Scholarly Kitchen posted an article yesterday which explains why Amazon is so much better at marketing and selling than the book publishing industry.
Joseph Esposito uses the post to lay out his vision for a new type of bookstore - one which could compete with Amazon. Describing Amazon as a destination site, Esposito sees its success as primarily due to pull marketing. In other words, Amazon draws people in by offering a huge warehouse of books and a great shopping experience.
To compete with Amazon, Esposito thinks publishers need to adapt to the new nature of the internet:
But the Web is now being brought to us; it's evolving into a push medium. All that time we spend looking at the news feeds for Facebook, Flipboard, and Twitter point to where the Web is going and where new bookstores will have to be. To build a bookstore that goes head to head with Amazon is foolhardy. It would be easier to carry the ball into the defensive line of the Chicago Bears.
So a new bookstore is going to have to bring its offerings to where people are rather than the other way around; a new bookstore has to be ubiquitous. A recent example of this comes from HarperCollins,which has created an arrangement with Twitter to sell copies of the bestselling Divergent series of young adult novels from within individual tweets.
The fact that this is a topic of discussion in the publishing industry, in 2015 no less - folks, this is why Amazon is winning whatever war publishing feels it is fighting with the retailer.
It's not that Esposito is wrong so much as that he is five years late to the discussion. Both Amazon and authors started push marketing at least 5 years ago.
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