The Wybel Marketing Group will provide sales representation throughout the Midwest for Bookmasters and its publishers.
Who is your customer? Are you sure?
Your first response is probably, "That is a pretty silly question." Of course, your customer is the person who buys your books. But if you interpret the question differently, your answer could have significant impact on your business future, since it determines your business model and where you will invest your resources.
Based on my 25 years as a participant in, and consultant to, the publishing industry, I estimate that more than 90% of independent publishers seek sales only through retail buyers (primarily bookstores), both bricks and clicks. If you are in that category, you are significantly reducing your ability to reach and sustain profitable growth.
Once the decision is made to conduct a promotional campaign, the process to find the best item begins by talking with potential suppliers (coffee mugs, apparel, hats, books) for their ideas and prices. Once the buyers have reduced the list to a final few, they may ask the finalists to offer something more. Those not familiar with the negotiation process usually offer a price concession, and thereby lose the sale. Here are Ten Tips for Choosing a Tiebreaker and Closing More Sales.
Following the announcement of a website devoted to the world of business books in early February, today Simon & Schuster launched a publisher-agnostic website dedicated to the "discovery of favorite books." Off the Shelf will highlight previously published books through a daily original review or essay centered on a title released at least one year earlier.
The number of independent bookshops gracing British high streets has fallen below 1,000 - a third fewer than nine years ago, amid cut-throat competition from supermarkets, Amazon and ebooks.
Traditional thinking has a powerful undertow. Well-meaning friends, colleagues or even family members may discourage you from "rocking the boat." But in today's rapidly changing marketplace, holding steady really means falling behind. Move, evaluate, adapt, strategize and move again. Act like a professional boxer as you bob and weave, looking for weak points in your adversaries' strategies on which to launch your competitive attack.
As we move forward into the ever-changing digital content world, publishers have to ask themselves what type of subscription model will dominate in the future. Publishers are used to the simple individual model, where a consumer buys access for a single title (e.g., newspaper or magazine).