11/15/2023 0 Comments Open road integrated media![]() ![]() ![]() Sometimes the action requires “work”, like nominating titles for promotions. And 1800 separate instances of putting the book in front of a selected audience are executed. In other words, the books the scan picks up as opportunity titles are arrayed against dozens, if not hundreds, of potential ways to exploit the moment for them. And they place social media ads with TikTok, Pinterest, Facebook, Twitter, and Instagram. They also work with BookBub, Humble Bundle, Epic, Fable, Library Ideas, and Odillo. (That is, they offer those human marketers at the other publishers the opportunity to decide to buy access to highly segmented niche audiences.)Īnd, like most other marketing-active publishers, Open Road is doing promotions with Kindle, Apple, Nook, Kobo, Hoopla, Overdrive, and Scribd regularly. Open Road uses these tools themselves and also “sells” placements to other publishers not signed up with them for overall marketing through Open Road’s Ignition offering. They also have two newsletters with consumer interests that range across their websites: The Reader (literary fiction) and Open Road Books for Young Readers. These are Early Bird Books (a daily eBook “deals” newsletter and website) The Lineup (true crime, horror, paranormal) The Portalist (science fiction and fantasy) Murder & Mayhem (mysteries and thrillers) The Archive (history and non-fiction) and A Love So True (romance). Like other big publishers, Open Road has a number of “vertical” websites and each issues a companion daily newsletter. They’re acutely aware of the intersection of the subject, author, social media platform, and where any particular story broke.Īnd, when they spot an opportunity through that scan, what are the tools Open Road’s automated systems are directing them to employ? Social media activity around a subject or author. Changes in the news cycle that emphasize a specific subject covered in a book. What are the signals Open Road is looking for? This surely resembles what their competitors also seek. While much of what Open Road does for the titles rests with its own audiences, they have also built a system for “newsjacking” that allows them to pick up signals that are having a direct impact on hits to product pages and conversions at retail. (Remember, Open Road is marketing ebooks only, although, obviously there is a “lift” effect from their efforts on the print and audio versions of the same books.) That’s a considerable ‘free” benefit for their publishers that, in my opinion, Open Road has made too little of in their self-promotion. That is also an automation-assisted exercise and it results in improved metadata that the publisher is free to use for their own marketing efforts. The internal self-check is: do their monthly marketing actions number 1.3 times the number of backlist titles they have available to sell?Īfter they accept titles for their system (and most that publishers submit are approved), Open Road does a metadata review and improvement exercise for every title before they activate the actual marketing. That summary alone should help any other publisher that thinks they have a fully automated marketing system decide whether they’re comparable. (Obviously, many titles have more than one action taken for them and some titles don’t get any in a given month.) That adds up to nearly 55,000 titles receiving a marketing action each month, or more than 1.3 marketing actions per title available each month. Their system canvasses for marketing opportunities across a range of opportunities we’ll describe further below, and then takes an action on approximately 1800 titles every day. Open Road is managing digital marketing for more than 40,000 backlist titles, which include those they had signed up for themselves during their early life when grabbing ebook titles not covered by then-current contracts fueled their growth, plus a larger number that have come in the past few years from publishers using their Ignition marketing service. But I don’t believe any other player has built anything comparable to what Open Road has. Near as I can tell, the other players do their digital marketing, for ebooks, audio, and print books, using human beings to pursue opportunities on the titles their digital tools tell them are the most susceptible to improvement across the thousands of titles they control. I can’t say I have the inside knowledge of every other big player’s operations to confirm that is true, but it certainly looks that way from the outside. I have been intrigued by their claim of having the only really automated ebook marketing system in existence. ![]() Open Road Integrated Media has been an active client for the past couple of years. ![]()
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