Coursework by discipline
"Economics and organization of publishing" on the topic:
Features of the marketing activities of the publishing house

Moscow
2009/2010

Table of contents

Introduction

Essence and content of marketing

Features of publishing marketing

study of a potential consumer;
analysis of the market where the products of the publishing house are sold;
analysis of forms and channels for marketing products;
analysis of the volume of trade, the potential sales market and own products publishing houses;
study of the competitive environment;
study of advertising activities;
determining the most effective ways to promote books on the market;
study of its “niche” of the market, where the publishing house has advantages in comparison” with competitors.

Marketing concepts

production (the concept of improving production);
commodity (the concept of product improvement);
marketing (the concept of intensifying commercial efforts);
market (the concept of "consumer" marketing);
the concept of social and ethical marketing.

Commodity concept
The product concept assumes that consumers will favor products that are of the highest quality at moderate and affordable prices. This means that the efforts of the enterprise are primarily focused on the continuous improvement of manufactured goods. In relation to the publishing business, most often this means the creation of a new publishing product that was previously absent from the book market.
The concept of product improvement has been widely used by the printing industry in the recent past, when there was a so-called "scarce market" and there were many unknown authors and even thematic areas.
It is also possible to improve the publication by improving the quality of printing or developing an improved design, but all this makes it not only better, but at the same time more expensive. So in both cases, you need to find your reader, your buyer.

Sales concept
This concept has become a natural result of the development of production and product concepts, which, while paying maximum attention to increasing production and improving the product, practically do not engage in thorough study and formation of the market. In such conditions, sooner or later, the problem of sales will become aggravated, when the enterprise tries to sell already produced goods by all means and methods available to it. Therefore, in practice, the implementation of the concept of marketing is essentially associated with the imposition of a purchase. This concept can be described as aggressive marketing. Moreover, the seller strives to conclude a deal at all costs, and meeting the needs of buyers is a secondary point for him.
An example of the implementation of this concept in the publishing business is the sale of books via the Internet. Amazon is the largest online bookstore in the world.

market concept
This concept is that the condition for the successful operation of an enterprise is to determine the needs and requirements in target markets and provide the desired customer satisfaction in a more efficient and more productive way than competitors. The company coordinates its activities with the expectation of ensuring the interests of customers, making a profit precisely by creating and maintaining consumer demand.
This concept is similar to the previous one, but unlike it, it is focused on the needs of the buyer, not the seller.
At the same time, the tasks facing publishers engaged in the release of different book products can differ significantly depending on the product. When implementing this concept, it is important to obtain information about the needs of consumers from the reader himself, for which various surveys and marketing research are carried out.

The concept of social and ethical marketing
The socio-ethical concept of marketing differs from the "usual" concept of marketing in that the goal of the first is to ensure the long-term well-being of not only an individual enterprise, but society as a whole.

Therefore, in marketing management at the enterprise level, at least four points must be considered:

the needs of the buyer (consumer);
the vital interests of the consumer;
the interests of the enterprise;
the interests of society.

The choice of a particular concept by an enterprise in the printing industry should be determined by the goals and objectives of its activities in the market in the coming period. It should be noted that each marketing concept has merits and in real market conditions can ensure success. Today, businesses most often choose to combine concepts.

Marketing planning

Current marketing situation
An important part of the plan, which characterizes the starting situation for a new publishing product. Here is a description of the market where the book will be sold, in terms of its size, the availability of analogues or substitutes. It also characterizes the positions of competing publishing houses and the publishing house itself that produces a new product, considers the likely channels for delivering the book to the market and their potential in terms of sales volumes.
Dangers and Opportunities
The directions of marketing efforts that can positively influence the situation and increase the competitiveness of the publication, as well as the problems that may arise when promoting a product to the market and its sale, are outlined.
Tasks and problems
The tasks and problems identified in it are a logical continuation of the previous section, they follow from the analysis of dangers and opportunities and are formulated in the form of specific targets with a time frame for execution.
Marketing strategy
It is a logical construction that sets out ways to solve marketing problems in the medium and long term. Describes specific strategies for a new product, organizing its sale, advertising, sales promotion. This section should provide answers to the questions posed in the previous sections of the plan.
Marketing strategy- the key activities of the publishing house to maintain demand for their products, depending on the current market situation. Includes specific strategies for target markets, marketing mix and marketing spend. Marketing mix- a set of controllable variable marketing factors (product, price, methods of distribution and stimulation), the totality of which is used by the publisher to form a favorable reaction from the target market.
Action Program
This section formulates specific activities and actions to achieve the intended goals and implement the chosen strategies. Here you need to answer the questions: what will be done, when will it be done, who will do it and how much will it cost?
Budgets
Based on the previous sections of the plan, its financial side is built, possible profits and losses are predicted. Once approved, the budget portion of the plan serves as the basis for the implementation of the entire marketing plan.
Control procedure
Includes the procedure for monitoring the execution of the marketing plan. This order is built in such a way that it is possible, within a certain period of time, to evaluate the results achieved and, if necessary, to determine measures to rectify the situation.

Thus, the marketing plan allows in a concentrated form to present the situation with the creation, promotion to the market and the implementation of a specific publishing product, starting from the earliest stage of working with it.

Marketing budget

Method based on goals and objectives
This method requires a coherent system of clearly formulated goals and objectives. The essence of the method is to calculate the costs to be made within the framework of individual marketing activities that ensure the achievement of the relevant goals. Therefore, in such cases, it is often necessary to reconsider the goals set. Only a few enterprises turn to this method of financing.
Marketing program accounting method
The method involves careful consideration of the costs of achieving specific goals, but not in themselves, but in comparison with the costs of other possible combinations of marketing tools, i.e., when implementing other "chains" of alternatives to the marketing strategy.

However, in practice, integrated approaches are used in the formation of the marketing budget, involving a certain symbiosis of the methods discussed above.

The editor and his role in the marketing planning of the publishing business

in a specific field of knowledge and carefully study the market, that is, it is important to form the most complete database on the subject of the publication.
To a certain extent, the nature of the work of the editor as a marketer is determined by the marketing concept adopted by the publishing house to solve current or future problems.

Conclusion

Publishing Marketing

Moscow State University of Printing Arts

Zharkov V. M., Kuznetsov B. A., Chistova I. M.

1. Marketing activities of the publishing house

1. 1. Objectives of the marketing activities of the publisher

First of all, it should be noted that there is no single understanding of what marketing is. And yet, as a starting point, we define marketing activities in the field of book publishing as a set of activities to identify the needs of potential readers and satisfy them in literature.

released products.

