Publishing Industry Consultant: Mike Shatzkin:
On May 28, I gave a speech called “Stay Ahead of the Shift: How Content-Centric Publishers Can Flourish in a Community-Centric Web World” at BookExpo America. From today (June 12) through Monday morning (June 15), we are able to show you the video of the speech. We have also put the slides and full text on the speeches page of our site.
Presentation can be seen here.
Presentation can also be found here as an MP3 download. This link is at the BookExpo podcast site and doesn’t look like it will be taken down on Monday like the video is. Since you can download the MP3 at the BookExpo site you can listed on a portable MP3 player instead of being tied to your computer.
Verticals
It was my take that Shatzkin was recommending that publishers go vertical. I interpreted this to mean that they understand a subject community from top to bottom and then work to create and sell content to that community.
He mentioned that one way to learn what communities the publishers were serving was to figure their profits by BISAC code. See what categories were earning the most money and work on those subject categories.
Here are the BISAC subject categories.