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: What made this more beneficial than other forms of promotion?
Wohlrob: Everything we did was cheap to do. Small publishers and large publishers could do this. What it comes down to is that you're put in a position [where] you're promoting free stuff. A lot of times that’s where people drop the ball. People don't think they have to promote the free stuff, too. Publishers and publishing, in general, are a little wary of offering stuff up for free. It’s not something people are able to get their heads around. I think if you’re creative enough about it, you can get people involved in characters and use them as a way to bring new people to the table or bring people back to the author or use it as a ramp up to the new book.
Extra: Do you plan to do similar promotions in the future?
Wohlrob: We're in plans to do this with other authors and titles because this was a great success. It really proved that using free content can help drive sales for a book and raise awareness and do all the great things you want it to do. The problem is that recording podcasts and producing them can be time-consuming. It’s not something we can roll out for every book we do. The other thing to stress is that this is not something you want to do for every book. Something will get lost in the shuffle. You’re building an event. If you do it for everything, you lose that this is a big splash. We’re in the works to keep doing that. ...