Pull vs. Push: Publishers Search for New Ways to Help Readers Discover Their Content On: 06/17/2010 Views: 6
In cyberspace, it's hard to push material in front of readers the way it has been done by a bookstore, a newspaper delivery boy or a mail carrier. But bookstores are disappearing. And readers often reject commercial e-mails from publishers. Many online readers use a search function when they want news or information rather than seek out a particular website. "We're moving to an environment where it will be about consumers pulling rather than publishers pushing a product," noted one participant at Wharton's recent Future of Publishing Conference.