Effective marketing trends in publishing!

  Nearly 20 years ago, publishers were solely dependent on distributors to take their books to various readers. Over the years, it’s heartening to see that publishers are now embracing newer forms of distribution to market their books including online distributors who make the task easier.

Nool Kudil Publications, Chennai

Publisher Rama Meyappan, Nool Kudil Publications, Chennai observes that Tamil publishers have been a little slow in catching up with the trend. However, he adds,“It’s heartening to see that the younger generation of publishers are quickly adapting themselves to the current marketing trends.”

Why traditional marketing?

Nool Kudil uses both traditional ways and social networking sites to market their books. The Government of Tamil Nadu organises books fairs across every district in the state. Thus, publishers get a chance to meet readers face-to-face. Also, Nool Kudil distributes its books through local online booksellers available in each district like udumalai.com, chennaibooksellers.com.These online book sellers help in promoting books locally and overseas. Books are also sold through the website of the Nool Kudil publication.

With changing times, it’s necessary to upgrade oneself to the new trends, opines Meyappan. “I saw most of the visitors at book fairs conducted in smaller towns like Tiruchi and Tirunelveli asking if they could purchase books online,” he adds.

“At a book fair, readers get a glimpse of all my books and that we focus on genres such as children’s book and motivational books. Also, I am able to connect with my readers directly without going through distributors, which becomes a promotion in itself. Book fairs have definitely played a major role in this aspect,”he says.

Promotions through social networking websites

Meyappan says that Nool Kudil focuses on taking the books to readers. He adds that social media has definitely helped in promoting new books. For instance, videos featuring writers introducing books on their YouTube channel or sharing reels about a new book on Instagram. Talking about the release of a new book, Aadhirayin Pakkangal, Meyappan says that the review of the book in one of the leading daily newspapers garnered a lot of response. “The onus of taking books to readers is on the publishers and partly on the writer too,” he said.

Taking good books to readers

Meyappan says that with the growing population, the number of readers has not increased proportionately. If a publisher analyses what the readers’ interests and cater to it, this is definitely bound to change. Nool Kudil is looking at creating awareness among readers about good books in Tamil and English through an exclusive channel in YouTube. The video will feature reader, authors or even publishers talking about a book.

“The whole idea is that readers should be able to read good content in any language. This is a small step we are taking towards making it happen,” says Meyappan.

Wakeup Books, Sivakasi

Wakeup Books began as an initiative to create books sending out a social message to children in 2021 after the pandemic. “People really appreciated the concept of combining illustrations and including a message to children through stories,” says Vinod Kumar,Publisher, Wakeup books, Wakeup books now brings out children’s books including activities books, moral stories and colouring books.

Online vs offline media

Vinod opines that marketing books through online media will attract only a certain number of readers. However, if you wish to widen your readership, it’s essential to do offline marketing too. Vinod adds that this would include going personally to schools and also by conducting small book fairs in play schools, creating bookmarks, posters and so on. The team is looking at reaching out to nearly 5000 schools across Tamil Nadu very soon.

“Visibility of your product is important,” he says. He uses Instagram, Facebook and WhatsApp to market his books.

“Publicity through word of mouth has brought back existing customers and created new ones,” he adds.

Wakeup books launched its 100th book during the Coimbatore Book Fair held recently. Vinod says that we strive to make children happy and also learn something new through our books. “Now we have established ourselves amid publishers as well as on social media,” he says.

Wakeup books is aiming to launch 100 more books in the upcoming Chennai Book Fair next year. “That would be our starting point for looking at effective marketing techniques to take our books to more kids.”