There are plenty of good comments about these stories, to set against the nonsense from the likes of Ray. But I wonder sometimes if the trade knows just how much untapped talent it has, and I fear Damian is being a bit dismissive of the comments on this site. Sure there are some rants, but some are just contributions from people who clearly feel left out of this process. Perhaps what we could do is take all these industry voices, label them bibliomanics/philes/holics or whatever, and use their suggestions in a campaign rather like that of the Halifax, where it used its own employees. Something like, We love books so much we work with them everyday . . .

"Short term challenges include finding an effective strapline and logo, setting tone of voice, and how best to use it." Yes, but what are you trying to communicate?
The different potential benefits mentioned here make me wonder who wrote the brief. Perhaps the pursuit of a clear communication is being hampered by the many voices of those who are funding the initiative. My suggestion would be to find an informed, independent person who can work with all the interested parties to create a brief that they all agree to. Then the marketeer(s) can get on with their job and design a brilliant campaign.

I know "bookaholism" isn't the strap line, just a concept, but for me it has such negative connotations. It just seems so repellent, not at all attractive. Might as well talk about ideas and stories being "textually transmitted", or about a reading "pandemic" or "catching the reading bug." . Surely there are better ways to promote the benefits and joys of books and reading?

Escapism is a lovely concept. However it feels to me like one for people who already know the experience of being so gripped by a narrative that they lose themselves. For those who haven't had that experience it could be quite distancing. Also, it only applies to fiction.
I prefer clever and richer. It applies to every kind of person and every kind of book. Reading makes you cleverer and richer.
Maybe a concept like enrichment, in the broader sense.

I think this concept of 'bookaholism' is frankly ridiculous. It trivialises addiction and alcoholism and can't be applied across the trade. How can it be related to children's books? How can I use it to the Morningside ladies who come to our shop: "have you tried the latest Stieg Larsson madam? I believe it's even better than cocaine" You think?

If this is the best that a supposed marketing expert such as Mr Horner can come up with in his (unpaid) time then maybe the BA should ditch him and pay someone who has a clue!

And no, I wasn't at the BA conference because I couldn't spare the time to trek all the way to Cambridge. I wish I had as I would have been able to point out the horrors of this idea from the start.

Whilst I don't like to promote our own site, we've been thinking of our own ideas and frankly we think they're a damn sight better than this drivel. Go see - www.fidrabooks.com/blog. It might not be brilliant and we don't claim to be experts but at least it's an idea put forward by people who run a bookshop rather than marketing people who've never been booksellers and have only a vague idea of what it entails.

I think the notion of escapism is by far the strongest approach, particularly if the idea is to get non-readers interested in books. Let's stress the extent to which you can so effortlessly "lose yourself" in a book. You could do it by drawing some cheeky and humourous comparisons with the gaming market (whose punters think nothing of shelling out

Seems that Virgin Mobile have beaten the book trade to it with their "Addict" tariff anyway - and apparently it created conflict internally...

Surely one of the biggest assets of this industry is its longevity? Afterall, which other industry can boast bestsellers that were first published hundreds of years ago, and which other entertainment medium can provide more than a couple of hours of original material in one purchase?

Alcoholism, Chocaholism and Shopaholism are all synonymous with quick fixes and frivaloussness. Maybe it'll appeal to the Dan Brown and Jodi Picoult readers, but if the industry is to put its considerable strength behind a marketing strategy shouldn't it be tailored to our strengths rather than ripped off of a completely different industry?