Media Approaches for Effective Book Promotion
DOI:
https://doi.org/10.56294/sctconf20251500Keywords:
marketing, communication strategies, promotion, book publishing, book industry, book products, literature, media, digital transformationAbstract
Introduction: The study of communication strategies for promoting books in the media is relevant due to the rapid transformation of information channels and approaches to interaction with the audience, which requires new, effective methods of attracting readers and maintaining interest in the literary product. In addition, growing competition and the development of digital platforms make publishers need flexible strategies that take into account consider current media trends and the preferences of different target groups.
Objective: This research article aims to explore current approaches to book promotion in the media space, assess their impact on the interest of the target audience, and develop recommendations for improving the effectiveness of marketing strategies in the publishing industry.
Methods: The study uses several general scientific methods of cognition, including systematisation and generalisation. It includes a historical analysis of the stages of development of communication strategies for promoting books in the media, statistical information on the dynamics of changes in income from the global book market, and a comparative analysis of communication models for promoting modern books in the media.
Results: The analysis of communication strategies has shown a significant impact of digital tools, such as targeted advertising on social media and interactive platforms, on book promotion and engagement of young audiences. Additionally, the emergence of niche communities, such as BookTube and BookTok, has now become essential in increasing the visibility of book products on the Internet for a wide range of readers. Further development of research into the concept of communication strategies in the field of book publishing should focus on empirical studies of their impact on reading habits, the development of digital platforms, and social media.
Conclusions: The latest trends in promoting book products, which have emerged against the backdrop of digital transformation, have created opportunities and thus encouraged publishers and authors to interact with readers and promote book products. In addition, And the creation of innovative communication strategies has formed the basis for the development of new digital formats, such as ebooks and audiobooks, and , as a result, which has increased the level of accessibility of literature for all segments of book consumers. and will further improve marketing approaches in the publishing sector.
References
Segarra-Saavedra J, Torres-Huamanyauri YE. Promoting books and encouraging reading through book influencers on TikTok. Ocnos Revista de Estudios sobre Lectura. [Internet] 2024 [cited: 21 January 2025];23(2):1–18. Available in: https://www.researchgate.net/profile/Jesus-Segarra-Saavedra/publication/381703792_Promoting_books_and_encouraging_reading_through_book_influencers_on_TikTok/links/667b83721dec0c3c6fa404c8/Promoting-books-and-encouraging-reading-through-book-influencers-on-TikTok.pdf Accessed on November 3, 2024.
Keh HT. Evolution of the book publishing industry: Structural changes and strategic implications. Journal of Management History (Archive). [Internet] 1998 [cited: 21 January 2025];4(2):104–123. Available in: https://doi.org/10.1108/13552529810219593 DOI: https://doi.org/10.1108/13552529810219593
Shehu E, Prostka T, Schmidt-Stölting C, Clement M, Blömeke E. The influence of book advertising on sales in the German fiction book market. Journal of Cultural Economics. [Internet] 2014 [cited: 21 January 2025];38:109–130. Available in: https://doi.org/10.1007/s10824-013-9203-0 DOI: https://doi.org/10.1007/s10824-013-9203-0
Skiban OI. Modern technologies of book promotion in the aspect of mass media interaction. Printing and publishing. [Internet] 2016 [cited: 21 January 2025];2(72):199–207. Available in: http://pvs.uad.lviv.ua/static/media/2-72/23.pdf
Teicher C, Change makers: Twitter: The micro-blogging site is quickly gaining publishing followers. Publishers Weekly. [Internet] 2009 [cited: 21 January 2025]. Available in: https://www.publishersweekly.com/pw/print/20090518/5288-change-makers-twitter.html
