Comments on: WE CAN’T SEE FOR LOOKING http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/ Creative thinking and critique from Dave Trott Sun, 14 Mar 2010 21:48:03 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: tim spencer http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/#comment-20178 tim spencer Thu, 05 Nov 2009 12:04:11 +0000 http://www.cstadvertising.com/blog/?p=473#comment-20178 ^ Some good ideas up there about ways to sell books more effectively. Unfortunately all too late. As impossible as it seems now, books are going to disappear. The electronic reader is already here, and historically, all items that can be translated into code end up going that way, killing off the original format in all but a nostalgic cottage industry sense. I'll give mass production of books five years maximum before the obvious profit gains of granting single reader licenses to digital files win out. ^
Some good ideas up there about ways to sell books more effectively. Unfortunately all too late. As impossible as it seems now, books are going to disappear. The electronic reader is already here, and historically, all items that can be translated into code end up going that way, killing off the original format in all but a nostalgic cottage industry sense. I’ll give mass production of books five years maximum before the obvious profit gains of granting single reader licenses to digital files win out.

]]> By: Anca http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/#comment-20135 Anca Wed, 04 Nov 2009 09:52:37 +0000 http://www.cstadvertising.com/blog/?p=473#comment-20135 http://ex-blank-page.blogspot.com/2009/11/in-reply-to-daves-great-posts-90.html http://ex-blank-page.blogspot.com/2009/11/in-reply-to-daves-great-posts-90.html

]]> By: Ben Kay http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/#comment-20131 Ben Kay Wed, 04 Nov 2009 08:34:34 +0000 http://www.cstadvertising.com/blog/?p=473#comment-20131 I think that's a good idea. A better one (it's not mine) was suggested about fifteen years back: in the mid-nineties they used to print short 50p books for sale in Smiths. These might be a collection of poems or a short story by someone like Oscar Wilde. Someone (I think it was Gilbert Adair of the Sunday Times) said that they should instead print the first 50 pages of novels. It would encourage more people to check them out, and then you'd get your 50p of the price of the whole thing. Someone really ought to do this. Where's the downside? I will mention it to my friends at Penguin today. Thanks for reminding me. I think that’s a good idea. A better one (it’s not mine) was suggested about fifteen years back: in the mid-nineties they used to print short 50p books for sale in Smiths. These might be a collection of poems or a short story by someone like Oscar Wilde. Someone (I think it was Gilbert Adair of the Sunday Times) said that they should instead print the first 50 pages of novels. It would encourage more people to check them out, and then you’d get your 50p of the price of the whole thing.

Someone really ought to do this. Where’s the downside? I will mention it to my friends at Penguin today. Thanks for reminding me.

]]> By: Ian http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/#comment-20124 Ian Wed, 04 Nov 2009 00:47:44 +0000 http://www.cstadvertising.com/blog/?p=473#comment-20124 @Dave Think it's an American thing? Borders, at least in the past, insisted that the way to get people to read was to turn their shop into a library. Never mind about the chagrin of serious book buyers. In fact, at one time, Borders' sentiment was 'that those of us with money should remember those who don't have the money for books'. I well remember those days when I counted out change to buy a book - the Complete Works of Shakespeare at 15 quid. But I also recall being taught that since I had no money and wanted to read, I should not impede others. Trouble is, even people who have the money often don't want to buy books. Maybe because of storage problems? So, I've been telling my friend who manahges a book store that he should run promotions that give away nice bookshelves. And not just books. Of course he thinks I'm mad. @Dave
Think it’s an American thing?
Borders, at least in the past, insisted that the way to get people to read was to turn their shop into a library.
Never mind about the chagrin of serious book buyers.
In fact, at one time, Borders’ sentiment was ‘that those of us with money should remember those who don’t have the money for books’.
I well remember those days when I counted out change to buy a book - the Complete Works of Shakespeare at 15 quid.
But I also recall being taught that since I had no money and wanted to read, I should not impede others.
Trouble is, even people who have the money often don’t want to buy books.
Maybe because of storage problems?
So, I’ve been telling my friend who manahges a book store that he should run promotions that give away nice bookshelves.
And not just books.
Of course he thinks I’m mad.

