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Libraries are "key" to publishers and will help them connect with diverse audiences, Kimberley Sheehan, campaign manager at The Reading Agency, has said.
Speaking at The Bookseller's Marketing & Publicity conference on 16th June, Sheehan emphasised that public libraries are at the heart of communities and used by a broad cross-section of the population, including those who lack access to books as well as those at risk of social isolation.
She said libraries are going to be "vital" to lots of people as the country begins to emerge from lockdown, and are a key area for publishers to interact with readers, as book borrowers are more likely to be book buyers. By providing display and activity packs, as well as engaging with reading groups and author events, publishers can tie libraries in with their campaign goals, she claimed.
"Librarians are always keen to support local authors, we've had feedback from librarians in the north that they would love more author visits to inspire their users," she said. "Numerous libraries have capacity of over 150 people so please keep them in mind when organising your author tours. Many libraries have close relationships with local bookshops with whom they partner to sell books at these events, providing boiler plates, author information and even extracts really helps libraries build a buzz before an event. Advance copies for schools are also helpful so children can read the book and think of questions beforehand."
She gave an example of The Reading Agency working with Penguin General to distribute Richard Osman's The Thursday Murder Club (Viking) to reading groups last year, which proved so popular more books had to be dispatched.
Other campaign ideas included reading groups pitching to take part in reviews so publishers can select who they want to hear feedback from. "This way campaigns can be very targeted. Publishers can also ask specific questions to gain additional consumer insight," said Sheehan.
Looking to the future, Sheehan advised publishers to allow plenty of lead time for libraries to add releases to their schedule, as well as to prepare more props and display material to make books more interactive.
On licensing and e-books, she added: "Librarians have really valued the updated publisher permissions and they would like this communication to continue so they can check these for planned events. Another key point raised is around the purchasing of e-books for their libraries. During lockdown online learning surged with 3.5 million more e-books loaned by mid-August last year. There is a need to improve the terms of digital lending to increase the availability and affordability for public libraries."
She said librarians also want to hear more about upcoming releases from publishers, so they can link books to key dates in their library calendars.
"Libraries can do a lot for publishers as well as for the communities around the nation, whether discovering exciting debuts or celebrating household names they offer access to brilliant books and nurture a lifelong love of reading and ultimately support book sales," she said.