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March 19, 2007

Comments

Mark Hayhurst

In my experience…

Advertising generally works if you go for publications that are very specific to the target demographic of the product you’re trying to push and contain a quote by someone relevant to that demographic.

Blanket marketing across major publications tends to work better for brand awareness and prestige rather than driving sales.

Plus, as a general rule, the larger the circulation of a potential advertising medium the more disposable it is; Newspapers (binned after reading), TV (10 seconds and gone), Billboards (Passed in a second). People keep publications that matter to them and refer to them so even if the advert is overlooked the first time you can get a second go at catching their attention.

Also because these publications have lower readership figures they’re less expensive to advertise in.

Romauld

Not sure about advertising in publications: what I will say is that advertising on the Tube very definitely works. Even I've bought books because I saw them in that context, and I usually buy books by the expedient of being leant them by friends, deciding the author is good and then going to Amazon for their back-catalogue, as and when I can afford it.

The points about the general flaws of poster advertising made above are well taken, but the Tube has the specific instance that the adverts which are across the track from the platform tend to be directly in front of you for a good 20 - 40 minutes at a time, depending on how broken the Tube line in question happens to be that day.

To name but one example, I bought my first David Gibbons book because of seeing it advertised on the Tube. Would have been handier if the advert had mentioned it was a sequel, mind you...

~R

Mark Hayhurst

That's a fair point.

Although unfortunately we dont have the tube in yorkshire...

John Cruz

I saw an advert in the FT for the latest Wilbur Smith book, which i didnt know was out and so rushed off to order it online. I dont think that advertising works for newer authors, but does act as a prompt to its audience for those more established authors.

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