Increasing Sales, One Chapter at a Time
Vondeling agrees. “We’re seeing trends that people are increasingly wanting their materials in smaller chunks, especially in digital space,” she says. “So we’re moving pretty quickly toward developing the capacity to have chapter downloads.”
According to Vondeling, Berrett-Koehler believes that the audience for the full-length book and the audience for individual chapters are distinct, citing an analogy to consumers who purchase compact discs versus consumers who purchase individual songs on iTunes. While she hopes that buying an individual chapter might motivate the reader to buy the entire book, she says, “We’re not necessarily assuming that’s how it’s going to work. I think the biggest untapped audience might be people who would never buy the book, but are happy to be buying chapter downloads.”
- Companies:
- John Wiley & Sons
- O'Reilly