Penguin Random House is to use the Penguin brand for its consumer activity across social media, The Bookseller has learned. From the end of tomorrow (4th February), the various Penguin social media channels will carry news about "books and authors”, with corporate news to be shared on Penguin Random House-branded YouTube and Twitter channels.
Random House’s Twitter feed told its followers: "Don't forget that we'll be moving in with @PenguinUKBooks as of tomorrow - follow us there to keep hearing about all our books and authors!”
It is the clearest indication yet that PRH sees Penguin as the stronger consumer brand. Penguin's consumer engagement on its social media channels significantly outweighs that of the Random House brands.
The Penguin Books UK Twitter feed has 913,000 followers, the Random House feed just 36,000 followers. Meanwhile the Penguin Books UK Pinterest site has 128,296 followers, the Random House one 1,479. The Penguin Facebook page has 348,238 likes, while the Random House page has 29,770 likes. The Penguin Books UK YouTube channel has 5,931 subscribers, while the Random House YouTube channel has 263 subscribers.
Both companies, which merged in July 2013, maintain separate websites.