Archive for November 5th, 2009

Does Time = Demand?

I don’t have a degree, or any formal experience, in marketing, though I’ve spent some time in the publishing industry. So, you know, maybe there’s something I’m not getting here, but lately I’ve been seeing a lot of assertions from publishers that the longer you keep people waiting for a product, the greater the demand for it, and that doesn’t seem quite right to me.

The idea as I understand it is that if you’re publishing a series – let’s say a trilogy, just to be arbitrary – at one-year intervals, which is pretty normal, and you’re dissatisfied with the sales of volume two, you can delay volume three by a few to several months and magically “increase demand” (i.e. sales) for the same.

Now, I suspect that’s kind of true, in a way – you’re going to make the people who already want that book and are already anticipating buying it, want it even more badly, because you’re making them wait longer for it. But just postponing something doesn’t automatically generate more sales and new would-be consumers out of thin air, does it?
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Published in: General | on November 5th, 2009 | Comments Off on Does Time = Demand?