Publishing 2012
World Bank/George Washington University,
Mexico City, Feb 2007
Preparing for the Future:
Digital Strategies for Publishers

Day 3

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Key Conceptual Shifts:


  • Intermediation: Traditional publishing sells through bookstores
  • We do not know our customers individually or personally.
  • Relationships: Online interactions are with individuals, and so thinking about our customers, and customer service must change.
  • Formats: Container is not the same as content.
  • Context: World of information abundance, rather than scarcity
  • Free content is required, for customers to find us
  • The "Long Tail" and the always-on society
  • Niche markets demand agile methodologies


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