Wednesday, May 09, 2007

Reaching out to consumers

We now have books being promoted to consumers! Sounds logical and many will say that has always been the case but the cynic would point to the Bookseller and Publishing News and question the point of spending so much on advertising to the retailer.
We have seen the growth of marketing on underground and press. Then came the podcasts and experiments on MySpace and YouTube and HarperCollins video promotions. We now have news from Simon and Schuster that it is to launch a book video channel called to promote their authors and new releases. The new channel, will launch in early June and will be available online on their website and major video-sharing websites like YouTube.

Simon and Schuster has committed to at least 40 videos, with the possibility of more in the future, that will be two minutes long and focus on the authors and their stories, not so much with the specific books.

It will be interesting to see if these take off through viral marketing and the “community effect” or die in the “so what” world.

Experimentation is essential and reaching out the consumer is obvious and these intiatives should be applauded. The question is making sure that the spend is effective and doesn't tip the balance between profit and loss.