Marketing a Digital-First
Imprint
Anne Treasure
@annetreasure
• Office Assistant
• Sales Coordinator
• Sales and Operations Support
• Trade Sales Representative
• Digital Marketing Exe...
- 2011, Tom Gilliatt (then non-fiction publisher at Pan Mac) and Joel Naoum (then editor)
- Experimental, digital-only imp...
Information about a book like ISBN, price, category, blurb, availability and author
information –essential to making a boo...
The Link Between Metadata and Sales
A book with a cover image is 8 times more likely to
sell than one without
A clear rela...
BIC and BISAC codes
Discovery and Algorithms
“When it comes to the really important decisions, data
trumps intuition every time.” –Jeff Bezos
Community
Engagement
(ie „talking to
readers‟)
• Go to where the readers are
• Communities of interest online around genre...
Genre-based readerships
• Romance – biggest and most engaged community of
readers online
• US-based Heroes and Heartbreake...
Vertical Marketing
• Identifying a target audience and
publishing books specifically to meet their
interests
• Verticals a...
Kylie Scott – from slush pile to bestseller
• Apocalyptic Erotic Romance submission –
Momentum Monday
• Two books – Flesh ...
Practical – Vertical Markets
• Identify an audience (try narrowing it down to a genre first)
• Start with social reading s...
Book Marketing in the Digital Age
Book Marketing in the Digital Age
Book Marketing in the Digital Age
Book Marketing in the Digital Age
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Book Marketing in the Digital Age

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Three of the most important components of digital book marketing.
- Metadata (including retail algorithms)
- Online Communities of Readers
- Vertical Markets

Published in: Marketing
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Book Marketing in the Digital Age

  1. 1. Marketing a Digital-First Imprint Anne Treasure @annetreasure
  2. 2. • Office Assistant • Sales Coordinator • Sales and Operations Support • Trade Sales Representative • Digital Marketing Executive
  3. 3. - 2011, Tom Gilliatt (then non-fiction publisher at Pan Mac) and Joel Naoum (then editor) - Experimental, digital-only imprint run as a start-up - Separate from Pan Mac, physically and intellectually o globally-available o low-cost o reader-led o higher royalties o no advance - New and backlist titles, from a variety of sources – literary agents, slush pile, Pan Macmillan out of print titles, even a book commissioned on the strength of a popular blog (How to Write Badly Well)
  4. 4. Information about a book like ISBN, price, category, blurb, availability and author information –essential to making a book discoverable in an online retail environment. If there is insufficient metadata for a digital book, consumers simply will not find it – without metadata, ebooks are invisible.
  5. 5. The Link Between Metadata and Sales A book with a cover image is 8 times more likely to sell than one without A clear relationship between the completeness of basic metadata and sales Neilsen White Paper, 2012 “As the internet becomes the consumer’s primary source of information, it’s likely that customers will increasingly discover and learn about books via the information they can find about that book, rather than the physical product itself.”
  6. 6. BIC and BISAC codes
  7. 7. Discovery and Algorithms “When it comes to the really important decisions, data trumps intuition every time.” –Jeff Bezos
  8. 8. Community Engagement (ie „talking to readers‟) • Go to where the readers are • Communities of interest online around genres, and subgenres • Social reading sites like Goodreads, ReadSocial and Library Thing are a good start
  9. 9. Genre-based readerships • Romance – biggest and most engaged community of readers online • US-based Heroes and Heartbreakers • Review blogs like Smart Bitches Trashy Books, and Dear Author • Pan Macmillan’s Momentum Moonlight • Harper Collins’ Escape Publishing (Kate Cuthbert) • Science Fiction – a huge readership but more disparate • Tor.com • io9
  10. 10. Vertical Marketing • Identifying a target audience and publishing books specifically to meet their interests • Verticals are segments of the market that have similar reading proclivities • Observing and interacting with already- established audiences provides a greater understanding of what they want • Marketing a literary book by appealing to book snobs on tumblr versus a romance novel appealing to the ARRA community
  11. 11. Kylie Scott – from slush pile to bestseller • Apocalyptic Erotic Romance submission – Momentum Monday • Two books – Flesh and Skin • Gained a following • Rockstar Romance, New Adult • Popularity led to a print publishing deal
  12. 12. Practical – Vertical Markets • Identify an audience (try narrowing it down to a genre first) • Start with social reading sites, then blogs, social media (Tumblr, Twitter, Facebook) • Propose a project – could be a series of books, an author or a single title that fits into a larger imprint
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