Open Road Media: A New Version of Its Marketing Offer

From Publishing Perspectives:

Our Publishing Perspectives readers may remember our announcement in July that New York City-based Open Road Integrated Media had begun offering a service beyond its core “Ignition” marketing plan called Open Road Activation.

Late in the day on Thursday (January 11), the company messaged the news media that it has opened its new year with an updated version of the new offer called “Activation 2.0,” which is being referred to as a “redesign” of the July “Activation” product.

Although Open Road is seated in the States, the service is open to international publishers, with the one caveat that most of its consumer base—which by last summer reportedly comprised  some 3 million users—reads in English. In July, we were old that publishers in the United Kingdom were utilizing the company’s original “Ignition” program quite regularly, and Open Road’s personnel in the past have been at London Book Fair (this year, April 18 to 20).

The summer release of “Activation” stepped up the original “Ignition” offering to allow publishers to choose D2C (direct to consumer) components both from the company’s existing newsletters and from those newsletters’ associated sites. Open Road says its visitors to those sites are providing 1.2 million monthly page views, with stickiness at close to four minutes for the average visit. “Classic mystery” seems to be the main draw, followed by social and military history. And overall, the Open Road marketing scheme has developed as one of the most advanced uses of consumer data for retail outreach based in an independent company, as opposed to being seated in a given publishing house’s own marketing offices.

Descriptive text about “Activation 2.0” indicates that its key advantage is segmentation of the user base on the receiving end of Open Road’s marketing pieces. “Countless” specific segments, the company’s material says, “are available to be engaged, from readers of classic mystery, cyberpunk, and military history to vegan cooking, middle grade, Christian nonfiction, book club reads,” and more. 

Examples of what Open Road calls “hyper-specific segments” include neuroscience, birds of prey, ancient Greek history, mixed martial arts, and “Parisian enthusiast.” 

What may be of interest here is that Amazon reportedly has, since the autumn, appeared to be limiting to three the number of categories in which a book might be ranked. A publisher might think of “Activation 2.0’s” segmentation as a way to reach at least the Open Road consumer marketing base with a broader range of categories and “hyper-specific segments.”

Open Road says that the first iteration of “Activation” has been used by “Big Five imprints [including] Doubleday, Simon & Schuster, Harper, Flatiron, St. Martin’s, Tor, and Knopf, as well as independent  publishers and university presses [including] Sourcebooks, Astra Publishing House, Hearst Books, Blackstone, Soho  Press, and Yale University Press.”

What may be just as interesting to publishers as categorization in “Activation 2.0” is a new feature that Open Road says allows choices of specific points of emphasis such as “title awareness” and the less concise phrase “performance plus.” 

Activation 2.0 also offers email placements “enabling publishers to build or sustain momentum on individual titles by slotting them into targeted ‘Spotlight’ emails featuring 10 titles each.”

There are also options in display advertising in the company’s D2C newsletters–with an option of similar ad placement on each newsletter’s associated site. On those associated sites, publishers can also consider co-branded home-page takeovers, certainly one of the most successful techniques for annoying one’s users yet developed in the digital world, guaranteeing at least momentary visibility while the cursing user searches for the “X” to close the takeover.

Link to the rest at Publishing Perspectives

PG’s reaction is that there are a lot of much bigger businesses that provide much better segmenting that he thinks is going to be delivered by the company mentioned in the OP.

Amazon, Google and Facebook come immediately to mind. PG would be happy to hear from any others who know more about what Open Road is actually doing.

PG went to their home page and was massively underwhelmed. He couldn’t find any free online analytics site that could tell him anything about how many people go to/search for the company.