Sustaining the midlist book: an analysis of the online marketing campaign for Trading in Memories

Peer reviewed: 
No, item is not peer reviewed.
Date created: 
2009
Keywords: 
Midlist books
Online marketing
Niche products
Trade publishing
Midlist books
Trade publishing
Online marketing
Niche products
The Long Tail
Abstract: 

The book market has grown less profitable for the publishers of midlist books. At least part of the problem is the expensive practice of co-op advertising—the payment of subsidies by publishers to retailers to offset part of the in-store advertising expenses—which has raised costs above the marketing budgets typically allocated to most midlist books by small and mid-sized publishers in Canada. In contrast, the bestsellers (and those titles that are expected to become bestsellers) typically have the budgets to buy the best in-store positioning which is perceived to contribute to higher sales. To reverse the shrinking sales of midlist books, a number of publishers are looking to the web with its growing online book vendors and developing social networking applications for a more competitive environment in which to promote and sell their midlist books.

Language: 
English
Document type: 
Thesis
Rights: 
Copyright remains with the author. The author has not granted permission for the file to be printed nor for the text to be copied and pasted. If you would like a printable copy of this thesis, please contact summit-permissions@sfu.ca.
File(s): 
Supervisor(s): 
J
Department: 
Master of Publishing Program - Simon Fraser University
Thesis type: 
Project Report (M.Pub.)
Statistics: