Using 'the Best Direct-Marketing Medium Ever Invented' to Sell Books

Many digital marketers like to think of themselves as reinventing the wheel—when it comes to selling directly to consumers, old-school marketers couldn't possibly have anything to teach them. That was the impression he recently got from one 20-something-year-old marketer, said Neal Goff, president of New York City-based consulting firm Egremont Associates, on Tuesday afternoon during his session at the 2011 Publishing Business Conference & Expo in New York City.