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The Fine Line Between Publishing and Marketing

by Laura Fillmore
President, Open Book Systems (OBS)

Session 3A, 9 AM--11 AM, February 13, 1996

Web Developer '96
Advanced Business and Technical Training for Website Developers:
Serious Web Solutions
Hyatt Regency, Chicago, Illinois
February 12-14, 1996


Copyright © 1996 by Laura Fillmore; written permission required to reprint.
laura@obs-us.com

Online Publishing and Marketing:
Two Disciplines With the Same Goals?

Are Marketers Becoming
Better Online Publishers than Publishers?

Building a Contextual Business:
How to Build and Maintain Hits

When to Link License and When to Build
  • Find What's Out There and Integrate Your Business Model: The Chesler Map Story
  • Licensing What Works and Adapting it: Search for a Forum
  • Examples of Contextual Collaborations
  • BookFinder: Satisfying Your Constituents' Individual Needs
    • Early microbilling model
    • Custom
    • Person-to-person

Sample Business Models

  • Flat-rate Sponsorship
  • Retainer/Royalty Relationship
  • Subscription with Limited Access (access by IP)
  • Bartering Links

Summary: Successful Publishing/Marketing
Strategies to Provoke and Maintain Traffic

  • Making the Site Breathe
  • Contextualizing for Custom Access
  • Adapt in Response to Use an Perceived Need
  • Enabling Two-way Traffic
    • Filtered
    • Unfiltered
  • Follow Your N.O.S.E. to Successful Publishing and Marketing
    • Narcissistic
    • Obvious
    • Simple
    • Electronic
  • Developing Fruitful Business Links to "Real" Content Providers of the Net
    • .edu's
    • .gov's
    • .org's
    • Your own audience -- these are the most valuable

The Fine Line Between Publishing and Marketing
Copyright © 1996 by Laura Fillmore; written permission required to reprint.
laura@obs-us.com