Direct Sales...

Question:
The vast majority of online consumer book sales are not conducted on publishers' web sites, but this hasn't stopped most publishers from targeting their web sites primarily at consumers. What do you think is the reasoning behind this? Do you think that book publishers can expect to see significant, ongoing growth in direct sales through their web sites? Should the presence or lack of strong direct sales affect the manner and extent to which publishers address their web sites to the general reading public (as opposed to their primary market of booksellers)?

Part of the reason I put Harper Perennial's website on my bad list was due to the fact that they blatantly ignored all of their markets except for the one that wasn't doing them much benefit--direct consumers. Their entire site was laid out for their benefit. I think publishers websites are designed with the hope of increasing their direct sales. They have chosen to target a market that they are the least successful at reaching.

I think it's a waste of a publishers time to put so much of their time into designing websites to increase direct sales. To be completely honest, I would never buy a book directly from a publishers website unless it was the only possible place I could get it. On the Harper Perennial website one of their new releases is The Burning Land by Bernard Cornwell. Their hardcover price is $24.99. This book was just released on January 19, 2010. Why would I pay that price when I could go to Amazon and get it for $11.00? I think this is exactly why consumers don't buy directly from the publishers website. The price is crucial and people are always hunting for a deal.

Even though direct sales are low, I still think it's important that the publishers website markets towards direct sales. For me, that just comes with the territory. Some people will buy their books this way while the majority will head to a bookstore or Amazon to do their shopping. Do I think they should keep that as their primary goal? No. Providing more information for booksellers seems like a more logical choice. If more time and energy was given towards them this would most likely increase sales elsewhere.

My opinion: a target market is a market no matter how small. Attention should be given to all, but publishers need to be realistic and prioritize their websites. It is important to reach the ones who are creating the most revenue first.