Making Authors Accessible
Fostering positive relationships between authors and their readers is becoming an integral part of many adult trade publishers’ marketing strategies.
This strategy has been particularly successful on the Web. Lauren Naefe, online marketing manager for Avon A, a division of HarperCollins geared toward women, is enthusiastic about building an online community with readers. “From coordinating virtual blog tours and events to hosting largescale sweepstakes, we’ve certainly tried a lot online—and we’re continuously testing new ways to reach our demographic on the Web,” she says. “In my experience, the best online campaigns have involved authentic author participation and uniting readers together in communities.”