Publishers should focus on customers, not formats
May 13, 2011 | 12:23 pm
Last week I covered John Blake’s idea of delaying e-books in order to save print bookstores. On FutureBook, Rhian Davies has also responded with an interesting post referencing Theodore Levitt’s paper on “Marketing Myopia”—the source (or at least popularizer) of that anecdote we often hear about railroads thinking they were in the railroad business when they were really in the transportation business.
Thirty-six years ago, Levitt pointed out that industries needed to focus on the customer, rather than the product, and some industries still haven’t learned that lesson even today.
Today we have the ereader, be it Kindle or other device. Like the technology in other areas of our lives it has the capacity to grow and not to diminish. Dependency will be created. And, it creates another format, or delivery package, for a book. Where the status quo of ‘hardback followed by paperback’ remains – although suffering – this is a product of history, surely? Is relegating the ebook to paperback status also clinging to the past and not meeting current customer needs?
She brings up the example of a reader who asked when the e-book version of a book she reviewed would be available, and the publisher advised it would come out with the paperback. She wondered whether the reader would even remember wanting that book in a few months when it became available. (I know I’ve had the experience of being interested enough in a book to place a hold on it at the library, and by the time the hold came through a couple of months later being completely unable to remember the book at all until I read the blurb.)
She also talks about a bookstore, Goldsboro Books, that has taken advantage of a hardback-collector market niche and done so well it has been able to expand in a time when most independent bookstores are contracting. But the reason it is doing that is not because “serious readers” want hardcovers, but because some readers want hardcovers, and the store is catering to them. There are other niches of readers who want paperbacks and e-books, and selling to all of them at once would work just as well.