The Scholarly Kitchen
Direct marketing
Putting Society Publishing in Context
Society publishing is surrounded by rivalrous groups, which tend to undermine the societies’ activities. It’s time to renew the development of membership through exclusive products. Continue reading
Developing the Infrastructure for Direct Marketing
In order for publishers to engage in direct marketing, they have to build new infrastructure. Simon & Schuster is hinting at new developments with its use of QR codes. Continue reading
Talking to the End-User — A Publishing Paradigm
Publishers can and should explore strategies that are built around users, which is a kind of D2C marketing. However, working on a direct basis has its costs and may make us all appreciate all the efficiencies that intermediaries provide. Continue reading
What We Can Learn From Harry Potter
The Harry Potter series will now be available as e-books. Among the lessons for publishers is the desirability of direct-marketing. Continue reading
What’s for Sale? Moving from Selling Content to Monetizing Attention
At some point book publishers will begin to copy the Netflix model of selling by subscription. This changes the nature of the business from one where products are sold to one where publishers attempt to monetize readers’ attention. Continue reading
From Me to You: Selling Books on a Direct Basis
As more books are sold in electronic form, they will increasingly be marketed on a direct-to-consumer basis. Continue reading
Will Ad Targeting Lead to a Lesson in Moderation?
Targeting ads isn’t logically sustainable. But will the direct marketing mindset concede its limits in the advertising age? Continue reading
Authors
The mission of the Society for Scholarly Publishing (SSP) is "[t]o advance scholarly publishing and communication, and the professional development of its members through education, collaboration, and networking." SSP established The Scholarly Kitchen blog in February 2008 to keep SSP members and interested parties aware of new developments in publishing.
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The Scholarly Kitchen is a moderated and independent blog. Opinions on The Scholarly Kitchen are those of the authors. They are not necessarily those held by the Society for Scholarly Publishing nor by their respective employers.
