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.
“To resist change, at this point, is true foolishness,” says HarperCollins Publishers Worldwide President and CEO Jane Friedman. Under Friedman’s direction over the last 11 years, HarperCollins has gone beyond not “resisting” change; the company has, in fact, been a pioneer of change, several paces ahead of the industry in many of its endeavors regarding digital content creation and distribution, marketing and audience-building. This year, the company—one of the largest English-language publishers in the world—has been named as book business’ Publishing Innovator of the Year in recognition of the company’s leadership and innovation. The first-annual award was presented to HarperCollins at an awards reception
Adult trade publishers with a “change is good” attitude are finding success in today’s market. From promoting literacy to experimenting with new marketing initiatives, such as social networking sites and author videos, and new distribution formats, such as e-books and digital downloads, industry leaders are now acting upon, not resisting, the significant turn the publishing world has been taking. Data indicates that while monthly sales fluctuate, overall, sales are still up, and many publishers are proactively striving to keep them that way. Last month, The Association of American Publishers (AAP) reported that adult hardbound book sales totaled $2.8 billion in 2007, a 7.8-percent increase