The key to developing a community of readers is to approach them as fellow book lovers, not necessarily as customers, say several top US small press publishers.
Is the Print-and-Pray Model of Book Publishing Dead?
By Edward Nawotka Publishers typically can’t predict bestsellers. Wouldn’t a better model be to bring the customers to them first? Today’s lead story looks at F+W Media’s development of vertical market communities. The traditional model of book publishing has been “horizontal”: print, distribute (usually through intermediaries), publicize and hope for the best. The “vertical” model is predicated to a large …