Perseus CMO Rick Joyce on Battling the Homogenization of Books
Today Joyce works tirelessly to articulate the notion that books have situational value. "A coffee table book does not have the same worth as a reference book, which doesn't have the same value as a paperback," explains Joyce. The value of any given book is determined by its specific use by a specific audience. For example, dedicated fans of a popular young adult series will value the newest sequel and may be willing to purchase a special, enhanced edition. Someone eager to learn a new language quickly will appreciate a book that promises fluency upon completing its pages.