One key advantage of corporate publishing was supposed to be its marketing muscle: You may not publish exactly the books you’d like to, but the ones you publish will get the attention they deserve. Yet in recent years, more accurate internal sales numbers have confirmed what publishers long suspected: Traditional marketing is useless.
“Media doesn’t matter, reviews don’t matter, blurbs don’t matter,” says one powerful agent. Nobody knows where the readers are, or how to connect with them. Fifteen years ago, Philip Roth guessed there were at most 120,000 serious American readers—those who read every night—and that the number was dropping by half every decade. Others vehemently disagree. But who really knows? Focused consumer research is almost nonexistent in publishing. What readers want—and whether it’s better to cater to their desires or try harder to shape them—remains a hotly contested issue.
What kind of large corporate entity doesn’t do simple market surveys?
So these guys routinely buy print ads at artsy magazines without looking at its effectiveness?
What about simple reader surveys?