Publishers innovating marketing through alternative channels : reaching readers beyond the page

Abstract

There has been a belief that the physical book and its relevance in society is waning, this thesis set out to explore if this is in fact true. To answer this question, I used a mixed methodology to have both qualitative and quantitative data that could be analysed. I did this by conducting an email interview with a marketing manager from a publishing house that headed an experimental marketing campaign, as well as using secondary data to support the findings from this interview. In the following thesis I explored the history and dramatic changes that the publishing industry has endured and ultimately adapted to. The publishing industry has proven itself to be one that can weather change and use it to its advantage. I examined the humble beginnings of the publishing industry by outlining the development of the industry through history, as it has proven itself to be an industry that embraces change and can evolve alongside technological developments. This disproves the popular belief that the book industry is a dying art form, it is in fact flourishing and likely to continue to do so. By utilising not only the traditional marketing methods but also the new, publishers have been able to increase the effectiveness of their marketing campaigns. The traditional marketing methods have not disappeared into the abyss but rather have been adapted to be effective in a world that is driven by fast technological changes. The modern techniques applied by publishers largely revolve around the digital space and are effective and essential in creating successful marketing campaigns. This research used a mixed method approach, with an email interview with the marketing manager of Sourcebooks, who headed a campaign using book subscription boxes. A questionnaire was also conducted however, due to a small number of respondents the data collected proved unreliable. Secondary data was used in order to provide context to the findings of the primary research. The research looked to the impact of book subscription boxes and determined that they are an effective marketing tool that can be utilised by publishers. This research found that the history of the publishing industry and its ability to evolve has allowed it to progress alongside the advances of technology, rather than be hindered by it. The publishing industry has been able to enter and adapt to the digital world. This research found that the traditional methods used by publishers are still present in marketing today but have evolved. The use of traditional methods also allows for publishers to create alternative and newer marketing methods that allow them to reach readers in new ways. As there were issues in gaining access to interview and collected data from the questionnaire, the recommendation of this research would be that there is further research done on this topic. This research found that user generated content is what benefits publishers in market campaigns today and allows them to stand out in a progressively similar marketplace. The implications of this is that publishers can distinguish themselves in a digital space. Publishers can develop their readership reach in order to remain relevant and expand, this is vital as there is an abundance of competition in the current marketplace.