Entertainment Marketing

1
Entertainment Marketing

• Chapter 6-- Publishing The Printed Word
• Books, Newspapers, Magazines, Games
• Nicole Howatt

2
How It Works

• More than 30,000 publishers operate in the U.S.
• Three main industry products
• Books
• Newspapers
• Magazines
• Common features of all three products
• Labor intensive
• Circulation and advertising
• Production
• Distribution
• Seasons?

3
Books

• Book publishing encompasses a wide variety
• Fiction and non-fiction (greatest books sold?)
• Trade books, examples?
• general bookstore sales and library circulation
• Mass-market
• reprints and original fiction and non-fiction
  sold same channels that distribute magazines
• Hardback vs. Paperback
• Tradition released in hardback first, then
  followed with paperback in a year
• Now
• Many authors must first develop a following
  through paperback and must earn the right to be
  published in hardcover

4
Forecasting

• Main challenge of forecasting
• Non-predictable size of market segment (unlike
  educational market)
• What must the publisher consider before extending
  a contract?
• Overhead costs
• Physical costs (PPB)
• Royalties
• Marketing costs
• Discounts to retailers and wholesalers
• Potential sales (will it meet or exceed sales
  goals to cover costs?)

5
Marketing Books

• The Classic Approach
• Sales reps call on bookstores/chains before book
  is released
• Direct Marketing-expensive but can be effective
• How to get a good list
• Magazine subscription lists, organizations and
  special interest groups
• Backlist Sales
• Re-release of authors previous books upon release
  of new book
• No one can see or read everything when it is
  first available.
• The Release
• Major releases resemble movie releases

6
Marketing Books

• Reviews
• Cranes
• Advance version of book sent to newspapers,
  magazines, Internet review sites, etc
• The New York Times
• although many other review lists exist, this one
  still receives a larger proportion of cranes
• Populist reviews reviews posted by actual
  readers of the book (amazon.com)
• Talk Show Circuit
• Tends to work mostly with a publishers top
  authors
• towards daytime talk-shows
• Radio Interviews
• Audiences for radio fills particular niches
• Book Awards
• Awards can increase sales of an authors entire
  stream of books

7
New Approaches in Book Marketing

• The author as a marketer
• Book-singing tours
• Web sites
• Promotional events
• Branding
• Who/what is normally branded? (Genre? Author?
  Imprint/Publisher? Character?)
• Character as the Brand- Harry Potter
• unselling a brand
• Dont confuse your fans by contributing to
  different genres
• To avoid this many authors use a pen name
• More movie tie-ins
• Placing star of the movie version on the cover of
  the book

8
Growing Trends in the Book Market

• Print on Demand (POD)
• Printing books only as they are ordered
• Electronic Publishing-issues?
• Used book sales
• Used book stores
• Online retailers

9
Newspapers

• Fairly concentrated among the largest news
  groups
• Gannet Co., Inc. (USA Today plus about 100 daily
  papers and more than 500 non-daily publications)
• Dow Jones (The Wall Street Journal and many
  community papers)
• Cox Enterprises, Inc. (17 daily newspapers and
  about 25 weeklies and shoppers)
• The New York Times Company (TNYT plus The Boston
  Globe and the Worcester Telegram Gazette, the
  International Herald Tribune and 15 smaller US
  newspapers)
• Tribune Company (14 daily newspapers, including
  the Chicago Tribune, Newsday, and the Los Angeles
  Times )

10
Top Ten Daily Newspapers

• 1. USA Today
• 2. Wall Street Journal
• 3. New York Times
• 4. Los Angeles Times
• 5. Washington Post
• 6. New York Daily News
• 7. Chicago Tribune
• 8. New York Post
• 9. Newsday
• 10. Houston Chronicle

11
Extra, Extra Read All About it

• Changing competitive market
• Niche markets being reached (morning papers,
  evening papers, Sunday papers, content papers,
  tabloids, etc)
• Above the fold
• Different content
• Where do most revenues come from?
• Sales generated from ad space-
• Circulation- 15
• Newspapers command about 23 of all advertising
  dollars spent in US
• News online

12
Magazines

• Approximately 20,000 consumer and business
  magazines were published last year
• Niche marketing at its finest!!!
• However, approximately 160 magazines account for
  85 of industry revenues
• Online magazines (zines)
• Eliminates many industry challenges
• Offers own benefits
• Animation, audio clips, 3D/virtual images,
  extension of brand at fraction of cost (brand
  loyalty), new advertisers, extra content

13
Revenue and ROI

• Some of the most important revenue streams
• Circulation and subscriptions
• Advertisements and advertorials
• Mailing list rental
• Why are circulation numbers important?
• Generating advertising rates
• Measurement of success
• Cost Per Thousand (CPM)
• Total magazine circulation divided by cost of
  full-page black-and-white ad

Nations top circulated magazine?
14
The TV Guide Empire

• The nations top circulated magazine
• The Cable Guide
• 2.8 million are circulated weekly
• The TV Guide Channel
• 55 million subscribers and 28 million weekly
  viewers
• TV Guide Interactive
• on-screen listing for digital-TV users
• TV Guide online

15
Growing Popularity of Games

• Only a Game?
• Accounted for 6.1 billion dollars in 1999
• Industry grew 11 in one year alone (even
  following huge negative press)
• 36 of all U.S. households list computer and
  video games as a primary source of entertainment
• New Game Frontiers
• Product placement
• Games designed as promotions
• Internet interactive offerings and wireless
  components
• Alliances are formed to provide online gaming
• Cell phone games

16
Targeting the Game Market

• The Market (who purchases games?)
• Most games purchased by young adults, ages 18-24
• Adults 25-40 close behind
• 43 of sales to women
• Partnerships and licensing
• Partnerships between software, cable/connectivity
  suppliers, and hardware suppliers
• Books and magazines
• Movies and TV programs
• Sports franchises/leagues
• Marketing Hurdles
• Violence
• Piracy
• New Channels of Distribution