We can say that marketing is a set of measures to study all issues related to the products of a publishing house, such as:

consumer research;

study of the motives of his behavior in the market;

analysis of forms and channels for marketing products;

analysis of the volume of trade;

studying a competitor, determining the forms and level of competition;

determining the most effective ways to promote books on the market;

study of its "niche" of the market, where the publishing house has the best opportunities for selling its products compared to competitors.

The difference between publishing marketing and marketing in a bookselling enterprise lies, in particular, in the fact that in the latter case there is already a finished product - a book with which the book trade works, while the publisher deals with the marketing of a product that does not exist in any material form - book ideas. Therefore, the purpose of the marketing activities of the publishing house can be called the provision of economic efficiency from the implementation of the book program.

1. 2. Editor and marketing

The work of a modern editor includes a whole range of areas related to the development and implementation of the idea of ​​not only a specific publication, book, but also larger publishing projects. One of these areas is marketing. An editor should not start thinking about a market for a book when a finished manuscript or a fragment of it lies on his desk. When this happens, it is often difficult to change anything, in any case, this may be associated with financial losses or additional costs.

Whether this book is necessary and whether it can be sold at a price acceptable to the publisher must be decided before the author receives an order for it, and the publisher begins to create a favorable environment for its existence in the future.

When making a decision, the editor uses not only personal experience and intuition. If necessary, he consults with experts in a particular field of knowledge, studies the market, analyzes related literature, consults with colleagues, that is, he forms and studies the largest possible database on the subject of that book or that direction with which he is working at the moment.

3. Marketing planning

3. 1. Develop a marketing plan

A marketing plan is developed, as a rule, for each book. It includes all the elements necessary to prepare the book for sale and position it in the market. The work of preparing a marketing plan begins from the moment the editor begins work on the manuscript. Sometimes even at an earlier stage, when there is no manuscript yet, but the idea of ​​the book has already acquired real features.

The most effective is the view of planning set out in Philip Kotler's now classic book "Principles of Marketing", which we will take as a basis.

Summary of benchmarks. In this initial part of the plan, its main goals and objectives are outlined, the main focus of the plan and its structure are formed.

current marketing situation. An important part of the plan that characterizes the starting situation for a new publishing product. This includes a description of the market.

Dangers and opportunities. The problems that may arise when promoting a product to the market and its implementation are outlined.

Tasks and problems. This section of the plan is a logical continuation of the previous one, since the tasks and problems identified in it follow from the analysis of dangers and opportunities.

Marketing strategy. It is a logical construction that sets out ways to solve marketing problems in the medium and long term.

Budgets. The previous sections of the plan allow you to build financial side plan, predict possible profits and losses. Once approved, the budget portion of the plan serves as the basis for the implementation of the entire marketing plan.

Thus, the marketing plan allows in a concentrated form to present the situation with the creation, promotion to the market and the implementation of a specific publishing product, starting from the earliest stage of working with it.

3. 2. Marketing budget

A marketing budget is a plan of action for its implementation in terms of money. Its successful implementation means ensuring acceptable costs for the implementation of all activities of the marketing plan.

The marketing budget is usually planned on the basis of the planned annual turnover of the publisher, that is, it depends on the annual income.

4. 1. Market segmentation

One of the basic concepts in marketing is "need" - discomfort in behavior, activity, feelings of a person, or more simply - a need for something that needs to be satisfied.

To satisfy the consumer's need for a book, the publisher must research the market. But this study is also necessary in order to reduce costs and increase the income of the publishing house. One of the most important marketing tools is market segmentation.

Market Segment - a specially allocated part of the market, a group of consumers, products or enterprises that have certain common features.

The most common criteria for market segmentation include (cited from the book: Modern Marketing / Edited by V. E. Khrutsky. - M .: Finance and Statistics, 1991. - S. 62-63.):

materiality of the segment (its sustainability, growth opportunities);

A real assessment of the potential of a publishing house according to these criteria makes it possible to assess not only the possibility of entering new markets for it, but also the stability of the position in the segment in which the publishing house traditionally operates.

4. 2. Selecting target market segments

When looking for a solution, three market coverage strategies can be used: undifferentiated, differentiated, and concentrated marketing.

undifferentiated marketing. Its essence lies in the manufacture of goods focused on the mass consumer, on the mass reader. This approach is very economical, since the costs of production and sales, as well as advertising and marketing, are low.

Differentiated Marketing. In this case, the publishing house acts simultaneously on several segments and forms an independent publishing program for each.

Concentrated Marketing. This option is chosen, as a rule, by medium and small publishing houses when they concentrate their efforts on a relatively narrow specific, target or thematic market of technical or medical, educational or computer literature.

4. 3. Positioning the book in the market

Speaking of positioning, we mean providing a book that is different from other books, inherent only to this particular book, a place in the market. In fact, we are talking about the formation of a separate niche for a particular publication in the minds of the buyer. Hence the importance of positioning in the marketing activities of a publisher.

Book positioning primarily uses its attributes such as title, format, binding, artwork of the book itself or dust jacket, text on its flaps, price. Together, they should attract the attention of the buyer, provide the effect of recognition, distinguish the book from the general series, and encourage the potential consumer to buy the book. And if all this is built correctly and works, then those characteristics of the book that distinguish it from other books are perceived by buyers as its unique advantages.

First of all, we note that there is no single interpretation of the concept of "marketing". The classical definition of F. Kotler ( marketing - a type of human activity aimed at meeting the needs and requirements through the exchange) is too general and, in turn, requires lengthy explanations and interpretation of new terms (need, need, product, transaction, market, etc.). As a rule, in modern dictionaries, "marketing" is interpreted as an activity aimed at promoting a product to the market, creating a demand for it and satisfying this demand.

A wide range of activities in the field of the market of goods, services, securities, carried out in order to stimulate the sale of goods, develop and accelerate exchange, in the name of better meeting needs and making a profit.

In each field of activity, marketing has its own specifics, primarily related to the characteristics of a particular product and its sales market. In this sense, publishing marketing also has its own specifics.

A set of activities to identify the needs of potential readers and their satisfaction in the literature.

Marketing activities have the most active influence on the activities of the publishing house at the beginning of the production cycle, at the stage of thematic planning and at its completion, at the stage of selling the released products. At the same time, we can say that marketing is, to one degree or another, a component of each stage of work on a book and is a set of measures to study all issues related to the publishing house's products:

• study of a potential consumer;
• analysis of the market where the products of the publishing house are sold;
• analysis of forms and channels for marketing products;
• analysis of the volume of trade turnover of the potential sales market and the publishing house's own products;
• study of the competitive environment;
• study of advertising activities;
• determining the most effective ways to promote books on the market;
• study of its "niche" of the market, where the publishing house has advantages over competitors.

