ENTRIES TAGGED "brands"
Why smaller, well-focused publishers have a direct channel advantage
None of the Big Six are all that interested in creating their own direct channel. They usually say “we already have retail partners…we don’t know how to sell direct and we don’t care to learn.” That’s all true but the real reason they won’t do it, and wouldn’t be successful if they did right now, is because none of them are household brand names.
Kate Eltham espies HarperStudio, asking whether they should have a separate Web portal/site, or just operate with a blog. She wonders: can a publisher drive a brand these days? Or just authors? What would make the return on investment worthwhile? Personally, growing up, discovering reading, I remember some imprints with fondness, and I might see their name as an…