Quote:
Originally Posted by Steve Jordan
(I don't see the article either.)
There's nothing wrong with targeting your customer base. But you also have to bring in new customers, because sooner or later your old customers (ahem) die off.
Those new potential customers can (and should) be marketed to in different ways: See what you're missing! It's a better experience now than it was in your parents' time! You already have the tools, now use it to enjoy a book! Learn about your world while you help save it! (That last one was for the environmentalists.)
But these potentials are largely being ignored, and the industry won't last long without them.
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True. The real issue is dedicated readers ONLY appeal to avid readers. No one else is going to spend money on a device that is only for reading.
So they're marketing it fine. Marketing of e-books can change when there are multi-purpose tablets etc. out there that non-avid readers are buying mainly for other purposed. Then they'll need some different marketing to get that niche to buy more e-books on their tablets they bought mainly for web surfing, or note taking etc. and expand the e-book market beyond avid readers.
Kind of like how someone who isn't big into music wouldn't spend money on an iPod Touch. But they may get an iPhone for the internet, video, apps, etc. etc. and then maybe Apple can sell them some MP3s with the proper marketing since they now own a device that can buy and play them.