Thad McIlroy

The Future of Publishing

Blog by Thad McIlroy

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January 5th, 2021

COVID-19 and Book Publishing: Impacts and Insights for 2021

When COVID-19 hit in early 2020, the press coverage was overwhelming. The trusted book publishing media, including Publishers Weekly, Publishing Perspectives, Publishers Lunch, The Bookseller in the U.K. and Quill & Quire in Canada, each did a fine job of monitoring developments within publishing and bookselling. Then, early in the pandemic, Amazon prioritized what it…

September 22nd, 2020

The Power of Penguin Random House

In last Sunday’s New York Times there’s a wide-ranging profile of Madeline McIntosh, chief executive at Penguin Random House, the largest trade publisher in the U.S. The article is by Alexandra Alter, who writes about publishing and the literary world for the Times. I was pleased when she asked me for a few observations on…

May 31st, 2020

Google Tells Us How to Win at Search

The most vexing challenge in digital marketing for publishing is, without question, developing a strategy for Google search; how to be discovered on Google. It’s quite different from an Amazon discovery strategy. But it’s core to an author’s and a publisher’s overall strategy for metadata deployment. I’ll explain more as we proceed. This post considers…

March 29th, 2020

Is Metadata Just a Game?

For my new column in Publishers Weekly I’ve tried to reimagine metadata as a game. Not quite a board game; maybe a parlor game. When it comes to book publishing, metadata is a game of chance. We don’t know which BISAC categories work best for any particular title, which keywords outperform, or how to write…

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