The difference between publishing marketing and marketing in a bookselling enterprise lies primarily in the fact that in the latter case there is already a finished product - a book with which the book trade works, while the publisher from the very beginning deals with the marketing of something that does not yet exist in any material form. product - book ideas.

Basic purpose of the publisher's marketing activities in general, one can name the provision of economic efficiency from the implementation of the book program. The goals that determine the policy of the publisher in a certain period of time in a certain market also belong to the same kind of general marketing goals. These may be the goals of achieving leadership in the all-Russian or regional book market or maintaining it, providing the greatest possible variety of publishing products in order to meet the needs of buyers in the widest possible range, expansion in priority markets for publishing, etc.

Along with the general goals of publishing marketing, there are also local goals, because the opportunities and tasks solved by marketing methods are diverse. So, in the course of implementing the long-term goals of the publishing house, individual marketing campaigns are also carried out, aimed, for example, at promoting a specific publishing project, popularizing the brand of the publishing house or book series, the author or any publishing action.

First of all, we note that the need for marketing appears along with the emergence of competition, that is, with the emergence and development of the market itself.

(from lat. concurrentia - collide) - a competition between producers or sellers of goods; the struggle for markets for goods in order to obtain higher incomes, profits and other benefits.

Economic relations associated with the exchange of goods and services, as a result of which demand, supply and price are formed.

So, for example, in the initial period of the formation of the book market (1987-1992), when the number of publishers and the range of book products in certain segments of this market (previously completely or insufficiently mastered) increased sharply, the goal of publishers' marketing activities was to ensure the sale of the entire product produced. . At the same time, the product was first produced, and then ways of its implementation were already sought.

As the market became saturated against the background of a significant decrease in effective demand (1992-1995), publishing houses could no longer produce any kind of book products, but only those that could be sold, which means that the goal of marketing was to conquer sales markets. That is, the purpose of marketing is sales.

With the development of the market itself, its increasing segmentation and the reorientation of consumer demand from "omnivorous" to the quality of book production (1995-2001), marketing priorities became market research, the formation of a new pricing policy, and the book itself as a commodity.

Finally, when the market became crowded with manufacturers, and the circle of buyers remained, in fact, the same, when further changes in the market led to the fact that obtaining sufficient profit became possible only when meeting the most diverse needs of consumers (2002 and beyond), the main The target of marketing is the customer.

An attempt to systematize complex socio-economic processes, as a rule, is to some extent conditional. The development of marketing as a type of activity characteristic of market relations, and even in the period of changing eras, is also difficult to divide into obvious periods. Therefore, the above periodization cannot be indisputable. In this case, we have only illustrated the evolution of marketing goals. In addition, it should be borne in mind that in addition to focusing marketing on production, sales, product or customer, which we have identified, it is always aimed, to one degree or another, at creating a comfortable business environment, at the best investment of capital, at creating a stable prospect for the development of a particular commercial structures. Recently, these areas have become particularly important for publishing houses.

Due to the vastness of marketing as a special type of activity, we will not try to embrace the immensity and confine ourselves to considering only some of its main aspects. But before moving on to these aspects, let's take a quick look at the editor's role in implementing those marketing activities that we have already discussed and those that will be discussed in this chapter.

The work of a modern editor includes a whole range of areas related to the development and implementation of the idea of ​​not only a specific publication, book, but also larger publishing projects. One of such areas of the editor's work is marketing, because the editor should start thinking about the market for the book not when the finished manuscript or its fragment lies on his desktop. When this happens, it is often difficult to change anything, in any case, this may be associated with financial losses or additional costs.

Whether this book is needed and whether it can be sold at a price acceptable to the publisher must be decided before the author receives an order for it, and the publisher begins to create a favorable environment for its existence in the future. True, this applies to a lesser extent to fiction, where it is much more difficult to “guess” or “calculate” the fate of a work. However, for other literature - scientific, educational, reference, popular science, such an approach is not only justified, but often the only true one. In any case, the task of the editor at the initial stage of working with a future book is not only to determine his attitude towards it, but also, if possible, to find a solution to the problems that may arise on the way of the book to the reader. How to do it?

Each publishing house develops its own practice of solving this issue. In addition, depending on the size of the publishing house, the degree of responsibility of the editor for making decisions in this part is also different, since in large publishing houses such decisions are made by professional marketers, not editors. However, there are few such publishers. In medium and small publishing houses, the role of the editor as an expert in marketing matters is much more visible, and sometimes decisive. Here he himself decides what to publish, and he himself is responsible for promoting the book to the reader.

When making a decision, the editor uses not only personal experience and intuition. As a rule, he consults with specialists in a particular field of knowledge, studies the market, analyzes related literature, consults with colleagues, that is, he forms and studies the largest possible database on the subject of that book or that direction with which he is working at the moment.

To a certain extent, the nature of the work of an editor as a marketer is determined by the marketing concept that is currently accepted in the publishing house to solve current or future problems.

Speaking of marketing, it is important to keep in mind that as a specific action or sequence of certain operations, it deals with two main components: a product, which can be either a material object (in our case, a book) or an ideal one (for example, an idea publication of a new series of cookbooks) and the buyer of this product. These two components are mainly focused on marketing concepts.

A system of views on something; the basic idea.

A belief system that defines the path to commercial success in the sale of goods or services.

There are five classic marketing concepts that can be called basic: production, product, marketing, consumer and the concept of social and ethical marketing.

Production concept. This concept assumes that the buyer prefers products that are widely available and affordable. The consequence of this assumption is the improvement of production, an increase in its volume and a decrease in production costs.

The use of this concept is typical for periods when demand for a product exceeds supply, or the cost of a product is too high and must be reduced by increasing productivity.

It can be said that in the Soviet period of our history, when demand for most goods, including books, significantly exceeded supply, publishing houses increased production without taking into account the real needs of the population, but ensuring low prices for books through mass circulation. As you can see, one can also talk about those not at all market times from the standpoint of marketing concepts. It should be noted here that even under the Soviet regime, they studied the market situation and consumer demand, using the principles of marketing, although they rejected marketing itself.

Commodity concept. This concept is focused on the product and proceeds from the fact that the quality itself determines the demand for it and, therefore, the main attention should be paid to its improvement. In the publishing business, this means exploring opportunities to improve the book in ways that would increase sales and therefore bring more profit to the publisher. In fact, it is mainly about creating a new publishing product that was previously absent from the book market. But since in the book the buyer is primarily interested in its content, this is not easy to do. Here much depends on the structure and content of the book market, on the purchasing power of the population. Thus, in the conditions of a shortage, characteristic of the initial period of the formation of market relations, it was relatively easy to create a new publishing product, since many previously unpublished authors, and even entire thematic areas (such as, for example, detective stories, thrillers, fantasy and others) at that time were a novelty for the reader and could be considered as a new product. In modern conditions, when the market, especially the market for mass-market literature, is saturated and becoming more diverse, it is becoming more and more difficult to create a truly new publishing product. Of course, you can improve the book by improving the quality of printing, developing an improved design, collaborating with eminent authors and artists of the book, but all this, making the book more perfect, makes it more expensive at the same time. And here the well-known limiter comes into play - effective consumer demand. So in this case, you need to find your reader, your buyer.

