Encyclopedia of Classical Music’s Marketing Campaign Off on a Good Note

Finally, Paré says, “Classical music magazines and classical music critics at big daily newspapers [are also being] targeted.”

But the interactive, online element to the book really opens up some new channels through which the title can be promoted. Paré says Libbey is currently working with Naxos to create a podcast devoted to classical music that will be downloadable through Naxos and iTunes. Naxos also will promote the book on its own site and via product insertions featuring the new release.

“Basically, [I will be] complementing [Workman’s promotional] efforts so that [we] can reach those classical music critics as well as book [critics],” says Mark Berry, publicist, Naxos of America. “I will help them try to reach those core classical music critics that I usually deal with and who might be interested in this story from the larger standpoint of what Naxos is doing in terms of digital distribution of music or the book itself.”

The idea behind the online offerings, Paré says, was Libbey’s. He approached Naxos founder Klaus Heymann, and the duo put together the first encyclopedia of its kind with an interactive Web site.

Although she would not release specific data on the book’s initial print run or Workman’s sales goals, Paré admits “… given that Libbey’s last book … sold 174,000 copies and continues to sell, we hope to eventually surpass those sales.”

The book launches in early May and will be available “wherever books are sold and, hopefully, wherever classical music is sold,” Paré says.