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Paper Books are Making a Comeback
By: Cindy Wendland
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Neighborhood bookstores closed their doors when Barnes & Noble and Amazon became entrenched in the book business. It was sad to see those stores close. E-books surged in popularity and sales, and analysts predicted doom and gloom for print publishing. But then something interesting happened and the market changed again.

What happened was that we didn’t all buy Kindles, Nooks, or iPads. We kept going to our libraries, and our children clung to the “old way” and continued to read books, real books. Just like our children have become obsessed with vinyl and our old sneakers and crew necks and things of the past, they refuse to do everything electronically. It appears that our children are listening, and they have good sense and enjoy history after all.

Book publishers are redoing warehouses, increasing print runs, and producing more books. They have learned that you can’t sell what you don’t have on the shelf. Some customers won’t resort to an e-book if they can’t find the real book in a store or online. It seems like our children are actually helping to save their future in this area.

What does this mean for marketers and your brand? One, print publishing is not dead, so don’t shift all your efforts electronically. Two, younger consumers like “throwback” items, so whatever items marketers can bring back from the past will seem cool.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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