Aaron Gilbreath’s op/ed piece in today’s Chicago Tribune urges publishers of traditional books to fight the tidal wave of e-Reader marketing with their own clever campaigns. He argues for a well thought out marketing strategy in media that targets the general public as opposed to those that are already preaching to the choir (e.g., NY Times Review of Book, New Yorker, and other literary magazines). He
suggests traditional publishers take a cue from the National Pork Producers Council who countered the perception of pork as unhealthy with their “pork, the other white meat” campaign. Gilbreath wraps up his pitch with a list of the advantages of paper vs. digital ending with how environmentally unsound e-Readers are in the long run.
Barbara L.