Selling Direct, Part 1: A Tactic in Tune with the Times

January 2011

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Selling Direct, Part 1: A Tactic in Tune with the Times

It looks to me as though the tide is turning. After decade upon decade when large publishers had the advantage, independents are the ones most in sync with two major current trends and those most likely to benefit from these trends going forward:

1. Consumers are increasingly apt to buy online.

2. More significantly, they’re increasingly interested in connections and community.

Which means there’s never been a better time to work a niche.

Large publishers may well continue to have more clout when it comes to getting shelf space in physical bookstores. But the shelf space on publishers’ own Web sites is limitless, of course, just like the shelf space on related sites and the shelf space on sites that sell books from publishers of all sizes.

And when it comes to connections and community, smaller publishers have a big head start. Whether or not they also sell via the book wholesalers and bookstores that the huge houses concentrate on, a great many independents have been selling to definable groups of consumers for a long, long time, all the while building and sustaining…IBPA Members – Click here to view the full article (login required).

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