Think carefully about the survey questions you will ask customers when conducting in-person surveys to uncover useful information and strengthen customer relationships. Don’t fall into the trap of asking too many “favorable” or “unfavorable” questions–striking a balance is key.
Like much of print, magazines are at the convoluted intersection of old and new consumption models and technologies. In many instances, a look at the print and Web versions of many mags reveals much the same content in each.
The decision to make an investment, be it time or money, in any business or activity requires a certain level of faith in the product. In the print world, the "product" consists of everything, from the quality of the mail piece to the condition of the shop itself.
Marketing has a strange place in the printing industry. It reminds me of exercising in that everyone talks about needing it, but few do it—fewer do it well, and fewer still do it consistently enough to make a difference. Therefore, I am grateful to this week’s ghost blogger for giving us all a checklist for creating an effective marketing campaign.
Without sufficient sales at the top of the funnel, you’ll never cover your fixed costs to see black at the bottom. Most people in the industry would say their tightest bottlenecks are their sales organizations, except this time of year when the source shifts to production.
How many people do you know? Enough to run for mayor? Get in the habit—starting today—of getting to know people. Which people? All people. Everywhere. At all times. Repeat this habit all day, every day and watch your sales grow.
Instead of killing physical books, eBooks have actually encouraged a new level of fetishization of the printed page. Beautifully made editions that sit as objets d’art on the shelf or coffee table are becoming more prevalent. Publishers are investing in more luscious, expensive print editions.
Taschen makes stunning art books that are artworks in themselves, often costing hundreds of dollars. McSweeneys continues to experiment with formats and materials. The attributes that eBooks don’t do well or at all—heavy paper stocks, bookmark ribbons, book plates, artful typography, metallic foils, and stunning, colorful covers—are being implemented in a new flourishing of mass-produced
Last week was a painful one for book publishing. On Monday, D&M Publishers in Vancouver filed for bankruptcy protection, laying off staff and leaving authors uncertain about their future as the company attempts a reorganization. Most reports about the D&M situation mention a number of other Canadian publishers who are no more, thanks to bankruptcies or financial reorganizations.
One inaccurate report in The Globe & Mail newspaper even went so far to assert that this latest news confirms the failure of the independent Canadian publishing industry. That assertion was alarming for two reasons.
The first reason is that it’s not true.
Ever wonder why you lose printing business? In this week’s “Short Attention Span Webinar,” Kelly and I tell you why it happens and how to avoid it.
Is there a trade show or industry event coming up that many of your customers attend? Consider using this as an opportunity to survey existing customers about what you could be doing better. The answers they provide may give you actionable information that you can use to improve your business.
