Cross industry collaboration
So why was this so successful? The answer: collaboration. There’s a huge opportunity for industries to come together to create innovative and tailored content to enhance consumer experiences. Publishers need to consider how to take advantage of digital platforms and processes to make the books they create more desirable. But in order to do so, this requires an understanding of consumer behaviours and their communities.
The Radiohead example demonstrates how the record label collaborated with the publisher to create a limited edition book. This meant valued fans received exclusive content, which, in turn, was the main driver for the book’s demand.
If publishers can serve special interest communities with unpublished or enhanced content, the rewards will follow. The key is to deliver content that makes fans and followers feel special. Exclusivity and desirability translate into demand and value. And therefore, profit!