Hi dear friends,
I wanted to come to you today with another topic that I would love getting your feedback upon: blog size and publishing houses’s marketing strategy.
Yes yes I know that does sounds so serious but that’s really something that’s been nagging my mind lately.
First let’s state the case: when sending ARCs publishing houses tend to choose blogs with many followers.
And if you are an international blogger like I am you’ll never get physical ARCs except if you have a very high followers count.
I can understand the publishing house’s logic because sending physical ARCs abroad costs more than staying local.
And about the Egalley even if it does not cost them anything we get the argument of international rights.
These are facts and situations we encounter regularly in the blogging world.
I don’t think this is a golden recipe and the unique way to go.
I already hear you saying : “But Sophie they have marketing geniuses and they are professionals so who do you think you are really? Hu?”
I am not saying this will never work because of course they would have stopped with it by now. I am saying they should look further and bend that rule.
I have seen blogs with many followers getting nearly no likes nor comments. They get ARCs, read and post amazing reviews though.
So the question is: will it reach the target publishers hoped for?
Are these reviews really seen and read by the followers? Likes or rather comments seem like a fairly sure sign that people have at least seen it. No? But does the absence of likes mean that they were not seen? I don’t know. Maybe, maybe not so if you do know, please would you enlighten me?
Yet alongside these blogs with many followers exist many “other” blogs (I don’t like the word big or small, see below), with (way) under 500 followers that get lots of interaction and that might do fine work for spreading the bookish word too!
Some have dozens of comments and likes on their posts or even more.
Don’t you think they will push the book hard, really engage and urge people to read it? Build a convincing case (one way or another)? Make big noise?
To play the devil’s advocate here it’s true that blogs with many followers theoretically will show up on many people’s feed, more than other blogs. Publishing houses are no fools!
Yet I think they should revisit their marketing strategy and also include blogs with seemingly less followers when they do have a loyal and very active followers basis. Said followers have often become friends. And said friends have other friends who …. You get it I am sure.
Now we get to the hard part. Admitting that I am right (and feel free to disagree as this is my personal opinion and I love a good discussion) how could publishing houses easily know that a blog gets many interactions?
Unique visitors count? Well we all know the robots on the web “visiting” blogs. But so far these robots don’t buy and read books yet.
Comments count? Well here again we all know about spammers, usually coming from Russia or … 😀
It is easy for the publishing houses to check our followers count and visit count as they usually request them on Netgalley, Edelweiss etc. but checking the interactivity of a blog is tricky!
Maybe they should invest in a “blog interacting” department that would actively connect with bloggers, see what’s trending in the blogoshpere and who’s talking with who?
Yeah right! Not sure they have that money to spare!
If they do though I would love testing my theory and see if it’s just a fluke coming from a weird blogger or if my Master in Economics or rather sound judgement proved me right! 😀
Last parting words here before we hopefully discuss: I don’t like talking about “big” blogs or “small” blogs because you probably got it by now: I don’t think what makes you big or small is your follower base. I don’t even think there is “good” or “bad” blogger because let’s face it: this is a hobby, a passion and we are all entitled to do it as we please, thank you so much!
Now let’s talk! I love people disagreeing with me because I don’t know “THE” truth and it makes me see the world through someone else’s eyes.
Thanks for reading!