Dutch publisher AP/AWB launches its multi-platform publication Earned Attention worldwide
It’s not just a book, it’s a multi-platform title
Earned Attention by author Klaas Weima is not just another book. It’s what we would like to call a multi-platform title. It consists of a hard copy book, a blog, a free iPhone app, an iPad app and social media accounts. For each of these types of publication was thought about their specific strength and added value to the whole from the very beginning of the project. This made it possible to bring storytelling to a whole new level. With an added bonus: this story will never end.
The book: the hard copy of the text is your guidebook for the journey towards earned attention for your brand.
The blog (www.earnedattention.com): details the latest developments relating to earned attention and the visionaries. It is also a space where readers can comment and discuss related issues.
The iPhone app: a free app which allows you to listen to the original interviews with the 50 visionaries from all over the world. To learn more about each of the visionaries, you just click through to their social media profiles, websites and blogs. New interviews will be added automatically to the app as they become available.
The iPad app: includes all of the above features, and more! For instance: animated infographics, hundreds of interactive highlighted sections throughout the book, the ability to make Post-it like sticky notes as you read, an interactive appendix, an interactive overview of all facts quoted in the book (shareable via social media;) an interactive version of the ‘Journey Planner’, bookmarks, the ability to ask the author a question directly from the app. And all this for less than 20% of the price of the hard copy book!
Thanks to this multi-platform approach, users can access additional content using the method that suits them best. From free to paid, from physical to digital. These additional features ensure that the book remains current and completely up-to-date.
See this video for more about the multi-platform approach: http://vimeo.com/63895727.
Earned Attention already won the award for Best Dutch Media App of 2013 and was nominated for a SpinAward.
What Earned Attention is about
Marketers worldwide spend 450 billion dollars on bought media attention every year. Meanwhile we have a commercial stimulus fired at us every 11 seconds of our waking hours. As a result, consumers avoid, work around or just plain block these stimuli. And that is how purchased brand attention loses its appeal. Earned Attention™ describes an alternative way to build brands in the digital age. The brands of tomorrow would rather talk with people than at them.
This practical handbook includes:
– strategic insights from 50 visionaries;
– the latest communication models;
– forty relevant case studies, including KLM, Hi, miffy, Philips;
– useful checklists for social brand activation;
– ways to earn brand attention;
– the ‘Journey Planner’: six steps to prepare your brand for earned attention.
See this special video foreword by Joseph Jaffe for more about the contents of Earned Attention: http://vimeo.com/63151523.
Why a Dutch Publisher decided to go worldwide
We all know the publishing world is changing. Books are becoming digital, and all the laws and rules we knew, are no longer certainties we can rely on. We decided not to wait on what will happen, but to go for the pro-active approach: trying out new initiatives, innovate and experiment.
And what can you do when you are a Publisher from a small country with a language that is only spoken by 28 million people? Compared to the English language, which is almost 65 times as big, this is almost next to nothing. And considering the fact that US and other English spoken initiatives are expanding all over the world right now, we decided to go for the exact opposite approach: we translated the title and are now going for a worldwide release completely done by ourselves.
And this is just the first step in our initiative to go worldwide with our titles. Earned Attention is a special one, because it has so many variations, but we are going to do this with other titles as well in a partnership with Open Road Media (see: http://www.publishersweekly.com/pw/by-topic/digital/retailing/article/56785-open-road-ramps-up-translation-program-with-five-deals.html). For us, this is one of the new ways of doing business in a changing publishing world.
About De Arbeiderspers/A.W. Bruna Publishers
De Arbeiderspers/A.W. Bruna Publishers is one of the largest publishers in The Netherlands. We are known for our innovative approach in selling books (physical and digital) and our open mind in the digitization of our profession.
We are one of the leading houses with our digital experiments, with Earned Attention being the latest and newest addition to it. We have several people working dedicated on digital, from the marketing and sales of e-books, to the development of apps and new business models with our own Digital Publisher. Internationally we gained attention on this area with the removal of Adobe DRM last January (see: http://www.thebookseller.com/news/major-dutch-publisher-abandons-drm.html) and our partnership with Open Road Media in April 2013 (see: http://www.publishersweekly.com/pw/by-topic/digital/retailing/article/56785-open-road-ramps-up-translation-program-with-five-deals.html).