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Monday, December 20, 2010

Random House and Marketing Books Directly to Consumers


When you know who is looking for something to download, you can make suggestions directly to that person! Right on. AND, when you know that the download device is a new eReader, you know what that person wants...EBOOKS!

Simple enough concept, even for me.

Well, Random House has used this simple concept to come up with a delightful, functional and FREE marketing device for the holidays helpful to us consumers.

Julie Bosman, New York Times, has the details:

A Christmas Morning Spree

This year, the book publishing industry has its own version of Black Friday or Cyber Monday. It’s called Christmas Day.

On that day, hundreds of thousands of consumers are expected to unwrap new e-readers that they received as gifts, and quickly begin downloading books to read.

Random House, the publisher of Stieg Larsson, John Grisham and Stephen Sondheim, is hoping to be there to make a few suggestions. It has prepared a free e-book, “The eBook Insider,” that is full of recommendations, reviews and book excerpts directed squarely at consumers who have just received e-readers.

“With so many people receiving an e-reader for the first time on Christmas, one of the things they’re going to want to do is go looking for the books they want to read,” said Anne Messitte, the publisher of Vintage/Anchor, a division of Random House. “And we think it’s an ideal moment to really begin helping a reader curate the collection of e-books that they want.”

Unlike the traditional holiday book advertising that takes place in the weeks leading up to Christmas, the promotion for “The eBook Insider” is scheduled to begin on Dec. 25, first with social media messaging and then with Google ads and also print ads in The New York Times Book Review and The New Yorker.

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