Come for the books, stay for the... - Publishing Perspectives

By Erin L. Cox

Last week, the Penguin Group (USA) launched its online network, called “From the Publisher’s Office,” featuring episodic online series, audio series, and excerpts from popular books. While it is billed as a way to get readers to better connect with their favorite authors, it’s also a way to create an online world in which readers will return again and again to the Penguin USA site.

Publishers have long struggled with how to drive readers to their websites and, more importantly, how to keep them there. Most publishers around the world have used author interviews and book giveaways, but, what are some other ways that publishers have brought in readers to their online world:

Penguin UK: Looking for love and books? Check out Penguin Dating!

Random House Mondadori: Have something to say about you favorite writers or want to hear what other people have to say? Join their world of bloggers.

From the Publishers Office: Check out these fantastic videos, from “Project Paranormal” to “Penguin Storytime.”

TELL US: What book promotion is your favorite? Or, what is your company doing that has worked?

About the Author

Erin L. Cox

Erin L. Cox is the Publisher of Publishing Perspectives. She has spent more than 25 years on the business development and promotional side of the publishing industry, working in book publicity at Scribner and HarperCollins, advertising sales and marketing at The New Yorker, and consulting with publishers, literary organizations, book fairs, writers, and technology companies serving the publishing industry. Cox is also the Publisher of Words & Money, a new media site focused on centering libraries in the publishing conversation.