Perseus CMO Rick Joyce on Battling the Homogenization of Books
You've recommended forming focused sites for niche audiences. Are publishers' overall brands not important?
I just don't think the consumer cares about publisher brands except in some very specific circumstances where the publisher is so dominant in a given genre, like a Harlequin or a Tor. I think that the vast majority of publishers are fooling themselves if they think the consumer is picking them based on brands. I would say the same thing about movies, excepting Disney and Marvel. When was the last time you said, "I want to go see a Paramount movie or a 21st Century Fox movie"? It's nothing you would ever say or do.
- Companies:
- The Perseus Books Group
- People:
- Rick Joyce
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.