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The Shatzkin Fi les  ix

Another thought about how deals might change in the

ebook value chain 368 Debut pricing: my idea, great idea, unfortunately can’t work 371 A coming new obsession: how to handle a smaller print-book business 374 The big guys don’t see the fundamental problem 379 Sometimes it is hard to get through on a new solution for publishers 383 Tech companies need to look like they understand publishing,

which they don’t always do 386 Points of No Return: Making Information Pay for 2010 389 Ever heard of Tata Consulting? Well, I hadn’t either… 393 Metadata is the new most important thing to know about 396 Ten More Commandments, Publishing Edition 399 For big publishers: what scales and what doesn’t? 401 Learning what every publisher needs to know these days

about direct response 403 More about direct response basics: testing, testing, testing 407 The sales paradigm needs to change 411

Part 15  Verticalization

Imprints in the 21st Century 417 Writing about Clay Shirky writing about newspapers 419 Geting to vertical: two disparate examples 422 Epiphanies come and go 424 London Book Fair 2009; prety personal observations 427 The publisher’s evolving role 429 Vertical and horizontal count in the newspaper business too 431 What replaces charging for content? Does anybody really know? 434 The emerging opportunity for today’s publishers 436 The need for critical mass is why verticalization is a process 439 Verticalization in action 441 “Vertical” versus “service”: semantics, nuance, or dueling metaphors? 442 More evidence that the general trade business is geting harder 445 Why publishers need to understand brand 448 Here’s a real vertical: PoetrySpeaks.com 451 With new opportunities come new challenges 453

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