Thoring A. Corporate tweeting: an analysis of the use of Twitter as a marketing tool by UK trade publishers. Publishing Research Quarterly. [Internet] 2011 [cited: 21 January 2025];27(2):141–158. Available in: https://doi.org/10.1007/s12109-011-9214-7 DOI: https://doi.org/10.1007/s12109-011-9214-7
Nolan S, Dane A. A sharper conversation: book publishers' use of social media marketing in the age of the algorithm. Media International Australia. [Internet] 2018 [cited: 21 January 2025];168(1):153–166. Available in: https://doi.org/10.1177/1329878X18783008 DOI: https://doi.org/10.1177/1329878X18783008
Niziaieva V, Liganenko M, Muntyan I, Ohiienko M, Goncharenko M, Nazarenko O. Balancing interests in the field of tourism based on digital marketing tools. Journal of Information Technology Management. [Internet] 2022 [cited: 21 January 2025];14:59–77. Available in: https://doi.org/10.22059/jitm.2022.88875
Reddan B, Rutherford L, Schoonens A, Dezuanni M, Social reading cultures on BookTube, Bookstagram, and BookTok. 1st edition. Routledge; [Internet] 2024 [cited: 21 January 2025]. Available in: https://doi.org/10.4324/9781003458616 DOI: https://doi.org/10.4324/9781003458616-1
García-Roca A. Nuevos mediadores de la LIJ: análisis de los BookTubers más importantes de habla hispana. Cuadernos.info. [Internet] 2021 [cited: 21 January 2025];47:94–114. Available in: https://doi.org/10.7764/cdi.48.27815 DOI: https://doi.org/10.7764/cdi.48.27815
Jerasa S, Boffone T. BookTok 101: TikTok, digital literacies, and out-of-school reading practices. Journal of Adolescent & Adult Literacy [Internet] 2021 [cited: 21 January 2025];65(3):219–226. Available in: https://doi.org/10.1002/jaal.1199 DOI: https://doi.org/10.1002/jaal.1199
Quiles-Cabrera MC. Textos poéticos y jóvenes lectores en la era de Internet: de booktubers, bookinstagramers y followers. Contextos Educativos. [Internet] 2020 [cited: 21 January 2025];25:9–24. Available in: https://doi.org/10.18172/con.4260 DOI: https://doi.org/10.18172/con.4260
Merga MK. How can Booktok on TikTok inform readers' advisory services for young people? Library & Information Science Research. [Internet] 2021 [cited: 21 January 2025];43(2):101091. Available in: https://doi.org/10.1016/j.lisr.2021.101091 DOI: https://doi.org/10.1016/j.lisr.2021.101091
Harris EA. How crying on TikTok sells books. New York Times. [Internet] 2021 [cited: 21 January 2025]. Available in: https://nyti.ms/3JraYsI
Elbrekht O, Bakhov I, Sytnik T, Radziievska I. Theory and practice of interaction of subjects of the system of supplying textbooks to educational institutions in the USA. Relacoes Internacionais no Mundo Atual; 2022.
Pozzoni EO. Tik-Tok y la literatura juvenil: apuntes sobre el fenómeno booktoker en Argentina. Catalejos. Revista sobre lectura, formación de lectores y literatura para niños [Internet] 2023 [cited: 21 January 2025];9(17):183–197. Available in: https://fh.mdp.edu.ar/revistas/index.php/catalejos/article/view/7670
Andrews K, Napoli PM. Changing market information regimes: A case study of the transition to the BookScan audience measurement system in the US book publishing industry. Journal of Media Economics. [Internet] 2006 [cited: 21 January 2025];19(1):33–54. Available in: https://doi.org/10.1207/s15327736me1901_3 DOI: https://doi.org/10.1207/s15327736me1901_3
Davis M. Five processes in the platformisation of cultural production: Amazon and its publishing ecosystem. Australian Humanities Review. [Internet] 2020 [cited: 21 January 2025];66:83–103. Available in: https://australianhumanitiesreview.org/wp-content/uploads/2020/05/AHR66_05_Davis.pdf
Potwora M, Vdovichena O, Semchuk D, Lipych L, Saienko V. The use of artificial intelligence in marketing strategies: Automation, personalisation and forecasting. Journal of Management World. [Internet] 2024 [cited: 21 January 2025];2024(2):41–49. Available in: https://doi.org/10.53935/jomw.v2024i2.275 DOI: https://doi.org/10.53935/jomw.v2024i2.275
Marr B. What is the impact of artificial intelligence (AI) on society. Intelligent Business Performance; [Internet] 2019 [cited: 21 January 2025]. Available in: https://bernardmarr.com/default.asp
