Book Marketing Goes Vertical

Leo Shatzkin weighs in with some interesting thoughts on the road ahead for book marketing. He believes books (and he sees a largely digital future) will be marketed vertically — that is, by audience segment. Publishers will use the Internet and social media to discover and understand common audiences and then create and market titles tailored for those audiences. They would no longer promote books one big title at a time, and older 'dormant' books might be revived if marketers manage to connect them to their appropriate community/market. If books are to be largely digital, then shelf-life is no longer a deciding factor for the long-term success of a book.