The Bookseller.com

5th July 2008

Publishers warned on digital denial

06.02.08 Graeme Neill

The publishing industry is “in denial” about the implications of the digital revolution, delegates at a high-profile seminar were warned last week.

Consultant Peter Collingridge of Apt Studio told the audience of 100 publishers that they had yet to grasp the opportunities the web presents. “There’s no sense of urgency from the industry about the opportunities and threats from the online and digital arenas,” he said at The Bookseller’s Reading Readers Online 2008 event, sponsored by IBS Bookmaster.

Although internet users love to read books, their interests are “poorly served” by publishers, Collingridge said. “Amazon is their default format [for accessing books]. But Amazon cannot offer things that publishers can. In terms of building relationships with readers the web is the future of publishing and in marketing books. Publishers need to work much much harder.”

The “tech savvy kids” within publishing houses should be empowered to create unique content online, he said. And all publishers should start a blog. “Find an audience and nurture them. Have a dialogue with them and you will be amazed with the results.”

Collingridge also stressed the importance of finalising a digitisation of content strategy. “[You need to know] what format and what suppliers you will use for digital content, who will be your partners, cost it and be ready. It’s going to happen.”

George Walkley, director of digital strategy at Little, Brown, suggested that direct-to-consumer selling was best carried out in conjunction with retailers. “When people buy from us they are buying from an unfamiliar website,” he said. “If you direct them to Amazon, Play.com or Waterstone’s you are giving them the confidence of using a known brand. This process adds value to the relationship publishers have with a retailer.”

Email marketing can be effective, he said, but it must be tightly targeted. “You need to incentivise it, by offering exclusive copies or early looks at books.”

Cameron Saunders, who oversees marketing for Channel 4’s digital channels, outlined how the broadcaster generated pre-launch buzz for cult teen series “Skins”. Teens were able to remix the theme tune, appear in the trailer, add characters as MySpace friends and attend “Skins” parties. The result was Channel 4’s most succesful ever digital launch, winning 1.8 million viewers.

Saunders said marketing was no longer just about telling people what is happening, but letting them discover new things and spread the word themselves. “We are shifting from awareness generation to having to engage with people.”

Graeme Neill seminars digitisation

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