Sales concept. With an active or predominant focus on production and on the product, as a rule, the study and formation of the market itself is missed, which leads to an aggravation of the problem of marketing products. The sales concept just provides for the intensification of sales and the promotion of purchases. At the same time, it is assumed that the buyer will not buy products in sufficient quantities if the manufacturer himself does not show activity in the field of sales and the formation of demand for his products. This concept can be described as aggressive marketing. What is the manifestation of this aggressiveness? In the imposition of goods on the buyer without real concern for the satisfaction of his real need. The main thing is to sell already produced goods, therefore, the concept implies, first of all, an aggressive information policy.

An example of the implementation of this concept in the publishing business can be sales of books through telemarkets or the Internet. Them main feature is the direct and most complete information about the book, delivered directly to the potential buyer. The buyer does not need to run around bookstores in search of a book, she herself comes to his house at his first request. The world's largest online bookstore is the American Amazon, which opened in 1994. In Russia, online bookstores began to be created in 1996-1998. and are actively developing.

Consumer concept. In the case of using this concept, the publishing house directs its main efforts to studying its buyer in order to know what exactly he is ready to buy today and at what price. At the same time, the tasks facing publishers engaged in the release of various book products may differ significantly. Indeed, a publishing house specializing in the production of professional literature (for example, on energy, transport, construction, etc.) initially knows (if the publisher, of course, is not an amateur and he does not need to specially study this or that field of activity in advance) to whom one or another of his books is addressed. At least it is known for sure that a housewife and a random buyer will not buy it. Another thing is a children's book, its buyer is a power engineer, a transport worker, a builder, a housewife, and a casual visitor to a bookstore. This means that the focus of marketing operations, their scale and targeting will be different depending on the product.

When implementing this concept, it is important to receive information about the needs of consumers, as they say, first-hand, from the reader himself. Various methods are used for this, from simple surveys and work at book and professional fairs to the involvement of groups of specialists for in-depth research. The choice of methods used is determined by the scale of the task and the financial capabilities of the publishing house.

The concept of social and ethical marketing. This concept comes from the fact that competitive advantage can be achieved by meeting the needs of not only a particular consumer, but the whole society as a whole. We are talking about the fact that in the production of a product, the interests of the manufacturer coincide with the interests of society in terms of maintaining public ethics and morality, and more broadly - in terms of maintaining the well-being of society.

In the context of the extremely active development of information and advertising technologies, the emergence of this concept is justified by the fact that its use allows, on the one hand, to some extent to counteract the imposition of values ​​alien to society, and on the other hand, to ensure the buyer's confidence in a particular product.

Ideally, a marketing plan is developed for each book. It includes all the elements necessary to prepare the book for the first time and position it on the market. The work of preparing a marketing plan begins from the moment the editor begins work on the manuscript, and sometimes at an earlier stage, when the manuscript does not yet exist, but the idea for the book has already taken shape.

There is no rigid and generally accepted marketing planning scheme acceptable for any publishing house. Sometimes such planning is reduced to a description of standard methods of activating sales, to a list of operations for advertising a future book and studying the product itself and the market in which it is supposed to be sold. It seems, however, that a more acceptable view of marketing planning is set out in F. Kotler's classic book "Fundamentals of Marketing", which we will consider.

The sections of the marketing plan below are formed based on the strategic goals of a particular publishing structure and the nature of the publishing product planned for release.

Summary of benchmarks. In this initial part of the plan, its main goals and objectives are outlined, the main focus and its structure are formed.

current marketing situation. An important part of the plan, which characterizes the starting situation for a new publishing product. This includes a description of the market in which the book will be sold, in terms of its size, availability of similar or related publications. It also characterizes the positions of publishing houses - competitors and the publishing house itself - the manufacturer of a new product, possibly more detailed consideration is given to the likely channels for delivering the book to the market and their potential in terms of sales volumes.

Dangers and opportunities. It outlines the problems that may arise when promoting a product to the market and its implementation, as well as those areas of marketing efforts that can positively affect the situation and increase the competitiveness of the publication.

Tasks and problems. This section of the plan is a logical continuation of the previous one, since the tasks and problems identified in it follow from the analysis of dangers and opportunities. They are formulated in the form of specific targets with a time frame for execution.

It is a logical construction that sets out ways to solve marketing problems in the medium and long term. Describes specific strategies for a new product, organizing its sale, advertising, sales promotion. This section should provide answers to the questions posed in the previous sections of the plan.

The key activities of the publishing house to maintain demand for their products, depending on the prevailing market conditions. Includes specific strategies for target markets, marketing mix and marketing spend.

A set of controllable marketing variables (product, price, distribution and promotion methods) that a publisher uses to generate a favorable response from its target market.

Action Program. This section formulates specific activities and actions to achieve the intended goals and implement the chosen strategies. Answers to be given here. next questions: what will be done, when will it be done, who will do it and how much will it cost?

Budgets. The previous sections of the plan allow you to build the financial side of the plan, to predict possible profits and losses. Once approved, the budget portion of the plan serves as the basis for the implementation of the entire marketing plan.

Control procedure. Includes the procedure for monitoring the execution of the marketing plan. This order is built in such a way that it is possible, within a certain period of time, to evaluate the results achieved and, if necessary, to determine measures to rectify the situation.

Thus, the marketing plan allows in a concentrated form to present the situation with the creation, promotion to the market and the implementation of a specific publishing product, starting from the earliest stage of working with it.

This is an action plan for its implementation in monetary terms. Successful implementation of the budget means ensuring acceptable costs for the implementation of all activities of the marketing plan.

The marketing budget is formed in such a way that sales are ensured and funds are received from the sale of the publication, which would not only cover the costs of production and sales, but also bring the necessary income to replenish the net profit of the publisher. At the same time, it must be remembered that the marketing budget is formed along with the budgets for other areas of the publishing house and cannot be considered in isolation from them.

The budget for marketing expenses in each specific period is a certain percentage of the sales volume of all the publisher's products, although the costs for each particular book can vary significantly depending on a number of factors, in particular, on the circulation, quality of execution, the reader's address of the book, etc. New edition hardcover, mass paperback, school textbook, scientific monograph and special reference edition - each of them requires an individual approach and its own share of the costs of implementing the marketing plan. This share can vary in a fairly wide range: from 5% for mass publications to 20% for professional reference books.

