DIRECT SALES: Never Mind the Big Etailers?
Rodale has long been known for dovetailing its book offerings with magazines, digital media and events. The company's legacy as a pioneer in organic farming, health and wellness, as well as its research center in Pennsylvania, creates an authoritative brand underpinning the products it sells.
When strategizing for direct-selling, emphasize collaboration between magazine editors, web editors and book editors, Perrine says. "Book editors who routinely work on Men's Health, Women's Health or Prevention books, for example, often sit in on the editorial meetings of those magazines, and the magazines' editors and publicity directors attend our book pipeline meetings. You get the most brand power behind your books when you know that you're speaking to the same customer with the same voice, regardless of what medium you're in."
That collaborative spirit also extends to book promotion. "We're able to leverage our brand websites and social media outlets—whether through newsletters, homepage features, or via Facebook, Twitter, Instagram, etc.—to alert readers to the release of a new book we know will appeal to their interests," Perrine says. "Our reach is truly incredible—we have 37.8 million loyal customers in the U.S. and Canada who follow our brands and eagerly await our latest book offerings—and it provides us with a truly unique platform for selling books and spreading the word." BB