Noreen Henson

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

Noreen Henson’s career path took a stop at Demos Medical Publishing three years ago after stints in television ad sales and with a few ad agencies. Demos has an extensive and successful line of references in neurology and rehabilitation medicine and is now expanding into the spine medicine and oncology professional markets. Its sales, Henson says, continue to increase steadily, and the New York City-based company—now in its 20th year—is finding new and improved channels to market its products. Henson, Demos’ marketing manager, talked with Book Business about the challenges and changes she has endured during her time in medical publishing, as well as