It’s all about merchandising

Dr. David G. DurandTizra Inc.

Confidential, Tizra Inc.

Opinions and Provocation

I’m going to talk about books I’m going to talk about sausages (and maybe pop

songs)

And why they might not be the same things

Confidential, Tizra Inc.

I’m all about Books

Confidential, Tizra Inc.

What’s she scared of?

Confidential, Tizra Inc.

Danger

Cannibals

Pirates

Giants

Confidential, Tizra Inc.

Books are not Sausages

Confidential, Tizra Inc.

Why?

They are very different They have a point of view They have an internal structure

They are driven by customers — where are you?

Confidential, Tizra Inc.

The virtuous cycle

Can you measure the utility?

Can you identify your readers?

Can you tell what they read?

QuickTime™ and a decompressor

are needed to see this picture.

Confidential, Tizra Inc.

Sales doesn’t have to be tacky

Confidential, Tizra Inc.

Give them what they want!

Based on what they do Who they are What they want to pay

You should be ready to experiment And you should actually experiment

So make sure you can

Confidential, Tizra Inc.

Customer Relationship

New to publishing — especially book publishing

All customer relationships are changing

You want to own at least a piece of this.

The opportunity is there only if you take it

Confidential, Tizra Inc.

Aggregations (mostly) lose

DON’T compete with Google in piling stuff up!

DO Compete with them in offering products Compete with them in offering deals Co-market to make bigger products

Use them to find customers

Pay attention

Take control, and then relinquish it!

Confidential, Tizra Inc.

Publisher Brands

Publishers have no brandsKluwerReed-ElsevierMcGraw-Hill

Publishers have strong brands

O’ReillyYellow BooksAssociation for Computing Machinery

Actually most publishers have many brands

SeriesSubject areas

Confidential, Tizra Inc.

How do you fight gorillas?

Don’t fight, Focus Smaller hands can do things large hands can’t

Let Gorillas carry things for you