Comments on: Commercial Thoughts http://booksquare.com/commercial-thoughts/ Dissecting the publishing industry with love and skepticism Mon, 21 May 2012 06:15:54 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Jim Murdoch http://booksquare.com/commercial-thoughts/comment-page-1/#comment-166977 Jim Murdoch Tue, 04 Dec 2007 16:06:08 +0000 http://www.booksquare.com/commercial-thoughts/#comment-166977 In the UK there is very little advertising on television for books. It happens and I'm always a bit taken aback when I see one but it's invariably for something I would never buy; I'm really an atypical reader, most of the authors I go for are dead or not far off it. The problem I have with the internet is that there is too much of it. I don't know which sites to trust and none of them have the kind of intuitive search facility I expect I'd need. The nearest is Amazon where I can see books similar to authors I know I like or, at the very least, I can see what else the people who buy these books are interested in. I use this more with music than books but it suits me just fine. If something is out of place you tend to notice it. A bookshop is full of books so what does it take for one to stand out? The adverts in general that I actually read are the ones on bus shelters, little bits of colour to brighten up the dreich (that would be wet, dismal to the rest of the world) Glaswegian winters. Usually these ads are for films but a fair number of books get that kind of treatment and it works. Again, the books they're pushing are rarely anything I'd go for, but that's just me. In the UK there is very little advertising on television for books. It happens and I’m always a bit taken aback when I see one but it’s invariably for something I would never buy; I’m really an atypical reader, most of the authors I go for are dead or not far off it.

The problem I have with the internet is that there is too much of it. I don’t know which sites to trust and none of them have the kind of intuitive search facility I expect I’d need. The nearest is Amazon where I can see books similar to authors I know I like or, at the very least, I can see what else the people who buy these books are interested in. I use this more with music than books but it suits me just fine.

If something is out of place you tend to notice it. A bookshop is full of books so what does it take for one to stand out? The adverts in general that I actually read are the ones on bus shelters, little bits of colour to brighten up the dreich (that would be wet, dismal to the rest of the world) Glaswegian winters. Usually these ads are for films but a fair number of books get that kind of treatment and it works. Again, the books they’re pushing are rarely anything I’d go for, but that’s just me.

]]> By: Sheila Clover English http://booksquare.com/commercial-thoughts/comment-page-1/#comment-166973 Sheila Clover English Mon, 03 Dec 2007 23:59:16 +0000 http://www.booksquare.com/commercial-thoughts/#comment-166973 I just wrote an article called Broadband vs. Broadcast for Future Publishing Blog. My company creates more book commericals in the US than any other company. We book the airtime both for television and in movie theaters. With more and more people turning to the internet, television airtime has felt the loss and many have reduced their prices accordingly. It is not unusual for us to book 300+ TV spots for $1500 if we do it regionally. With broadcast advertising the shear number of households that potentially see the commercial makes this kind of advertising desirable. But, with TiVo and DVRs that "potential" number may not be very accurate. Broadband, or online advertising, is done primarily in 2 ways. Direct advertising where you create a commercial and pay for placement somewhere. Or indirect, where you cleverly disguise the commercial as entertainment and place it on social media or as content somewhere. You choose your desired venue according to what you want to accomplish. When we create book videos for our clients we find out what they want to accomplish and can direct them from there according to budget. For Moning, it makes sense to do TV ads since she's got to a place where her traditional readers are going to follow her. So, now how will she grow readership? Well, she needs to reach beyond traditional readers to "potential" readers. There are other circumstances in which you'd want to use TV or movie theater placement, but I won't bore you with it. lol More and more publishers are putting book video on TV and in movie theaters. As the prices go down, it makes sense to go there. Of course, there's nothing like broadband/online marketing because it is MUCH easier for online users to impulse buy online as opposed to trying to recall the TV commercial the next time they happen to be at the store. Very interesting and engaging blog! I'm so happy to have found it! I just wrote an article called Broadband vs. Broadcast for Future Publishing Blog.
My company creates more book commericals in the US than any other company.
We book the airtime both for television and in movie theaters.
With more and more people turning to the internet, television airtime has felt the loss and many have reduced their prices accordingly.
It is not unusual for us to book 300+ TV spots for $1500 if we do it regionally.
With broadcast advertising the shear number of households that potentially see the commercial makes this kind of advertising desirable.
But, with TiVo and DVRs that “potential” number may not be very accurate.
Broadband, or online advertising, is done primarily in 2 ways. Direct advertising where you create a commercial and pay for placement somewhere. Or indirect, where you cleverly disguise the commercial as entertainment and place it on social media or as content somewhere.
You choose your desired venue according to what you want to accomplish. When we create book videos for our clients we find out what they want to accomplish and can direct them from there according to budget.
For Moning, it makes sense to do TV ads since she’s got to a place where her traditional readers are going to follow her. So, now how will she grow readership? Well, she needs to reach beyond traditional readers to “potential” readers. There are other circumstances in which you’d want to use TV or movie theater placement, but I won’t bore you with it. lol
More and more publishers are putting book video on TV and in movie theaters. As the prices go down, it makes sense to go there.
Of course, there’s nothing like broadband/online marketing because it is MUCH easier for online users to impulse buy online as opposed to trying to recall the TV commercial the next time they happen to be at the store.
Very interesting and engaging blog! I’m so happy to have found it!

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