Commentary on various aspects of publishing and marketing, primarily focused on books, magazines, and social media.
For an allegedly liberal industry, publishers do a much better job of packaging and peddling the worst aspects of conservative punditry (along with celebrity memoirs and coloring books), while truth, history, and “diverse” perspectives and experiences are often dismissed as having limited commercial potential regardless of their cultural value. Many are sitting on a treasure trove of great content and access to a roster of truly creative people with timely and compelling insights and ideas that could literally change the world, but we’ll most likely just see a few anthologies cranked out to modest acclaim, with minimal marketing and zero cultural or financial impact.
I was excited to attend my first FOLIO: Show in ages, and after a slow start that included HTC'S awkward plea for VR content and some uninspired Facebook examples, things picked up with some great presentations from National Geographic, Harvard Business Review, The Foundry, and Revmade. While I didn't come across anything particularly new, there were some solid takeaways that I found helpful and heartening.
Over the years, I've worked with salespeople across a variety of industries and the best ones were always those who combined deep knowledge of our markets and products or services (backed by actual data) with an innate ability to identify their client's or (prospect's) real needs. They didn't rely on fancy media kits or elaborate PowerPoint decks, nor discounts or hefty expense accounts—all valid tactical tools to be used, or not, as each situation calls for—and personal relationships were just the icing on the cake they got to have and eat, too because they instinctively grasped Kaushik's underlying concept: understand a client's needs and challenges better than they do themselves, and then help them understand how to achieve their goals.
I've been fortunate enough to have had two great roles that explicitly embraced that overlap of marketing, technology, and social interaction--along with a history of that overlap benefiting me in more traditional roles. In both cases, it allowed me to take a holistic, strategic approach to integrated marketing, but neither title clearly communicates that on a resume, so I'm glad the Marketing question has been asked explicitly and I was able to address it head on.
I had the privilege of being one of the fifty voices included in Molly's excellent feature at Brooklyn Magazine (the interview for which inspired my last post), and it's a must-read for everyone in publishing. It left me with mixed emotions, no less frustrated with the industry and still vaguely optimistic that real change is on the horizon. Maybe. Go read it and share it widely.
If you're white and work in publishing, the path to creating a more diverse industry that represents the real world is actually a lot clearer than it is for those who are underrepresented. You're the default; you have access and influence and the ability to drive change from the inside. And thankfully, I know many who are doing exactly that and I appreciate their efforts. But what about the rest of us? How can we help drive change in this industry we care so much about, despite it so often not caring all that much about us?
In these final days of 2015, here we are, with a traditional publishing industry that's evolved to include new players and business models, alongside an independent publishing industry that's steadily growing and continually evolving, too. What we haven't seen are the radical disruptions that so many predicted were right on the horizon...
