Today we’re going to look at two YA titles.
THE DEVOURING, by Simon Holt, YA horror published by Little Brown. I’ve googled both him and his title and can find very little about either one, except as listed on Alvina Ling’s blog.
The ARC had a very cool little insert that looked like an aged, secret piece of parchment. Very different, very stand out-ish.
Their marketing campaign:
National Print and Online Advertising
National Review Coverage
Select Author Appearances
Librarian and Educator Outreach
Online Promotions at LB-teens.com
Extensive Web Promotions
High Impact Floor Displays
YALSA YA Galley Preview Program
National Print and Online Advertising [They will be investing in national ad buys, both in print and on online sites. While this is always a plum marketing perk and a sure sign the publisher is behind the books, remember that it’s very difficult to gauge whether or not these ads—especially print ads—sell books, whereas an internet ad/paid placement on Amazon does probably affect sales.]
National Review Coverage – Again, we talked about this. Most major publishers do offer all their titles review coverage in the national review journals. I’m guessing this means more aggressively pursuing reviews in major newspapers.
Review Advertising – My understanding of this means that if a publication features a good review, then the publisher will buy an ad in that publication.
Select Author Appearances – This one is wide open to interpretation. It could mean that the author himself is setting up a few appearances, but in this case it more likely means that the publisher will be setting up a few, targeted and focused appearances where sales or reader interest warrants it.
Librarian and Educator Outreach - As we talked about Monday, in it’s simplest form, it can mean a listing in the seasonal newsletter that goes out to schools and libraries, or it could mean a full feature araticle in the same newsletter. It could also mean advertising in periodicals targeted to academia and libraries
Online Promotions at LB-teens.com – This means the title will be a featured title on the Little Brown teens website. It looks like they have book trailers and podcasts and video interviews with featured authors.
Extensive Web Promotions – Lots of ARCS going out to high profile bloggers, teen sites, facebook, myspace, in addition to Little Brown’s site. There is also a site http://www.thedevouring.com/, but as of right now, all it has up is a newsletter sign-up. Which is a shame really, because they’re missing following up on any interest generated by the arcs they gave out at BEA.
High Impact Floor Displays – High quality book dump
YALSA YA Galley Preview Program – They will do a big ARC giveaway on the YALSA listserv.
Now we’re going to compare that to THE SUMMONING, another YA paranormal, that happens to be written by a highly popular adult paranormal author, Kelley Armstrong.
Online consumer advertising at Romantictimes.com
Extensive online promotion
Promotion on HarperTeens.com
Cross promotion on Harper Teen MySpace Profile
Cross promotion on Kelleyarmstrong.com
First Look reader review program
Featured in HipLit e-newsletter
Featured on romance blogs
Clearly there are a lot of similarities between the two. But one thing that stands out with THE SUMMONING is that they are trying to tap into Armstrong’s existing popularity with adult paranormal readers. I think it’s interesting that that this plan does not mention a library or educator outreach on this title. Does that mean they view it as more of a “direct to teens” sort of book?
But what immediately springs out at me is how extensively this book is being promoted using online venues. www.KelleyArmstrong.com is a very sophisticated site with lots of bells and whistles. Furthermore, it directs you to www.chloesaunders.com for THE DEVOURING, which is a character-centric website using the main character of THE DEVOURING. Clearly book promotion has fully entered the Age of the Internet. Which suits us introverts just fine, and is good news besides!
And while some might choose to get discouraged because of the difference between marketing plans from book to book (and I have in the past, believe me), I think we can also take heart in the fact that sometimes there really isn't that big a divide. We can duplicate a large portion of these efforts. Most publishers do feature all their titles on their website in some way. And I would think the same would apply to their publisher myspace page. Any savvy author knows to have a website, and it’s within all of our abilities to put up a myspace account of our own, and link to other authors and librarians and book lovers. And for me, it's helpful knowing what exactly the publisher do when they pull out the big guns, because it helps me better understand where I should focus my marketing efforts.