Currently viewing the tag: "Platform"

You Know What’s “Uninspired,” Prof. Galloway? (UPDATED)

By On October 5, 2011 · 5 Comments · In Marketing

In the pre-digital days, influential media brands like Cosmopolitan and Vogue were one of the primary gateways for marketers to connect with consumers. They offered an attentive audience that would have been difficult for most marketers to gather without investing heavily in staff and infrastructure. Today, those media brands are no longer primary gateways, and marketers aren’t nearly as reliant on them to reach their desired audience as they used to be as they now have cost-effective tools at their disposal to engage directly with consumers.

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Beyond the Story: Engaging Experiences Rule

By On August 7, 2011 · 5 Comments · In Publishing

Book publishers, on the other hand, have traditionally either focused on “digital” as a secondary medium, or worse, not even as a distinct medium at all, simply a fascimile or marketing channel for their print products. In doing so, they’ve effectively positioned themselves for easier disintermediation, being seen as container manufacturers instead of content curators and community organizers.

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Dumb Pipes, Devaluing Content: It’s All About Context

By On June 15, 2011 · 2 Comments · In Publishing

In backing down, I suspect Jobs saw the HTML5 on the wall and realized he was fighting a rare losing battle, playing hardball with major content producers whose early, enthusiastic and unabated promotion of the iPad — as inherently a consumption device as has ever been conceived — helped demonstrate its value to consumers. It was, theoretically, a mutually beneficial relationship until his reach finally exceeded his grasp.

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Bookish vs. Amazon, Goodreads: Community or Commerce?

By On May 10, 2011 · 14 Comments · In Marketing, Publishing

Of course, last week’s much hyped and completely vague announcement of Bookish, a new joint venture between three of the “Big 6? – Hachette Book Group, Simon & Schuster, and Penguin Group — caught my attention, not for its unusual (but not unprecedented) collaborative angle, but for its disappointingly unimaginative and shortsighted value proposition.

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When Content is Everywhere, Marketing is Queen

By On March 24, 2011 · 3 Comments · In Marketing

Right now, the relative ease of digital publishing — not yet the equivalent of blogging, but getting closer every week — and the exceptional successes of a relative handful of authors masks the larger challenges ahead for authors and publishers alike, regardless of their business model: discoverability.

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