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The Measure of Marketing

by Brian Jud
Bowker | Wed Oct 15, 2014

The metrics that publishing companies use most often to track performance include financial measures such as changes in sales and revenue. But viewed in isolation, these may have little connection to your long-term commercial success.

The question most publishers periodically ask themselves is, “Did I achieve the goals that I set?” The numbers are easy to measure and compare -- you either reached your sales objectives or you did not.

Due to this perceived simplicity, publishers stop there and recalculate their objectives for the next period. The problem with this process is it measures something you cannot control -- sales and revenue. If you could control them, then reaching goals would be a given. But you can only influence the attainment of those metrics by the actions you take.

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Self-Publishing Continues to Grow in U.S., Says Bowker

by Laura Dawson
Bowker | Wed Oct 8, 2014

A new analysis of U.S. ISBN data by ProQuest affiliate Bowker reveals that the number of self-published titles in 2013 increased to more than 458,564, up 17 percent over 2012 and 437 percent over 2008. Print titles were up a very strong 29 percent over 2012, indicating the format’s continuing relevance to self-publishers. While self-publishing continues to grow, the pace appears to be normalizing after several explosive years.

Read Bowker’s report on self-publishing here: http://bit.ly/selfpub13

“Our general conclusion is that self-publishing is beginning to mature. While it continues to be a force to reckon with, it is evolving from a frantic, wild-west style space to a more serious business,” said Beat Barblan, Bowker Director of Identifier Services. “The market is stabilizing as the trend of self-publisher as business-owner, rather than writer only, continues.”

The analysis also shows:

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The “-ize” Have It

by Brian Jud
Bowker | Thu Oct 2, 2014

Too many independent publishers use the Christopher Columbus method of planning. They do not know where they are going. When they get there they do not know where they are. And when they return, they do not know where they have been. This is not a good way to run a business. You can avoid this situation by writing a strategic, functional plan to market your books. For a view of a new planning formula, look through these “ize.”

Recognize. A basic premise for successful marketing is to find a need and fill it. You do this by researching three major areas. First, discover what product opportunities exist. Second, learn the demographics and psychographics of your prospective customers. Finally, determine your potential market’s size, growth and competitive status.

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Shelf Unbound Competition for Indie-Publishers Expands with Prize for Best Sports Book

by Bowker Publishe...
Bowker | Fri Sep 26, 2014

Book review ezine Shelf Unbound’s Writing Competition for Best Independently Published Book now includes a prize for sports-related works. In addition to best overall winner, the competition will present the Pete Delohery Award for Best Sports Book, which carries $1,000 cash prize. The winner, selected by the editors of Shelf Unbound, will be featured along with the winners and finalists of the larger competition in Shelf Unbound’s December/January 2015 issue, which is read by 125,000 book lovers in 65 countries. Entries are being accepted now through October 1.

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Marketing Strategy Rules

by Brian Jud
Bowker | Tue Sep 23, 2014

Did you ever think about taking a long trip? If so, you probably thought about how you would get to your destination, perhaps traveling by car, plane, train or bus. Then you planned where to stay each night, what to pack and how much it would all cost. Finally you made a checklist so you didn’t forget to do anything and spend your money wisely.

 

That is the same process used to plan your book-marketing activities. First you think about what you are going to do, analyzing alternatives. Once you choose those that will maximize results, you write a plan as a reminder to perform each action in the proper sequence, at the right time and within your budget.

 

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Entice People to Respond to Your Direct Mail Campaigns

by Brian Jud
Bowker | Fri Sep 19, 2014

Direct mail is a targeted marketing weapon that that can help you sell more books, test new titles, and generate sales leads. When you have a finite, identifiable group of people who are potential customers for your books, direct mail may be the most effective and efficient marketing tool you can use to reach them. It gives you control of the timing, delivery and content of your promotion, a predetermined fixed cost and the means to forecast and measure the return on your marketing investment.

The foundation of direct marketing is to get people to act – to place an order for your book or to request more information about your consulting or speaking services. There are several basic propositions you can use by themselves or in various combinations overcome the recipient’s inertia.

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Kindle Unlimited, Scribd or Oyster: Which Reader Subscription Service is Best for Self-Published Authors?

by Carla King
Bowker | Tue Sep 16, 2014

Amazon’s new Kindle Unlimited e-book reader subscription program caused a real commotion in the publishing industry last month. But how will this “Netflix for books” model affect the self-publishing industry? Is Kindle Unlimited the best, or should self-publishers join the Scribd or Oyster programs instead? How do you get in? Read on for a comparison of these top three reader subscription programs and best recommendations for self-publishers who are looking to add these channels to their revenue streams.

AMAZON KINDLE UNLIMITED

Amazon requires that self-publishers join their exclusive KDP Select program to be included in Unlimited. If you’re already using KDP Select, or you’ve decided that joining the program may give your book launch a boost, then go for it! It’s only temporary.

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How to Write a Business Plan as Narrative (Part 2 of 2)

by Brian Jud
Bowker | Wed Sep 10, 2014

Writing your business plan as a manuscript can be a fun way to do the necessary work (what some people refer to as drudgery) of planning. It can also help you identify and deal with hidden assumptions and the people (characters) that impact your business. Your subplots help you recognize the value of previously unsought opportunities, perhaps in non-bookstore markets. And your narrative can point of the interdependencies of market segments rather than dealing with them as isolated groups. Here are the Top Ten Tips for Writing a Plan As a Novel.

 

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A Novel Planning Technique for Book Publishers (Part 1 of 2)

by Brian Jud
Bowker | Fri Sep 5, 2014

As businesspeople we recognize the importance of planning. As book publishers we understand the process of writing a book. What if you combine these concepts and write a plan as you would a book? It would have characters, plots, sub-plots, action and a climax. Here are the Top Ten Tips for a New Way to Plan.

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Do You Have the Write Stuff?

by Brian Jud
Bowker | Wed Sep 3, 2014

Becoming a success (as you have defined it) in book publishing is more an art than a science. You can learn all the right things to do, but the application of those actions is different for every situation, person, book and target buyer. One key to moving continuously in the right direction on your path is to have a strong belief in yourself. In other words, become DEAR to yourself.

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