Here is a case-study attempting to show what I mean about how a bad promotion can drive away your target audience. The subject is a book that I most definitely am the target audience for - I have given multiple copies of it away, I like it so much - but I always tell the recipients to "just ignore the cover, it totally misrepresents it, it makes it ( Read more... )

I've been thinking a lot about the MINX mess, and how it was that that the professionals could get it so wrong and be so oblivious to how and why, when customers and potential customers were trying to tell them so loudly in so many ways for so long, and something somebody said that I saw in my dowsing which I need to find and cite helps encapuslate ( Read more... )

One of the biggest problems working in prepress is trying to convince customers not to pack a book's worth of type into a business card or a quarter-page - or eighth, or sixteenth-page ad. "More is not always more effective," we try to tell them, but all they can see is X$ divided by Y inches, and dammit they're going to get their money's worth! ( Read more... )