Comments on: Niche, Niche, Niche — All We Ever Do Is Niche

By: Kassia Krozser

Kassia Krozser — Tue, 12 Jun 2007 03:11:32 +0000

As you know, I do try to keep my attention focused on the actions of each and every project my readers have. Makes it so much easier to focus around here (g). I think your thoughts on restructuring marketing departments are spot on.

However, before all you publishers out there rush out and hire interns, please remember that there is such a thing as bad publicity. Engaging in online community requires savvy and judgment. The rewards will be enormous, but you need to understand the repercussions as well.

Also, no matter how much you are tempted (and you will be tempted), do not engage in mudslinging and fighting back. The urge will be great, the damage greater if don’t represent your company on a professional level.

By: Brian Guerin

Brian Guerin — Mon, 11 Jun 2007 15:47:56 +0000

How very finger-on-the-pulse of you, Book Square! At about the same time as you posted this article I was engaging in this type of online marketing on behalf of an English publisher. The niche approach is likely to lead marketing depts to spend more man (person?) hours on each title, but will not cost a whole lot beyond wages. Could this lead to a restructuring of marketing departments in publishing houses? Not if they keep finding students on work experience to do it for free, it won’t (sigh).

By: Kassia Krozser

Kassia Krozser — Wed, 06 Jun 2007 03:22:39 +0000

Agreed. No towel snapping. Though, wow, who knew your command of Latin was so, well, comanding?

By: David Thayer

David Thayer — Tue, 05 Jun 2007 15:19:16 +0000

The Romans developed the niche as a place where personal items were stored in public baths. Needless to say the emperor’s niche was larger than most sort of the ultimate high school locker full of cool stuff like Aqua Velva ( Latin again.)
I’m all for niche marketing but opposed to towel snapping because someone’s gonna get hurt.

By: Kassia Krozser

Kassia Krozser — Tue, 05 Jun 2007 04:25:49 +0000

Don — are you really suggesting heresy (g). Subtle, engaging marketing? The, shall we say, soft sell? It’s almost like you’re teeing up my next post or so…

By: Don Linn

Don Linn — Mon, 04 Jun 2007 16:59:19 +0000

Advertising where the customers are or might be? Entirely too logical. It could work.

An extension: Build the specialty site yourself using a cheap blog tool and excerpts from your book or line of books on the subject . Engage your readers directly. Don’t try to sell them right away (though certainly give them the opportunity to buy).Get their permission to talk with them regularly and (gasp!) find out what they would like to read about on your next list.