Re: Our "publish then filter" future...

At 10:29 AM -0400 3/27/08, Marion Gropen wrote:
>
>Unfortunately, we book people have learned long since that those ads
>weren't worth buying. And the reviews aren't a very effective sales
>tool either, although the cost of getting one (shipping a comp copy
>to the right reviewers, maintaining in-house lists of same) are
>pretty low.
>
>Ads are a total waste of time and money for books, EXCEPT within
>certain rarely available and clearly definable conditions. NYRB and
>the New Yorker aren't even CLOSE to meeting them.


And those conditions are??


>
>Reviews aren't a very good sales tool. Haven't been for years.
>They're better than nothing, and most fiction gets by on them, but
>they just don't move volume.
>
>It's time to start building something that actually focuses on the
>readers, who they are, where they are, what they do, and what they
>want and why.


Again, I'd love to hear your ideas for this.

I generally agree with what you are saying, but I'm not enough of a marketing guy to really have much of an idea of what the solutions would be!


>
>Good book publicists already do a lot of that, but it's sad to say
>that it tends to be in spite of the author, especially with fiction,
>rather than in concert with him or her. And publicity? It does move
>volume, and cost-effectively. Also without being "obnoxious and
>obvious."
>

Agreed.

Kent



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