News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Why e-books Are Better Than White Papers
Jon VanZile / BtoB / December 6, 2012
There’s a good reason marketing consultant David Meerman Scott calls e-books the “stylish younger sister to the nerdy white paper.”
According to Scott, author of the best-selling “The New Rules of Marketing and PR” (John Wiley & Sons, 2007), e-books can be more graphically interesting, more fun and conversational—that is, with greater viral potential via social channels— than traditional white papers.
Those who follow the publishing world have probably read that e-books now comprise about 30% of total adult fiction book sales and 15% of net revenue for all publishers, according to the Association of American Publishers
But there’s a difference between the kind of e-books that are giving publishers headaches and the product that marketers are creating.