Henry Holt Experiments With Online Marketing: A Q&A With Marketing Director Richard Rhorer
Extra: In what new ways can publishers connect with their core audiences? What online tools have seemed to work and what have not?
Rhorer: Nothing has really changed. There is just added dimensions to marketing, [including] the Web, that are really important. The top 50 reviewers on Amazon—we’ve reached out to them so that they have an early copy [of a new book]. You want those endorsements when [the book] lands. It’s not that anything has been less effective. The things that are in our bag of tricks have just expanded. In the past, it was enough to … send out review copies to all the reviewers. And now we spend large amounts of time here at Holt [working] very closely with 200 or 300 political bloggers who reach a large audience [to get guest blog posts]. … It’s a new option to have. It doesn’t replace book reviews and author interviews on [National Public Radio].