Henry Holt Experiments With Online Marketing: A Q&A With Marketing Director Richard Rhorer
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Extra: What can appealing to Web-savvy readers involved in social-networking sites offer to book publishers who are looking to get the word out about a new title?
Rhorer: … In the past, if someone liked a book, they might recommend it to a couple of friends. It’s [common] to see someone with 300 or 400 friends [on a social-networking site]. That word of mouth thing—which we believe is the most effective marketing—can be amplified. People who want to be opinion-makers have these Web connections where they can post a link to a review and 400 people, as opposed to two or three, will see it. It speeds up the process a lot where word of mouth is an essential. Engaging that audience, especially those people online, can be hugely beneficial.
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Peter Beisser
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