The Power of Podcasting: Bantam Dell Director of Internet Marketing Ken Wohlrob on how offering free content helped "Faefever" debut at No. 3 on The New York Times Best-seller List.
Extra: How did the podcast work?
Wohlrob: … We spread the podcast over seven weeks. It ran from early August to Sept. 11. ... We tried to keep them relatively short … around 30 minutes or under. … [Audiobook publisher] Brilliance Audio was more than cooperative. ...
Extra: What tips would you offer other publishers who are thinking about this type of promotion?
Wohlrob: I think the one thing that we really did that was smart … [was] to see how this was going to work in the bigger picture of the book. There's a lot of free content out there. Offering free content is not going to make [a book] a best-seller. It has to tie into all the other things. What we did was a very public and easy-to-see promotion, but there was a lot of behind-the-scenes stuff to get people excited and to get people talking about the book. … We didn’t make it the only component. We used it as a great driver.
Extra: What were the results of the promotional efforts?
Wohlrob: The hardcover [of "Faefever"] debuted at No. 3. That's the highest this author has gotten on The New York Times Best-seller List. The obvious benefit is that we had 60,000 podcast downloads. You can keep it up as long as you want. We had 155,000 of the excerpts [of “Faefever”] downloaded. That’s something else that is still [online]. We’re still generating fans. That’s the benefits of doing these online promotions. They can take off on their own. We did see a really, really nice climb in book sales. It did exactly what it was supposed to do. We took an author that had been established pretty well, brought in new fans, and increased sales above the previous hardcover [in the series]. … What we saw was that sales were great for the book and still are. …