Where do readers find out about new books?
It’s one of the questions every publisher asks itself over and over–perhaps even every time they release a new book. And on that topic, there was an interesting article in PW this week by branding guru David Vinjamuri about how libraries should be utilized to promote new titles. Vinjamuri makes some fascinating points here, especially when he correctly show how libraries do not cannibalize bookstore sales, which is unfortunately a truism that children’s book publishers have railed against with their corporate overlords for years. I was also impressed by his analysis of how important physical space is for discoverability, and how the shrinking of physical display space through store closings has affected sales—though it’s a little depressing that one takeaway here is how much people really do judge books by their cover!
Now, one can certainly debate Vinjamuri’s ultimate conclusion that publishers should work with libraries to replace bookstores as a means for finding new books. Myself, I wonder if a cynical attempt to promote through libraries might backfire, and backfire badly, as I think most people at some level go to libraries to escape commerce. I also know from years spent talking to librarians at ALA that they tend to guard their independence rather fiercely, and it’s hard to see them getting into the pay-to-play games of co-op advertising and display space.
But on the other hand, it’s great to see someone suggesting a new approach to book promotion. As I’ve written before here on the blog, with all the sales data available now, I wonder if we’re going to see more inventive ways of publishing and promoting books. While marketing through libraries may not be the best way to go, the fact that marketing types are thinking this way could lead to some rather interesting new book campaigns in the coming months and years.
Okay, enough speculation. Let’s get back to the question at hand—where do YOU (as a reader) find out about new books? And if libraries are one of the places, do you think publishers should market through them?