The Heart of the Matter

I get it when trade publishers talk about really understanding their consumers, I really do. What do readers really want? And discoverability: the holy grail. But when you are on the outside looking in, it still seems to me that there are many potential pitfalls when you are playing catch up in an area that has not been the essence of your business (consumer engagement, CRM, on-going dialogue with readers, actually utilising data) and you take for granted what has been your traditional strength (proximity to, understanding and supporting writers). I think some publishers just take that as a given. They shouldn’t. It can never be worth making assumptions.

More mergers and acquisitions will place an even greater emphasis on identifying and nurturing distinct cultures for salaried staff to thrive within conglomerate publishing businesses. But the business itself will only survive in the long run if it lives and breathes the mantra that publishing does not exist without the creators of content being at the core.

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