Yesterday on the Learning Curve, I discussed reading in Africa, which is beginning to flourish with the aid of ebooks and a growing network of mobile devices. The continent, criticized for its lack of a reading culture, has leapfrogged print books and their haphazard distribution to fully embrace digital, which arrives instantaneously on cell phones-the platform on which millions of Africans read.
With the incredible success of the App Store, sometimes it’s easy to forgot that there are still many, many countries the world over that don’t have access to it yet. That number has been reduced today, however, as Apple brings its mobile marketplace to another 32 countries, bringing the total number of countries with access to the App Store to 155.
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