For 2005, international sales were $576.4 million, a 12.9-percent increase versus 2004 (which slowed compared to 2004’s 25.3-percent increase over 2003).
Knopf Targets Underserved College Demographic
Alfred A. Knopf, a division of Random House Inc. and publisher of hardcover fiction and nonfiction, is stepping up its marketing to the college market. The company has formed a strategic partnership with Y2M: Youth Media and Marketing Networks, a marketing services company focused on the college and recent graduate market, to promote its list of dynamic young authors to students nationwide. Knopf, a division of Random House, Inc., will leverage Y2M’s insight and network of campus-specific university newspaper Web sites to capture this important audience, which includes more than two million consumers who purchase $40 billion in goods and services annually.
Recent survey results indicate that college students are a demographic underserved by most publishers. Ninety-seven percent of college students report reading at least one to two books outside the scope of their courses each semester, according to Y2M. In addition, 79 percent report buying new books at bookstores, and another 44 percent buy new titles from online vendors. Knopf will work with the Y2M’s college marketing experts to creatively reach this active book-buying audience through Y2M’s media properties.
“Y2M’s established position in the college media landscape is the ideal vehicle for us to connect students across the country with our books and gain a better understanding of what titles interest this specific audience,” says Scott DiPerna, manager of special marketing at Knopf. “College students are discriminating recreational readers who want to be challenged and entertained both inside and outside the classroom, which is why we believe the Knopf group is a perfectly suited publisher to meet their reading interests.”
As a premier partner, Knopf will become the “Official Sponsor” of Y2M’s Books Channel, which will be accessible through a link on more than 350 college newspaper sites. Y2M also will work to make college-appropriate titles available for review by college newspaper editors and facilitate online press conferences with popular authors.
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For 2005, international sales were $576.4 million, a 12.9-percent increase versus 2004 (which slowed compared to 2004’s 25.3-percent increase over 2003).
Knopf Targets Underserved College Demographic
Alfred A. Knopf, a division of Random House Inc. and publisher of hardcover fiction and nonfiction, is stepping up its marketing to the college market. The company has formed a strategic partnership with Y2M: Youth Media and Marketing Networks, a marketing services company focused on the college and recent graduate market, to promote its list of dynamic young authors to students nationwide. Knopf, a division of Random House, Inc., will leverage Y2M’s insight and network of campus-specific university newspaper Web sites to capture this important audience, which includes more than two million consumers who purchase $40 billion in goods and services annually.
Recent survey results indicate that college students are a demographic underserved by most publishers. Ninety-seven percent of college students report reading at least one to two books outside the scope of their courses each semester, according to Y2M. In addition, 79 percent report buying new books at bookstores, and another 44 percent buy new titles from online vendors. Knopf will work with the Y2M’s college marketing experts to creatively reach this active book-buying audience through Y2M’s media properties.
“Y2M’s established position in the college media landscape is the ideal vehicle for us to connect students across the country with our books and gain a better understanding of what titles interest this specific audience,” says Scott DiPerna, manager of special marketing at Knopf. “College students are discriminating recreational readers who want to be challenged and entertained both inside and outside the classroom, which is why we believe the Knopf group is a perfectly suited publisher to meet their reading interests.”
As a premier partner, Knopf will become the “Official Sponsor” of Y2M’s Books Channel, which will be accessible through a link on more than 350 college newspaper sites. Y2M also will work to make college-appropriate titles available for review by college newspaper editors and facilitate online press conferences with popular authors.