PubWest Workshop: Thoughts on Social Networking

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I cringe a little when I hear that someone is “working on a viral campaign” for a product or service. I see viral marketing as taking a fingers crossed approach to marketing — hoping that you’ve created something cool enough that others will want to pass it on to their friends — while social networking means that you take an active role in cultivating and maintaining relationships with your friends, customers, fans, and other interested parties. To me, it’s the difference between passive and proactive action. Social networking is not a magic new concept. If anything, it’s a return to

Marketing For Introverts

On Markets and Perception

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At the 26th Story blog (HarperStudio), Seth Godin talk about the fundamental shift in thinking necessary for the publishing industry to move into the future. The market doesn’t care a whit about maintaining your industry. The lesson from Napster and iTunes is that there’s even MORE music than there was before. What got hurt was Tower and the guys in the suits and the unlimited budgets for groupies and drugs. The music will keep coming. Same thing is true with books. So you can decide to hassle your readers (oh, I mean your customers) and you can decide that a

Quote of the Week

Random House Resets eBook Royalties, Misses The Point

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So, last week there were two big announcements in publishing. The first, of course, was the Google Book Search settlement, which received a huge amount of attention (a trend continuing to this week — it’s that big!). The second was an(other) announcement from Random House that they’re messing around with ebook and digital content royalties. Let’s put this another way: the week that Google effectively sets the royalty to content owners at 60-something percent (there’s a bit of math involved, so, for today, I’m rounding), Random House decides that 25% of net amounts received by the publisher should be the

Non-Traditional Publishing
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