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Some Publishing Realities
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- Long tail: evidence from NAP calendar 2006, 15000 items possible, 1100
items bought once, 3600 items bought < 10, approx. 17% revenue.
- The publishing tradition of a 3-year lifespan for a book is no longer true;
no meaningful content need (or will) ever die
- Our markets are now much wider, but are also so shallow that we can
no longer find them: they will need to find us
- Huge audiences mean small numbers can matter: 0.2% of
visitors to NAP purchase something
- Publishers are very ill-prepared for confronting "market of one"
- Publishers not accustomed to topical partnerships (online
resources on a topic; appealing to the "deep niche")
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