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.

(NOTE – This isn’t just the view from the outside looking inside. This is commonly the view from the inside looking across. Think about it!)

Comments

[ann michael]

Wally-

I love it - The three finger advisor!!!!

The point being that there is knowledge about the industry ready to be grabbed if you're willing to listen!

Thanks!
Ann

[Wally Bock]

Actually, Ann, that would be good advice for anyone trying to work with prospective clients in any industry. I learned early in my speaking career that 1) all industries are similar but 2) all are unique, too. I learned that I needed a guide and I came to call that guide "The Three Finger Advisor." It was almost always an older, experienced person from the industry who, at some point in our conversation would hold up his or her hand and say, "If you want to understand this busines, you need to know three things."

[ann michael]

Thanks Chris!

I think many vendors feel that if they don't come with all the answers they haven't made the best pitch.

They end up appearing to diminish the value of the business because they offer answers without understanding.

While there are many places publishing must innovate or die, and become radically more efficient while doing so, publishers are not "widget" factories.

The sooner vendors stop looking at ONLY the engineering and logistical aspects of the business the more successful we'll all be! (IMHO)

Thanks for the comment!!!
Ann

[Chris Webb]

Ann, you are absolutely right about the changing face of our industry - and about our knowing it.

Many of us in the industry are looking for new and innovative ways to adapt to the new landscape, and in many cases will be looking to partners to help us.

Great advice.