Promoting Books 
in the Information Age

It’s always satisfying to have one of your own opinions validated…to find that someone agrees with you. Having created a few (very few!) book trailers, I have come to believe in their value in regards to “selling” a book.  This belief is why I was first drawn to Karen Springen’s article, “The Big Tease:  Trailers are a Great Way to Hook Kids on Books.”  Once I began reading, however, I found much more than what I’d expected.  If a book is to become a hit, professional book trailers are now expected. 

Whereas, not long ago, book markers, book jackets, book-signing events, and an occasional poster were the extent of publishers’ promotion, today’s readers expect much more.  According to Springen, in this age of fast-paced, technological communication, young readers expect book trailers.  Kids spend so much time in the Internet that they expect to be able to access all of their interests via this “life-line.”

According to Jack Paccione Jr., director of Escape Goat Pictures, which produces book trailers (Yes, new industries have been spawned!), since the Harry Potter books and Twilight, authors have come to understand the value of taking the advertising to the readers—to the Internet. 

Experts have discovered, however, that today’s audience is picky about what they will watch:  Creating an exciting trailer is just not enough.  To be effective trailers require work and expertise.

Although this is a new media, much has been learned.  With limited time, a trailer should not simply summarize a book:  It must tease.  Further, it needs to find the right balance of length:  According to several authors, it takes about a minute to draw the potential reader in, but longer trailers run the risk of telling too much and of losing your audience.  In addition, as would be expected, humor is a great aspect, enhancing a trailer and making it more effective.  It is important to remember that a book trailer is not a plot summery.

Accompanying the new book trailer production industry are production awards.  Beyond the professional awards, Newberry brings young readers into the game with their “90-Minute Newberry Festival,” which is a contest for student-created book trailers. 

Teachers are also using this concept as a teaching tool by including student creation as an assignment to replace or enhance book reports.  Further, teachers and librarians (as we know!) are creating their own trailers to entice students to read!

Just as with the rest of the world, technology is making changes in the ways of selling books.  The customer expects more, and the industry delivers.  Karen Springen’s article is insightful regarding various aspects of this change.

………………………………………………

Link to Karen Springen’s article, “The Big Tease:  Trailers are a Great Way to Hook Kids on Books”:  http://www.schoollibraryjournal.com/slj/home/894810-312/the_big_tease_trailers_are.html.csp