Traditional

Done with Traditional Publishing

Books to be returned...
Image by Hash Milhan

Brian Driggs asked me to discuss self-publishing after reading my sordid Fifth Estate story. While I don’t want to dismiss traditional publishing altogether, I can only speak for myself. I will self publish my next book.

There are several reasons, but first let’s discuss two reasons to consider traditional publishing:

Prestige

If you are published by a traditional house, particularly one of the majors, there’s a prestige element. Most “published” authors, some business people, and at least outwardly almost every publisher looks down on self published authors.

As someone who attended American University and then Georgetown University, the published prestige is comparable to Ivy League snobbery. And for the record, American challenged me more intellectually than Georgetown (which is perceived as on par with some Ivy League schools).

Traditional publishers will tell you to never self publish, that you won’t ever have a chance of getting published in real life. But then you hear stories of successful self publishers who get signed, people like John Scalzi, Mark Schaefer and Amanda Hawking. Self publishing has become a minor league for traditional publishers.
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4 Reasons to Integrate Marketing Now

Two rivers converge
Image by Chiri_dr

Marketers need to harness media convergence and integrate to maximize the impact of their various communications, on and offline.

Convergence has been brought about by the arrival of mobile and social media. The combination has empowered customers to access the Internet anywhere and discuss it.

The resulting anytime anywhere access to the Internet breaks the isolation of any one type of media form, including radio ads in the car and newspapers in a local subway.

Convergence creates the need to integrate, the process in which all communications from a company or organization — regardless of form — work together to present a unified brand experience for a customer. Integration yields more leads, creating better ROI for marketers. It includes cross promotion of ideas, themes, and calls to action, including participation in social media.

A recent CMO Council study showed that only 9% of respondents believe their interactive marketing efforts are highly evolved and integrated. This online integration issue doesn’t even consider integrating marketers’ efforts in the traditional advertising, public relations and direct marketing disciplines.
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The Converged Media Imperative

The Convergence of Paid, Owned & Earned Media

Yesterday afternoon, the Altimeter Group released a report called “The Converged Media Imperative: How Brands Must Combine Paid, Owned and Earned Media.” Authors Rebecca Lieb and Jeremiah Owyang discuss the increasingly blended media environment of traditional, online and advertising media. In total, consumers face 3000 daily brand impressions.

The report makes a strong call for integration across digital, traditional and earned media, saying that brands that do not integrate are at a disadvantage.

“Marketers who fail to reconcile paid, owned and earned media today will be at a distinct disadvantage,” state Lieb and Owyang.
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