The Innovators
How are consumers responding to direct sale offers?
They are responding well, but I think it is still early days. What we're learning is how receptive readers are to different opportunities. When we launched these websites, we had an exclusive piece of content as part of our HarperCollins Reader App, [Beyond the Wardrobe: The Official Guide to Narnia], and that was very welcome. We've also had price promotions since and they were not particularly well received. We are learning how consumers in different environments react to different things in terms of value. Price promotions might be more appropriate within our traditional retail channel whereas a unique piece of content might be more appropriate on an author's site.
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.