SPECIAL REPORT: Embracing the ‘Kindle Effect’
The industry’s pace of change quickens as digital content technologies advance, print-on-demand becomes more prevalent, and declining readership and reaching today’s consumers continue to pose significant challenges.
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Gallagher agrees that the tipping point for e-books may be what he calls the “Kindle effect”: “merging technology and delivery methodology, giving the customer only exactly what they want when they want it.”
While still in the early-adopter phase—avid readers, business travelers and commuters, mostly—Allessi believes the appeal will grow as consumers recognize “liquid ink” technology does not cause eye strain. The key, again, is effective marketing, from simple strategies such as making sure e-book retailers feature titles prominently on their home pages after a mention on “Oprah,” to asking authors to publish first in e-book format before print.
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James Sturdivant
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