There's doom and gloom about the book industry and the upcoming holiday season from all sides. (The NYT reports on how dire it looks.)

But being a problem solver at heart - my question is - what is anyone doing about it but worrying - and if you are doing something write me and I'll post your something in this blog.

I for one am doing something about it. Two somethings in fact based on the two biggest lessons I learned in advertising which are:

1.   No one can buy something if they don't know it exists and  no one can adopt a new idea if they aren't exposed to it.

2. And while word of mouth is the most effective advertising tool there is you need to advertise to get the early adopters to know about the product/idea so they can try it and then spread that word.

So. This season Authorbuzz.com has created a holiday campaign to run for 31 days starting right before Thanksgiving that will deliver a half a billion impressions across some of the most popular blogs and reach over 10 million people. Yup. A half a billion impressions. We signed up all the authors and publishers in two days and will be promoting  24 different books which will alternate on all the blogs on a rotating basis.

Here's an example of the ad we'll be running:

Perfect Gifts For Under $19

The message will stay basically the same for all the books but the typeface will change to fit the cover and the word enjoyment will be swapped out for "thrills", "empowerment","laughter", etc. depending on the individual book. This is just the graphic - there will be body copy and live links to the online bookseller of the client's choice. Indy sellers, Amazon, BN, any, all.

Our goal is to make damn sure that we seed the idea of books being affordable presents this holiday season.

I'm also going to be offering the .gifs of the ads to any bloggers who want to run them - they can pick out any of the books they like and run the ads - or I'll have one made up that has no particular title - just the holiday message of buy books.

We're also planning on doing the same thing for Valentines Day, Mother's Day and Father's day.

This is affordable proactive advertising for authors and publishers.

Our industry needs to do more not less in this economy - this is the time to spend money not hold back - we need to  shout that books are still reasonably priced as gifts rather than whisper it.  We can't just hope consumers get the message.

Write me at Authorbuzzco at aol.com if you want the .gifs to post on your site or blog.

Let's get this message out there!!!!

Comments

[Eliza]

This is an amazing idea. I'd like to be involved next year assuming its too late for this year???

[Virginia Henley]

This idea is stupendous. If only my November release THE DECADENT DUKE could be promoted like this.
I have an anthology story being released on Feb. 3/09. How much would it cost for me to advertise for Valentine's?

[natasha]

I've decided to push books for holiday gift giving by creating an online bookstore through Amazon's aStore. It's called Cookie Monkey Bookstore and people can access it through my website: www.natashawing.com. I will also be suggesting to my blog readers that they consider books for presents this year.

[CJ West]

Great Idea MJ. Saw you in Publisher's Lunch today. I opened a subtle hint department for readers. They tell me what they want and who should buy it for them for Xmas. I send a personal message to their friend, spouse, or relative. It works for everyone. The giver finds the perfect gift (my signed book) and the recipient gets just what the wanted. I'd rather be shouting like you are, but the whispers are working just fine.

CJ
www.22wb.com

[Jessa Slade]

Love it! MJ, this might be cheesy to even ask you, but would you be willing to make the code available to drop in our own preferred books? I might be able to get my local RWA chapter to do this if I put our authors in it. We'd leave your book, of course :)

Meanwhile, I'll email you to get the gif for my personal blog. Any bought book is a good bought book in my... er, book :)

And, CJ, your idea is so much fun. What a great gift to your readers and to the people in their lives that need to find a gift!

[Amy @ My Friend Amy]

I've set up a blog called Buy Books for the Holidays (the url is exactly that minus spaces) which is a push for book bloggers and their readers to try to buy books for everyone on their lists.

We will feature suggestions, tips, help for difficult people on your list, etc.

I'm just an independent book blogger...my day job is in adult literacy, but we're so close to having 100 people sign up for the challenge. ;)

I will try to remember to email you to ask for the pictures...we're happy to use anything and promote everything books at no cost.

[Julie Kramer]

Wow. What a fab idea. Wish I'd have known earlier. I'd have pushed my publisher to get on board. Best of luck with plan.

[Julie Kramer]

Wow. What a fab idea. Wish I'd have known earlier. I'd have pushed my publisher to get on board. Best of luck with plan.

[Hope Tarr]

Brilliance, sheer brilliance. Doing something proactive--ever so much more rewarding than chiming in on the collective whine.

Yes, please email me the .gifs or direct me to the download.

[Ali]

Hi M.J.

I know, rather than waddle through fear, we need to do something to stimulate people to buy books as gifts -

http://therapsheet.blogspot.com/2008/11/drop-dime-for-crime.html

Ali