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HarperCollins has launched two new e-commerce sites offering readers unique editions of work by JRR Tolkien and limited edition natural history titles.
Charlie Redmayne, director for digital development at HarperCollins UK, said that e-commerce was a "key part" of the publisher's strategy for digital growth. "It presents a channel whereby we can reach dedicated niche audiences," he said. "It gives us a chance to sell differentiated products direct to fans in a targeted, cost-effective way that reaches an audience with content we know they love."
The two sites follow an experimental online store launched last year offering fans of JRR Tolkien a limited edition of the Children of Hurin. Redmayne said the publisher sold £100,000 of books in just over three months. "In research we carried out the fans told us they wanted more- more unique Tolkien titles and more range. So we listened and are excited by the opportunities this store creates.”
The Tolkien site, at http://www.tolkien.co.uk" title="www.tolkien.co.uk">www.tolkien.co.uk">www.tolkien.co.uk, is live now and will focus on selling special editions of the Lord of the Rings' author's work that are not available from other outlets. Its first special offer is a deluxe edition of Tales from the Perilous Realm, which is illustrated and signed by Alan Lee and priced £60.
The British natural history site, http://www.newnaturalists.com" title="www.newnaturalists.com">www.newnaturalists.com">www.newnaturalists.com, will offer readers the chance to buy exclusive books online, use a community forum, read preview chapters and get early looks at new titles.
The site will be the only seller of the limited edition New Naturalist collection, which features signed and leather bound copies of every new title, priced £250, signed hardback editions of every new release, priced £65 and facsimile editions of the first 10 titles in the series, priced £75.
From January the site will offer print on demand colour hardbacks of all 98 titles in the series, which are now out of print, for £50.