The Era of Experimentation
Murray’s company even decided to put a book, “Go It Alone: The Secret to Building a Successful Business of Your Own,” online for free (www.BruceJudson.com), with revenue generated from ads. The book is also for sale at various retail outlets, however. For Murray, it was all about gathering information from the move, not profit. “The business book ‘Go It Alone!’ had over 50,000 unique visitors, and over half came from outside the U.S.—that was great to see. The ad income was only OK, but we didn’t know what to expect going in,” he says. “We won’t start doing this strategy with every single book, but it gave us a lot to think about in terms of learning and marketing. One thing we learned is that ads are still just ancillary revenue and not the major revenue stream. But maybe that could change in the future.”