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Random House is top advertising spender
Random House is the biggest spender in the book category for UK advertising spending, according to figures from the Nielsen Company.
The UK’s second largest publisher has spent more than £1.2m on book advertising in print, online and on television in the first eight months of the year (to 31st August). Random’s advertising covers imprints such as Vintage and Ebury Press but does not include Transworld, which came in fifth after spending £616,000.
The Penguin Group has spent the second highest amount this year and has invested £942,000 in advertising. HarperCollins comes in third for money spent on advertising, investing £794,000.
According to Nielsen, Waterstone’s has spent £744,000 on advertising. The retailer has yet to start any TV Christmas advertising. Last year, its first Christmas advert was broadcast on television in the first week of November, and, unusually, a TV ad campaign was started in late August to advertise Jamie’s America for £9.99.
Asda is the only other retailer to feature in the top 10 spenders for book advertising and comes in at 10th place, having spent £393,000. Asda has substantially increased its spending. Last year, the supermarket spent £25,000 (to 31st October) following a 93% drop from £363,000 in 2008.
Tesco, W H Smith and Sainsbury’s all featured outside the top 10 and spent £260,000, £245,000 and £91,000 respectively.
Macmillan Publishing spent £561,000 in the first eight months of the year. Orion’s advertising spend of £554,000 was the seventh highest in the list.
Time Warner, comprising Little, Brown, Virago, Orbit Books and Abacus Books, came in eight place after investing £393,000.