Penguin Random House Announces New Library Marketing Initiatives

Source: http://goodereader.com/blog/digital-library-news/penguin-random-house-establish-unified-marketing-group-for-libraries

By Nicole Lamberson

Penguin Random House is working to strengthen its efforts with libraries in a series of moves this month aimed at increasing its already dominant presence.

Library Journal reported that Penguin Random House announced a new Adult Library Marketing Group, fusing Penguin and Random House’s operations. Though the two companies merged in July 2013, adult library marketing efforts have remained separate. President of Sales, Jaci Updike, wrote that by streamlining its marketing operations, Penguin Random House “will be ramping up our already extensive outreach efforts to libraries nationwide with our innovative marketing programs.” The new marketing group will ensure an integrated effort and that the process for libraries will be a smooth transition.

The article noted that libraries will likely see a “stepped-up energy,” and that both companies have had a history of commitment to libraries – Random House “has long been a model for trade publishers in library marketing,” and Penguin brings “far more [books] than its competitors” to the American Library Association’s annual conference.

News of its new marketing group is not the only library related news for Penguin Random House this month. The company announced a new partnership with BiblioCommons to expand its eBook offerings. BiblioCommons describes itself as “the only software vendor to focus exclusively on the online experience of public library patrons.” The agreement will make more than 38,000 titles available to BiblioCommons acquisitions platform. Vice President and Director of Library Marketing and Digital Sales, Sales Operations for Penguin Random House, Skip Dye, stated that working with BiblioCommons helps “public libraries play a new role in the discovery” of their titles and authors.

These steps show a concerted effort by Penguin Random House to continue strengthening its relationship with libraries. It also shows the importance libraries still play for publishers. It’s an essential market in increasing discovery and gaining new readers, and Penguin Random House is making sure to stay ahead of the pack.

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