The good news is that book marketing professionals have more channels through which to promote their titles than ever. But with so many choices and decisions to be made, crafting an effective, far-reaching multichannel marketing campaign is more confusing than ever. Book Business spoke with several book marketing gurus to get their takes on what makes a multichannel marketing campaign work. 1. Take advantage of all available marketing channels. Noreen Henson, marketing manager for Demos Medical Publishing, says her biggest difficulty today is “the electronic revolution in information delivery”—and her constant challenge is to ensure Demos’ campaigns take advantage of this evolution. Among
Harry N. Abrams Inc.
Children’s books may be about finding the kid in all of us, but everyone in the children’s publishing business agrees that they have to grow up when it comes to taking advantage of profitable opportunities. The Internet is clearly not going away, yet with the need to protect children from cyberspace predators, publishers have to go through parents to get through to their young audiences. Once you reach them, however, it can’t hurt to be as multidimensional as possible. Jason Wells, publicity and marketing director for New York-based Harry N. Abrams Inc., says kids are looking for books that are not just self-contained
No region in the world is safe from piracy. That's the conclusion of Patricia Judd, executive director of international copyright enforcement and trade policy at the Association of American Publishers (AAP) in Washington, D.C. "Piracy is a worldwide phenomenon," Judd says. The AAP estimates losses to its members of more than $600 million a year in about 67 markets across the globe. As more book publishers explore their offshore book manufacturing options, foreign book manufacturers are boosting efforts to lure American publishers. It's all in the name of lowering costs. But does this offshore manufacturing activity put publishers at an increased risk of
More than 100 executives from the book publishing industry made their way across New York City on the eve of Jan. 11, through a particularly heavy downpour, to Café St. Barts to examine offshore printing at a monthly meeting of The Bookbinders' Guild of New York. "With so much work moving offshore," as the meeting flyer had announced, the meeting organizers felt the subject was an essential one to address. And, despite the cold wind and rain, the topic lured in attendees. "Attendance was about 120—larger than most of our meetings," says Marvin Dunkiel, program director for the guild and sales director