Archive for March, 2013

Read all the books you wish you’d read…

By Laura A Lacey, on 29 March 2013

Oyster last year announced they had raised $3million to create a service for eBooks that works along similar lines to Spotify. They seek to oystercollectively license eBooks from publishers: including fiction and non-fiction, and everything from bestsellers to classics.

Oyster have partnered with media and technology companies, as well as publishers. This mirrors the growing trend across the creative industries as owners of intellectual property seek to exploit their copyright in all possible formats, and sellers try to provide services above and beyond simple content delivery.

The trendy-looking New York-based team (pictured) are focusing on Access, Discovery and Mobile:

ACCESS: By adopting a subscription model they believe readers will be able to enjoy books more freely, dipping in and out of new authors without investing money: ‘This leads to a more fulfilling experience built exclusively on taste and relaxed reading’.

DISCOVERY: They realise that discoverability comes down to many factors and a lot of chance. They believe by combining ‘discovery with consumption’ they are removing frustration that comes from receiving recommendations in many locations.Readers will enjoy the process of discovery by sharing the same library with their friends, with no need to hunt for links.

MOBILE: Their claims as far as mobile goes are perhaps less easy to agree with: they claim their market research has shown that all readers (from avid to casual) ‘love reading on smartphones’. This has certainly has not been my experience. Perhaps it will be in future – as mobile devices become larger and more comfortable to read on it is thought ‘phablets’ will be one of the most prolific devices for sale.

Only time will tell if their venture will be successful and how many publishers will be willing to give up their content for a limited fee. Currently it is in testing mode with just a few. Their aspirational aims certainly sound idyllic:

“We are building Oyster for an audience that aspires to read more. Read all the books you wish you’d read. We hope to bring books to the center of people’s lives through a beautiful product and the feeling that the world is your oyster.”

Happy World Book Day!

By Laura A Lacey, on 7 March 2013

Happy World Book Day from everyone at UCL Publishing!

All across the UK today, children will leave school clutching their £1 book token that we all remember so fondly. As ever, pupils will be able to get £1 off the price of a book or exchange their token for one of the specially produced WBD short stories.

Since WBD began in 1995, these titles have always represented the greatest in children’s literature, with something to appeal to everyone. This year sees a Horrid Henry title, Tony Robinson’s Weird World of Wonders: Funny Invention, and new books by beloved children’s authors Cathy Cassidy and Anthony Horowitz.

They also now run a Young Adult campaign, including a free downloadable app, a forum for book discussion, and a chance for budding authors to have their own novellas showcased.

It’s wonderful to see that so many publishers are supporting this worthy charity and continuing to inspire children to read. I’m sure that many of us on the course will be lucky enough to get involved when we graduate.

But for now, I urge everyone to celebrate by cracking the spine of a book that’s been calling to you from the shelf, or indulge in a beloved tale from your childhood, and remind yourself of why we’re all so committed to working with books!

 

SEX! KINK! EROTICA!

By Laura A Lacey, on 6 March 2013

50 shades of greyNow that I’ve got your attention you might be interested in this…

Thankfully, E.L. James and Random House did not favour this in-your-face approach to marketing Fifty Shades. This week, as part of a triple whammy of brilliant guests from marketing professionals, we were treated to a case study of the rise and rise of this unavoidable phenomenon. Sarah Page of Random House gave us an inside look at their massively ambitious marketing campaign and explained why they didn’t need to big up the content.

Traditional techniques were used in a big way: with posters on the underground, at railway stations, airports, and in the print media. The recurring message was ‘Discover the book everybody’s talking about’, giving no clues as to the erotic nature of the book. Nor did the cover give anything away, instead appearing more innocently like a crime thriller. The press coverage, twitter storm, and word of mouth among women up and down the UK did all this for them. Random House just wanted to encourage readers to get involved in the conversation by reading the book, the media frenzy increasingly did the work for them.

Amazingly Random House acquired the UK rights to the self-published eBook and six weeks later had it printed and on shelves. Sarah stressed that speed was essential if they were to trade off the buzz already created amongst Australian and American women. The sales team worked hard to get the retailers on board quickly, using statistics of how well it was selling across the pond. Spaces in shops were already booked up so the publishers provided good, old-fashioned dumpbins, especially in supermarkets where prices were rock bottom but volume was high. The publishers decided to release all three at once; it was feared that if readers had to wait they would lose their enthusiasm and, from a commercial perspective, sales would be driven to internet sources. This certainly paid off and the books famously became the fastest selling book in UK history.

Perhaps the most surprising part of Sarah’s presentation came next, as she revealed how they started to broaden the appeal of the books from the ‘mummy porn’ audience it had already satisfied. They ran advertising aimed at men who wanted to find out what their partners were reading, opening up the gift market with the cheeky line ‘Give her what she really wants this Christmas’, and women over 40… Yep, that’s right, they targeted the granny market with a full page ad in Saga magazine – who knew?

So what next for a woman who has saved hundreds of marriages, inspired the conception of a generation of babies, single-handedly kept Ann Summers in business, and generally upped the country’s libidos? Well, she’s keeping that a secret, but you can be sure it will be another publishing phenomenon.

By Laura Lacey, working towards a career in trade fiction.

‘One more chapter, Dad!’

By Laura A Lacey, on 5 March 2013

By Hannah Goodman.

An OECD (Organisation for Economic Co-operation and Development) study in 2011 found that parental involvement through reading to young children in their first year of schooling leads to a lasting impact upon their literacy skills into their teenage years. Not only dpic dad2oes reading as a child have an academic benefit, but it also develops the relationship between parent and child. However, the majority of reading that does occur within households is between mothers and children, with only 13% of fathers identified as the main reader.

The Booktrust launched in February their ‘Get Dads Reading’ campaign to encourage involvement in this essential activity. The hashtag #dadsreading is spreading across twitter to call up a new generation ‘Dad’s Army’, complete with tips and ideas to emphasise how important this quality time is. The eternal problem of boys limited reading habits may be improved through recognition at a young age that reading is for all genders, and not just ‘for girls’. Top tips for Dads include; sit close together somewhere quiet, let your child choose the book and use funny voices (who can resist the opportunity to be the real life Gruffalo?!).

Let’s get using the #dadsreading hashtag to suggest our favourite books as children, and support the Booktrust’s campaign.

By Hannah Goodman, hoping to work in children’s publishing.