Marketing

Bookmasters Signs with Wybel
March 24, 2014 at 1:00 am

The Wybel Marketing Group will provide sales representation throughout the Midwest for Bookmasters and its publishers.

Who is Your Customer?
March 14, 2014

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.

Should You Redefine Your Business Model?
March 11, 2014

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.

Video, YouTube, and University Presses
March 7, 2014

More and more university presses are using video content to promote academic books and their authors, with some turning to YouTube as a marketing platform.

Close More Sales Without Lowering Your Price
March 5, 2014

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.

Book-Based Movies Are Hot on Social Media
February 28, 2014

In February, social media chatter was dominated by films inspired by books—six of the top 10 most-discussed books have movie adaptations either in theaters or in the works.

UK Independent Bookshops in Decline as Buying Habits Change
February 21, 2014

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.

Booksellers warned that the health of the publishing industry was at risk as new figures revealed more than 500 independent outlets have shut since 2005.

How You Can Come Up With More Marketing Ideas
February 14, 2014

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.

Individual vs. All-You-Can-Read Subscriptions
February 10, 2014

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).