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The concept of "bookaholism" has been unveiled as the new cross industry initiative at this year's Book Industry Conference. Marketing consultant Damian Horner told delegates at the conference in Cambridge that the campaign was at a "very early stage" and played down expectations that it could have an immediate effect on book sales.
He said: "It's an idea that can evolve in time." A final strapline has yet to be decided upon. He said: "We have got an idea that people across the industry are happy to explore and push further into some manifestation that we can use as soon as possible."
It is hoped that booksellers and publishers will use the concept on the likes of book covers, marketing material and point of sale. Horner said that among the next stages for the concept would be to also come up with a logo. He said: "We need to define creative guidelines, set rules on tone of voice, how it can be used, when and where."
The initiative was announced in April and launched with the hope that it would have a similar effect as the 'Five a Day' campaign has had on fruit and vegetable intake.
However, Horner was keen to downplay expectations that this would have an immediate effect, particularly as it was unlikely to be backed by multimillion pound campaign. He said that if it was taken forward by the industry, the effects would be seen in three to five years.