Part of it reads
EA: I’ve been looking closely at pre-orders and pre-order strategy and how that aligns with authors that we acquire and publish that have active blog sites and followers.
We’ve got a number of authors who are really good with social media and when we acquire their books, three months ahead of time, they’ll do something really interesting for their audience, like a cover-reveal, and all of the sudden, you’ll see the pre-orders build. Then you take that information to retailers and that can impact their interest in ordering more copies.
On the publication date, all of those orders release, and then it gets really quiet and euphoria dissipates because you get these mediocre daily sales for three or four weeks.
Then sales start growing and building. The core fans buy the book, and then they start talking about it and sharing it with all their friends, and then you begin to see the results of it all paying off.
Read more about what the CEO of Hyperion is thinking here.