The marketing budget is usually planned on the basis of the planned annual turnover of the publisher, that is, it depends on the annual income. And since the marketing budget provides for the use of financial resources in order to maximize income, we can say that the amount of income depends on the amount of costs to obtain it.

At the same time, when forming the marketing budget, not only the method of percentage ratio with sales volumes is used. Among the most common are also the method of financing "from the possible", the method of competitive parity, the method "from what has been achieved", the method of maximum costs.

Funding method "from the possible". The essence of this method is simple: the marketing budget is formed according to the “how much can be allocated” principle, that is, residual funds are allocated after meeting the needs of production, regardless of sales volumes in future periods and without specifying the goals of marketing itself. In fact, in this case we can only talk about unpredictable marketing, the effectiveness of which is predictably negligible.

Competitive parity method. In this case, in order to maintain the positions won in the market, the publisher allocates for marketing as much as the main competitors spend. To use this method, it is necessary not only to know these main competitors operating in the same market and with comparable positions and resources. It is more important to determine their marketing budgets, which is much more difficult. In addition, there is always the possibility of new competitors, which makes this method unattractive.

The “from what has been achieved” method. The method is based on maintaining the volume of financing at the level of the previous year with some adjustment taking into account real sales volumes. Or the marketing budget is set as a fixed percentage of last year's sales. In this case, to achieve success, that is, the development of marketing, success in the past period is also necessary, which is not always realistic.

Maximum cost method. The method involves spending on marketing the maximum possible amount of funds. In this case, it is quite difficult to track the effectiveness of costs, since they are not optimized and divorced from the final result due to the time gap between them.

There are other, more sophisticated methods of budgeting marketing (for example, the method of accounting for a marketing program, based on accounting for the costs of achieving individual goals of the program in comparison with other possible paths leading to the same goals). However, in practice, integrated approaches are used in the formation of the marketing budget, involving a certain symbiosis of the methods discussed above.

Regardless of marketing goals, its budget is allocated to the main areas of marketing activities, such as research, advertising, sales promotion, sales, public relations, etc.

As a rule, publishing houses form their plans for half a year. Accordingly, for each half year, goals are set to achieve certain sales volumes and, accordingly, a marketing budget is formed.

First of all, we note that demand is one of the manifestations of human need, that is, a manifestation of the need for something that requires satisfaction. At the same time, not every need is a demand. That is, the need itself, felt by a person in relation to something, may not become a demand.

Fundamental concept market economy, meaning the desire supported by the monetary opportunity, the intention of buyers, consumers to purchase this product.

Demand is the quantity of a product that a buyer is willing and able to purchase at a given price in a given period of time. In turn, effective demand makes up a certain share of the market capacity. The difference between market capacity and demand actually determines the prospects for a particular market for goods or services.

Potentially possible volume of sales of a certain product on the market during a given period, depending on the demand for the product, price levels, general market conditions, household incomes, and business activity.

It is clear that in order to satisfy the consumer's need for a book, the publisher must research the market. But this study is also necessary in order to reduce costs and increase the income of the publishing house.

(from lat. segmentum - segment) - division of the market into separate parts (segments) on the basis of the type of goods sold, territorial location, the type of buyers most represented in this part of the market, according to social characteristics.

The most common and generally accepted criteria for market segmentation include the following (cited from the book: "Modern Marketing" / edited by V.E. Khrutsky. - M .: Finance and Statistics, 1991):

• quantitative parameters of the segment (number of potential consumers, segment capacity in terms of sales and value, geography of consumers);
• the availability of the segment for the publishing house (the possibility of using sales channels, the conditions of transportation and storage, the sufficiency of the capacity of sales channels);
• materiality of the segment (its sustainability, growth opportunities);
• profitability of the segment (how profitable will the work of the publishing house for this segment);
• compatibility of the segment with the market of the main competitors (to what extent competitors will oppose the approval of the publisher's products in this segment);
• efficiency of work in the selected segment (availability of publishing house opportunities to work in the selected segment: experience, personnel, readiness for competition);
• protection of the selected segment from competition (assessment of possible competitors and the publisher's own forces to withstand competition).

A real assessment of the potential of a publishing house according to these criteria makes it possible to assess not only the possibility of entering new markets for it, but also the stability of the position in the segment in which the publishing house traditionally operates.

Depending on the goals of marketing research conducted by the publishing house, market segmentation can be carried out by consumer groups, product parameters, and main competitors. It is clear, however, that using the results of situation analysis in only one of these areas can be of practical value, mainly in solving local problems. To achieve strategic goals, it is important to have results in all three components - both in terms of consumers, and in terms of products, and in terms of competitors, which alone can allow a publishing house to correctly choose the segment of the book market in which its activities will be most effective.

At the same time, it may well turn out that the analysis of the book market segments will show opportunities for the publishing house to work in several segments. In this case, the problem of choice arises. It is necessary to solve this problem, because there is always the most acceptable segment for the publishing house, and it must be found.

When looking for a solution, there are three market coverage strategies that almost exhaust the real possibilities of influencing the market: undifferentiated, differentiated and concentrated marketing.

undifferentiated marketing. Its essence lies in the manufacture of goods focused on the mass consumer, on the mass reader. This approach is very economical, since the costs of production and sales, as well as advertising and marketing, are low.

In book publishing, such an approach is possible, but not for all publishers and not at all times. First of all, these restrictions are related to the peculiarities of the book as an intellectual product. Indeed, the consumers of the book are initially strongly differentiated by age, gender, professional, psychological, educational, geographical and other characteristics. In recent years, differentiation has sharply increased in terms of the level of effective demand in the regions of the country. Therefore, it is quite difficult to ensure a “mass market capture”. Although we have already noted that this is possible at certain periods, for example, during the formation of a new book market and its rapid filling with a new assortment for the reader, as was the case in the late 80s and early 90s.

Differentiated Marketing. In this case, the publishing house acts simultaneously on several segments and forms an independent publishing program for each. So, in fact, it happens in large publishing houses that produce a wide range of species, target and thematic range of literature. You can name such publishing structures as Eksmo-Press, ACT, Olma-Press, Tsentrpoligraf. This is not about the number of books produced, but about the diversification of publishing output. It is this circumstance that allows and forces them at the same time to use differentiated marketing in their work. Incidentally, it is precisely because of the broad coverage of many segments of the book market that these and similar publishing houses are the most stable in economic terms, since they are less dependent on the situation in each specific segment.

Concentrated Marketing. This option is chosen, as a rule, by medium and small publishing houses when they concentrate their efforts on a relatively narrow specific, target or thematic market, for example, on the market of technical or medical, educational or computer literature. Such a choice, on the one hand, requires the involvement of fewer resources, and on the other hand, it allows, with a reasonable policy, to ensure a strong position in the serviced segment. True, there is an increased level of risk here, since the publisher is entirely dependent on the situation that develops in one segment or even in part of it.

