'Communicate the Message About Our Future'

Shelf Awareness

"We need to set out a clear vision of what our industry is going to be going forward.... I think people know the products of the book industry, they understand what comes out of it, but they struggle to understand what the book trade does, or how it does it or even why it succeeds. The belief 10 years ago was that as an industry, we would be swept away by the digital revolution that hasn't happened. There is a void in many people's understanding about what happens next. So it is our job to communicate the message about our future, about how our industry is going to survive."

--Stephen Lotinga, CEO of the Publishers Association U.K., speaking at the Booksellers Association's recent Academic Book Trade Conference