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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Jensen finds it useful to think in terms of blurring the line between marketing and content. Podcasts, for instance, provide content, yet also drive people to a publisher’s Web site. “The percentage of people who visit and are buying is only 0.2 percent,” he says, “ but that can be a big number in the digital environment. The podcast is capturing people who would never have known of [the book] before.”
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James Sturdivant
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