Marketing

Commentary and advice on marketing, mostly for publishers (traditional and brands) and writers, but sometimes from a broader perspective.

An arm with a tattoo: "I was made for the library, not the classroom."

Online vs. Print Reality Check

Buried in a glowing American Journalism Review article about the success of The Politico -- a politics-only news website that launched a couple of years ago and is getting 25 million page views/month -- is the fact that 60% of its revenue comes from its laser-targeted, thrice-weekly 27,000 circ print edition, without which, the site would  "be losing catastrophic amounts of money." THE PLIGHT OF POLITICO -- AND EVERYONE ELSE. The success of Politico actually seems like an incredibly discouraging sign for the media. Here you have this forward-thinking, primarily virtual venture to create a political news organization that marries…

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An arm with a tattoo: "I was made for the library, not the classroom."

Thrillerfest: Buzz Your Book

I was only able to make it to one session at Thrillerfest yesterday, but it was one I had a particular interest in as it focused on book marketing, a huge black hole in the industry as the minuscule budgets publishers set aside for it are invariably dedicated to the can’t miss A-list authors while the mid-list and debut authors receive little if any support at all. And that’s for commercial fiction; it’s even worse for literary fiction and poetry, never mind comic books.

M.J. Rose and Doug Clegg have their “Buzz Your Book” format down cold and after a brief introduction that noted how they both got lucky (translation: opportunity met preparation) with what they did for their own books, they explained that, while their successes aren’t necessarily duplicable, they do offer a fundamental model that any author can follow up on. Instead of prattling on in generalities, or offering examples of ideas that can’t be duplicated, they called on volunteers to pitch their own books and then offered specific ideas for them to market them effectively and interestingly.

Sadly, none of the ideas included traditional advertising in writing magazines!

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An arm with a tattoo: "I was made for the library, not the classroom."

Thrillerfest 2008

Guy LeCharles Gonzalez and Kathleen AntrimThrillerfest kicked off yesterday at the Grand Hyatt Hotel here in New York and I had the pleasure of attending the full day — I’ll be back tonight and most of Saturday — meeting some great people, picking up some interesting books, and taking in some insightful information on the publishing game from the perspective of successful authors in the thriller genre. Prior to attending, I considered myself a fan of thrillers but quickly realized the genre I tend to enjoy most is classified more as mystery than thriller — marketing semantics that, according to several authors, means more money for the thriller genre — the difference being the former’s focus on figuring out what happened while the latter emphasizes something that’s going to happen and the clock is ticking.

Lawrence Block’s Scudder series, my hands-down genre favorite, definitely falls under crime mystery, while Charlie Huston’s Thompson and Greg Rucka’s Kodiak series are thrillers, though neither author is in attendance at the show nor represented in the Barnes & Noble bookstore on-site, presumably because neither is a member of the sponsoring organization, International Thriller Writers. Inspired by the energy of the conference, I picked up four novels by authors I’ve never read before, including Kathleen Antrim (pictured, right), Steve Berry, Andrew Gross and David Liss, all but the latter I saw or met yesterday. I’ve started reading Antrim’s Capital Offense, which she describes as “What if the First Lady was plotting to kill the President?” and so far, it’s a brisk read that hits all the right notes expected from the genre.

The first session of the day, Learn How to Pitch Your Book (conducted by Antrim & Bob Mayer), was particularly fascinating for its breakdown of the process of developing a 25-word summary of your book that serves not just as your pitch to agents and editors — the only two influential people who will have actually read your entire book before it hits the bookshelves — but when done well, will represent it all the way through the sales process, internally and externally.

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An arm with a tattoo: "I was made for the library, not the classroom."

What a Week

My first week at the new job was a whirlwind that has left me physically and mentally exhausted, not to mention off the internet for most of the week, but I’m feeling oddly energized at the same time.  By today at 5pm it still had that “new job” smell — helped quite a bit by my adding a few personal touches to my first real office space (as opposed to cubicle) since American Express — and I’m looking forward to shifting into high gear next week with a two-day trip up to Boston to tackle the biggest of the three titles I’m now in charge of. It’s still a weird feeling being a “Director”, but it’s a job I felt I was ready for when I was still working in marketing, well before I’d made my first sale as a rep, so I’m ready to jump in with both feet.

