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14 Tips for Making the Most of Your Multichannel Marketing Campaign
November 1, 2006

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

Reality Check
August 1, 2006

Somewhere between the ages of five and 11, kids stop reading. Well, maybe not all of them, but a recent study spearheaded by Scholastic Inc. shows that readership drops off as children age. The results show that 40 percent of kids between the ages of five and eight read for fun every day. Only 29 percent of nine- to 11-year-olds read as frequently, and that number declines sharply through age 17. Running Press Book Publishers thinks it knows why—and how to reverse this troublesome trend. Running Press, a Philadelphia-based imprint of The Perseus Books Group, will release a new young adult (YA) title, “Cathy’s

An Issue for the History Books
August 1, 2006

The president of a publishing company recently said to me: “It’s a terrifying and exhilarating time in publishing.” That just about sums it up. In this issue alone, the changes we’re covering are quite astounding: A Running Press book that could be the newest craze, blurring reality and fiction, with reader interaction pushed to a new high—and, oh yes, featuring product placement (see “Reality Check” page 20); and mobile content and ad-driven publishing models (see “The Era of Experimentation,” page 28). Innovation and creativity seem to be the name of the game, in all forms of media, in fact. Look at the ABC Network’s

Book Business Extra! Q&A -- The President of LibraryThing.com Talks About the Web Site’s Growth
July 14, 2006

Tim Spalding first launched LibraryThing.com in August 2005 as a means for bibliophiles to catalog their book collections and network with other passionate readers on the Internet. Now, 55,000 registered users later and countless visitors later, the site is a hit around the globe. In May, Abebooks.com, an online marketplace for books, based in Victoria, Canada, purchased a 40 percent stake in LibraryThing.com. Spalding, its 35-year-old founder and president, chatted recently with Book Business Extra! about the past, present and future of this unique site for book lovers. Book Business Extra!: What do you see as the benefit for someone coming to