If the internet has proven anything, it’s that if someone famous does something, normos (everyone who is non-famous) will also do it in a misjudged attempt to be famous. That, and the fact there’s no such thing as private messages. Both these lessons came to the fore last week in the aftermath of the London Book Fair, where the Bookseller Association announced the advent of the Books Are My Bag campaign (a high street campaign to make reading seem even cooler than it already is with branded merchandise), and Tom Tivnan from The Bookseller sent an incredibly acerbic email to a photographer that was subsequently forwarded to the inbox of pretty much everyone in the trade.
Posts Tagged ‘Marketing’
The Publishing Training Centre and Marketability are working together to promote training.
Preliminary step towards takeover? Absolutely not, says the PTC’s Peter McKay and Marketability’s Rachel Maund, who are cheerfully adamant that recent announcement is a pragmatic response to falling training budgets and recognition that it makes more sense to collaborate than it does to compete. Lottie Chase, Marketing Executive interviews the two about the new partnership.
The internet has changed a lot in the last ten years. Well, even in the last two. Maybe even in the last week. Ok, so it’s ever-changing. New languages are being developed and perfected all the time, and the rise of apps plus innovative web design means users expect a different browsing experience. With more people than ever before buying and browsing books online, publishers have a real opportunity to go head to head with other retailers (should they so wish) by investing a massive amount in their web presence. And no, I’m not talking about setting up a Twitter account that auto-Tweets links to Amazon.
Last week there was a bit of a furore in the publishing world after a Guardian journalist Ewan Morrison slated social media promotion by self published authors, basically saying that as a promotional tool Twitter and Facebook etc were overrated and authors should focus on writing books, probably. I know that was a rabid paraphrase, but do go read the article if you want specifics because it’s interesting and incendiary, which are two of the best things an article can be.
Can’t say there’s been much news this week – no big mergers to report, and no-one has invented the Next Big Thing to save/destroy publishing, which leaves me discussing something rather close to my own heart. Something I see all too often when I’m trawling Twitter, or browsing pins, or trying unsuccessfully to suppress a rage-induced hernia while posting on Facebook. Something more horrifying than a Justin Beiber fan and more plentiful than 50 Shades of Grey knockoffs.
While rain bucketed down across London earlier in the month, the HarperCollins Marketing team took to Brent Cross with a troop of professional dancers who performed a Flash Mob Tango Dance to shoppers throughout the afternoon.
The event was so successful that the dancers, usually seen treading the boards in the West End rather than in shopping centres, performed two extra times to keep the crowds happy.
The occasion marked the launch of Daisy Waugh’s new novel Last Dance with Valentino, based on the life of the screen legend and heartthrob. Waugh spent more than a decade researching Valentino’s life.