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Waterstone's bucks trend with increased advertising spend
01.01.70 | Catherine Neilan
Waterstone's has increased its advertising spend this year, while other booksellers have dramatically scaled back the amount spent on advertising books in the media. According to Nielsen Media Research the retailer has spent almost £1.9m on advertising in 2009 (to 31st October), up 9.2% compared with the same period last year.
However, others have reduced advertising spend for books, with supermarkets leading the way. Tesco's book ad spend declined from almost £545,000 to £63,000, an 88% drop. Asda's spending fell by 93% from £363,000 to just under £25,000. Sainsbury's and W H Smith also lowered ad spends by 23% and 11% respectively.
Waterstone's launched a new TV advert last week, with a Christmas themed promotion. The advert broadcast on television featured a buy one get one free deal on 150 "books of the year". The one week offer ends today (11th November). Unusually, Waterstone's also funded a TV campaign in late August this year, when the retailer advertised Jamie's America for £9.99.
W H Smith has yet to launch its Christmas television advertising. Its Christmas catalogue features offers of up to half price on new non-fiction and fiction books including titles by Peter Kay and Marian Keyes.
Borders currently has up to 40% off titles including Chris Evans' memoirs and Asda is showcasing 12 books of Christmas on its website, with most titles 50% off recommended retail price.