]]> By: dave http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/#comment-20120 dave Tue, 03 Nov 2009 21:45:21 +0000 http://www.cstadvertising.com/blog/?p=473#comment-20120 Ben, I've been thinking about your comments on Borders. Here's my opinion. Borders need to decide if they're running a shop or a library. The only purpose in letting people read the books is that they may buy them. So how about if only special 'display' copies of the books are on the shelves, with the first two chapters printed and all the other pages blank? You only get the fully printed book if you actually buy it. Ben, I’ve been thinking about your comments on Borders.
Here’s my opinion.
Borders need to decide if they’re running a shop or a library.
The only purpose in letting people read the books is that they may buy them.
So how about if only special ‘display’ copies of the books are on the shelves, with the first two chapters printed and all the other pages blank?
You only get the fully printed book if you actually buy it.

]]> By: Kevin Gordon http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/#comment-20092 Kevin Gordon Tue, 03 Nov 2009 18:55:01 +0000 http://www.cstadvertising.com/blog/?p=473#comment-20092 Going back to the theme of your piece Dave: I was driving to a "service user" the other day. (It's not PC to say patient anymore)! The road had double yellow lines all over it. It was right outside a School. The car in front stopped at the Zebra crossing. There was no-one there. Three girls got out of the car and walked across the road. I just thought that was a smart bit of thinking. Stopping in front of an empty Zebra Crossing to let your own kids cross! Going back to the theme of your piece Dave:

I was driving to a “service user” the other day.
(It’s not PC to say patient anymore)!
The road had double yellow lines all over it.
It was right outside a School.
The car in front stopped at the Zebra crossing.
There was no-one there.
Three girls got out of the car and walked across the road.
I just thought that was a smart bit of thinking.
Stopping in front of an empty Zebra Crossing to let your own kids cross!

]]> By: Kevin Gordon http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/#comment-20070 Kevin Gordon Tue, 03 Nov 2009 17:35:52 +0000 http://www.cstadvertising.com/blog/?p=473#comment-20070 Over the last year or so I've been on a one man campaign to get companies to repatriate our call centres. British customer service was second to none. I am pleased to hear it is coming back. "Our word is our bond." used to be the City catchphrase, renowned around the World. Unfortunately third party companies do not have such a great attitude, and it is all about attitude. There are a lot of good sensible teenagers out there who deserve a better press than they get. This country is awash with highly educated graduates with no job to go to. Eventually, out of all this will come better customer service in the long term because the educational bar has been raised. On the up-side, there has never been so many teenagers going to College and University in this country than ever before. Their commitment to pay their own way to learn deserves more reward than a token job, but for now, many of them are lucky if they get any job at all. That needs to change. Over the last year or so I’ve been on a one man campaign to get companies to repatriate our call centres. British customer service was second to none. I am pleased to hear it is coming back. “Our word is our bond.” used to be the City catchphrase, renowned around the World. Unfortunately third party companies do not have such a great attitude, and it is all about attitude. There are a lot of good sensible teenagers out there who deserve a better press than they get. This country is awash with highly educated graduates with no job to go to. Eventually, out of all this will come better customer service in the long term because the educational bar has been raised. On the up-side, there has never been so many teenagers going to College and University in this country than ever before. Their commitment to pay their own way to learn deserves more reward than a token job, but for now, many of them are lucky if they get any job at all. That needs to change.

]]> By: john w. http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/#comment-20066 john w. Tue, 03 Nov 2009 15:44:11 +0000 http://www.cstadvertising.com/blog/?p=473#comment-20066 I prefer heat warming. I prefer heat warming.

]]> By: rachel carroll http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/#comment-20065 rachel carroll Tue, 03 Nov 2009 15:27:21 +0000 http://www.cstadvertising.com/blog/?p=473#comment-20065 I mean heart warming. I mean heart warming.

]]> By: rachel carroll http://www.cstadvertising.com/blog/2009/11/we-cant-see-for-looking/#comment-20063 rachel carroll Tue, 03 Nov 2009 15:10:00 +0000 http://www.cstadvertising.com/blog/?p=473#comment-20063 What a heat warming story, Ian. Hope you find him. What a heat warming story, Ian. Hope you find him.

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