| With today's search empowered readers, do we need | | | | less expensive and much more powerful than trying to |
| to market and publish books differently? Does general | | | | reach the general public and hoping to find the right |
| publishing makes sense in an age of Google searches, | | | | match. The publisher's Web site wouldn't have to cater |
| micro communities and niche marketing? | | | | to a wide variety of people, it would be designed to |
| Today's readers are tech savvy and resourceful. | | | | serve the needs of a small group. Instead of |
| They know how to get the information they need and | | | | expensive advertising, they could announce the book |
| have higher expectations from publishers and authors. | | | | to the community that has already bought into their |
| They don't just expect a book, they expect a | | | | brand. Publishers and authors could enlist the support |
| community with their book. | | | | of the community to spread the word (which will |
| I often hear publishers say that there are "very few | | | | always be the most efficient method for marketing |
| brands in book publishing." But to thrive in today's | | | | books.) The logo on the book spine would mean the |
| competitive, niche markets, perhaps brands are | | | | readers have a promise that the book is worth |
| exactly what we need. What readers choose to read | | | | reading. The readers would know that the publisher |
| is personal and an extension of who they are. | | | | looked at over a thousand manuscripts all on the same |
| Shouldn't their book choices be supported by a | | | | topic and is offering them the very best. |
| publisher, a brand that is invested in their interests? | | | | So are large, general publishers at a disadvantage with |
| Many small publishing companies have done an | | | | today's search-empowered, community oriented |
| enviable job of branding themselves and building | | | | readers? I think so. General trade publishing is for |
| reader communities around their books. Take O'Reilly, | | | | everyone, yet there is no "everyone" out there. |
| TOR and Hay House. You may not read their books, | | | | Readers are part of micro communities. They want |
| but you know what they publish. Their communities | | | | good books, and they need publishers who will support |
| trust them. People who share their point-of-view flock | | | | their interests and passions. |
| to their lists. These companies publish for a niche | | | | The bottom line is that publishers and authors need to |
| community, and are trusted members of their | | | | evolve their marketing and publishing strategies to |
| community. They provide extra resources, and often | | | | accommodate for a new kind of reader. A reader |
| their authors are members of the community itself. | | | | whose expectations demand more interaction and |
| TOR has even launched a bookstore to meet their | | | | community. A reader whose loyalty you can have |
| readers' needs. These publishers show passion for | | | | once you have earned it. A reader who wants more |
| their books and an understanding of their readers, and | | | | than a 6 week marketing campaign so you can sell a |
| as such their readers reward them with loyalty. | | | | book. This new reader requires an investment of |
| Publishing books for the community. | | | | months and years. |
| Besides reader loyalty, publishing for micro communities | | | | Is that too much to expect? Perhaps. But this is your |
| may have other long-term benefits as well. For | | | | new reader, and she will stay with you if you stay with |
| example, the focus would help publishers save money | | | | her. |
| on marketing. Marketing through online communities is | | | | |