Twila Bennett

The rise of niche marketing in the book world has led to a new appreciation of the power of audiences to drive interest in featured authors, titles and subject areas. Publishers are discovering a variety of ways to create communities, whether by building on time-tested marketing strategies or crafting innovative online features to encourage participation and create buzz. This feature shares tips from several experts on developing audience-building strategies that work. TIPS FROM ... Linda Leonard, Director, New Media, Random House Children’s Books Random House Children’s Books recently relaunched Teens@Random (www.RandomHouse.com/Teens), a Web site for fans of young-adult literature that makes extensive use of

When it comes to incorporating multimedia—such as blogs, webcasts, e-newsletters, social networking, video, among others—into the business model, Christian publisher Baker Publishing Group is well ahead of the curve. Book Business Extra spoke with two executives from Baker’s different divisions: Jim Hart, the Internet marketing manager at Baker’s Bethany House Publishers, and Twila Bennett, the senior director of marketing at its Revell, Baker Books and Chosen divisions. In this exclusive interview, Hart and Bennett share their insights behind the company’s innovative marketing tactics. EXTRA: From a marketing and sales perspective, describe some of the innovative ways you are using blogs to increase your

Dwight Baker, president of Grand Rapids, Mich.-based Baker Publishing Group—the third-largest publisher in the Evangelical Christian publishing market—arrived in his position from a different starting point than most publishing company presidents, and he’s using that fresh perspective to put his own personal spin on religious publishing. His approach seems to be working. The company’s annual sales in 2006 surpassed $50 million, four of its publishing divisions saw double-digit growth, and it has a current New York Times Best Seller on the market with 1.4 million copies sold. The family business was founded in 1939 by Dwight’s grandfather, Herman Baker. When Dwight was a teenager, he

On Oct. 19, Book Business held its first webcast for book publishing executives. The webcast was on—what else—but webcasts. Titled, “Expand Your Brand: Webinars for Publishers,” it featured the following speakers: • Twila Bennett, director of marketing, Revell/Baker Publishing Group • Suzie Cross, assistant marketing manager, Revell Books • Sharon Linsenbach, director of e-learning, North American Publishing Co. • Noelle Skodzinski, editor in chief, Book Business • Jeffrey Yamaguchi, online marketing manager, HarperCollins. Book Business compiled the following tips, tactics and considerations for using webcasts as effective marketing and sales tools, based on its recent webcast. If you missed the live event, you can view it at <a

“Expand Your Brand: Webinars for Publishers” (or just want to view it again), it is now available for viewing at http://www.BookBusinessMag.com The webcast explores how some leading publishers are introducing webcasts into their sales and marketing programs. Speakers included: • Twila Bennett, director of marketing, Revell/Baker Publishing Group • Suzie Cross, assistant marketing manager, Revell Books • Sharon Linsenbach, director of e-learning, North American Publishing Company • Noelle Skodzinski, editor in chief, Book Business • Jeffrey Yamaguchi, online marketing manager, HarperCollins. There is no cost to view the webcast, and it’s definitely worth checking out. Also, the December issue of Book Business magazine, which will be arriving in your

As the publishing industry continues to move into an age of multimedia publishing and marketing, many book publishers are exploring ways to maximize the benefits of webcasts on their sales and marketing efforts. On Thursday, Oct. 19 at 2 p.m., Book Business magazine will present a webcast on how webcasts can be an effective sales and marketing tool for book publishers. Speakers at this live event include: - Jeff Yamaguchi, online marketing manager, HarperCollins - Suzie Cross, assistant marketing manager, Revell Books - Twila Bennett, director of marketing, Revell/Baker Publishing Group - Noelle Skodzinski, editor in chief, Book Business - Sharon Linsenbach, director of e-learning, North American Publishing Company

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