I’ve spent the last two weeks talking with executives at a dozen of the largest publishers in BookExpo about the upcoming show and the vision for where the show is going for 2010. The response has been all over the publishing map, some publishers are extremely excited, ready to partner and re-imagine the show together. Other publishers are at the other end of the spectrum, still working on re-imagining there own business and the industry gathering, is just not a priority to them in this climate. It’s been an extremely interesting PowerPoint armed road show for me and it will continue for the next few weeks.
A consistent message I’ve heard is of course that of cutting back on everything; personnel, booths, authors, and yes, the advance reading copies (ARC’s) that the publishers plan to give out at the show. Economic conditions sometimes force us to make choices that we would not otherwise make, but that might be good for us nonetheless. For the first time, because of technology and other influences, we are actually empowered to begin measuring how to give out ARC's, in fact it's a necessity. This is all about leveraging change to our advantage. Less ARC's at BEA is a condition of a changing economy and tightening budgets, but marks a strategic shift for publishers. I think the shift away from "blind" ARC handouts could prove to be one simple step in changing the approach publishers have to how the engage the industry at BEA.
The goal was never to give out as many ARC’s to as many people as possible at BEA, but somehow, to some, but not all publishers, that’s what it become. To some publishers a measure of success was the sheer number galley’s they gave out. It reminds me of a conversation with a publisher after BEA when I asked if the show was a success for them. They answered it was because they gave out all of the catalogs they brought. What if half those catalogs were lost in transit to the show?
Marketing is no longer carpet bombing, its precision strikes, we all know this. The goal should be getting the right ARC to the right attendee to influence that tastemaker be them a librarian, lit blogger, bookseller, mass retailer, rights professional or any of the other segments of the industry represented at BookExpo. The dramatic shift in budgets may force that change in strategy and execution for the better.
Less ARC’s means less carpet bombing and with the right approach more precision marketing and segmentation. What if a bookseller/librarian/media member got to hear an author speak on a stage or in a publisher’s booth. On the way out the publisher could scan the individuals badge, have a conversation and then mail (or better yet, email) the ARC of first few chapters to the individual? Lower cost, higher probability for success.
The truth is, the professionals, the influencers, the people in the aisles to publishers wish to reach, sway, influence and build buzz with are not collecting ARC’s, in fact the opposite, many want as few things to take home with them. They want the right book(s) not the most books. Sure some need quantity to take back to the store or the branch to share, but that is the exception and can easily be arranged.
Less galley’s means influencing the influencers in ways more effective and measurable than simply calling it success because the publisher gave them all out. It means saving money, increasing interaction, putting the author at the front of the transaction and actually building the buzz, not just handing out the swag.
Lass ARC’s at BEA can be a good thing and represents a new opportunity based on new options and new ways of being able to conduct our business.
-L