Layoffs in Big Publishing Houses and We're Bringing Two Books to Market via Print-on-Demand :: Is There a Lesson?

 I follow Michael Hyatt, CEO of Thomas Nelson, the Christian Book publisher, via Twitter.  I first learned from him that Houghton MIfflin Harcourt, a big publisher, has temporarily stopped acquiring new titles for its trade and reference division. 

Michael recently tweeted that Thomas Nelson had to eliminate 55 positions.  I am so sorry about that.  These are tough times for many.

I couldn't help but reflect on the fact that while all this was happening, we are working furiously  to bring two new titles to market.  We will publish them via print-on-demand.  While our market reach is teeny, tiny vs. what a big publishing house can provide, the nimbleness of print-on-demand, along with the ability to focus our marketing to a defined target group and continue to push the books for a prolonged period of time, makes it worthwhile for us.

I believe that the world we live in constantly demands three things:  1) meaningful content, 2) specificity; and 3) flexibility. 

1. Meaningful content :: our market is looking for information that will help them do their jobs better and serve their clients better.  Today, useful content is king. 
2. Specificity :: we have to know who our targets are and why they are our targets.  Shotgun marketing is a thing of the past.  
3. Flexibility :: we also have to be able to change on the fly.  Print-on-demand is appealing because we don't have to print 2,000 copies of our books.  We can print 50 and get them in the hands of the right people.  Then, as changes happen, we update the text and print 50 more and start all over again.  You get the idea. 

My sympathies to those who have or are about to lose their jobs.  I pray they land on their feet quickly.  I also pray that we stay focused on the three things above.  We forget them at our peril.

12/04/08 UPDATE:  More publishing house lay-offs announced. 

Comments

[Jorge Olson]

Great post,

There is one thing that is misunderstood, it is shotgun marketing. Shotgun Marketing is not wasting money or not targeting. On the contrary, shotgun marketing is super targeting your audience and getting in close where you can’t miss. After all, shotguns are used in situations where you are up close.