How Book Publishers Pivoted Toward Direct-to-Consumer Sales in 2015
In 2015 many book publishers devoted significant resources to direct-to-consumer marketing and sales. These efforts went beyond social media and email marketing and led to the creation of dedicated platforms that engage and entertain readers as well as sell books. Simon & Schuster launched pop culture site Glommable, which offers book recommendations alongside articles covering movies, music, and celebrities. In a similar effort to promote books and build community, Penguin Random House created Brightly, a site geared toward parents who are trying to raise lifelong readers. As the future of traditional book retail channels, like Barnes & Noble, becomes less certain, it is critical that publishers find ways to connect with consumers directly.
- Ecommerce Reconsidered: Why You Might Need a Shopping Cart After All - Creating an ecommerce website has become much less costly and complex in recent years, argues Finitiv founder Andrew Brenneman. In this column, Brenneman explains why now is the perfect time for publishers to sell their books online.
- Consumer-Facing Websites Are the Future of Book Marketing - More and more trade publishers are investing in consumer-facing websites in order to learn more about readers’ interests and boost book discoverability. This post tracks some of the latest website launches from leading publishers.
- Corner Office: PRH Consumer Marketing Director Focuses on Discoverability and UX - Amanda Close shares the strategy behind Penguin Random House’s site relaunch as well as plans for the site’s future expansion.
- Why Bookselling is Now a Relationships Game - Leaders from Rodale Books, Perseus, and Hachette discuss strategies for selling and marketing books direct -- and why connecting with readers may be as important as actually selling books.
- How Book Marketers Can Move Beyond Verticals - Not all readers fit the neat verticals many book publishers target. The vast majority of consumers read a variety of titles across genres, writes HarperCollins senior director of audience development Jim Hanas. Here Hanas explains how publishers can more affectively market to those readers.
- Publishers Sites Are Going Beyond Books - A slew of publisher sites launched in 2015, offering original content to targeted audiences in an effort to engage readers beyond the book sale. Publishers like EverAfter Romance, Simon & Schuster, and Penguin Random House created websites that foster communities, offer consumer solutions, and provide quick, digestible entertainment.
- How Publishers Are Using Email to Develop & Monetize Audiences - This webinar, hosted on November 11, 2015, explores how leading publishers are using email marketing to grow core audiences and monetize those audiences more effectively. The webinar is available to watch on-demand for free.
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.