Working with Publishers 101

Lately I’ve found myself talking to companies that want to work with publishers, but they’re having a difficult time getting any business.

In almost every conversation the same issue surfaces.

The vendor wants to make the publisher understand their unique value proposition.

However, the vendor’s general knowledge of publishing is often lacking and their specific understanding of the publisher they’re “targeting” is virtually non-existent.

The vendor wants to be treated like a partner, but they don’t act like one!

All publishers may create and manage content, deliver it via multiple channels, and engage in marketing activities, but they are all different.

A publisher’s ability to innovate around content is critical, yet many publishers are having a hard time evolving. They know it too!

Many would like to explore vendor partnerships, but few vendors take the steps needed to gain the publisher’s trust and respect.

If you want to work with a publisher, start by remembering these points:

You don’t know everything.

You need to listen.

It’s good that you know your product’s strengths, but you must respect the publisher’s strengths too.

Be confident and offer your expertise, but understand that there is no plug and play.

Your expertise needs to be combined with their experience and reconfigured to arrive at the right solution.

Times are changing. Some publishers will make it and some won’t.

None of them will engage you along the way unless you take the time to understand their business and culture.

(Reposted from June 2007)

Comments

[morocco property]

Nice work. The fact is due to gap between businesses. Publishers have keen view over market and they know and understand market trends.