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Seth Godin: "Rethinking the Publishing Industry" Pt. 3/3 (9/28/09)

Part 3/3. Renowned marketing expert Seth Godin spoke to the Digital Publishing Group, sponsored by DailyLit, on September 28 about the future of the publishing industry. He described some of the challenges facing book publishers and outlined his vision of what a successful future might look like.

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Comment by Pete Nikolai on December 2, 2009 at 3:57pm
Takeaways: Whoever owns the asset can create scarcity and maximize profit. Publishers now struggle to create scarcity. Readers want selection in the topics they prefer. Publishers should capture a significant number of readers and then create products for them (like magazines do) rather than creating a significant number of products and they trying to find readers for them. Readers like to talk about topics they love. Publishers should not publish a book if they can't identify a significant number of readers who would like to talk about it--and about several other similar products. People are spending millions of hours on the iPhone--and time is scarce. So the goal should be to get an app on the iPhone that provides substantial benefits to the user so that those users will give you permission to send new opportunities to them.

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