Paul Crichton, director of publicity for Simon & Schuster, told PRWeek the Everloop partnership will help Simon & Schuster cultivate relationships with tween bloggers. “We have great relationships with teen bloggers, but we don't have [relationships with] middle-grade bloggers,” he said. “This is why we're developing this kind of relationship with Everloop.”
The book club, called “In the Book Loop”, will provide members with access to two free middle-grade books each month via a web view e-reader. The club will also connect members with authors via virtual chat sessions, and provide access to other book-related media, goods, and programs.
Crichton said the launch is being promoted through a media relations push, which includes targeting teen and mom bloggers.
Part of Simon & Schuster's outreach included giving an exclusive to Associated Press. “Nowadays everything is so syndicated with local newspapers, especially in the books section where they don't have their own staff anymore, so we felt AP was the way to go,” said Crichton. “We also felt something like this could run in the parenting section, family section, or book section.”
The interactive book club is being handled in-house.