While it is important to respect our consumer base of the past, the consumer base of the future will no doubt be born out of the marriage between brands and social activism.
Book Hauls are relatively simple videos that require minimal editing and preparation on the creator’s side, apart from having a nice pile of books to show us. But these are some of the most influential videos BookTubers can put out. Which is why not only are audiences keeping a close eye on them but authors and publishers as well.
The individual attention and the feel-good messages are examples of good advertising, and companies shouldn’t be punished for good advertising. The problem arises when their values don’t line up with their ads.
Looking at comparative titles, or comp titles, is a great way to understand the market potential of a book project. To put it simply, a comp title is an already published book that has shared sales, genre, and marketing qualities to a developing manuscript that hasn’t been released yet. We use comp titles in publishing because they contextualize the future of an acquired manuscript by giving us information on how similar books performed, and they also help us strategize our marketing efforts as a project goes through the publishing process. But what makes a good comp title?
You’ve probably never heard of Litsy, and you’re not the only one. But what is it exactly? Litsy is a mobile iOS app (an Android version is in the works) that launched in the spring of 2016 by the founders of Out Of Print, a clothing company all about books. It brands itself as “a place to organize, interact with, and document all things books,” and Bookriot has deemed it as what would result “if Instagram and Goodreads had a perfect baby.” The layout looks and feels like the Instagram app, and similarly, you can scroll through a timeline of images uploaded by users. If you want to find something more specific—perhaps you are looking for reviews on a book you are considering purchasing—you can use the search tool to find authors, titles, etc. Essentially, it is an ideal marketing tool for those wishing to promote upcoming titles.
Everything in book marketing requires advance planning. So even before your beloved project reaches the eyes of millions of readers, we are strategizing ways to sustain a productive life long after it publishes. We do this because evergreen and backlist titles are huge assets to supporting the press as a whole. So when the excitement dials back after a book’s release, we look for ways to support it long after as a backlist title.