A snapshot of life in the Channel View marketing department

The marketing manager hard at work

As marketing manager it is my job to promote our titles to booksellers, libraries and individual academics with a helping hand from Laura, our publishing assistant. We work hard to ensure major booksellers and wholesalers worldwide are kept up-to-date with our latest publications.

Each book receives individual attention from our marketing department and is strongly promoted at relevant conferences. We view promotion of our books as a partnership between the author and ourselves and we regularly receive compliments from appreciative authors on our friendly and accessible approach. We are proactive in placing review copies with relevant journals and coordinating targeted direct mail campaigns to academics, faculty, professionals, bookshops and librarians.

The marketing process begins when a book is accepted for production around 6 months before publication. At this point we create an advanced information sheet (AI) for the book. This is then mailed out to booksellers as well as our reps and agents. We also encourage authors to use their own personal contacts and social networks for promoting their books as this is a really effective way of reaching the market.

Now that social media has become an integral part of our lives (well for some of us, anyway!) the way we market our books has changed. Whereas a decade or so ago we sent out all our bibliographic information by mail, we now tweet our latest book news.

However, although email and online marketing is increasingly important we still produce and send out hard copy catalogues as we still find this a valuable marketing tool. These are sent out to major customers and key academics and are also displayed at conferences and bookfairs.

We can be found at most major conferences in the field. Our travel schedule is a vital part of our marketing strategy, ensuring that our publications reach their target audience. Our active presence at most key events also allows us to keep informed of the latest developments in the field and to target our commissioning, product development and marketing towards the topics and issues that matter most. Conferences are one of the few places that our customers can browse a wide range of our books.

Once a book is published we send out copies to the authors as well as key individuals who are likely to influence sales of the book.  We publicise the book on relevant email lists or listservs as well as on Twitter, our own email newsletters and on our blog.

We enjoy working with our authors to market their books but always welcome any ideas and suggestions so if you’d like to comment on anything we do just get in touch.

Elinor Robertson