eMarketing Thoughts: 3. Books for free?

Publishers in all sectors have always given away physical books to promote their sale. In some cases we hope to get it reviewed, in others it’s treated as a sample and in others such as education and it’s given with the aim of achieving the book’s adoption. In some the cases, the percentage of inspection copies that are ‘given away’ could be between 10 and 15% of the initial print run and that’s without the associated costs of dispatch and follow-up. In some cases the inspection copy is even invoiced and a return is requested if it is not adopted – more waste. The extra copies can be well worth the cost if they lead to greater sales, but in today’s difficult economic climate and digital world there are now potentially smarter ways to achieve the same and more, for less cost and waste.

People often say that the review practice of giving away physical copies is now better managed and that far fewer books are given away today. Others will point to the basement floor in The Strand bookstore in New York and the shelves of gratis review copies that have been cashed in and some with Editors letters still inside! A trade journal told us that the practice was dramatically reduced. We merely asked them to turn around in their office and describe what they say on their shelves – books. How many had they actually bought let alone read?

Whether its review, sample, or inspection copies, there are now better ways to achieve the same result at far less cost.

Digitally galley and un-proofed copies have been around for some time and continue to grow as they become easier to generate. The challenge here is to ensure that they are created at the appropriate time, that they are secured as assets and that follow up is achieved. Digital inspection copies are now also starting to appear and offer more cultural challenges but significant opportunities for both efficiency and sales across the adoption cycle.

It is not a case of merely scattering digital copies where once we scattered physical ones.

Digital inspection copies should created the opportunity to understand what is read, annotated, bookmarked by whom and when and even if the books was ever opened. They offer the opportunity to better manage distribution lists, offer shared copies, understand what is and isn’t important, capture feedback and follow through the process to adoption. Joining the dots from inspection review to purchase in today’s physical world is often difficult and wasteful. However, irrespective of whether the resultant sales are for a physical or digital rendition, the digital world offers everyone involved in the process reward and benefit. Some may see the digital inspection copy as the vehicle to cut out the campus store and go direct, others as the vehicle to engage the store and strengthen its role in the process and join the dots.

Some may say that reviewers will only accept physical copies and that may be true for some, but not all.

Digital marketing is not exclusive to digital books and removes physical waste.