Ferdinand C. Constructing the frameworks of desire: How newspapers sold books in the seventeenth and eighteenth centuries. In News, Newspapers and Society in Early Modern Britain. 1st edition. (pp. 157–175). Routledge; [Internet] 1099 [cited: 21 January 2025]. Available in: https://www.taylorfrancis.com/chapters/edit/10.4324/9781315889382-7/constructing-frameworks-desire-newspapers-sold-books-seventeenth-eighteenth-centuries-christine-ferdinand Accessed on November 7, 2024. DOI: https://doi.org/10.1080/01440359808586643
Cowan B. Daniel Defoe's Review and the Transformations of the English Periodical. Huntington Library Quarterly. [Internet] 2014 [cited: 21 January 2025];77(1):79–110. Available in: https://doi.org/10.1525/hlq.2014.77.1.79 DOI: https://doi.org/10.1525/hlq.2014.77.1.79
Vadalkar S, Chavan G, Chaudhuri R, Vrontis D. A critical review of international print advertisements: evolutionary analysis, assessment and elucidations, from 1965 to 2020. International Marketing Review. [Internet] 2021 [cited: 21 January 2025];38(5):806–839. Available in: https://doi.org/10.1108/IMR-11-2020-0257 DOI: https://doi.org/10.1108/IMR-11-2020-0257
Tkachenko I. The Ukrainian press and the Ukrainian reader of Naddnipryansk Ukraine (1905–1914). Word and Time. [Internet] 2010 [cited: 21 January 2025];12:23–31. Available in: http://dspace.nbuv.gov.ua/bitstream/handle/123456789/142954/05-Tkachenko.pdf?sequence=1
Eastman ST, Ferguson DA, Klein RA. (Eds.). Media promotion and marketing for broadcasting, cable, and the Internet. 5th edition. 352 p. Routledge; [Internet] 2006 [cited: 21 January 2025]. Available in: https://doi.org/10.4324/9780080473437 DOI: https://doi.org/10.4324/9780080473437
Margolis E. The role of promotion in the book publishing process. In Library Trends. pp. 215–222; 1984.
Barry RR. The Neo-Classics: (Re)Publishing the “Great Books” in the United States in the 1990s. Book History. [Internet] 2003 [cited: 21 January 2025];6(1):251–275. Available in: https://doi.org/10.1353/bh.2004.0002 DOI: https://doi.org/10.1353/bh.2004.0002
Bogart L. Commercial culture: The media system and the public interest. 1st edition. 416 p. Routledge; [Internet] 2017 [cited: 21 January 2025]. Available in: https://doi.org/10.4324/9781315080949 DOI: https://doi.org/10.4324/9781315080949
Hábitos de lectura y compra de libros en España en 2022: Principales Resultados. Conecta. Federación de Gremios de Editores de España. [Internet] 2022 [cited: 21 January 2025]. Available in: https://www.federacioneditores.org/lectura-y-compra-de-libros-2022.pdf
Rovira-Collado J, Booktrailer y Booktuber como herramientas LIJ 2.0 para el desarrollo del hábito lector. Investigaciones sobre Lectura. [Internet] 2017 [cited: 21 January 2025];7:55–72. Available in: https://doi.org/10.37132/isl.v0i7.180 DOI: https://doi.org/10.24310/revistaisl.vi7.10981
Álvarez-Ramos E, Romero-Oliva MF. Epitextos milénicos en la promoción lectora: morfologías multimedia de la era digital. Letral. Estudios Transatlánticos de Literatura. [Internet] 2018 [cited: 21 January 2025];20:71–85. Available in: https://revistaseug.ugr.es/index.php/letral/article/view/7830
Curcic D. Global Book Sales Statistics. WordsRated. [Internet] 2023 [cited: 21 January 2025]. Available in: https://wordsrated.com/global-book-sales-statistics/
Simashova A. Ukrainian book Telegram channels from the point of view of influencer marketing. Communications and Communicative Technologies. [Internet] 2024 [cited: 21 January 2025];24:99–109. Available in: https://doi.org/10.15421/292411 DOI: https://doi.org/10.15421/292411
Hvozdetska IV. Analysis of hierarchical models of advertising communications. Bulletin of the Khmelnytskyi National University. Series: Economic Sciences. [Internet] 2012 [cited: 21 January 2025];5(3):29–32. Available in: https://elar.khmnu.edu.ua/handle/123456789/2572
Hirna O, Haivoronska I, Vlasenko DO, Brodiuk Y, Verbytska A. To the issue of the improvement of Ukrainian entrepreneurial strategies: digital marketing as a modern tool for promotion of goods and services in social media. Financial and Credit Activity Problems of Theory and Practice. [Internet] 2022 [cited: 21 January 2025];2(43):349–356. Available in: https://doi.org/10.55643/fcaptp.2.43.2022.3752 DOI: https://doi.org/10.55643/fcaptp.2.43.2022.3752
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Anastasiia Bessarab, Аnnа Baranetska, Halyna Mykytiv, Olena Skiban, Angelina Tregub (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.
