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.”

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