Just wanted to put up a quick post for everyone while myself and the rest of the Soundview folks are busy at BookExpo America.
After a full day of walking the exhibition floor yesterday, I was very happy to hear positive reports from many of our associates in the publishing industry. The past two years have been difficult for every industry, and ours was no exception. However, there was optimism at the Jacob K. Javits Center in New York.
There are going to be some great business titles coming from a variety of publishers over the next several months. While I can’t get into specifics, the Fall looks to be very promising. I spoke with several individuals yesterday who gave us some great insights into trends we may see in business books as 2010 rolls on and the economy continues to ebb and flow. As I reflected on recent comments I’ve received from subscribers, I think we’re looking at a great second half of 2010.
I’ve got more folks to see, so I’ll close for now. Please keep visiting us at Summary.com to see what’s coming next!
Judging by all of the bleary eyes and the amount of coffee being consumed this morning, I’m guessing a few people were up last night for some sort of event. For those executives who prefer their drama in real-life doses, the stock market continues to strike tremors of fear with U.S. stock futures dropping lower.
Market turbulence always brings speculation about how to make a business endure through difficult times. The cycle used to have more predictability. What makes the current business environment difficult is the sudden surges and drop-offs. As we’ve seen in previous summaries, such as Predictable Results in Unpredictable Times, Chaotics, and Leadership in the Era of Economic Uncertainty, companies continue to look for a way to navigate the rapid shifts and maintain a dominant position in the marketplace.
Navarro will be our next guest on Soundview Live. The event, “How to Make Your Company Recession Resistant,” will take place Tuesday, June 8, 2010 at Noon (Eastern). For more information on how you can join this interactive Webinar, visit us online at Summary.com. And don’t forget, subscribers attend Soundview Live for FREE.
Havenner makes an interesting argument for both the continued presence of publishing and the survival of printed material. I don’t know if I can wholeheartedly agree that works of true value will always endure in the physical (rather than digital) formats. The day that publishers collectively agree to increase the price-point of e-books to be at or near hardback books may turn out to be the true make-or-break moment.
For all of the latest news from the e-book corner of the publishing world, be sure to follow Soundview on Twitter @businessbooks.
The release of this month’s edition of Soundview allows me to discuss a news story that cropped up earlier this month. I read this press release from Business Wire about the annual ranking from The Hub magazine for excellence in shopper marketing. Unilever, the conglomerate that owns hundreds of product brands, topped the shopper marketing charts over long-time competitor Procter & Gamble. This is a considerable triumph for Unilever and indicates a commitment on the part of the company to the practice of shopper marketing.
It reminded me of one of the keys to this marketing segment. Markus Stahlberg, co-editor of the book Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale, makes the point that many retailers and brand-holders fail to separate the shopper from the consumer. The two are not always the same person.
It took me some time to consider this concept, but I thought of an example to which many people can relate. Picture a parent walking down the cereal aisle of the grocery store without his child in tow. The parent is playing the role of the shopper. The absentee child is the consumer. If, like many parents, this Dad has trouble remembering exactly which sugar-infused cereal is currently causing his tot’s heart to palpitate, he’s left to his own decision-making abilities. While the child is normally drawn to everything from bright colors on the box to whatever giveaway is on offer, the parent locks his sights on the box that says, “A Healthier Choice for Your Child.” This is a case where the marketing is directed at the shopper, rather than the consumer.
To learn more about the principles of this rising area of marketing study, be sure to read Soundview’s summary of Shopper Marketing, available now at Summary.com!
Who doesn’t enjoy the occasional meander through YouTube? The video hosting site recently celebrated its fifth anniversary and continues to expand its influence in the world of rich media. According to this piece from eWeek.com, YouTube supports more than 2 billion views each day, the equivalent of one out of every three people on Earth. I checked out some of the content available as part of the celebration and enjoyed hearing the about the site’s origins, a topic that’s covered quite a bit in the business books we review at Soundview.
YouTube, purchased by Google in 2006, continues to explore display advertising. As the eWeek article notes, the company has yet to reach the level of dominance enjoyed by Google in keyword search However, the site has ingrained itself into modern life. The site believes that the average user spends 15 minutes each day on YouTube. Research also indicates that in one minute an average of 24 hours of content is uploaded to the site.
These staggering figures are indicative of the type of growth described by Adam Penenberg in his book Viral Loop, a book recently summarized by Soundview. Penenberg cited YouTube as an example of a Web site that was able to piggyback its growth on the viral loop of another Web site. In the case of YouTube, it became the de facto video host for users of MySpace. This interesting pairing of sites became a natural fit and launched YouTube into the viral growth Penenberg describes in his book. Five years on, YouTube continues to grow and explore new areas of content.
And you thought it was all just videos your co-workers send in forwarded e-mails.