Milestone marketing recently helped to propel Walter Lord’s classic bestseller, A Night to Remember, a definitive account of the Titanic’s last hours originally published in the 1950s, to #1 on the New York Times e-book nonfiction bestseller list, tied to the anniversary of the ship’s sinking. And in another video, bestselling fantasy author Barbara Hambly donned a pirate costume.Īccording to Chou, Open Road’s targeted videos in various outlets have a “significantly” better click-to-buy rate than traditional ads. Last year, Open Road used this occasion to push out a video with author James Gleick, who talked about being a science nerd. Chou recalled one such offbeat milestone: Geek Pride Day. The team closely tracks events and milestones that may present an opportunity-including some of the more offbeat occasions-and keeps a large white board in Open Road’s downtown offices to track potential openings. If you look at Pepsi, even its ad-spend is shifting to social media, bloggers, and social networks.” Chou cited the benefits of better analytics as well as the ability to adjust plans on the fly as an opportunity presents itself or perhaps succeeds beyond-or, perhaps, doesn’t work to-expectations. “It’s a new way to do product marketing, whether it’s indie films, or music, or whatever. “I don’t think of it just in terms of e-books,” Chou said. Of course, the digital revolution is changing the marketing game not just for e-publishers, but for everyone. On National Chocolate Chip Cookie Day, for example, Open Road might push an author’s favorite recipe into the conversations showing up on reader sites, news sites, and social media. But this also includes current events, and an ever-growing litany of “Twitter-milestones,” as Chou called them. “Milestones” are hooks around which new marketing efforts and videos can be pushed-whether events in an author’s life, anniversaries, historical events, or periods of recognition, like Black History Month. But even that may not be enough to escape his vengeful stalker.Īn exquisite, gripping tale of love and obsession, The Forgers is an exploration of the tenuous nature of authenticity and the power of deception, both on the page and within our deepest selves.Among its efforts to give backlist a fresh look, Open Road has adopted a “milestone” marketing approach. Understanding that his own life is in jeopardy, he attempts to forge a new beginning for himself and Meghan in a secluded hamlet in Ireland. Soon, Meghan’s lover begins to receive threatening handwritten letters, ostensibly penned by long-dead authors but really from someone who seems to have disturbing insights into Adam’s mysterious death. The police fail to identify a likely suspect, and the case quickly turns cold. In the weeks following his death, Adam’s sister, Meghan, who runs a used bookshop in New York’s East Village, and her lover-a sometime literary forger whose specialty is the handwriting of Sir Arthur Conan Doyle-struggle to come to terms with the murder. The bibliophile community is stunned when a reclusive rare book collector, Adam Diehl, is found on the floor of his Montauk home, hands severed, surrounded by valuable inscribed books and prized original manuscripts that have been vandalized beyond repair. Hailed as “one of America’s major literary voices” by Publishers Weekly, Bradford Morrow offers a richly told literary thriller about the dark side of the rare book world, as a notorious forger of literary works becomes caught in a dangerous web of secrets.
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