THIS WEEK: Booksale revolution

Publishing giant Harper Collins kicks off a month-long campaign for

Martin Amis’s The Information this week, which aims to market paperback

publications in the same way as FMCG brands.

The pounds 100,000 teaser campaign encompasses a variety of media, from

taxi sides to a neon hoarding in Piccadilly Circus. Harper Collins

claims it has turned the marketing of a book launch on its head with the

new campaign.

‘Marketing is taking the lead and we are beginning to behave more like

an FMCG company in how we take a product to the market,’ said senior

marketing manager Alastair Giles.

It has asked retailers, such as Tesco, Dillons and Books Etc, to pay for

joint advertising deals which will precede the book’s paperback launch

date of June 10.

This article was first published on Marketing