Book Marketing

One Thing EVERY Publisher Should Do (and doesn’t cost a penny)

Lots of publishers have been rolling out new media and social media strategies and yet they are failing to do really basic things. There are some VERY simple things that can improve your site immeasurably and help you promote your company and your website. The crazy thing about these are that Big and Small publishers all fail to do them. And they are effectively free!

This one though has been annoying the hell out if me recently. And it’s so easy!

Have A News Page, Make Sure That Page Has An RSS Feed, USE THE NEWS PAGE*
You could set your news page up as a blog and allow commnets, but even if that isn’t for you, it is non-sensical to have a news page without an RSS feed. News that you post to a static news page just sits there waiting for people to come to it. An RSS feed sends it OUT to people in the place they have decided to READ It. That’s a wonderful permission tool. They are LOOKING for your news when they subscribe to your news RSS.

The Mercier Press News Page is a good example of using an RSS feed to a) let people know what’s coming up and b) getting pictures and news out about book launches and pretty much anything else. If they do anything wrong it’s that they don’t TELL people you can subscribe, I’d change that.

My idea of perfection for this is Little Brown’s UK website where they have an RSS Feed for their News & Events page AND they promote it!

That is all!
Eoin

* For New Pages, read Press Release or Update or whatever you prefer to call it!

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The Sunday Times Column

I’ve a column in The Sunday Times today. it features many of the ideas from this piece about bookstores. Here is a flavour and you can read the full piece here:

Whatever way you look at it, as a big book-buyer I should be a chain store’s best customer. Instead, like many avid readers, I’m what’s killing them.

Whither Publishing In The Twenty Teens?

I’ve posted a short essay on where we are and where we are going, publishing wise, over at EoinPurcell.com:

The means of publication and distribution have been opened up to many, many millions. Digital printing has been slowly but surely reducing the barriers to print publishing and the impact of that has been felt mostly at the bottom of the publishing ladder as self publishers flourish and wither, succeed and fail not always because of merit or flaws but with impressive determination and in large numbers. But digital PUBLISHING, using the Internet as the platform, this is quite a revolutionary thing.

Robin Sloan’s book has arrived

a strange packet

Click to see the full set

I got a strange package in the post today (which is always fun).

It turned out to be the package containing Robin Sloan’s new book, Annabel Scheme, which I along with several hundred others contributed towards bringing about.

I’m very excited about this, looking forward to the read!
Eoin

Bookshops Are Dead: And I Killed Them

[picapp align=”center” wrap=”false” link=”term=bookshop&iid=7119995″ src=”b/f/4/1/Victims_Survey_The_2bd3.jpg?adImageId=8791690&imageId=7119995″ width=”234″ height=”351″ /]
2009 was a weak year for me in book reading terms. I read perhaps 26 or so (with some extra I’m fairly sure I have forgotten):

    1) Europe Between The Oceans
    2) A Fire Upon The Deep
    3) The Ascent of Money
    4) Blood of the Mantis
    5) The Training Ground
    6) Dragonfly Falling
    7) The Blade itself
    8) Millennium
    9) Before They Are Hanged
    10) Ireland in 2050
    11) Gutenberg Revolution
    12) Empire in Black & Gold
    13) Empire of the Sea
    14) Edward I: A Great & Terrible Kind
    15) The Last Argument of Kings
    16) The Steel Remains
    17) The Dreaming Void
    18) The Adamantine Palace
    19) Defying Empire
    20) The Darkness That Comes Before
    21) A Shadow in Summer
    22) A Betrayal in Winter
    23) An Autumn War
    24) Young Miles
    25) The Stars My Destination
    26) Earthman, Come Home

On the other hand I bought quite a few more than that, perhaps something like 50 or 60 books. I’m hoping to push the read figure up towards 45 or so and if I’m really lucky, I might even average one a week.

Serious thoughts
I was thinking while calculating this poor reading effort of the changes that Seth Godin pointed to in a recent post:

iTunes and file sharing killed Tower Records. The key symptom: the best customers switched. Of course people who were buying 200 records a year would switch. They had the most incentive. The alternatives were cheaper and faster mostly for the heavy users.

