Data-driven publishing: using sell-through data as a tool for editorial strategy and developing long-term bestsellers

Date created: 
2012-01-19
Identifier: 
etd7018
Keywords: 
Book publishing
Sales data analysis
Sell-through data
Books – editorial strategy
Books – marketing
Books – publicity
Abstract: 

This report examines how sell-through reporting has revolutionized the editorial, marketing, publicity, and sales strategies of Sourcebooks and Raincoast Books since the introduction of BookScan and BookNet. It analyzes how Sourcebooks developed its line of college-bound books through data analysis, using Harlan Cohen’s The Naked Roommate as a case study to learn the strategies that the publisher implemented to grow the title into a New York Times bestseller after six years over four editions. The report also explores how Raincoast Books, the distributor of Sourcebooks titles in Canada, analyzes sell-through data to identify concerns in the book’s performance, and its plans to fix the issues. The main goal of this report is to offer insight into the ways that various departments of a publishing house can practically analyze sales data and utilize the information creatively and strategically to grow its editorial vision, guide its marketing decisions, and improve book sales.

Document type: 
Graduating extended essay / Research project
Rights: 
Copyright remains with the author. The author granted permission for the file to be printed, but not for the text to be copied and pasted.
File(s): 
Senior supervisor: 
John Maxwell
Department: 
Communication, Art & Technology: Publishing Program
Thesis type: 
(Project Report) M.Pub.
Statistics: