Radical Marketing of Books

Radical Marketing & PR for books.

The present situation of Indian publishing industry is diverse and incomprehensible. The figures of the copies sold is increasing incredibly in the newspapers and the magazines, yet it is tough to define the real revenue growth. Indian publishing comprises of a number of family owned units specializing in one category or the other. The competition is getting even stiffer by the entry of new publishers in the market.

This fierce competition and the lack of reading habit in people calls for an extra-push for increasing the sales of the books. With huge competition with the MNCs, what the Indian publishing needs today is effective marketing strategy. It is the need of the hour for Indian publishers to spend on sound marketing and PR facilities by hiring skilled professionals in this field. One of the reasons for not so effectual marketing in Indian publishing is of course the lack of funds. One way of helping this hiring a few highly skilled professionals at association level.When the MNCs are spending on the global marketing, Indian publishers have refrained themselves to a few obsolete PR tactics only. MNCs chalk their marketing plans months in advance before the book is released. Their marketing plans target the global readership with plans made by highly experienced professionals post effective market research and feedback accumulation.

Indian publishers need good marketing strategies to attract quality authors, readers and potential customers. A good marketing strategy can be compared to a fine cocktail which should comprise of several components but in perfect balance. The PR & Marketing in India is going haywire, with a number of distinct plans being enforced in futility. What lacks is a master plan to govern all the small plans. The primary objective of the marketing plan is amiss. The genesis of a perfect marketing plan is the assessment of the targeted readership. What lacks is the understanding of the psychology of the reader. Don’t sell fish to a potato lover! There has to be segregation of the readership on the basis of their likings. Most of the small bits such as pricing, framing of the blurb (back cover content), book cover designing, etc, has to be in communion with the targeted readership’s tastes.

Post the assessment of the targeted readership and making the product according to their need it is important now to make and implement a successful publicity campaign. The need is to have an integrated campaign instead of several small plans. First and foremost chalk out before hand the objective of the marketing plan whether it is direct sales or branding. Branding of the publisher, author and his genre of writing is as important as the sales of the book after all you can’t reap before sowing the seeds. Good distribution is the back bone of a marketing plan. The book needs to have a great reach. At least it should reach to the targeted customers. In the absence of a good distribution the complete marketing plan is bound to get diffused.

Entertainment Marketing: Books are not only a means of imparting information but also one of the oldest measures of recreation. So why sell them boringly? Discussions, competitions and contests, etc, are interesting channels of marketing. The impact of book reviews in magazines and newspapers is gradually declining, while at the same time it is becoming tough for Indian publishers to fight the international books to make their way to the best dailies and magazines. Still book reviews have their own share in making the book prominent and increasing the sales to an extent. Digital media has obtained great reach with the cable channels reaching most of the parts of the globe. T.V. channels have become a better option to publicise. Undoubtedly there is a need to bargain on the prices of advertising for books on the association level. The target has to be not only on the news channels but also on the other channels running reality shows, etc. There has been an apparent increment in the sales of the books in the west through this medium. FM Radio is another means of marketing books and has worked well for a few Indian fiction titles.

The only way to earn global exposure for Indian books with minimal expenditure is web marketing. Getting more traffic to your website through SEO tools and making one’s product visible globally through a number of online selling websites is making a difference to the sales of the books. One can increase the visibility of the book by the means of a number of networking sites and blogs, etc, by adding in the targeted readers for the book from all over the world. This will directly increase the online sales. Buying the international data for viral emails campaigning is another method which can out do the traditional viral emails campaigning. But it is very important to even segregate the data according to the likings, age and other considerations to avoid creating confusion and breaching the privacy.

Just like we expect the after sales services for most of the products we buy, it is important to provide the reader with after-sales services for books too. It is important for the publishers to keep in touch with their readers through feedback forms in the books and providing replacements in case of a binding or production error.

It is important to take the Indian publishing to the next level and provide delightful reading experience to the world.

