Its all about merchandising

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Its all about merchandising

• Dr. David G. DurandTizra Inc.

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Opinions and Provocation

• Im going to talk about books
• Im going to talk about sausages (and maybe pop
  songs)
• And why they might not be the same things

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Im all about Books
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Whats she scared of?
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Danger
Cannibals Pirates Giants
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Books are not Sausages
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Why?

• They are very different
• They have a point of view
• They have an internal structure
• They are driven by customers where are you?

8
The virtuous cycle

• Can you measure the utility?
• Can you identify your readers?
• Can you tell what they read?

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Sales doesnt have to be tacky
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Give them what they want!

• Based on what they do
• Who they are
• What they want to pay
• You should be ready to experiment
• And you should actually experiment
• So make sure you can

11
Customer Relationship

• New to publishing especially book publishing
• All customer relationships are changing
• You want to own at least a piece of this.
• The opportunity is there only if you take it

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Aggregations (mostly) lose

• DONT
• compete with Google in piling stuff up!
• DO
• Compete with them in offering products
• Compete with them in offering deals
• Co-market to make bigger products
• Use them to find customers
• Pay attention
• Take control, and then relinquish it!

13
Publisher Brands

• Publishers have no brands
• Kluwer
• Reed-Elsevier
• McGraw-Hill

• Publishers have strong brands
• OReilly
• Yellow Books
• Association for Computing Machinery
• Actually most publishers have many brands
• Series
• Subject areas

14
How do you fight gorillas?

• Dont fight, Focus
• Smaller hands can do things large hands cant
• Let Gorillas carry things for you