Encyclopedia of Classical Music’s Marketing Campaign Off on a Good Note
“As with any Workman marketing campaign, the biggest challenge has been how to reach a large yet specialized market,” says Jen Paré, a publicist at Workman. “In this case, the audience is mostly classical music lovers.”
She adds, “We had to figure out how to reach those that love classical music … NPR was a good place to start, especially given Ted’s former position at ‘Performance Today.’ ” So Libbey will embark on a 12-city tour, stopping at cities where NPR stations are particularly strong and where interest in classical music is high. He will also be interviewed by a number of NPR affiliates and classical music stations, highlighted by an appearance on “Performance Today” in early May. In addition, the book will be offered as a premium for NPR member stations during their pledge drives.