A juvenile run to reality

From the narrow-dark lanes
From the sooted alleys
On that dingy road
He cares-uncares and walks in the quest of happiness

He inhales shit and urine
He looks at grave and grotesque
He intakes that bitter venom
Yet cares-uncares and walks on

With asps hissing around
With athirst wolves howling and scratching the ground
With men as always exploiting
He gets scared and shrieks, yet cares-uncares and treads

They told him there are glistering diamonds
They told him there are “refineries,” of oil
They told him it’s the “successful” heaven
He cares-cares and desperately walks fast

Breaking through the spider webs
Passing through a hell unknown
He was tempted to reach Eden
He loved the satanic verses, cared-cared he walks on and on

What are these ugly butterflies
They smell of spirit drenched in lies
Trying to fly, but snubbed by the skies
He looks at them with perplexed eyes, yet cares-uncares and walks by

The skeletons haunt him
Their last breath still crying, “Exploit!”
Daunted, yet exhibiting audacity
He cares-uncares and walks further

Lying around are rotten corpses
Beautifully adorned with gold and cat’s eyes
Their stench makes him feel nauseated
He pukes – cares-uncares and walks on

Oh! Now my heart bleeds to mention his plight
He had just smiled when the thunder did strike
He lies alone on the road bleeding
With wounds, bruises and endless rashes
He crawls to reach the destination
When a corpse stood up and shouted in victory
“Another Fallen soul. Look at his misery!”

If Bihari = Uncouth, then who's Bihari, they or us?

The article takes its source from a discussion I had last night with one of my friends from Patna, Bihar. He hated Delhiites and that was irritating for me. The conversation heated up and we end up fighting for this reason. I couldn’t believe that while staying in Delhi and studying in Delhi University, this chap had the audacity to hate Delhiites. The discussion started about Bihar and I accused him and other Biharis for being uncouth, raw and chauvinists, until the discussion took a different shape and became an eye-opening thing for me.
Most of us don’t like the way Biharis speak, or their attitude in public. The contemptuous attitude that we have towards them, is a prejudice that not only Biharis but also a number of people from poor states bear. The most common is the prejudice against North-Easterns, demeaningly called Chinkis. We have an attitude that all the Biharis are either Rickshawalas, labourers etc. But when the same people start studying with us in prestigious institutions, we call it usurping our seats. But do we know the reality of that state? Do we know the history of that state? Do we know the political conditions of that state? Parents are scared of losing their sons to crime, each and every day. This is the reason why they send their children especially sons out of Bihar. A student in Bihar has triple the pressure anyone in other states has to perform well in studies and get out of the problems. The State stood still without development and education for more than 15 years because of corruption. There were no teachers in the Government schools. In smaller cities such as Muzaffarpur , Voting had its own mannerism to be carried out. We need to know the reality and the victimisation before simply passing on judgments on peoples’ polished or brutal behaviours. Isn’t Bihar a part of India then why do we consider it usurping of our seats, when these guys make to great Colleges. Our mentality needs a change. If today all the Biharis are sent back to Bihar, this country would stand-still. No one to pull your rickshaw, no one to make the strategies (IAS), half of the working women would face tough time in wiping the floor and cooking for themselves. Our attitude needs a change. And comments need a reason when we contemptuously call a bad looking girl Biharin. We need to pressurise the government to fast forward the development in Bihar to control the problem of migration. Bihar needs radical change instead of contempt from hollow brains.

Vodka Shot & Beer Mug: One night @ corporate reunion party by Kashish Kalra and Amarjit Rajkumar.

