Digital content is commonplace. Magazines survived the public’s fascination with digital mediums by generating and distributing content across platforms. Almost everyone imagined that printed books would follow suit and eventually be phased out all together. This doesn’t seem to be the case.
E-Book Purchases Have Been Declining
The rising popularity of the e-book has begun to wane. In fact, the popularity of this medium is beginning to appear as if it has been an anomaly instead of the new norm. Early adopters rapidly transitioned to the medium for a limited period of time. Surprisingly, it doesn’t appear that additional converts are going to join the ranks in droves.
A survey conducted by Bowker Market Research in 2012 uncovered the fact that only 16 percent of Americans made an e-book purchase. At least 24 percent of American readers weren’t opposed to the medium and might make a future eBook purchase. However, 59 percent of Americans adamantly expressed to surveyors that they have no interest at all in making an eBook purchase. These stubborn literary fans cannot seem to fathom why so many of their counterparts have developed a sudden fascination with digitally devised prose.
Using tactics developed in her yearlong honors thesis study, Brooke helps bright and innovative entities develop social strategies around content curation. Good content boosts trust and loyalty among customers. By focusing on "what is" (psychographics: values, interests, beliefs and attitudes) and letting go of "what might be" (demographics) brands can secure a closer connection to consumers and their buying habits. Simply put: Think conversation, Not campaign.