How to Market Books PDF
Preview How to Market Books
How to Market Books Over four editions, Alison Baverstock’s How to Market Books has established itself as the industry standard text on marketing for the publishing industry, and the go-to reference guide for professionals and students alike. With the publishing world changing like never before, and the marketing and selling of content venturing into uncharted technological territory, this much- needed new edition seeks to highlight the role of the marketer in this rapidly changing landscape. The new edition is thoroughly updated and offers a radical reworking and reorganisation of the previous edition, suffusing the book with references to online and digital marketing. The book maintains the accessible and supportive style of previous editions but also now offers: • a number of new case studies; • detailed coverage of individual market segments; • checklists and summaries of key points; • several new chapters; • a foreword by Michael J. Baker, Professor Emeritus of Marketing, Strathclyde University. Alison Baverstock is Associate Professor in the Department of Journalism and Publishing at Kingston University, where she cofounded the MA Publishing in 2006, now with an international catchment area and reputation. She is a frequent commentator in the press and broadcast media on publishing and reading, a previous recipient of the Pandora Prize for Services to Publishing and a member of the Board of Management of the Society of Authors. Endorsements for this edition ‘Marketing is an increasingly crucial part of publishing – discoverability is the buzz word - and this updated version of Alison Baverstock’s guide is essential reading for anyone involved in the business. It’s lucid, practical, wide-ranging and especially good on the opportunities presented by digital and self-publishing.’ – Andrew Lownie, literary agent ‘How to Market Books is a core text for our publishing degrees. Its combination of marketing theory, publishing knowledge, and practical advice, now thoroughly updated, is an immensely helpful resource to anyone setting out on a career in publishing. It’s also a great place for current publishers to go to understand and improve their own marketing activities.’ – Professor Claire Squires, Director of the Stirling Centre for International Publishing and Communication, University of Stirling, UK ‘How to market books is an easily readable, well-organized, comprehensive guide to marketing. It is an excellent resource for universities offering Publishing Studies and should be on every publisher’s shelf. I wish I had written it!’ – Anne Converse Willkomm MFA, Director of Graduate Publishing at Rosemont College, USA ‘This standard work on marketing for the publishing industry has proved invaluable to students of publishing and industry professionals alike. Taking you from the marketing mix to online marketing, this book tells you what you need to know.’ – Angus Phillips, Director, Oxford International Centre for Publishing Studies, UK ‘This is a book that offers both an immense understanding of publishing and real practical value. It's the one indispensable handbook for every publishing marketing department, every day.’ – Susannah Bowen, Head of Marketing, Higher Education/Library, Cengage Learning, Australia Endorsements for the previous editions ‘There is a dearth of up-to-date information about the theory and practice of book marketing. Alison Baverstock has filled the gap admirably; her book should be required reading for the novice and will provide an informative guide for the experienced practitioner.’ – The Bookseller ‘Over the years the book has attracted innumerable compliments for its common-sense and practical information: it has appeared on reading lists everywhere, on the shelves of libraries supporting study in the field, and in small firms and departments where publishing and bookselling take place for real… It does what it says on the tin – it offers a great deal of sensible and relevant information that readers really want and need.’ – Library Review ‘This is excellent. The clarity of the whole thing is beyond praise – let alone the gargantuan task of compilation on such a comprehensive scale. Many congratulations. It deserves to become the “bible” of the publishing industry.’ – Professor Emrys Jones, LSE ‘The most comprehensive and useful tome on book marketing available. It is an indispensible teaching tool and guide.’ – Gian Lombardo, Publisher-in-Residence, Emerson College USA, and Director, Quale Press ‘I think this book will be of considerable interest to authors, as it brings together a good deal of information from different areas in the trade to which authors rarely have access. Most authors have contact only with their editor...and have no idea what goes on in the rest of the organisation.’ – Margaret Drabble, author How to Market Books Fifth edition Alison Baverstock For Harriet Clara Alice who has lived with this book all her life Contents List of illustrations Author’s foreword and acknowledgements Foreword: Professor Emeritus Michael J. Baker,University of Strathclyde, UK PART I General principles and understanding 1 Marketing and marketing in publishing The meaning of marketing What marketing means in publishing Checklists for achieving good marketing Segmenting, targeting and positioning Branding Integrated marketing communications (IMC) Relationship marketing 2 What’s for sale? Roles and situations in which content might be marketed Where the marketing and selling of publishing content goes on Who is involved in marketing? 3 Understanding the market: market research and other sources of market information Defining terms: market insight, insight hypothesis, market intelligence and market research Secondary and primary research How to commission market research Syndicated market research within the publishing industry Examples of how market research might get used in a publishing context 4 Profit, loss and accountability Drawing up a budget How a budget is divided up How do you set a budget? Sample costings for publishing products and services When to spend a budget How to monitor a budget How to make a budget go further Managing cash flow Securing sponsorship, partnerships and other methods of financial support Hanging on to a marketing budget PART II Putting this into practice 5 ‘The medium is the message’ Important information before you start – to ensure your market can find you Different formats for marketing information Advance information A website entry Jacket/cover copy Catalogues Leaflets and flyers Posters, showcards and point of sale Space advertising Telesales campaigns Radio, television and cinema advertising 6 How to write a marketing plan Introduction Coming up with a plan What have we got to sell? Researching the product Who is it for? Researching the market What benefits does the product/service offer your market? Initial situation analysis: where are we now? Establishing objectives: what do we want to achieve? Developing a strategy: how will we get there, in broad terms? Formulating a plan: how will we get there, in detail? Marketing basics Developing marketing plans for individual titles Allocating a budget: how much will it cost? Communicating the plan to others Motivating the implementation of the plan Evaluating results A final checklist for marketing plans 7 Selling Influences on individual buyer behaviour Selling to individuals Top tips for effective sales communication How selling works in a publishing context 8 Direct marketing Why the principles of direct marketing matter to publishers The essentials for a direct marketing campaign Plans The audience Offers The most appropriate medium for direct marketing Timing The copy platform Response devices Design services System of despatch Monitoring effectiveness Fulfilment services Telemarketing A final checklist for all forms of direct marketing 9 Online marketing Core principles for marketing online Specific advice for particular online media Websites Blogging Email Social media: Facebook LinkedIn Twitter
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