New Technological Strategies

In the article Canadian Publishing 2015: Book Marketing in 2015 by Laura Godfrey, Godfrey shares about how publishers are finding new ways to compete in an ever-changing market, and reach new readers. One publisher, Dundurn Press, is selling their e-books through their own website instead of directing customers off-site, and they are offering special promotions if the books is purchased from them directly.

ECW Press is going the audiobook route since there was a demand for audiobooks from libraries, with librarians saying that audiobooks were not well represented. ECW Press is now working with voice actors and are trying to create and distribute the audiobooks themselves. They hope to have 100 audiobooks by 2016.

The most interesting of the bunch is from Second Story Press. They are combining the print and digital experience for readers. They have used Digimarc technology to place an invisible watermark on the pages of a book that will let readers scan the page with an app to bring up additional information on the content they are reading about.

Source: Digimarc.com

Each of these publishers have great ideas in expanding their market and gaining attention from current readers, while gathering new readers. Selling directly on a publishers website is a good way to direct more profit. One potential problem is that most readers, unless die-hard fans, will not think to go directly to a publishers website unless they are signed up for newsletters from the publisher, or a reader is looking for a great discount and stumbles across a publishers offer on their homepage.

Research shown in an article by the Wall Street Journal states that audiobook sales have increased since the technological boom since there are more advanced options to create audiobooks. This gains potential “readers” who can’t stand to open a book, but will listen to one. Another study done by Survey Monkey showed that 67% of young professionals actually purchased their audiobooks, and many of them were listening during commuting hours and while exercising.

My initial thoughts on Digimarc technology was that readers who buy a print book would probably not want to involve technology during their leisure time with print, and furthermore would not want to download an additional app. However, an article from 2014 showed that Digimarc technology was on the rise in the publishing industry. It seems like the technology is similar to QR codes one might see on an add in a restaurant. If a person is interested enough in the content they are reading, then it makes sense that they would want additional information on the topic.

Overall, publishers are getting very creative with their new marketing strategies that incorporate new technology every day for their readers!

Sources:

http://www.publishersweekly.com/pw/by-topic/international/international-book-news/article/68094-canadian-publishing-2015-book-marketing-in-2015.html

http://www.wsj.com/articles/SB10001424127887323854904578637850049098298

https://www.surveymonkey.com/blog/2014/07/14/audiobooks-professional-habits/

http://www.digimarc.com/press-and-media/press-releases/2014/04/22/digimarc-report-reveals-fast-rising-growth-of-digital-watermarks-in-publishing-industry

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