"This means that you already have the audience before you even make the book, or album, or magazines.
Getting a review in the New York Times is a shotgun approach to marketing, and paid mass-marketing is a very expensive shotgun approach to marketing.
But reaching out to your current community, who have already given you permission to communicate with them, is relatively cheap and very effective.
This transition leads to a reduced focus on launch-based sales and marketing activity, and a new appreciation of ‘lifetime customer value’."
Written by Andrew Davies for Ideo.
Recommende reading. 8/10
Full article: http://idioplatform.com/2010/10/the-future-of-publishing-like-minds/