International experts share strategies to attract readers through marketing and digital distribution

During Contec 2025, the round table “How to catch a reader: marketing and digital distribution” discussed strategies for connecting with readers in the digital environment. Moderated by Cristina Flores, of Chile's Ministry of Science, Technology, Knowledge and Innovation, the conversation featured Rob Clements (Ingram Content Group, Canada/USA), Ralf Biesemeier (Zebralution Digital Publishing, Germany) and Boris Kraizel (Buscalibre, Chile).

Rob Clements, with more than 30 years of experience in publishing distribution and global market development, stressed the need to understand the target audience and use digital marketing tools to connect with readers around the world.

Ralf Biesemeier, a pioneer in digital publishing and content marketing, shared his experience in building e-book distribution platforms and highlighted the importance of optimising digital sales and publishers' visibility.

Boris Kraizel, founder and general manager of Buscalibre, explained how the company has used technology and logistics to offer a wide range of books in Spanish and English, with a presence in 10 countries, and how it has adapted its digital marketing strategies to reach new audiences.

The panellists agreed that in the digital age it is essential for publishers and booksellers to rethink their marketing and promotion strategies, integrating digital tools to find and connect with readers in an environment where everything seems to be within reach.

This conversation is part of Chile's efforts to strengthen its presence at the Frankfurter Buchmesse 2027, where it will be Guest of Honour, and reflects the Chilean publishing sector's commitment to innovation and internationalisation.

Click here to watch the full round table (in Spanish): https://www.youtube.com/watch?v=gr3jrRL478g