Risky Business
To succeed in multimedia publishing, leading executives say you must not only be willing to try new things, but more importantly, be willing to fail.
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Another example, Jensen says, is Random House’s widget, which allows “instant gratification for curiosity” by enabling consumers to view and share pages.
“While widgets may seem very newfangled, the underlying philosophy is actually a very traditional marketing approach,” Shatz says. “The widgets are consistent with our desire to market our content as broadly as possible online.”
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James Sturdivant
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