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Tuesday, December 16, 2008
Brian Feinblum
It's no secret: Both the book and magazine publishing industries are hurting. Book sales grow anemically, primarily due to price increases, but the number of units sold is decreasing. Magazines are hurting because their circulation totals are  dropping and their ad page sales are waning. However, none of this is stopping publishers from promoting their publications.
Book publishers are publishing more titles than ever – but selling fewer copies of each. They are trying to match the ever diverse and fickle passions of the consumer. This past year, according to Books In Print, over 412, 000 new books were published.
To promote those books, publishers are doing more things like:
• Experimenting with movie-like book trailers online.
• Sending more review copies to bloggers of influence, fewer to newspaper and magazine reviewers.
• Scheduling radio interviews by phone.
• Conducting satellite television tours rather than sending authors on long road tours.
• Seeking to package an author’s prior books with their new one.
• Creating speaker bureaus for their authors.
• Making portions of books available as free downloads to entice readers.
Magazine publishers are promoting their brands in a number of ways, including:
• Conducting a radio or television satellite tour to promote an editor or publisher, who discusses an upcoming issue, trend or story.
• Working with outside publicists to brand a new message.
• Hiring a celebrity spokesperson.
• Publishing books that mine existing magazine content or talent.
• Conducting more online promotions.
A number of magazines are moving towards becoming solely online entities. There are several recent examples of publishers abandoning the print format entirely. All of this is certainly in reaction to an economy in a deep recession but it also is following a trend that’s been happening the last three to five years with the increasing influence of the Internet. Consumers no longer value holding a book, newspaper, or magazine in their hand any more or less than they do holding a lap top, iphone, or Kindle.
As technology changes how we get our information and entertainment, it also changes how we promote them. But what hasn’t changed, in an ever-growing competitive media landscape, is the need to promote these information products.
Here are a few tips on how publishers can promote their products in a tough environment:
1. The more competitive the business environment, the bigger the need to get out there and promote your book or publication
2. Expand your consumer base: if your magazine was focused say on just business, add a section on business entertainment or business in sports
3. Go where you haven’t been: if in the past, say, you promoted your magazine only by doing TV interviews, start thinking about the other media out there.
4. Get them young – and hook them. Start reaching out to younger readers.
Brian Feinblum is the chief marketing officer of Planned Television Arts, the nation’s largest and oldest book promoter. PTA has also promoted Consumer Reports, BusinessWeek, People, Glamour, Men’s Vogue, and leading magazines. Contact: feinblumb@plannedtvarts.com Consult: www.plannedtvarts.com
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