But, having solved the problem and determined the segment in which the publishing house can work most effectively at the moment, it is necessary to decide on one more important factor - the possibility for the publishing house to enter this market with a new product. In this case, we are talking about the positioning of the book or the formation of a separate niche for a particular publication in the mind of the buyer. Hence the importance of positioning in the marketing activities of a publisher.

The process of determining the place of a new product in a number of existing products, that is, establishing the scope of its application along with other products, the possibility of replacing old products and competing with them.

The main idea of ​​the book positioning activity in the vast book market is based on the simple truth that there is no product that would satisfy all the needs of a potential consumer, but at the same time, each specific product is able to satisfy his specific specific desire.

It is known what importance in book publishing practice and, in particular, in book marketing is the classification of books by type, subject, purpose. Equally important for the publisher is the systematization of reader interests and priorities. It is also important to bring one to the other in real time, that is, for each publication, find and highlight that special thing that will attract the attention of a particular buyer.

Book positioning primarily uses its attributes such as title, format, binding, artwork of the book itself or dust jacket, text on its flaps, price. Together, they should attract the attention of the buyer, provide the effect of recognition, distinguish the book from the general series, and encourage the potential consumer to buy the book. And if all this is built correctly and works, then those characteristics of the book that distinguish it from other books are perceived by buyers as its unique advantages.

Of course, with any positioning strategy, one cannot count on a complete capture of the market, and this is not necessary. Even a moderate percentage of consumers who can be persuaded to buy a particular book are quite capable of making it profitable.

At the end of the chapter devoted to book marketing, we believe it is necessary to note that marketing, of course, is not exhausted by considering the issues discussed above. We have given only the most general view of some aspects of marketing in relation to modern Russian book publishing. In subsequent chapters, in which we will talk about the promotion of books on the market, about advertising and information support for the book market, we will also talk about those aspects of the publishing business that are now most often attributed to marketing. So we don't say goodbye to marketing.

specific situation

Regretfully, we have to state that marketing as the basis for the promising activities of publishing houses is still very poorly used in practice by our publishers. As an example, let us cite the statements on this subject by the heads of publishing houses, published in the newspaper "Knizhnoye obozreniye" dated June 16, 2003:

According to A. Andreev, commercial director of the Alpina Publisher publishing house, which specializes in publishing business literature, in order to publish an interesting book, the editor needs to communicate with people from the target audience, be aware of their problems, quickly learn about new trends. It is also necessary to communicate with Western publishers - to find out what is going well with them, what directions will be in demand in the near future. The publisher does not commission research on reader demand - it is expensive and inefficient. At the same time, according to A. Andreev, it is necessary to listen to the advice and wishes of specialists who recommend a particular publication or author. Only the chief (or responsible) editor, who every day accumulates a huge amount of information about the offer (authors and rights) and the market (target audience), can form a publication plan.

To make a decision, it is not enough for a publisher to know that the book is interesting to the target audience. You need to understand how many books and at what price you can sell and how profitable it will be. The publishing house in its practice is based on past experience and transfers it to future editions. At this stage, the decisive word remains with the sales department.

The publishing house uses well-known technologies for promoting goods. The only peculiarity is that at the same time the publishing house is forced to vary promotion channels depending on the name of the product and the target audience. To increase the advertising budget, A. Andreev advises combining books into series, but this should be done carefully, based on some bright idea. For example, the books in the "Short and to the point" series meet two requirements: conciseness of style and the maximum concentration of thoughts and ideas per unit area of ​​the text. These books are aimed at people who are engaged in real business and who do not have time to study fundamental works. On the other hand, the director of the publishing house believes that it is pointless to publish books called "World Bestsellers". In this case, seriality "kills" the individuality of the book.

According to S. Dmitriev, editor-in-chief of the Veche publishing house, marketing in general and market research in particular is the weakest part of the work of publishing houses in Russia. The market is so fragmented that publishers can hardly imagine how their books are sold in Russia. In reality, sales accounting is established only in a few firms (for example, in Top Book). From the majority of wholesalers, the publishing house cannot receive not only operational information, but even quarterly sales information. According to the editor-in-chief, no market analysis is carried out, the publishing house makes decisions by analogy and intuition. The Azbuka publishing house twice offered the Azbuka-Classic series to the market: in 1996 and 1999. For the first time, a series of high-quality pocketbooks with classics printed in Germany was released. There is a principle of four “Ps” generally accepted in marketing: “Product”, “Price”, “Place”, “Promotion”, that is, product, price, place and promotion. An error in any of them can lead to failure. And although Azbuka-Klassika is a quality product, a book with a cover printed in Germany cost the same as a bound book printed at a domestic polygraph base. There were also errors in the content of the series, since only the “best” classics were printed.

After August 1998, the publishing house lost its foreign printing base, lost almost the entire market. “Then,” says Aleksey Gordin, deputy director of the publishing house, “we ordered a study from a serious marketing company, which cost us five thousand dollars. We investigated the audience of "ABC-Classics" - actual and potential. The research was about the preferences of buyers both in the field of books and in other areas - we wanted to draw a portrait of the buyer for further promotion. As a result, we received a huge amount of information not only on the project, but also for the development and promotion of various series. The research allowed us to understand how to use the strengths of the project that are already there (and find out what the buyer considers strengths), and how to strengthen those that turned out to be weak.

As a result, the series was restarted and repositioned. At the end of 1999 - beginning of 2000. she has acquired the form that she has now and which already seems to be something taken for granted.

First, books began to be printed in Russia. As a result, the series has become much cheaper, but the quality of gluing has worsened. But the results of the study confirmed that the books still sold out.

Secondly, the content of the series has changed - we began to make not “classics of classics”, but “popular classics”, designed for people who want to get to know the author, whose name they have heard, but whose works they have not read. For one acquaintance, readers were not ready to pay 100 rubles, but 30 could well. It was important that we added comments, a preface and an afterword. In other words, the content of a cheap book began to be prepared in the same way as an expensive one.

Thirdly, it was the first series in Russia for which special racks were made. Stores resisted at first, but we managed to convince some administrators to give it a try. Sales tripled within two weeks.

As a result, the series became fashionable and remains so to this day. From two to four books a month, the project has grown to an average of 15. And it turned out to be so successful that to this day many people associate the ABC with the ABC-Classic, although the share of Classics in the total number of books published by us is small. . We've had a lot of marketing successes since then, but it's never been this textbook."