He drew a comparison with books and Amazon’s recent somewhat questionable Kindle news, that they sold more books via Kindle than in paper on Christmas day:

Amazon and the Kindle have killed the bookstore. Why? Because people who buy 100 or 300 books a year are gone forever. The typical American buys just one book a year for pleasure. Those people are meaningless to a bookstore. It’s the heavy users that matter, and now officially, as 2009 ends, they have abandoned the bookstore. It’s over.

I think Seth is right and yet wrong. He is right, bookstores as we’ve known them are dead. But Amazon killed them long before they released the Kindle. Cheap books delivered through the mail are the way forward for those of is who buy in large numbers (I’m probably a medium rank buyer of books).

The Book Depository sucks up a good 60% of my book buying at the moment and accounts for almost all my new book purchases with 10% or less spent in chain stores or supermarkets. The rest is spread very unevenly as follows: 25% in second-hand and car-boot sale locations (Ravenbooks features here and I suspect in 2010 will feature even more) which is made up almost exclusively of out of print and pre-2000 books, the last 5% or so gets spent fairly randomly everywhere from good independents, to local shops with self published titles and random online direct purchases and ebooks (I’m still primary print and suspect I will always be so, despite a belief and passion for digital text).

He is wrong, however, when he says that the top rank of book buyers are gone for ever from print, because many of those buying books on Kindle will buy some, get some free and eventually return to print books, many more of the top buyers will simply ignore digital books in favour of print because they like it.

This is not a defence of print against digital (like this op-ed from Jonathan Galassi president of Farrar, Straus & Giroux) as, ultimately, I believe the bulk of books will be read digitally before the end of the teens, but it is not as simple a case as music when whether or not you had a cd or an mp3 makes little difference to the listener, the quality was just the same and the process of using it fairly similar too. Books on the other hand are usable on their own without input from a device of any kind and with the proviso that there is light. Those readers who, like me, still enjoy the experience of reading in print will still buy in print even as the price of print books rises.

So there will be demand for print books but at a much reduced level (because many others will shift to digital as will casual readers and new readers) and the economics of bookshops will become completely skewed favouring the online Emporia. Booksellers can react by hand-selling to customers and making themselves relevant as Ravenbooks has (I am increasingly sure of finding a pile of relevant books there every time I walk in) and no doubt this will mean concentrating on older books, out-of-print books and second-hand books, books that appeal directly to the customer, and print-on-demand books printed directly on site (though I am less convinced of the economic case for this).

Whatever way you look at it though, by not buying in chain stores, and rarely enough in independents, I killed the chain bookshop and I got away with it!

More to come today!
Eoin

Guest Post: Louisa From Raven Books

I think it would be fair to say that Raven Books comes close to being my favourite bookstores in Ireland:

It is our intention to provide an engaging and inclusive environment where the lives of individuals and the life of the community is enriched through learning, entertainment and imagination.

Louisa has succeeded in using Twitter and a lively blog to expand the impact of the store well beyond its fairly tiny size. Read the Raven Ramblings blog here, follow Raven books here on twitter and go into the shop and spend some money.

I asked her to submit a guest post for my blog and I think you’ll agree, she has done a fine job!
Eoin

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Storytelling @ Thurdays (Flickr user kodomut & cc)

I never learned from a man who agreed with me ~ Robert A Heinlein

Voltaire was the most famous man of the 18th century. Today the most famous “person” is Mickey Mouse ~ Chris Hedges

I could easily be persuaded that fire was discovered so that our ancestors had a focal point to gather around to share stories. Warmth and toasted mammoth flesh have their place in life, sure, but what made those long Neanderthal evenings magical was the re-telling of the hunt, dramatised for full effect in the flame-flickering light. We are by our nature a social species, one which has drawn together in tribes big and small across the globe and across the millennia to tell our tales.  Common culture binds families, communities, societies, and the telling and re-telling of stories is of crucial importance to the health of the tribal unit at any fractal level. From the time we are infants we learn through stories the customs and mores of those we live with (dependence); we explore our boundaries through the imagination of others to better discover who we are (independence); and through fiction we are able to process difficult truths on personal and societal levels (interdependence).

