Saturday, April 9, 2011

Five Trends To Watch in Publishing

Five Trends To Watch in Publishing:
An Industry in Flux
by Paula Schuck

Anyone following trends in print media and book publishing will know that this is nothing if not an industry in flux. I am fortunate enough to have front row seats to the evolution of books and media and it is at once a challenging and exciting time. The publishing world was quick to recognize the threat, but they were also, in print media incredibly slow to act upon it and challenge their traditional genre. But over the past few months I have noticed a number of increasingly savvy and interesting approaches to forcing interactivity upon readers. So if ebooks are the new norm and social media is the fastest growing media ever, how then are books, three dimensional handheld books, making themselves relevant or reasserting themselves in an industry in flux?
In the past few months I have seen a number of really creative ideas.
1. The new standard for book tours - is the book blog tour. I have run several here at thriftymommasbrainfood. The virtual book tour makes a lot of sense. Authors don't need to knock themselves out quite as much criss-crossing Canada to flog their newest release. Instead they do so by pitching bloggers, simply sending books out to a select group with on line influence. There are often accompanying contests, giveaways and reviews.
2. CDs/trailers other media. Sing You Home by blockbuster best-selling author Jodi Picoult has a CD tucked inside the front of the her latest novel, you are to play the CD as a supplement to the chapters. The songs by Ellen Wilber are essentially a soundtrack to the book. This book was published by Simon and Schuster Canada.
3. Complementary use of social media. I just finished a book being promoted by Graf-Martin Media called The Heart Revolution. The author is Sergio De La Mora. The book itself is an empowering faith-based book teaching people to reconnect with their heart and trust the power of that to drive your actions throughout life. Punctuating the book, published by Baker Group, are several links to web sites. The links take you to sermons on line. Creative.
4. Kids books are employing on line games and tricks that kick it up a notch. Best example I have seen of this lately is The Search For Wondla, by Tony Diterlizzi, also published by Simon and Schuster. Main character Eva Nine's life comes to a computer near you if you hold parts of the book upto a camera on your computer. Bizarre and yet how very logical for sci fi children's fiction, especially for this generation of children.
5. But truly the smartest thing I have seen so far is The Zen of Social Media Marketing by Shama Hyder Kabani. A book about marketing with this fast-growing media form, the savvy author takes her material to an entirely different dimension. She clearly indicates at the start of the book, that buying it also gives you access to to the continuously updated digital version. Access the site for and put the password in provided in her book and receive her latest data and expert opinion. 

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