Marketing

Creators of Internet Phenomenon Talk New Book and Hollywood Hobnobbing
November 6, 2012

What started with asking for a blanket on a chilly evening grew into a collection of lady-like quips about everything from hummus to doilies, as well as a web presence that boasts more than 1.8 million Twitter followers and 30 million YouTube views. And now, they can add one more notch to the bragging post: a book.

Sh*t Girls Say has used its feminine persuasions and hilarious one-liners to break from the pack of Internet memes, and elbow its way onto bookstore shelves.

LitPick, A Startup Founded By A Harvard Lad And His Dad, Aims To Rate Young Adult Literature
November 2, 2012

The founders of LitPick have known each other since birth. Seth Cassel and his dad Gary founded their first company, FlamingNet in 2002 when Seth was in fourth grade. Designed as a book review site, Seth and his dad Gary built the site themselves and began taking a profit.

“I reviewed books on the site and gradually publishers began to find out about us and started sending me their titles to review.”

Amazon Freaks Out About Sock Puppet Reviews And Deletes A Bunch Of Real Reviews
November 2, 2012

For a while now, there has been a bit of a kerfuffle at Amazon over so called "sock puppet reviews" or reviews purchased by an author to help pad their books' rankings. We hadn't been covering any of it because, frankly, it was a non-story. There never was a threat to the publishing industry and it was always questionable how widespread the problem really was.

Unfortunately, Amazon took these complaints a little too seriously.

8 Ideas for Writing More Persuasive Marketing Copy
November 2, 2012

Do you think people actually read all the information in your literature, in your press releases, or on your website? Think again. Most people do not read your marketing copy word for word, but quickly scan the page looking for information that is helpful and important to them.

People look at your promotional copy with an expectation of some possible benefit for continuing to read. They rarely study your text word-for-word. Instead, they scan the page, looking for words that are pertinent to their needs. A recent study found that 79 percent of test users scanned any new page they came across; only 16 percent read word-for-word.

Never Mind the Big Etailers?
November 1, 2012

While no publisher can realistically abstain from the online retail behemoths when it comes to book selling, there is no reason why selling directly to consumers cannot be a viable option, especially if publishers work to build relationships with readers. In the tips below from five different publishers on how they have found success with direct selling, certain themes recur: building trust with readers, smart audience targeting and cultivating an overarching brand sensibility.

Content Consumption is Moving Beyond the Web Browser
November 1, 2012

Here's your strategy landmine for the day: The web browser is dying off. It may be difficult to fathom, but in a few years, no program we use on our tablets, phones or computers will resemble the web browsers we're using today. Digital services, social platforms and most importantly, digital content are all steadily migrating away from the web browser and into the world of apps.

On the Record With: Paul Bogaards
November 1, 2012

Paul Bogaards is Executive Vice President, Executive Director of Publicity and Media Relations for the Knopf Doubleday Publishing Group, where he has worked since 1989. In January Bogaards posted a much-talked-about tumblr post entitled “Hierarchy of Book Publishing: The Top 100 (circa 2010).” He spoke with Book Business about the challenges and rewards of working in a changing industry.

Book Pricing: Rein in the Aggression
November 1, 2012

What is a book worth? That question took on new meaning in 2012. The form of the book itself came under scrutiny after the U.S. Department of Justice filed a lawsuit in April against Apple and five major publishers. Using phrases such as "revolutionary change," "dramatic explosion in sales," "a variety of benefits" and "considerably cheaper to produce," the government drew a clear distinction between ebooks and their print counterparts.

30 Ways to Get Free Advertising
October 24, 2012

What if there were a way to make your book known to every potential buyer—for free? There is, and it is called word-of-mouth advertising—people talking to people. It is the most inexpensive and productive way to spread the word about your books. People singing your praises removes the aura of commercialism and instills a sense of objectivity about their recommendations. Here are 30 ideas for stimulating word-of-mouth advertising for your books in places other than the Internet:

Random House relies on iPad app to drive user engagement
October 23, 2012

Random House is letting consumers browse recipes and learn to make simple meals from food writer Nigella Lawson via a new iPad application.

The company partnered with AKQA on the mobile initiative. The effort aims to bring exclusive new features and reward recipes to Nigella’s fans in the digital iPad space.

“It’s a continuation of the strategy which began with the original Nigella Quick Collection app to bring Nigella to a new digital audience,” said Jon Salt, head of digital product development at Random House Group Digital.