Must-Read Interview: Insights on blog marketing for book publishers, social networking, e-newsletters and more
We are also exploring what we can do with audio and video. Currently, we post videos that are available, as well as excerpts from our audio books, on the site.
EXTRA: What is the biggest challenge you are facing on the marketing and sales side in religious publishing today? How can publishers combat this challenge?
BENNETT: Getting attention for our product. It seems obvious to say, but the challenge that any company has faced since the beginning of time is still the biggest challenge. Today’s society is busy and has thousands more ways to get distracted than even one generation back. We have to fight to let people see books as an experience—an escape from the madness, if you will.
Also, in the face of such information-overload, many people are increasingly paying attention to things that specifically interest them, so it’s becoming more and more important to reach a book’s specific audience well. I think the best way that publishers can combat this challenge is simply by always staying on track with what’s the newest way to reach people. Not every way will work, but over time, you’ll find the ones that reach your niche most effectively.
EXTRA: Describe how you utilized some principles from the popular business book, “The Long Tail,” and how they are playing out in your business model.
HART: We frequently promote our backlist on our Web site to try to capture the “long tail” effect. We put seasonal pages online to tie our books into holidays/events, and to promote our releases each season. Typically, these pages include backlist titles as well as current releases. Newsletters occasionally include backlist titles from the author of a current release. Press Releases include information about backlists titles from an author as well as the release being promoted.