Posted tagged ‘publishing’

A Publishing Brand

February 17, 2009

Today, I received my latest Borders Member email, and included a mention of the book Deeper, part of a series by Roderick Gordon and Brian Williams, released earlier this month. None of that is significant, on it’s own. However, the first line of the ad for the book is, “From the publisher of J.K. Rowling’s Harry Potter books come another series about a boy and the depths of evil.”

picture-3The idea that the book is being marketed to the Harry Potter audience is what caught my eye. Is Scholastic (probably one of the publishing companies best known to consumers as a brand, and therefore well positioned to try this) trying to brand their company? Traditionally, publishing companies have tried to brand books by author. The opening line of this ad  doesn’t NAME the publisher in question. So it is assuming that consumers either know who published Harry Potter, or that they don’t care but will buy from that publisher BECAUSE of what they’ve previously published.

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Building Blocks of Blogs

February 11, 2009

Blogs are a hot item these days. Everyone seems to have one – or to want to have one. There are several things that should be considered, though, before you ‘roll out the presses’ – or, rather, don’t.
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The Facebook Fetish: Marketing for Free

February 4, 2009

I have often mentioned my view of social networking as a marketing tool; I have always thought it was ineffective and sort of pointless. Well, I’ve changed my mind. Recently we were discussing social networking in my publishing thesis class, and facebook and myspace came up. I raised the question, “Has anyone in here actually used facebook successfully as a marketing tool? Do you click through to ads, or is it a waste?”

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Can’t we all just be friends?

February 2, 2009

As a advocate of digital media, I wanted to stand up for ebooks and digital magazines. Before you think I’m unloyal to print products, I don’t necessarily think they need to compete – I think they can serve different needs in our everyday lives, and that there is a place for both digital and print products. I think like so many other things, new technology and the printed word are at opposite ends of a pendulum, and right now it is swinging toward digital, but eventually it will settle in the middle.

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Basically… people are lazy

January 28, 2009

Basically, people are lazy. Publishers forget this. Even I did. They want “content” – no matter what the format – delivered to where ever they are already reading things. They don’t want to have to go looking for something to read – they’d rather it be delivered to their doorstep, to their inbox or to their blackberry/iphone etc.

However, as a recent post on MediaPost Magazines mentions,

“I realized that what I like about Time, or any print vehicle for that matter – be it magazine or newspaper or broadsheet or pamphlet – is that I am exposed to tidbits of information and long-form thought pieces that I don’t necessarily want to fetch.”

It is this quality that magazines, newspapers and print producers of every kind need to remember. If they choose their market, they can provide things that that market didn’t know it wanted to read – but that they will find interesting, nonetheless. While, essentially, this is what “cookies” (web sites use cookies to track what you look at to provide you ads you are most likely to be receptive to) do for advertising, nothing currently exists that can bring together different written content and deliver it in an interesting package and deliver it to the consumer – without them having to do a lick of work.

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