Publishers To Increase Investment In Database Marketing

As publishing moves more into the 21st century publishers are beginning to see the benefit of studying analytics about reader behavior. According to a new survey by Digital Book World and Forrester Research, almost two-thirds of publishers plan to increase their investment in acquiring reader data. (Only 1% plan to decrease investment).

The survey polled publishers who rake in 74% of U.S. publishing revenues in 2011. Digital Book World has more: “…nearly 71% of publishers agreed with the statement, ‘To be successful, the publisher of the future must have a database of individual customers it can have a relationship with and even contact directly.’”

James L. McQuivey, VP/principal analyst at Forrester, who conducted the survey told DBW: “Publishers can see into the digital future a bridge that can potentially be built between publisher and customer. Knowing who readers are, what they like and what they want next requires building a base of demographic information.”

Related Stories
Mediabistro Course

Online Marketing

Online MarketingStarting November 4, learn how to launch a successful digital marketing campaign for your brand! In this course, you'll learn how to create an online marketing strategy, identify the appropriate distribution platforms, and use the web to successfully deliver your brand's message. Register now!