My third to trip to Cincinnati earlier this week once again found me sticking to the suburbs, so I’ve yet to see the city itself except for from the highway. I’m hoping to time my next trip out there to catch a baseball game, which would finally get me downtown while also being my first major league game at a park other than Shea or Yankee Stadium. The Cubs and Marlins are in town in early May…

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An arm with a tattoo: "I was made for the library, not the classroom."

Hello, March. You’re looking good!

This past Winter has sucked on a number of levels, not the least of which is the apparent Gonzalez Plague that’s been bouncing between the four of us for what seems like three months now. It was India’s turn this weekend — she stayed home sick today after not being able to sleep well with congestion, a sore throat and possible ear infection — while I’m still recovering from my go-round last week.

But March is slowly shaping up to be a banner month for the Gonzalez Clan as the house search — of which I’m not allowed to talk about any more until we have an accepted offer and signed contract — took an interesting turn this weekend. The upshot is we’re well positioned to find something a lot better than we could have hoped for three years ago, and have an outside shot at something particularly amazing if we can pull it off. Fingers crossed, please!

Of good news I can talk about, though, I put in my two weeks notice at the 9-to-5 this morning and as of March 24th will become the Advertising Sales Director for a trio of consumer enthusiast magazines, including the one I’ve been selling for the past year. (Yes, I was poached!) My first day at the new job will be almost 18 months to the day I made the move from marketing to sales at my previous job, a place which has seemingly slipped further into the toilet over the past year, and will put me three years ahead of the “5 Year Plan” I put forth while still there back in 2006, when the latest Marketing Director came onboard.

At that time, I said I wanted to move into sales within 2 years and then into an Ad Director position by the 5th year. Instead, I managed to pull off the former 6 months later and the latter in only 2 years! I’m still waiting for the high to wear off and the pressure to set in, but until it does, it’s celebration time!

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An arm with a tattoo: "I was made for the library, not the classroom."

Know Hope

April 22nd is a long way off and my nerves are a little bit frayed right now so I’m going to step away from politics for a while here on the blog and focus on some other stuff (see below).

For a final bit of perspective on the meaning of last night’s results, I cede the floor to the inimitable Andrew Sullivan:

Obama supporters should not be dismayed.

Obama has a tougher, nastier opponent in the Clintons than he does in McCain. If he wins this by a long, grueling struggle, he will be more immune to the lazy, stupid criticism that he is some kind of flash in the pan, he has more opportunity to prove that there is a great deal of substance behind the oratory, he has more of a chance to meet and talk with the electorate he will need to win in the fall.

I think the argument for Obama is easily strong enough to withstand the egos of the Clintons. The more people see that her case is almost entirely a fear-based one and his is almost entirely a positive one, the more he will win the moral victory as well as the delegate count. In the cold light of day, the bruising news that the Clintons are not yet dead seems less onerous.

Know hope.

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An arm with a tattoo: "I was made for the library, not the classroom."

Primary Predictions: Prepared for the Worst

I’m fully prepared for the highly likely possibility that Clinton wins both OH and TX tonight, albeit narrowly, and if so, will rightfully declare that her campaign will continue through Pennsylvania’s 4/22 primary. The “comeback kid” spin will be dizzying, again, for the next 24 hours, despite the reality being that she won’t actually have managed to put much of a dent in the overall delegate gap, the previous benchmark her campaign had set to measure her viability when they thought this would be finished back on February 5th.

Delegate counts aren’t a sexy story, though, and the media is still engaging in a silly moment of self-loathing thanks to Tina Fey, so the Obama campaign will have their work cut out for them over the next seven weeks.

Assuming tonight doesn’t result in an unexpected blowout by either side — and all spin aside, that’s really what Clinton needs to legitimately justify her staying in the race — here’s what I think Obama’s plan of attack will [should] be to deliver the final knockout blow in Pennsylvania, if not before:

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