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Unformatted text preview: Entertainment Marketing
Chapter 6 Publishing: The Printed Word Books, Newspapers, Magazines, & Games
Nicole Howatt How It Works
How More than 30,000 publishers operate in the U.S. Three main industry products Books most read?
Magazines handout? Common features of all three products Labor intensive
Circulation and advertising
Distribution Seasons? Books
Books Book publishing encompasses a wide variety Fiction and nonfiction (greatest % books sold?) Trade books, examples?: general bookstore sales and library circulation Massmarket: reprints and original fiction and nonfiction; sold same channels that distribute magazines Hardback vs. Paperback Tradition released in hardback first, then followed with paperback in a year, Reasons? durability and stacking (leather)
collectors and higher profit margins. If want, will pay. Now: Many authors must first develop a “following” through paperback and must “earn” the right to be published in hardcover Forecasting
Main challenge of forecasting:
Main challenge of forecasting: Nonpredictable size of market segment (unlike educational market) What must the publisher consider before extending a What must the publisher consider before extending a contract? Overhead costs
Physical costs (PPB)
Discounts to retailers and wholesalers
Potential sales (will it meet or exceed sales goals to cover costs?) Marketing Books
The Classic Approach
The Classic Approach Sales reps call on bookstores/chains before book is released
Direct Marketingexpensive but can be effective
How to get a good list: Magazine subscription lists, organizations and special interest groups Backlist Sales
Backlist Sales Rerelease of authors previous books upon release of new book “No one can see or read everything when it is first available.” The Release
The Release Marketing Books
Marketing Books Reviews “Cranes” The New York Times Advance version of book sent to newspapers, magazines, Internet review sites, etc…
although many other review lists exist, this one still receives a larger proportion of cranes Populist reviews: reviews posted by “actual” readers of the book (amazon.com) Talk Show Circuit Tends to work mostly with a publisher’s top authors
towards daytime talkshows
Expert opinions Radio Interviews
Radio Interviews Audiences for radio fills particular niches Book Awards Awards can increase sales of an author’s entire “stream” of books New Approaches in Book Marketing
New Approaches in Book Marketing The author as a marketer Booksinging tours
Promotional events Branding Who/what is normally branded? (Genre? Author? Imprint/
Character as the Brand Harry Potter More movie tieins
More movie tieins Placing star of the movie version on the cover of the book Growing Trends in the Book Market Growing Trends in the Book Market Print on Demand (POD) Printing books only as they are ordered Electronic Publishingissues?
Electronic Publishingissues? Some not able to print Used book sales
Used book sales Used book stores
Online retailers: Extra, Extra… Read All About it
Extra, Extra… Read All About it
Changing competitive market
Changing competitive market Niche markets being reached (morning papers, evening papers, Sunday papers, content papers, tabloids, etc…)
Above the fold
Different content Where do most revenues come from?
Where do most revenues come from? Sales generated from ad space Circulation 15%
Newspapers command about 23% of all advertising dollars spent in US News online
News online New Stuff….
NEW YORK (Adage.com) The demise of NEW YORK (Adage.com) The demise of the 8yearold Teen People's print edition last week is one more indication of just how quickly digital media can change the game. Magazines
Magazines Approximately 20,000 consumer and business magazines were published last year Niche marketing at its finest!!! However, approximately 160 magazines account for 85% of industry revenues Online magazines (“zines”) Eliminates many industry challenges Offers own benefits Animation, audio clips, 3D/virtual images, extension of brand at fraction of cost (brand loyalty), “new” advertisers, extra content Revenue and ROI
Revenue and ROI Some of the most important revenue streams
Circulation and subscriptions Advertisements and advertorials Reads like article Mailing list rental Why are circulation numbers important?
Why are circulation numbers important? Generating advertising rates Measurement of success
Measurement of success Cost Per Thousand (CPM) Growing Popularity of Games
Growing Popularity of Games
Only a Game?
Only a Game? Accounted for $11 billion dollars in 2004
Industry grew 11% in one year alone (even following huge negative press)
36% of all U.S. households list computer and video games as a primary source of entertainment New Game Frontiers Product placement
Games designed as promotions (advergaming) Study found that 82 of the country's largest food marketers were operating more than 500 youthoriented online advergames. Internet interactive offerings and wireless components
Cell phone games Targeting the Game Market
Targeting the Game Market
The Market (who purchases games?) Most games purchased by young adults, ages 1824 Adults 2540 close behind 43% of sales to women Partnerships and licensing
Partnerships and licensing Partnerships between software, cable/connectivity suppliers, and hardware suppliers Books and magazines Movies and TV programs Sports franchises/leagues Marketing Hurdles Violence Piracy New Channels of Distribution How Game is MadeMarketing ...
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- Fall '08