Opportunity Knocks
Tart points out that consumers have always wanted to know about authors, “where their creative process comes from, why their characters do what they do,” and now they finally have the opportunity to break down that wall.
One initiative, HarperCollins’ Author Assistant program, does just that. “Because online campaigns work best when authors are involved, we’re always providing quick-and-easy training and how-to sheets for our authors. Now they can man their own pages and ‘micro-sites’ on the HarperCollins Web site,” says Naefe. “We [also] have a visual ‘Author Connections’ map that recommends other authors based on the preferences of fans of a particular [author].” She adds, “Fans can sign up for an author’s ‘Author Tracker’ to receive e-mail alerts of upcoming books and events online and/or offline.” (Read more about the marketing goals behind the “Author Tracker” and other HarperCollins initiatives on page 18.)