Montag, Juni 28, 2010

The Shatzkin Files: Ten More Commandments for Publishers

by Joe Esposito (Giant Chair) and Mike Shatzkin

1. Thou shalt regard thy former competitor as thy future collaborator.

2. Thou shalt let no intermediary stop you from knowing your customer, nor stop your customer from knowing you.

3. Thou shalt publish no book intended for an audience outside your spheres of direct influence.

4. Thou shalt read Dr. Faustus in all its editions–Amazon, Barnes & Noble, Apple, and Google–and know that Mephistopheles always appears first as a helpmate.

5. Thou shalt not forsake thine own brand.

6. Thou shalt create new brands and master the power and importance of brands.

7. Thou shalt respect and value thy communities with the same devotion thou hath always given to copyrights.

8. Thou shalt recognize that metadata is everywhere and associating it meaningfully is thy job.

9. Thou shalt not fail to test a new marketing channel in order to protect an old one.

10. Thou shalt deliver thy content in every imaginable form that thy customers request or might require.

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