PREVIEW

Vodka Shot & Beer Mug
One night @ corporate reunion party
Here comes a unique novel with a different topic untouched by many authors before. The novel beautifully depicts the intricacies of relationships in the backdrop of corporate settings today. Vodka Shot and Beer Mug is a novel which shows the culture of MNCs and how some people survive the competition and some use different means to reach there. The ulterior motives behind the exceptional advances by the MNC bosses have been revealed by the novel. The novel at the same time shows how people reach fatal consequences in the race of becoming the ‘happening’ one. The idea of the freedom of women have been questioned, but all in an easy language without much ambiguity, involved. The novel humorously depicts the doings of a nymphomaniac corporate professional whose only aim in life is to be laid. The language of the novel is that used in the corporate world and therefore gives the real feel to the novel. The writers have spent a number of years in the MNCs in India and have narrated the fictionalised reality. The novel shows how behind all the glamour of huge buildings, and expensive formal clothing, beautiful faces and training and grooming lies the bitter truth. The novel has humour punches that will make you laugh but are not desperately incorporated for doing this. The novel tells reality in the manner that the strangeness of life will fetch a few smiles.

The novel will give a clear idea to the B school students who intend to join huge MNCs clueless about the real work culture. It will make the people working in the corporate relate with the story and identify with characters. The novel unfolds the layers of relationships one by one.

Blogger Buzz: Blogger integrates with Amazon Associates

Blogger Buzz: Blogger integrates with Amazon Associates

The Power of Pulp

Well, I was dumbstruck when I saw her with that red coloured book with Friendship @ Facebook.com inscribed on it. She had always boasted of being the descendant of Kafka or Marxism personified. She was trying hard to hide the forbidden literature under her chunni. Gosh what a hypocrite! I couldn’t help speaking these words. I started recalling my college days. She always was dressed in the Khadi kurtas and a jhola complementing her attire. She chose European Literature over popular fiction and Literary theory over Euro – Drama. Can’t forget the expressions on her face when I was defending what I call entertainment literature and she called pulp fiction, Grub Street literature. What a sham this woman was? How can she read it herself after condemning it forever?
I took a plunge into the memory lane yeah! What did she say during our discussion sessions? She, “It’s a shame! It’s a shame to the complete Literary Society of our college, that our Vice-President is advocating Grub Street literature. Wrong choice didn’t I tell you friends?”
I, “Whatever! I don’t care about your personal picks ma’am, but what is the harm in reading literature for entertainment? I love reading Shakespeare, but don’t Shakespeare’s works too contain almost all the entertainment ingredients which the so called ‘pulp-fiction’ has?”
She, “Why don’t you shut him up? My friend literature has nothing to do with entertainment or for that matter your enjoyment. Literature is meant for a purpose. A purpose of changing the society. Be a radical, a feminist. Do you know how hard-core feminist am I? Huh! I helped my friend to get out of the clasps of her phalocentric, patriarchal, chauvinist boy friend who asked her not to wear micro minis to Chandni Chowk. Who the hell does he think he was to tell her that? And that is what your pulp fiction supports.. Commodification of women. Victimisation of poor. Oh! God this world and society needs a change. We should ban this literature and hang pulp fiction lovers. There should be a protest.” A few chashma girls standing behind her and shouted with her in unison, “Ban it! Ban it!”
I felt that the conversation was getting heated up but just couldn’t understand the idea of not being biased towards everything in the world but be biased towards this source of entertainment. What is the harm reading a light novel at least it would make you smile! I don’t know what happens to some of these wanna-be intellectuals after joining English (Hons). The attire changes into only kurtas and jholas and they claim to be the cream literature lover class. I know a few who were avid readers of Mills and Boons before joining college. But what is it? Some enlightenment or something? These pseudo-intellectuals are further divided into two classes. The first being the one I’ve mentioned above the second ones are the “Maal/Stuff group” or the dopers’ gang. With their eyes half open, they talk of philosophies and believe me they too equally hate pulp fiction. I wonder why?
I was feeling like a sinner for being the Vice President of the English Department of my college, yet having a taste for pulp fiction. But I wanted to stand for my thoughts and so I did. I said, “So you feel my dear friend that literature should be either about women upliftment or should just reflect the victimisation of poor by the capitalists. Is that what you want?”

