Step 1: Set your tactics
Using all you’ve learned above, list every way in which you’ll reach your reader around publication. A classic marketing framework may look like this:
• Paid (marketing you pay for): Digital ads, flyers, tchotchkes, etc.
• Earned (marketing you have to earn): Book reviews, features, interviews, social media influencer outreach, events, bookstore adoption, etc.
• Owned (marketing you own or can build): Website, email list, social media presence, promotions, etc.
These are all the tactics that will support your strategy. Be as exhaustive and creative as you can.
Step 2: Build your schedule
Marketing a book can start 6-12 months before a book publishes. This isn’t just setting the groundwork. Events, select media outlets, and a strong social media platform have long lead times.
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Company Snapshots: Radius Book Group (DBW)
In “Company Snapshots,” we pose a series of questions to leading providers of digital products and services and let them speak for themselves about what their company does, how they benefit publishers, and what they believe the biggest trends in the industry are. In today’s entry, we have Radius Book Group.
VitalSource Partners with Clever to Streamline Bookshelf Platform (DBW)
VitalSource, Ingram’s education technology division, announced that it has partnered with Clever to enhance its digital content delivery platform, Bookshelf. VitalSource will incorporate technology from Clever to increase security and create “seamless and secure data integration” between Bookshelf and schools’ student information systems.
International Expansion, Ads and Deals: BookBub, Goodreads and Consumers (PP)
In a moment of mutual “flattery,” two leaders in direct-to-consumer promotion take up each other’s tools to increase their effectiveness in the gold standard: discoverability.
Petition Launched Opposing VAT on Coloring Books (Bookseller)
An online bookshop selling exclusively adult coloring books has said it is likely to be put out of business should government proposals to remove their exemption from VAT go through, and has lent its support to a petition in protest.
Read More Blogs (Seth Godin)
Here’s the thing: Google doesn’t want you to read blogs. They shut down their RSS reader and they’re dumping many blog subscriptions into the gmail promo folder, where they languish unread. And Facebook doesn’t want you to read blogs either. They have cut back the organic sharing some blogs benefitted from so that those bloggers will pay to “boost” their traffic to what it used to be.
Clays Profit up as Print Sales Surge (Bookseller)
Book printing company Clays Ltd has invested in its physical book-printing services, citing the decline of e-reader sales, the resurgence of public enthusiasm for print and the success of its new print self-publishing services.
Reprint of Hitler’s ‘Mein Kampf’ Tests German Law (NY Times)
A German publisher of right-wing books has begun selling a reprinted version of Adolf Hitler’s “Mein Kampf” that was originally issued in 1943 by the Nazi party’s central publishing house, a move that risks violating Germany’s law against the distribution of Nazi propaganda. A copyright on “Mein Kampf” that was held by the Bavarian government expired on Dec. 31, and an annotated scholarly edition was published earlier this year with government permission.
Bitcoin: A Solution to Publisher Authentication and Usage Accounting (Scholarly Kitchen)
This post is not about Bitcoin as a financial tool—publishers can decide how they want to structure their own financial transactions—but to explore how the technology behind Bitcoin—the blockchain—can be used to solve the intractable problems of authentication and usage accounting.
Joshua Mohr Is Next Author for CNET’s Technically Literate (DBW)
CBS Interactive announced that award-winning author Joshua Mohr has written the next short story for Technically Literate, CNET’s series of original illustrated works of short fiction.
IPR License Signs Up Academic Publisher De Gruyter (DBW)
IPR License announced that it has signed up academic publisher De Gruyter, which becomes the first major publisher in Germany to join the platform.
Emerald to Publish National University’s JRIT&L (DBW)
Emerald Group Publishing announced that it has been appointed by National University to publish its Journal of Research in Innovative Teaching & Learning.