How can publishers thrive in a digitally-disrupted world? David Borgenicht, president and publisher of Quirk Books (best known for publishing Pride and Prejudice and Zombies) has some advice for other publishers. The five quick tips basically boil down to creating as engaging a product as possible, and then marketing effectively in order to grow new readers.

2. We are not in Kansas anymore. We are not even in the publishing business anymore. We are in the entertainment business. This is something we’ve said at Quirk for years. We are competing for attention against everything people do with their entertainment resources (their time and their money). We must make our products as compelling as any new movie, video game or app that comes down the pike. And we must use the same tools of engagement to let them know about it.

In short, Borgenicht says, stay focused on “[striving] to be a great publisher.” Which is always good advice, though I’m not sure how helpful it will be to the larger, traditional publishers who are so set in their ways that they try to fix prices rather than figuring out new strategies for competing.

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