The Court of cassation issued on 13 December CassNature to regain its rights has nothing surprisingHowever the trade figures are misleadingVision however firmly rejected by the InseeThe meeting of the White House with George wCompared to the Kansai Kanto seems to fade4 billion funded by public and private funds5 at year end off events in the last quarter to imagine and develop tomorrow's productsJust as had told him to take that of Caisses d'EpargneAmélie Nothomb fans have until the end of the month to slip into the skin of their idol. Their challenge: imagine a blog page that she could write. The organizer of the competition, the pocket book, the best two proposals to send to the author of Belgian origin and publish them online. Winners will be able to maintain during two hours with the biographer of novelist. All, at the time where Amélie Nothomb, presents with the regularity of the metronome to each literary school, is in the spotlight of the spotlight with the release of his new opus in Albin Michel, "prince".
More and more used by publishing houses, Internet subverts the gives in the marketing of the book and how to maintain the link with the reader beyond the traditional signature of works in the Salons and bookstores. At a bearable cost groups. Mini sites focused on literary school emerged. In advanced, Gallimard there offers this year, 18 lighthouses, good leaves authors, abstracts, excerpts and video interviews read by an actor of the Comédie-Française.
Effect of mode
Excluding the effect of re-entry, announced bestsellers play now fully the map of the canvas. The output in may, Robert Laffont, last Marc Lévy, "all these things that it did not say", was preceded by the creation of the toutesceschoses site, to maintain the waiting. Filled with videos, it allows to browse the beginning of the novel, the included pages turned to noise. And has plenty of bonus, "emoticon" to drag in his e-mails to the screen saver. The true believers have more than to click on online purchase four addresses to send the book. Published by XO in the spring, the last novel of Guillaume Musso, "I come back look you", also was the subject of a pre-campaign of launch on the Internet prior to be supported by advertising. Among the authors, Paulo Coelho is one that has integrated the faster the interactive potential of the Internet to maintain the flame of his readers personally. An appeal to his fans on MySpace, asking them to turn video footage and create music inspired his latest book, "The Witch of Portobello" it launched in June. He has to make a film broadcast on the Net. The competition is now closed. But the followers can to console by sending to the novelist a photo of them posing with one of his books. Updates online as and as on his blog, the images will be presented in a party at the next Frankfurt book fair to celebrate the sale of its 100 millionth copy.
Everything else can imagine. On his blog All book marketing, Jennifer Mattern submits to users the idea for an author to publish a blog maintained by one of the characters above the publication of a novel. Web 2.0 resources are also all sectors of the Edition. At Gallimard Jeunesse website "You and I forever" of Anne Brashares invites the girls to tell their stories of holidays, available then on a Google map by concerned place and on which they can also navigate to discover from the novel. "The issue is to get readers where they are, with the tools of their daily lives," notes Anne Assous, Gallimard group marketing director.
The operation was supported by banners on MSN Messenger. "Just make a site is not enough." "It must promote it on the Internet and through the press with which publishing has often partnerships," said Morgan Le Gall, Director of customer publishing and cinema in the Supergazol Agency, which has created the site.
The Pocket Books are not left on the canvas. Pocket well highlights the comments published by the Internet users, including the most critical. I have read celebrates ten years of its new generation collection by creating a group on Facebook profile. Older site Girlattitude brings together five publishers of universe pocket in Editis around novels for women, with a large emphasis on the "chick litt" or "pullet literature." And associated comments and quizzes.
Advertising objects
In library, free booklets containing the first chapter of a book play more and more the "teasing". While the content of promotional offers evolves, allowing not only to renew the attractiveness, develop the visibility in the points of sale but also not to phagocytize the potential purchase of books by giving away them. This summer, the acquisition of three copies published in 10/18 opened entitled to a travel kit for its products of beauty with itself. Folio, was a notebook designed by Robert the hero that received the buyer of two volumes.
End of the year, it is on the presentation of the books themselves that this House of the Gallimard group now focuses. It will develop in 2008 the collection Folio Follies, launched with success last year from texts of the catalogue, and further wrapping boxes out of the ordinary logic. "A treat" Muriel Barbery is packed in candy "Le Testament in the English" while paper of Jonathan Coe is an imitation of British lawn. "Many small drives progress." Find ways of emergence is crucial. It must attract the eye, surprise. "Design and the humorous wink can attract other buyers to the texts of our funds," analysis Anne Assous. A challenge both in terms of sales to image.
All formats combined competitions multiply, with, such as that organized around Amélie Nothomb, a broadening of the type of lots. For "help forgiveness" of Frédéric Beigbeder, the paperback proposes to win, in addition to books, a signed t-shirt Zadig & Voltaire, a mark on the image in line with that of the former advertising, which has not hesitated to be interviewed for the site of the editor from a bathtub. On 10/18, the House proposed this summer to win 2,000 euros for travel.
If version pocket book does not hesitate to innovate marketing registry and to say, the subject still sometimes sensitive in some editors in the classic format. Lest they focus on the use of the tools of promotion throw doubt on the content of novels. "But the Edition became aware that everyone is now on the Web." She in realized the potential in the past months and is much more responsive. "Today, it launches already some books such as a video game or a movie", notes Morgan Le Gall, in the Supergazol Agency.
The movement will not prevent so some books no longer leave the list of the best sales through, first, to the word-of-mouth, and become by this bias, as "The elegance of the Hedgehog" of Muriel Barbery, the series "Millennium" of Stieg Larsson or, more recently, "The Déferlantes" for Claudie Gallay, phenomena of society.