1. Marketing, as a type of activity aimed at meeting needs and requirements through exchange, is specific with respect to a particular product and its sales market.
2. For publishing houses, marketing activities are most relevant at the stages of thematic planning and sale of finished products.
3. An indicator of the economic efficiency of marketing activities in a publishing house is to ensure the fullest possible implementation of the publishing program.
4. Marketing deals with two main components: the product and the customer.
5. The optimal situation is when for each book being prepared for publication a marketing plan is developed, which includes all the elements necessary to prepare the book for sale and position it in the market.
6. The marketing action plan, expressed in monetary terms, is the marketing budget.
7. The marketing budget is formed along with budgets for other areas of the publisher's activities and cannot be considered in isolation from them.
8. To satisfy the buyer's need for a book, the publisher must research the market.
9. One of the most important marketing tools is market segmentation.
10. The importance of book positioning in the marketing activities of a publishing house is determined by the possibility of forming a separate niche in the market for a particular publication.

Test questions:

1. What is marketing?
2. Define publishing marketing.
3. How is publishing marketing different from marketing in a bookselling business?
4. Give examples of general and local publishing marketing goals.
5. Describe the approximate evolution of the marketing activities of publishing houses in Russia in the post-reform period (1985 - present).
6. Is the editor involved in marketing activities?
7. What is the concept of marketing?
8. What marketing concepts do you know?
9. Name the typical sections of a marketing plan.
10. What is a marketing budget?
11. What methods of budgeting marketing can you name? Describe them.
12. Define market segmentation.
13. What criteria for market segmentation do you know?
14. List three market penetration strategies.
15. What is the basis for positioning a book on the market?

Publisher catalog

his role in the publisher's marketing campaign

course work

1. Marketing in the book business

In recent years, a wave of interest in marketing has also affected the book industry - publishers and merchants, who seem to be running a rather isolated business.

Book distribution channels are an area where particularly significant and dynamic changes in the development of marketing practices have taken place in recent years. The growth of bookselling chains, the creation of new independent bookstores, the sale of books in non-traditional ways (such as online stores), the boom in mail-order sales, the spread of book clubs of interest, the emergence of departments in publishing houses dedicated to finding special types of sales ... All this, taken together, not only allowed to vary the delivery of the book to the reader, but also increased the potential of the book market.

Direct mail is a rapidly progressing field. More and more publishers are getting involved in it, and among them there are even those who build their entire business on the mailing list. However, direct mail campaigns are very expensive, requiring detailed planning and scrupulous control over each operation. The subject of special concern is the selection of literature according to the lists of orders and the careful packaging of books. The electronic revolution is increasingly beginning to influence the situation in the book business.

Publishers and booksellers are trying to solve the eternal super-task - to bring the reader to "his" book, in particular, using another special sales channel - the sale of books for special directories .

Studies of magazine production have established that the majority of readers are attracted by those publications that, to one degree or another, affect certain aspects of their lives, their interests, and finally, themselves as individuals.

Catalogs and mass-market magazines that try to write "for everyone and about everything" are increasingly giving way to publications that publish materials "on interests" or generally specialize in any direction.

In book marketing, the classification of books by types and genres is of lasting importance, but at the same time, the systematization of reader interests also has no less place. It is important to find forms of communication that communicate potential consumer about the books he expected. In the book business, positioning is used very widely - in advertising, designing bindings, writing text on dust jacket flaps, placing information about publications in book catalogs.

Positioning primarily involves the specific "commodity attributes" of the book, such as the title, format, binding, dust jacket art, flap text, price, and catalog annotation. It should be ensured that all of the listed components are in harmony with each other and complement one another. As a rule, publishers solve these problems long before the start of an advertising campaign, preparation of materials related to promotion and sales promotion.

When organizing research on such specific features of the book itself and on the advertising campaign, it is important to pose the following questions to researchers.

attention and recognition. Do the cover, title and other external attributes attract attention? Will a potential buyer stop when they see an advertisement or a TV clip. Will he take this particular book from the shop window? Of course, research conducted before the publication of the book does not yet allow us to evaluate the effectiveness of book reviews, word of mouth advertising, bestseller lists. But the effectiveness of the individual elements listed above, researchers can predict quite confidently and specifically.

communication effect. How to build a message so that the individual attributes of the book (title, graphic solutions, artistic design) most effectively inform a given group of potential readers about the type of the proposed publication, its merits and benefits from its acquisition. What needs to be corrected in the message so that it does not cause negative reactions in a word or intonation in a future buyer.

Regardless of whether consumers liked the look of the book, it is essential to find out what they saw, what they understood, what it was about and what their perception is.

Buyer motive. The root question, of course, is, does the positioning that you develop stimulates buying interest? Does it encourage the consumer to buy the book—for themselves or as a gift? If not, what problems stand in the way and what needs to be done to remedy the situation?

Advertising materials and various accessories of the publication can be evaluated at an early stage of the editorial and publishing process, when it is possible to modify both individual elements and the entire set. If the researchers are dealing with an almost completed work, then in this case it is useful to involve the respondents, describe to them a specific situation and offer them to make their decision. Individual publications are accompanied by alternative announcements, which help respondents assess which publication arouses the reader's interest the most.

To study the effect of the influence of individual attributes of the publication, it is desirable to acquaint respondents with advertising books in the catalog. This approach makes it possible to assess how the book attracts the attention of the consumer.

In the past, a book usually had one cover and it was on this cover that the advertising campaign was betting. Recently, publishers have begun to use two or more covers, so the same book appeals to multiple audiences at once. They began to change not only the colors of the covers, but also the decoration. The book can be "dressed" in a strict cover for intellectuals, and in a more flowery one - for other categories of readers.

These types of promotions are in line with the growing segmentation marketing in book publishing, which is likely to see significant development in the future. The book business is well positioned to do this, as it relies primarily on print advertising rather than very expensive television campaigns to reach target market segments.

Special attention deserves advertising and activities to stimulate sales and promotion. The study of these elements of the book business should take place in the context of the entire positioning of a particular book or thematic direction. First, in the course of research, advertising ideas are developed, then, through testing, they check the reaction of consumers to the text of an advertising call containing these ideas. Feedback on the concept, and if time permits, on the books themselves, will help determine which elements or themes should be the most active part of the call.

Qualitative research of print and television advertising reveals whether the consumer understood the text of the advertisement and how he understood it. These open-ended diagnostic studies often point to adjustments that need to be made to advertising. Quantitative testing allows you to answer the question of what type of advertising campaign is most appropriate for the current situation.

Each research in the field of advertising must reveal some very specific factors, such as the essence of advertising motives, the communication properties of advertising messages, and many others. Therefore, in such studies, the following tasks are usually set:

degree of interest in the purchase and the main reasons;

assessment of the quality of the preparation of the appeal (main points);

those places in circulation that, in the opinion of the respondent, contain

doubtful provisions, inconsistencies, cause mistrust;

Proposals for changes and improvements.

