The Original Paid Content

What magazines can learn from book publishers—and what book publishers have to learn from magazines. While other digital mediums struggle to put the monetization genie back in the bottle, print and digital books remain—more than 500 years later—bundles consumers will pay for. The challenge for book publishers? Reaching customers directly, which magazine circulation departments mastered long ago.  Brian Perrin and Jim Hanas, two book-publishing professionals at the intersection of commerce and audience development, discuss what they know—and what they still need to learn.