Vanity and The Media Bewares Publishing

Experienced authors tend to chastise vanity press victims for not doing sufficient research, but the murky web of vanity partnerships — and the uncritical coverage which invariably accompanies same — makes it exceedingly difficult for newer writers to chart a safe path.

Some vanity presses are very good at crafting a veneer of legitimacy, one which can be very convincing to those starting out. Infamous vanity press conglomerate Author Solutions figured this out very early on, creating partnerships with Penguin, Harlequin, Writer’s Digest, Random House, HarperCollins/Thomas Nelson, Hay House, Reader’s Digest, Lulu, and Barnes & Noble.

These partnerships served two purposes. First, they delivered an endless stream of victims directly from the companies themselves who would refer business to Author Solutions in return for a cut. Second, they helped Author Solutions whitewash its past, acting as a reputational fig leaf, hiding its seamy nature until it was too late. Read More…

Granular Targeting 101 Marketing Resources

I’m pretty experienced with digital advertising at this point but when I got my interview for Google AdWords back in 2003 I had to… Google it to figure out what they did. And I still got it wrong!

I was quite lucky that I first interviewed with Overture (the former name of the digital advertising division of Google’s one-time rival, Yahoo) because I had absolutely no idea how these kind of ad platforms worked, let alone best practices. But I learned fast—Google’s training was excellent.

One thing that was drilled into us constantly was the importance of granular targeting. It might be a little more obvious in 2018, but back then the only really familiar advertising model was the broadcast one. Put your message in giant letters on the billboard. Flood the airwaves with ad spots. Take out full page ads in newspapers and magazines (for the kids: these are paper versions of websites that used to be popular). The basic strategy was a simple, brute force one; if the signal is strong enough, the right people will hear it. Read More…