HarperCollins Takes Flight with JetBlue Ebook Partnership

585px-JetBlue_Airways_Logo.svgWhen JetBlue rolls out its new in-flight digital content platform later this week, it will come equipped with a selection of samples of twenty best-selling ebooks published by HarperCollins.

The deal between the publisher and the airline marks the latest in HarperCollins’s efforts at opening up new retail channels and digital marketing opportunities, beginning with the launch of an online bookstore through its website this summer.

Readers will be able to buy any of the ebooks in the sample collection through a range of retailers using JetBlue’s platform.

Related: Angela Tribelli, Chief Marketing Officer at HarperCollins, Discusses the Cutting Edge in Digital Marketing at DBW15

[Press Release]

HARPERCOLLINS PUBLISHERS TO PROVIDE IN-FLIGHT CONTENT TO JETBLUE CUSTOMERS

Excerpts from More Than Twenty Bestselling HarperCollins Titles to be Included on JetBlue’s Fly-Fi Hub at Launch

New York, NY (November 24, 2014) – HarperCollins Publishers today announced they will offer a selection of bestselling titles to JetBlue customers as the exclusive book content partner for the launch of JetBlue’s Fly-Fi content platform. Beginning November 26, customers on JetBlue flights equipped with Fly-Fi, the inflight Wi-Fi, will be able to read excerpts from more than twenty bestselling books published by HarperCollins, including Flesh and Blood by Patricia Cornwell, Yes Please by Amy Poehler, Endgame: The Calling by James Frey and Nils Johnson-Shelton and Pete the Cat and His Magic Sunglasses by James Dean.

Each e-sampler will include buy buttons to allow customers to purchase any of the available titles from a variety of retailers. This offer will continue throughout the next year, and serve to further market the HarperCollins authors involved to a new audience.
“We are thrilled to be working with JetBlue on their Fly-Fi Hub,” said Angela Tribelli, Chief Marketing Officer, HarperCollins Publishers. “This is a terrific opportunity for travelers to enjoy some of the best books of the year during the busy, and oftentimes stressful, holiday travel period. We, like JetBlue, are committed to being at the forefront of our industry, so collaborating with them on this innovative consumer experience was a natural fit.”

At launch, JetBlue customers will be able to choose from excerpts of books by Daniel Silva, Martin Short, Anthony Bourdain, Patti Smith, Joyce Carol Oates, Carine McCandless, Paulo Coelho, Patricia Cornwell, Dorothea Benton Frank, Steven D. Levitt and Stephen J. Dubner, Dick Couch, Amy Poehler, James Frey and Nils Johnson-Shelton, Peter Lerangis, Herman Parish, James Dean, Nate Ball, Dan Gutman, Lauren Oliver and Erin Hunter. Titles will change monthly.

Books from these HarperCollins authors will be available to customers as e-samplers via JetBlue’s Fly-Fi Hub, which is currently accessible on 35% of their fleet. Basic Wi-Fi is now available to customers for free, and higher-speed premium Wi-Fi is available for a fee. All HarperCollins-related content will be accessible for free via the Fly-Fi Hub.
“An integral part of making our Fly-Fi Hub attractive to our customers is working with world-leading content providers such as HarperCollins and joining forces to offer some of their superior media content onboard,” said Jamie Perry, director of product development, JetBlue.

About HarperCollins

HarperCollins Publishers is the second largest consumer book publisher in the world, with operations in 18 countries. With nearly two hundred years of history and more than 65 unique imprints around the world, HarperCollins publishes approximately 10,000 new books every year, in over 30 languages, and has a print and digital catalog of more than 200,000 titles. Writing across dozens of genres, HarperCollins authors include winners of the Nobel Prize, the Pulitzer Prize, the National Book Award, the Newbery and Caldecott Medals and the Man Booker Prize. HarperCollins, headquartered in New York, is a subsidiary of News Corp and can be visited online at corporate.HC.com.

3 thoughts on “HarperCollins Takes Flight with JetBlue Ebook Partnership

  1. Michael W. Perry

    One of life’s most important rules is that our point of view often isn’t that of others. With this exclusive agreement with JetBlue and HC-only ebookstore, Harper-Collins is forgetting that.

    Having a career at Harper-Collins no doubt makes the company seem very important to its decision makers. There’s nothing wrong with that. But I doubt one reader in a hundred pays attention to who published the books they read, and even fewer have any brand loyalty to publishers. They may like or hate Amazon or the iBookstore, but HC means nothing to them.

    That means that attempts to build a marketing scheme to counter Amazon around this publisher or that will get nowhere. When people look for a book or a sample to try, they want to go to a website that has books from many publishers. They’re no more interested in a proprietary scheme than they’d be in a supermarket selling only products by Kraft or Kellogg.

    That doesn’t mean that such sites don’t have a place, such as selling a particular author’s ebooks to his most avid fans as part of a larger promotional scheme. It’s just not going to work as a broader marketing plan, much less as a counter to Amazon.

    Reply

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