Important Books PublisherAn important book publisher
When publishing house labels have little or no value, publishing houses can be de-intermed. Authors can post an item in an Open Accountository and then let Google do the merchandising; a writer can work directly with Amazon and earn 70% of sales bonuses, potentially eclipsing the revenues of the sophisticated jesters who publish books for companies like Random House or Springer.
This whole lecture puts the publisher in the humbling situation of having to bounce up and down and shout: "I am important! I' m important! "There is so much joy on the part of those who believe that publishing houses and their trademarks do not play a role that it is almost unpleasant to tell them that they are not.
Trademarks are important because that is what writers think. A virtuoso group in which good writers reinforce trademarks and give the author's own flair. There are some writers who do not want to be featured in the Oxford University Press, as are some folks who do not want to have their children sent to Harvard.
The writers in the magazine industry know very well what it means to accept an essay in Science or Lancet. One of the reasons why institutions have not yet achieved much compared to conventional publishers is that most of them are lagging behind better magazines in terms of the power of their brand.
Trademarks are also of importance directly and indirectly for the reader (consumer or end consumer). Publishing house labels play a more or less important role in books, according to the situation. For example, the Random House trademark is considered unimportant for a customer.
The subtle iridescence of the name "Random House" with its pretended self-destruction may be forgotten by generics who believe that "Random" in this connection means "accidental" rather than "highly discriminatory". Random House does control other labels that are of absolute importance to the consumer: Fodor's, Living Language, House of Collectibles, und so weiter.
I find it difficult to believe that the reader of literature is not looking for the Imprimatur button (another RH brand). Obviously, the name of some writers or private labels can play a larger role (Grisham, King, Mantel), but this does not mean that the publisher's labels play no role at all. It' s the indirectly meaning of trademarks that has the greatest impact on the people who buy books.
The majority of books are distributed through indirect distributors such as bookstores, whether on-line or off-line, and the wholesaler who supports them. The shelves are overcrowded, the publishing houses are struggling to gain entry to the markets. Professionals, purchasers and distributors know which publishing houses have been most successful in the past and store accordingly.
They are not "dumb pipes" but a range of value-added filter products, the objective of which is to place the books with the greatest sales potential with the consumers. A publisher's trademark is the code for identifying the best books. This can' be the case in the on-line environment?
Certainly Amazon and the increasing number of mighty web merchants (now also Apple, with Google on the way) take full benefit of the boundless properties of the cyberworld and store every single eBook impartial? On-line merchants, like their co-ins, earn a lot of their living by choosing some books and publishing houses over others.
Whilst each of the books can appear in an on-line catalogue, the way the books are presented (i.e. the meta data of the book) can be very different, and this display affects what we buy. In fact, Amazon sometimes penalizes editors by eliminating the "buy" button for their books, which frustrates customers who find the books in the catalogue but cannot buy them immediately.
Although an on-line bookstore or broker may claim bias, as Google apparently intends with its upcoming Google editions (and in my opinion, if Google is not unbiased, it is not for want of trials), the publisher's trademark is "weighted" in that it has built a web of links and cross-links that affect the way computer algorithm evaluates it and assigns it a comparative positiom.
The web book trade is still in its early stages, but even now advanced, robot-supported analysis of use and meta data influence what the consumer finally sees when shopping on-line. Amazon knows what Amazon does, but it doesn't take much fantasy to create an armies of web-sweeping web-sweepers, searching for books and their publisher, evaluating price strategy in near-realtime, determining which price to compare, which to beat and which to Ignore.
Publishing houses are identified in the meta-data (typically ONIX feeds) they distribute in the delivery pipeline, and this identities is reflected in the prices at which a product is sold, as it will appear in the results of searches, and in the results of collaboration filtration ("readers who liked this product (from a particular publisher) liked that other product as well").
Saying that trademarks are irrelevant means saying that information comes to us immediately. However, as a consumer we like to think that we can strengthen ourselves against the manipulations and influences, the modesty of our intellect more than enough to resist the clever temptations of the marketer.
Trademarks are important because the contemporary interconnected realm, like the realm in The Matrix, is very sophisticated and only a radicalist like Neo - Mr. Anderson - can expect the opposite.