GigaOm: Why e-books will be much bigger than you can imagine.
“Here’s a secret: Most authors can tell you all you need to know about a subject in 50 pages. The reason that many instructional books in bookstores are 300+ pages is so they look impressive and thick.” And another point, social marketing is more effective than print advertising. I’d say that observation is terribly contextual. Certain products will thrive on the social interwebs, others are just not suited for that kind of ‘talking up.’
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