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.