The tide of retail is turning digital, and the book publishing industry, like most others, is being swept along. Research shows that consumers are increasingly turning to online sources to purchase books. In 2012, online book retail accounted for 44% of consumer books sales in the U.S., up from 39% in 2011, according to Bowker Market Research.
Publishers are finding they must engage directly with consumers, and fortunately they have a powerful tool for doing that: content—and lots of it. The challenge is then to provide opportunities for engagement, rise above the noise to attract the most relevant audiences, and do so efficiently