Chronicle Brings Its Books to Life with Promotional Video: A Q&A with Children's Books Marketing Manager Pete Bohan
Extra: What's the process for creating the videos?
Bohan: The process would be, basically, when I look at my forthcoming season, just going on our title ranking system: Which of our titles are really key for us? And then I put some money into the budget if I think I might want to do a video. Once I learn more about the book and I've decided I want to do a video for the book, then I go to StudioNow ... with the idea, send them book materials, let them have some time to digest, and then we brainstorm some approaches. ... The more out-of-the-box thinking, the better. … [The video for] “Rita and Whatsit,” really, I think, turned out great. Sometimes the author does get involved. I'll go to the author for their ideas and then I hand it over to StudioNow. They do their thing [and] come back with the first draft. Then there's the whole creative team here that it needs to be run by, from the book designer, the editor, the marketing team [to the] publicist. So there's a few rounds of approvals and changes and tweaks. ...