“I was chatting with a friend who was arguing that traditional online marketing is basically worthless now. I suspect they’re right, and there’s two tactics there. One is to go the other route – more physical, more real space. The other is to try and rebuild an online community, in some way. Not easy.
The physical stuff isn’t any easier. When there was the recent conversation from retailers who were doing poorly, the one story which stuck in my mind was that Covid simply broke the shop model – in a way which is similar how it broke small music venues. People don’t go out for anything but big events and they don’t hang anywhere, and comic shops run off people coming in regularly and so having more chances to be exposed to more comics.
That “footfall” ideas is true digitally. The more folk talk about a book, the more chances someone is exposed to it as an idea”
https://buttondown.email/KieronGillen/archive/285-hiring-ste/