Does Bonus Content Help Sell Books?

In Discussion by Hannah Johnson

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By Hannah Johnson

Many of the speakers and panelists at yesterday’s Mediabistro eBook Summit talked about ways to promote books to online audiences, as discussed in our feature story today. One of the most popular of these techniques was the creation and distribution of “behind the scenes” and bonus content, like book trailers, author interviews, extra stories, and blog posts.

But as Douglas Rushkoff pointed out in his presentation, publishers and authors distract themselves from the core product, the book itself, when they focus too much on creating free, ancillary content. He argued that publishers should focus more on finding and publishing great writing.

But in fact, some publishers won’t consider taking on an author who doesn’t already have some kind of online following, and the way an author creates that following is by putting free content online. While there have been plenty of blog-to-book success stories, is it possible that the online following for an author would really prefer just to read the free stuff?

Is it worth spending thousands of dollars a year on book trailers, especially when measuring the ROI on such content is an inexact science? Or does this content help publishers find and build online audiences who will eventually convert into paying customers?

About the Author

Hannah Johnson

Hannah Johnson is the Publisher of Publishing Perspectives. Before joining PP in 2009, she worked as Project Manager at the German Book Office New York. Find her on Twitter @hannahsjohnson.