Marketing Campaign
Have any significant changes in marketing taken place throughout your career?
Henson: The biggest change in marketing that has taken place during my career is the electronic revolution in information delivery. In terms of marketing, as a company, we have really embraced the Internet as a sales tool. We reach out to customers through our e-mail newsletter, we send mass e-mail press releases to media lists … we conduct linking campaigns for all our titles. Linking campaigns achieve two things: They bring our site up in search engine rankings, and they get the word out to specific organizations, sites, blogs, etc., about a book that can be of use to their readership. We also take advantage of message boards and online communities devoted to relevant topics.
Matt Steinmetz is the publisher and brand director of Publishing Executive.