Wiley Merges Old and New
We’ve probably done more than 100 videos, and one of our more recent [videos] had more than 26,000 views on YouTube, so we’re excited about that. When you think about the impact of that versus a flyer or postcard or something, the costs are relatively the same, if not cheaper, so we’ve seen this as a good business decision as well—to migrate more ads online.
We’ve also done a few dozen podcasts. Throughout our experimentation, what we try to do is figure out how to multipurpose any activity we undertake. So if we do a video, we can upload the audio to iTunes or any number of places. Or, we can position it as a video podcast … or [use it as a] banner ad.
You mentioned there will be more of a focus on measurement. What other challenges do you face as a book marketer in today’s environment?
Dunn: Return on investment is important, and there are lots of different companies out there who say they can give you measurements, analytics and that sort of thing. But as we’ve grown in this new media environment, we’ve learned how to set up our campaigns in ways that measurement becomes a bit easier, so that we’re doing some of the prep work ahead of time knowing that we’ll be able to see results in a better way.
… Another [challenge] is just keeping pace with the vast numbers of ways people filter and absorb messages. It’s not just about reading something online anymore. There’s video embedded [and] audio embedded, there’s Flash animation, all those things. So it’s really all about understanding what people want to see in the context of content and the context of a book. Because a book still is a very intimate engagement with someone. And I would like to think that the online environment would encourage more people to want to get away from their screens, find a book, go sit in a quiet place, and just be a regular, offline person.