Why Don’t Publishers Do More Research?
Book publishers are notorious for not doing consumer research. I am not sure exactly why, but it seems they want to decide what is best for the market. Early in my publishing career, I got my first taste of this.
In my second job out of college, I became a Marketing Director for a medium-size publishing house. I had been in the job less than 90 days when I suddenly realized that no one seemed to know which marketing vehicles really affected consumer buying behavior. For example, at the time, I couldn’t tell you what was more effective—a magazine advertisement, a “shelf-talker,” or an author appearance on television.
In: 
MICHELE CUSHATT is a communicator and storyteller whose speaking experience includes Women of Faith, Focus on the Family, and Compassion International. As emcee and communication coach, Michele is in her sixth year on staff at 
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