Art & Design

Feb 8, 2013

New chapter for publishers and the online quest for readers

The relationship between publishers and readers has changed dramatically -- and it's all thanks to digital marketing technologies. Social media and video trailers are flogging more books.

Amber Jamieson — Freelance journalist in New York

Amber Jamieson

Freelance journalist in New York

It’s a blossoming romance worthy of a Di Morrisey novel. For years readers and publishers relied on third parties — think the local bookstore or a literary festival — to act as chaperone. Now, thanks to technology, publishers are creating new ways to chat up readers — and convince them to buy a book.

Social media and websites are a major plot development, but not the whole story. YouTube videos — such as book trailers and author interviews — have been embraced by publishers, with many building studios in their offices, training staff and employing production companies to create regular content. Publisher websites are now often full of online quizzes, competitions and updates from authors. Some book titles now come with their own app.

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4 thoughts on “New chapter for publishers and the online quest for readers

  1. Gavin Moodie

    Thanx for this, which I found interesting.

    I’d also be interested in an update of the e-book vs print contest. I presume e-books are winning in some genres but not in others.

  2. Paul Nulty

    It does create an interesting platform for publishers wouldnt break through to publishing houses before though. Most will not have money to create marketing videos. With a mixture of self publishing and social media techniques every author can recreate a small demand. There is a long tail in this new publishing paradigm. There will never be no demand. Its just a matter of putting in a little effort.

    It would be pretty cheap to get a group of readers together to review a book and post it online. Have your friends spread it through your software network and hope for a viral long tail hook.

  3. hackpacker

    Interesting survey of book trailers and social in Australian publishing. Book trailers still seem gimmicky and unconvincing. They may create an association with the book, but don’t they also do the thing readers hate:too much show. By planting a visual image into your mind of who the characters are don’t readers lose the imagination of characters that makes reading a creative activity? In the embedded video, for example, I now have a clear image of protagonist rather than one I’d create on reading the book.

    Character tweets extend the book – not limit it. You get a chance to interact with a character and Simsion clearly loves the chance to take his character out into dialogue.

    But there’s more opportunities for publishing than just using the web as a marketing tool. I blogged about bookshops using the web/mobile better but publishing houses need to look beyond the promotional. The idea of ‘social reading’, for example, is a chance to create conversation around books and build up community around a title by sharing what you love about it.

  4. ysm shivam

    online marketing is very required now days for every ecommerce company. online marketing give website positive customer which tends to increase sales.

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