She replied, “Yes and in fact I would suggest that there should be solution oriented fiction novels such as How I hurled a matriarchal abuse at him, or The servant’s punch, etc.”

I knew we needed change but the idea of making literature only for change didn’t click me. I never wanted to argue anymore but I wasn’t even convinced by her idea, so I carried reading both my entertainment literature and the “refined,” Classical literature as well. Holy Crap! She was reading it? Unbelievable. I realised she herself accepted the Power of Pulp.

The Labyrinth of Defamation

Studded with the jewels priceless,
Standing naked, she stared at me,
The stare made my feet cold,
What would the world call this hold,
A hold full of lecherousness,
Exploitation by an opportunist,
A gesture full of lust,
A womaniser’s thirst,
I thought to my self should I or should I not,
I found no reason for the negation of the idea,
The only reason was the social perception,
I’ll just strengthen their views, I thought to myself,
But she needs me and I need her too,
But I won’t stay there forever,
Oh!! You sinner Oh!! You sinner,
“I know your motives,” said she
But I eat and don’t stay at the restaurant forever?
I shit and don’t stay in the loo,
Oh! Sinner Oh!! Sinner, how dare you?
How dare you even talk of the hold so brazenly?
How dare you feel happy when you do it openly?
How dare are you not afraid of the World?
Oh! Sinner Oh! Sinner you will have to repent.
Go to the labyrinth of defamation and you may die alone,
“I now pronounce you Man and a man alone forever,” said Society.

Written by :Aman Arora

A Few PR Tactics

In the modern, dynamic market, the success of a business requires an extra push. Gone are the days when an advertisement on the television or a poster could trigger the sales. In the times of cut-throat competition Brand Management and Public Relations are the integral parts of the process of promoting the business. The success of a company in the modern world requires a manipulative strategy to capture the consumer’s mind and attention without providing the equipment of promotion with the feel of commercial satisfaction. By commercial satisfaction I refer to a company’s business motives. Public Relations delve into the mind and requirements of the consumer, assuring him to deliver the product of his desire. Although, the aim eventually is consumer satisfaction, yet the strategy to achieve the same needs a fair deal of spinning the dialogue and manipulation. The manipulation should not be exploitative, instead should be used to provide the consumer with a better product or service. The different types of strategies used by Public Relations professionals are:
· Media Relations: Cordial relations with media not only helps the company to get a good review or name in all the channels of media but also has a three dimensional advantage, for the company, media houses and the end consumer.
1. For the Company: Media relations help a company in its branding and visibility. The media could be print or electronic; its reach is always wide. A Media relation is an equipment to create demand by increasing the reach of the product information. Media relations require effective communication both verbal and written, while at the same time providing the media with the new or rather news.
2. For the Media Houses: The sole aim of the media houses is to provide the reader or the viewer with the latest information. Public Relations makes it sure that the media does not miss on the information and is kept in the loop.
3. For the Consumer: The whole process of media relations is done only to reach the ‘King of the Market’ i.e. the consumer. The consumer requires the information about the availability of substitutes and up gradation in the existing product. Media helps to provide this information through all its channels.
The tools for media relations include impressive Press Releases, Media Kits, Media Letters, Information about the upcoming product or service, dialogue spin, links to effective videos and slide shows about the product or the brand, media parties, and media follow-ups , etc.

