Between the Lines: Book publishers fight back

Book publishers have never been very inventive when advertising a launch. A bit of press and Tube advertising here and there, but nothing special. However, this seems to have changed in recent months.

First, OMD, HarperCollins' media agency, won at the Channel 4 Planning Awards after making the brave decision to advertise the launch of Cecilia Ahern's Where Rainbows End on television despite a limited budget. Then last week, Penguin appointed Mother to work on its Classics range.

Now the same publisher has appointed Michaelides & Bednash to develop ideas for a book launch in its Viking imprint (page 3). The driving force for this is that the book sector is fighting for its life against other, ostensibly more exciting, leisure pursuits. Not only does it have to contend with internet content, but also cinema, music and video games companies that have tended to make greater use of advertising. The book sector has finally shown an inclination to be more imaginative; now it is down to the likes of Mother and M&B to produce the goods.

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