Expert publishing blog opinions are solely those of the blogger and not necessarily endorsed by DBW.
Every great service or product can be augmented with marketing designed to reach your multiple audiences via different paths. By partnering with those who have affiliated interests, you can maximize your reach and impact, and connect to a wider customer base.
Successful Broadway musicals sell lots of tickets, have extensive marketing reach and can run for a long time. Some Broadway musicals are sourced from very well-known literary material (Les Miserables, Cats, Matilda, Cinderella, Beauty and the Beast, to cite a few). But until now, no Broadway musical has been linked with an eBook made available to patrons in the theater.
In 1994 Warner Books published Berry Gordy’s autobiography To Be Loved: The Music, The Magic, The Memories of Motown. In 2013, the book became the basis of Motown The Musical, which is being performed to sold-out crowds on Broadway. The printed book, which is a collector’s item, is out of print.
RosettaBooks has just published an eBook edition of To Be Loved.
The title illustrates the capabilities of cross marketing in digital space:
- The official musical Web site www.motownthemusical.com will offer the eBook to ticket buyers of the musical.
- Through contest giveaways, RosettaBooks and Universal Music are cross promoting the official cast recording and the eBook.
- The Lunt-Fontanne Theatre in New York will soon be selling eBook card versions of To Be Loved for $10. This is the first time an eBook has been sold in a Broadway theater.
- Courtesy of RosettaBooks and Motown The Musical, attendees of the upcoming Songwriters Hall of Fame Dinner in New York will receive an eBook card version of To Be Loved when Berry Gordy receives the Songwriters Hall of Fame Pioneer Award for life achievement.
The reach of an eBook in this instance joins hands with the reach of a successful Broadway musical. And a wonderful book discovers a new audience as an eBook.
The lesson is that eBooks lend themselves flexibly to co-marketing with commercial Broadway shows in ways that would be very difficult for print editions to achieve. To Be Loved may be the first eBook tied in to a Broadway musical or show, but it won’t be the last.