With the economy's ups and downs, every industry has been forced to 'get creative' in terms of generating revenue. One example stands out to me, and its roots are in the publishing industry. But I think every industry can learn from this.
In publishing, book sales are down 3% compared to last year. What creative idea did they come up with to try to negate those numbers? The authorless book tour. Yes, you heard that right.
First started successfully by Random House, the 'leaving the author at home' idea is gaining momentum. Random House launched its 'Stupid Smelly Bus Tour' six years ago to promote a book series for kids, leaving the author at home and gaining a $3.3 billion bonus within the $24 billion book industry.
Instead of focusing on the author, the tours focus on the books' characters--something that is way more exciting for kids. What a great idea for the children's publishing industry. And something that simple and logical is all every industry needs--a solid, creative and simple solution/addition.
Amulet Books did a 20-day 'Ice Cream Truck' reading tour this summer, giving out free scoops at 31 city libraries to publicize the Oct. 2009 launch of the fourth book in the Wimpy Kids series geared towards kids ages 7 to 12. It has sold more than 20 million copies to date.
Not only do these 'authorless' tours generate more revenue, they give the authors' more time to write--something the publishing house needs when they have a hit on their hands.
Brilliant, surprisingly simple, and inspiring.
Thursday, December 17, 2009
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