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Friday, June 24, 2011

Harry Potter goes directly to the people

Author J.K. Rowling has decided that the e-book versions of the popular Harry Potter stories will be distributed independently of traditional online booksellers.  Click here to see the story as provided by in the U.K.  The new online store will be part of the interactive site, “” 

Implications:  While Rowling’s publicity angle is that this is the author’s way of “…thanking the fans” and letting them interact directly with the storyline, many commentators are quick to suggest that the decision was driven purely by profit (see this take from Marketing Daily today).

My take:  Are the two objectives mutually exclusive?  I think not.  This is a great example of a situation where giving the consumer more direct control over their relationship with a product has led to more profit for that product’s creator.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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