6 Responses

  1. Jared
    Jared January 4, 2012 at 8:16 am | | Reply

    “Verticalization” may be a buzz word, but I think it is hard to deny the powerful effect that the Long Tail has had on the economy, particularly in publishing.

    I think Seth Godin has it right when he says, “find books for your readers instead of readers for your books.”

    As it stands many publishers don’t know their readers (they know who they are but they don’t know them) and are losing touch with their vertical communities. I don’t see how publishers or authors have any other choice.

  2. Tina
    Tina January 6, 2012 at 10:37 pm | | Reply

    Where can I get a good primer on “verticalization”? This is the first I’ve heard the term.

  3. Peter Turner
    Peter Turner January 12, 2012 at 9:32 pm | | Reply

    Thanks, Guy, for this great post. I’ve been meaning to stop by and share my two cents for a while now.

    While I totally agree with your comments here, I might frame them a bit differently. One big reason why vertical communities (aka niche social marketing) is a bear is that you actually need to know what the f**k you’re talking about. The narrower the niche, the more you need to know what is of value to your community–otherwise they simply don’t need you.

    The other big issue is that publishers (aka content creators) need to think different when they empower communities via verticals or social niches. Nobody cares about the “country of origin”: what’s a Knopf or a Penguin or a Harper. Zip. But, the ability to discern what is of value to content consumers is an on-board talent that every publisher has; but they’re utilizing it in an increasingly outmoded fashion.

    What matters most–as many people, like yourself–have said before is that you deliver some unique value to your community. What’s frustrating and concerning is that the skill-set to provide this is on-board at all the major publishers but the willingness to reorganize, redirect, and be inspired just doesn’t seem to be there (mostly).

    Sorry for the rant.

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