DigitalBookWorld reporting:
Do you have to be a part of book publishing’s past to help invent its future?
Take a look around at the professionals in any major publishing
company and you can see the answer for yourself. The infusion of
technology into books has given technologists who may have not been
veterans of the book business of old a foothold in the book business of
the future.
The best example might be Ellie Hirschhorn, executive vice president
and chief digital officer at Simon & Schuster. In her position,
Hirschhorn oversees a team of digital professionals that managed to help
drive Simon & Schuster’s digital revenues up to 17% of overall
revenues in 2011 – a number that Hirschhorn expects to double in 2012.
...
JG: Can you give me an example of “cross-title, programmatic opportunities”?
EH: One example is database marketing opportunities. We have amassed
750,000 names where we can do highly targeted marketing to consumers. We
can do that on a title-by-title basis or a monthly, customized
newsletter basis.
JG: We did a survey last year with Forrester among publishers
who said they would be spending more resources on developing those
kinds of databases. James McQuivey of Forrester made a distinction for us
between an email list and a true customer database with rich
information that can be used to sell to a consumer. Which is yours?
EH: We have both email lists and customer databases. The easier thing
to amass is limited information like your email. But we can also track
your on-site behavior, your clicks on discrete pieces and assets in a
newsletter. But the less information you ask of people, the higher your
subscriber database will be.
Our database is comprised of people who subscribe to 13 different
consumer newsletters and one that is based on format – you can choose
between 20 different parameters and you get a customized newsletters
with books for you...
http://www.digitalbookworld.com/2012/simon-schuster-chief-digital-officer-ellie-hirschhorn/
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