ContentDirector: Read Any Good Books Lately?
Where is our home video of readers curled up in bed with a good book? Readers on the beach fighting off sun and sand to tackle their beach book, be it "Gone Girl" or "Middlemarch"? Where is the hidden camera that captures readers on the train, the subway, in line at the bank or supermarket?
Do we know exactly how people use our books? Do we understand how they choose what to read and why? At every editorial and sales meeting, we certainly talk about the importance of reviews and media coverage, the need for word-of-mouth and blog posts and grassroots marketing—these are all on our agenda. But do we understand the actual physical way readers interact with these physical objects, the way Proctor & Gamble knows how people use their mops? (Now, mind you, I'm not equating a book with a mop, so please don't accuse me of such. I'm merely drawing a comparison between two different industries, and suggesting that one may have much to learn from the other, differences in their products—yes, products—notwithstanding.)
%0D%0A%20%20And,%20of%20course,%20it's%20true.%20Hawking's%20book%20was%20a%20trendy%20intellectual%20purchase.%20Drop%20a%20copy%20of%20this%20much-talked-about%20dense%20and%20brainy%20bestseller%20on%20your%20coffee%20table,%20and%20guests%20were%20sure%20to%20gain%20a%20favorable%20impression%20of%20your%20erudition.%20But%20speak%20knowledgably%20about%20black%20holes,%20quarks%20and%20antimatter%3F%20Mere%20ownership%20of%20the%20tome%20did%20not%20such%20conversations%20guarantee.<%2Fspan>%0D%0A%0D%0A%0D%0Ahttps%3A%2F%2Fwww.bookbusinessmag.com%2Farticle%2Fread-any-good-books-lately%2F" target="_blank" class="email" data-post-id="3022" type="icon_link"> Email Email
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