· Brand or Image Management: another important part or rather the main aim of Public Relations is Brand Management. It is very important for a company to flaunt its prominence and good image in the market. Brand or image management is a complex game, and it is possible that in the process of good image creation one might instead tamper the existing good image of the company. In a tricky situation as this, there are a number of strategies and plans which are framed to provide the public (prospective customer), consumer and the media a golden image of the company even when it is not in a good state. As they say “Make hay while the Sun shines.” It is very important to make the consumer and the media aware of the achievements of the company. A number of people do not lose their belief in the company even when it is going through a bad phase, because of the company’s previous achievements or its presence in the market for a number of years. The social service and NGO works by the company also strengthens its standing and soundness in the market. A few of the techniques followed for the brand management and image creation are:
1. Providing the consumer with good quality product: Nothing at all can substitute the quality of the products. The consumer expects the quality from the producer and is ready to pay the amount for it. If the quality of the product is bad, no brand management or image creation can work. The attempts will die out in long – term, as the unethical steps can only fetch short-term publicity but will certainly lead to a massive loss in the future. “A man is known by his actions.”
2. R&D and Feed back: It is important to keep a track of the changing needs of the consumer and welcome feedbacks. A good Research and Development base will strengthen to help the company to produce in conformity with the consumer’s desire and at the same time will help the company to avoid losses of over-production as well. Delivering and caring about the consumer’s needs will eventually extol the profits of the company.

PTI News My Letters...M.K. Gandhi Press Release.made by me and highly appreciated

http://www.ptinews.com/pressrelease/1874_press-subCedar-Booksis-proud-to-present--My-Letters----

From EVM to CVM...

From EVM to CVM...

Have you noticed the new Red-colored boxes of the size of public PCO on those MCD’s toilets? If yes, then you know what are that which we hereby refer to as CVMs – National AIDS Control Organisation (NACO) recently installed the Condom Vending Machines (CVMs) outside the public toilets and in railway stations around the city. Though, not very popular initially, but they are getting good response from the public. People and especially students find it easier and more convenient to simply take out condoms out of the machines by putting in a coin rather than buying from the chemist next door. As Manish, a Delhi University student points out, “There is always a possibility that the chemist recognises you or even knows your relatives. This creates a problem for guys who are staying with their parents and are not married.” The youth finds it a positive radical step against conservatism. Karan, a student from Hindu College, finds it a very constructive step to fight AIDS and strongly believes that it will make the masses more comfortable about condoms.
We are moving ahead in time and gone are the days when a Nirodh or Mala-D advertisements used to make the family go and look out if the gate is locked or the stove is switched off. “Vending machines should be installed for female condoms as well.” says Abhishek, a student of English Honours in Hans Raj College. “They should be installed inside women’s toilets too, so that they can take it for their partners.” (Charu, Delhi School of Economics)
Accessibility stills remains a questionable issue as the search for accessible and at the same time, private and discreet place has multi faceted answers. While, Anjali (name changed) of Delhi School of Economics feels public toilets are the best options, Arjun feels that they should be installed in and outside colleges as well. However, Anand, a student of St. Stephens College feels that colleges are a place of study and CVMs should be kept outside them.
Installation of CVMs inside college campuses might not see the sun rising soon but they are getting acceptance elsewhere. Sanjay Kumar, a senior lecturer from Hans Raj College sees it as “a nice step taken to shift the norms.”
Auto rickshaw drivers and rickshaw pullers also find it pretty convenient to use CVMs than going to the civil hospitals to take cheap condoms but there are problems with it too. As Mukesh points out, “Machines are not timely refilled and as a result I have washed my money a number of times.”
There is a need of making people aware of them also. Many students in the campus we interviewed were not even aware of Condom Vending Machines. Those of who have heard about it were again unaware of the procedure of procuring a condom out of it. “There should be some advertisement in newspapers, etc. about them.” says Neelima (name changed), a student of Khalsa College.
The quality of the condoms can also be improved further to match the quality present in the markets.
A major problem which the CVMs are facing is that of theft and manhandling by the drug addicts. “These drug addicts (read ‘smackies’) come in the night and break away the machines in an attempt to take out condoms for free” points out a policeman. There can be seen machines in North Delhi which are broken and are bereft of the condoms.

No doubt the red “Josh Spot” (as they call it) has made people aware and open to speak about condoms and the installation of CVMs, if not immediately, will gradually show an increase in the usage and acceptance of condoms.

(EVM = Electronic Voting Machines)

- Aman Arora (9718058893)