Jesse McDougall

We here on the editorial team of Book Business think of ourselves riding a figurative white panel van, sirens blazing, rushing to the scene of the latest book publishing happening. We come when you call us with news or concerns; we come when we hear of important developments. Once on the scene, we use our specialized training and tools to analyze news and trends and to unravel and clarify publishing business challenges and opportunities for our readers.

In this issue, Jesse McDougall's E-marketing Strategy column talks about the benefits of e-mail newsletters (or e-mail communication of any kind, really) for communicating directly with your audience.

For better or worse, Twitter has become part of our culture. While some people still may not see the value in engaging on the online social networking tool, many do. According to ComScore Media Metrix’s October figures, Twitter had more than 20 million unique visitors in the United States in September. Many businesses find Twitter useful for connecting with customers, and publishers are no exception.

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