What has changed dramatically since the discovery of fire is the way we experience storytelling – writing, printing, recording, radio, cinema, television, the internet – all have had their impact in altering how we
tell, absorb, and share stories. Generally in 21st century western culture we absorb a story on our own, or possibly in the predominantly silent company of others gathered around a large or small screen. For most, an essential part of processing that story is in talking about it afterwards with others – dissecting a book, film, TV show, still exploring our boundaries in adulthood as we did in childhood, adjusting (or not) as taboos are broken, traditions questioned, prejudices challenged.

For those who find themselves marginalised in their geographic community, the internet has provided an easy way for many to share and process stories with like minds, regardless of physical location.  These online connections can be of tremendous comfort and affirmation to those who might otherwise feel isolated by their interests; however with the ease of these connections, the danger can arise of solipsistic virtual societies fragmenting the cohesion of the geographic community that we all, to a greater or lesser extent, depend on.  Rather than the post-hunt discussion ’round the fire that strengthened the shared experience of the tribe, stories are now discussed online by anyone with little more than a language and an interest in common.

An added dimension of this shift to the virtual is the evolution of eReaders which has caused the boundaries of the book world to rapidly shift.  As with any upheaval, there are those who unquestioningly embrace the change, the more cautious who may or may not be swayed by what may or may not be progress, and the stalwart who believe the only valid definition of a book includes paper and ink. For all three categories, the internet has provided readers with the means to share why they have taken the stance they have, fundamentally discussing the importance of stories in their lives – is it just about the tale, regardless of the form it is presented in? Is the enjoyment of reading linked to the tactile experience? Does accessibility affect the value of a story? How has the idea of ownership changed from the time the hunter stood before his tribe, seeking immortality through his story being retold by others, to gargantuan intellectual copyright legal documents, to Google pushing publishing boundaries into an unwritten future of who can read what and where and when?

Me, I’m still drawn to the fire, curled up with a secondhand paperback. If I’m lucky, it might even contain treasures from its previous reader – train tickets, shopping lists, a pressed flower, postcards, photographs, a scribbled maths formula; I’ve even found a love letter though, judging by the date, both the writer and recipient were long gone from this earth. Or was the letter never sent and put in the book for safekeeping? This is one of the many reasons why I love secondhand books because right there, before I’ve even read a word of it, I have the whispers of a story waiting to be told.

Louisa

Links of Interest (At Least to Me) 12/12/2009

Colm & The LaZarus Key

I like the structure of that date, it has a good look to it.

Here is a link to JA Konrath’s rather interesting list of ebook predicitions from the start of the month. I missed it then and only read it today.

A brace of great posts from Booksquare; here & here.

Great post about what gamers can teach publishers, really fascinating:

the tabletop role-playing gaming industry started out by trying to model the methods of traditional publishing, found out the hard way that that really didn’t work for them (in the long run, it’s not working for big publishers either, but they’re BIG, so they didn’t notice as soon), and had to find new solutions. They were the first to adopt electronic publishing, shame-free POD printing, electronic-only publishing, podcasting-modules, mixed media releases, and every other experimental method anyone could think of, good or bad. That’s fine: they’re small, and experimenting is something small groups of people can DO that big groups can’t.

By the way is anyone getting the feeling that Seth Godin was SO far ahead of the curve with Small is the New Big? Coz I am!

Last but by far not least, the Irish Times has a list of fabulous books for kids this Christmas, including one of an un-mentioned (on this list) favourites (I thought another self commissioned title was pushing it!): Colm & The Lazarus Key by Kieran Mark Crowley who will be one of Ireland’s best known writers for children soon, of that I am certain. The smartly excellent cover is the work of the wonderful Emma over @ Snowbooks, if you need cover work, she’s your girl.

Reading like a demon, but only just keeping up!
Eoin