News Bits for Publishers

Publishing
How Publishers Can Still Matter
Publishers Weekly (8/4)
A thoughtful perspective piece by Clay Shirky on how traditional publishing houses can position themselves for relevancy amid industry changes brought on by new media and technology.

Analytics
Google’s New Tool for Marketers
New York Times (8/6)
Article announces launch of new tool by Google intended for marketers. Insights for Search tracks and ranks the most popular words people type into Google’s search box. This has relevance for Christian publishers attempting to do more information-based product development and online marketing communications strategizing.

Product Development
Marketing to the Middle Class–Which One?
Pew Research Center
A recent study by the Pew organization discovers that the American middle class is not a single group but actually four different groups. Solid profile information with applications for more precise Bible and Christian product development.

Young Adult Consumers
College Students and Social Responsibility
Advertising Age (8/4)
Survey shows the rising influence of a company’s perceived social responsibility commitment in college students’ purchasing decisions. Could be relevant to shaping communications strategies and tactics, as well as packaging.

Branding and Digital
Four Lessons from Digital Brands
Advertising Age (8/5)
Relates four “success factors” of digital brands that can be applied to all brands–including Christian ones.

Editor, Christopher Ribaudo, Chief Brand & Marketing Strategist

Livingstone. Ideas to Marketplace.