From Publishers Weekly:
Covid-19 has greatly affected the publishing industry across all divisions and markets, and the marketing and publicity divisions of trade publishers have required particularly swift and frequent changes to their ways of doing business. In the opening panel of PubTech Connect 2020, which was copresented by PW and NYU School of Professional Studies Center for Publishing and was held virtually this year through Zoom on November 17, the topic of the hour was new marketing strategies.
. . . .
The panel focused on how to capture consumer interest in a marketplace that has shifted to digital sales, the benefits of virtual events, the importance of fleshing out direct-to-consumer marketing, and how libraries are adapting to an emphasis on digital resources.
The word of the day was “nimble,” and Fassler opened the discussion with an emphasis on adaptation in the marketplace. “We’ve learned a lot this year during a time of distraction and disruption,” she said. “I think one of the biggest challenges has been how to conduct effective outreach when we’re hampered by the way we used to do things, like galley mailings. I used to do a lot of creative partnership work at conferences, pitching our books and explaining how our products are aligned. It’s been necessary to be creative even earlier.”
LaDelle was quick to point out that “consumers are holding publishers more accountable” for their marketing plans and execution. It is no longer enough to share pull quotes or cover reveals, she said: “There’s a need to be present and intentional with our marketing content.”
Martinez stressed the importance of direct-to-consumer interactions. “Now is a great time to build a great consumer list. People are hungry to feel connected to the book community, especially at a time when they can’t go to book events or book clubs.” This is even more the case, Martinez said, for independent presses like Soho, adding that developing a vast and effective email campaign is imperative in making sure a book is successful.
“We really have to be nimble and flexible,” Seyfried said, pointing to the shrinking holiday shopping window as a direct example of the sorts of marketing and publicity tools Covid-19 has affected. Penguin Random House’s internal insights team, she added, conducted a marketing study that revealed that 25% or more of book consumers are doing their Christmas shopping early this year due to Covid-related worries like shipping delays. “We pivoted to launching our gift-giving messaging in mid-October,” she said. “Usually we’re still in planning phase in October, but we’ve had to rush it and be more adaptive.”
Link to the rest at Publishers Weekly
“Nimble” is not an adjective PG would apply to traditional publishers and their marketing.
Perhaps the “senior v-p and director of integrated marketing strategy” was speaking in comparative terms. “More nimble than usual.”
Sort of like the winner in a nursing home’s annual wheelchair gymnastics tournament for its over-90 residents.
PG suggests the answer to the question posed in the headline is clear – You market books where people are buying books. Today and for at least several more months (and maybe forever) that would be online.
Based on unstructured observations, PG suspects that Amazon’s ad sales in its book department have skyrocketed. Big publishers and not-so-big publishers are paying the Zon a lot of money to move books. If the reading habits of the PG household and the households of the Friends of PG are any indication, this is a good time to be in the book business if you’re a good marketer and can stand out from the crowd. (It’s a good time to be in the streaming video business as well.)
PG also suggests that traditional publishers might consider lowering their obscenely-high licensing fees for ebooks in libraries so libraries can afford to purchase more licenses. (PG’s online library projects some of the ebooks he has been perusing won’t be available for 3-4 months.)
This is a perfect time for intelligent publishers to build a reader base for their promising authors via greatly expanding their presence in library ebook departments.
But, (Heaven forfend!), that might upset Barnes & Noble!
Speaking of Barnes & Noble: