The Corner Office: On the Record With: Paul Bogaards
Chatting with Knopf Doubleday's PR chief about technology, working the press and the most powerful people in publishing
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Lynn Rosen
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In the old days a few key hits—a morning show appearance, a prominent review in a leading newspaper, a radio interview—could drive your book on the bestseller list and keep it there for more than a week. Those legacy outlets drove results because their audiences were significant, and viewer/reader/listener engagement was high. These days, however, legacy media audiences continue to erode, and consumers are not as deeply engaged with media content overall. Attention spans are fleeting. So, publishers need to drive awareness on more fronts to reach the same number of potential readers for a book. Of course, what every publisher hopes for is virality—an asset or newsbreak that catches fire.
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