The motto for this round table in Readmagine was: “Our mission is to build a prosperous future for storytelling and the world of publishing”.
This new session of Readmagine 22 begins with the participation of Laura Di Giuseppe on behalf of Tandem Collective, a digital marketing company focused mainly on the promotion of books. Laura introduces herself and shares with us her extensive professional experience prior to her joining Tandem, which is dedicated to the development of digital audiences.
Di Giuseppe draws attention to the recent changes that have arisen as a result of social networks, how they set trends and the role of the so-called «influencers» in this sector. Readalongs are their main method, with them they seek to create a domino effect that generates enough talk about a book on the networks to create a trend or to draw the attention of its potential audience.
Then Nathan Hull speaks to us on behalf of Beat Tech. He presents his business proposal as a solution for publishers to certain problems that derive from new consumption models. He adds that the subscription does not imply a single form of consumption but is a means through which the consumer pays to access the content.
He says that Beat Tech’s mission is to build a prosperous future for storytelling and publishing.
His method is to create ecosystems that benefit all parties. They collect information on the different trends in reading habits to learn about the dynamics of the public and that publishers can take advantage of that information.
One of his conclusions is that this is not a binary and irreconcilable issue, but that everything that is done in the digital world can be used in a positive way in the field of printed publications.
The next guest is Andrew Rhomberg, founder of Jellybooks. They divide their philosophy into what they call ABC: audience insights, book discovery and cloud reading.
They collect information before a book is published so that the publisher has the option to change something if the data suggests it will be an improvement.
They research different aspects:
-Should this be a lead title?
-Who is the audience?
-How to position?
-What cover?
They seek feedback from readers regarding the reading experience with specific titles. Another of his strategies, as he explains, consists of using ebooks as a hook for the sale of printed books.
During the dialogue, moderated by Arantza Larrauri, they addressed issues such as how different it can be to work in different markets due to cultural differences and how these coexist with the arrival of new technologies, or to what extent their vision is not biased based on the audiences they evaluate or the catalogs they work with.
