Below we’ve included a few insights offered by Jane during last Friday’s chat:
On the traditional role of the publisher, and how Open Road differs from the traditional model:
The publisher has traditionally discovered that author, most of the time through agents, and paid the author an advance against royalties. The author worked with an editor and when the manuscript was ready to be published the marketing and publicity and sales staffs geared up to introduce the book to the public. Open Road Media is based on a profit share model. We do not pay advances. We are only dealing with electronic formats with a p-o-d component when possible. The author supplies the content; Open Road Media does the marketing.
On Open Road’s approach to marketing:
- The marketing platform is based on 3 principles: scale, reach and ease of use. It’s goal is to connect readers to authors in communities where readers currently live.
- Our marketing will be a combination of traditional heavily weighted to the digital/emerging channels.
- Lead time: our marketing begins on signing of contract versus close to the on-sale date.
On reaching communities where readers already live:
It’s not just aboutFacebook and Twitter. Readers live on crowd-sourced content sites, social networks, opinion sites, media sites, etc. They also live where their passions are. Cooking sites, craft and art sites, parenting sites. These are our readers as well.
We will expand to reach new audiences. There is a big world out there of people who read and do not fall into traditional.
To be clear, we will go to large sites but MAIN driver is to find right niche communities to partner with and supply content to.
On author profit share:
Authors like profit-sharing, particularly as advances are moving in the wrong direction.
On author branding versus publisher branding:
Absolutely. The author is the brand. Open Road Media as a consumer brand is not part of our thinking. We recognize that consumers will find content on our site, but the brands we are promoting are the authors and their works.
Our gratitude to Jane for taking the time to join us. Be sure to follow Open Road Integrated Media on Twitter: www.twitter.com/openroadmedia and on Facebook: www.facebook.com/openroadmedia. And, for the complete transcript of Friday’s chat with Jane Friedman, just click here.
Be sure to join us for this Friday’s #FollowReader at 4pm ET.