By solving this set of tasks and the course of the research in a timely manner, it is possible to conduct an effective advertising campaign to introduce a new book or a new direction to the market in general. After clarifying the attitude of the readership to the book, further efforts of marketers are directed to testing the advertising methods prepared by the publisher or advertising agency in sketch form.

Working with a focus group should suggest to the publisher the variant of the advertising campaign that would stimulate the reader's choice to the greatest extent and form a positive response from the audience to the proposed book. Moreover, as a result of the study, the publisher gets an idea not only of what the general reaction of the reader to the book is, but also why it is so. In addition, interesting recommendations for more effective informing potential buyers fall into the hands of specialists.

If you approach the research creatively, then the result of the work of specialists will not be a “research report”, but a method that opens up new opportunities for the publisher in his offspring, a well-established tool for improving each element of the publishing project. In some cases, the publisher gets a wide choice of further decisions, in others, when the decision has already been made, precise guidelines in the evaluation of the project, indications of its strengths and weaknesses. All this, taken together, prepares favorable conditions for the conduct of the entire campaign at the highest level. No specific detail of the book can predict its success or, conversely, its failure. Therefore, after researchers have carefully examined each element, they must equally carefully test the entire system of elements, the package as a whole, that is, the book as such.

2. Advertising

Advertising is of paramount importance for book marketing, but the types of advertisements, the text of advertisements and the media designed to convey them to the intended audience must be clearly related to market segments.

Of course, you can also advertise a separate publication, and such advertising is legitimate, however, as practice shows, books are very easily combined in one advertising text according to some criterion (for example, the subject of content). New titles and editions also coexist peacefully in the advertisement, saving money at the same time.

Book marketing includes three main stages:

creating a product that can meet the needs of the intended audience (or identify an audience whose needs an already written book could meet);

delivery of the book to the location of the appropriate audience;

Informing this audience about that the book she is interested in exists.

It is clear that advertising is associated with the third stage, and in this case it is part of a complex of actions, including publicity.

As far as trade advertising is concerned, it is part of the second stage, delivering the book to the intended audience, a strong additional argument in favor of the book, designed to convince the retailer of its high merits, such as commercial potential. Trade advertising serves not only as a means of alerting reviewers, rights managers, librarians, and so on. about the publication of a book -- the first function of trade advertising is to deliver the required number of copies to bookstores. The backbone of the retail chain is independent bookstores and bookstore chains, but trade advertising material is also sent to paperback book distributors, bookstores educational institutions, electronic equipment stores, car dealerships - in a word, to any outlet where you can sell multiple copies of this publication.

A bookstore that buys a book from a publisher has absolutely no need for a tedious retelling of the plot or an analysis of the issues raised in the book - it is interesting to know why the publisher decided that the store could deaden part of its capital for a while by investing in the purchase of the book and storage its in stock; what kind of assistance will the publisher give him in organizing the sale of the book; what are the publisher's plans regarding publicity, what is the budget for advertising, including cooperative advertising, whether the book was purchased by any book club, whether the book is being commercially used, and much more. Good trade advertising meets all these requirements. It should not be confused with consumer advertising. Consumer advertising sells books from the store, trade advertising is aimed at selling books to the store.

While the average buyer is practically insensitive to the publisher's insignia - imprints, booksellers, on the contrary, pay the most serious attention to the ownership of a book by one or another publisher. It is for this reason that designers of advertisements seek to emphasize their "kinship", to strengthen the "family resemblance". The publisher wants people to immediately recognize his company after looking at such advertising, and at the same time, associations with his entire publishing program would arise in their minds. Thus, the purpose of sales promotional messages is to sell a particular book; these messages are "institutional" in nature and are designed to simultaneously "sell" the book and the publisher. The best advertisements also successfully influence authors and literary agents, increasing the influx of new manuscripts and thus facilitating the active formation of the publishing portfolio. It is extremely important for new publishers, especially small businesses, to make themselves known to bookselling organizations, so they often spend much more money on trade advertising (of course, within their own budget) than large publishing houses.

If trade advertising is designed to promote the supply of books to retailers, then consumer advertising, on the contrary, has to help "push" these books out of the store. Consideration of consumer advertising is beyond the scope of this work.

Ad Timing

The timing of the advertising campaign is very important. Trade advertisements are the first signs, they appear one and a half to three months before the official publication day of the book. Consumer advertising generally doesn't see the light of day until this day. In some cases, when a new book contains something intriguing, a detailed announcement is placed a week before publication - a hint that something is about to happen. These ads work best when paired with a picture that also carries some mystery.

Sometimes it is worth waiting and not starting an advertising campaign until the first reviews appear, especially if these reviews can attract the attention of the readership, especially when the author is not well known to the public. If future reviews do not inspire great hopes, then it is wiser to start advertising "artificial preparation" in the last period before the publication of the book. The publisher can use up the entire advertising budget at once, but sometimes it makes sense to leave a modest reserve in order to stir up some time after the day of publication new wave. True, if there is reason to believe that the book will be successful, then it really makes sense to set off a publicity fireworks display, knowing that after a few reprints, the book will provide new publicity, just enough to drive a supportive campaign. As soon as it becomes clear that the book has gone on sale, you need to organize the business in such a way as to constantly keep the audience under advertising pressure. Publicity events are of a one-time nature, they give, as it were, an impulse to an advertising campaign, then its first wave gradually fades away. The success of a campaign is practically independent of the size of the advertisement, the main thing here is the frequency of its appearance. An ad that proclaims a book a national bestseller can keep its subject on the bestseller lists for as long as it likes, which no other promotional medium can.

When the advertising schedule is set, the campaign objectives are defined, and the power of the verbal-visual impact is precisely established, it is possible to think about translating the ideas of the advertisement into reality, into physical substance. The design should take into account further manipulations with the ad on the newspaper page: either scaling, that is, changing the scale, or changing one of the coordinates (usually the height).

Within the framework of this work, it is not possible to consider in detail the issues of creating effective advertising. Therefore, we limit ourselves brief description common elements that are present in one way or another in most advertisements. Each of them necessarily contains a certain message, which should be easily perceived by the reader and instantly reach his consciousness. Well, if it is direct and uncomplicated, it will not hurt the share of humor. A major role is given to the central graphic idea, which often repeats the artistic decisions of the dust jacket, including the font system. The visual series has its own specific task - to "catch" the reader's attention, and then lead him consistently from one point of reference to another, to the most effective perception of the entire message. Creative solutions devoid of an inner idea and a clear rhythm, allowing the chaos of images to the pictorial space, should be avoided. Experienced artists and designers skillfully use the white field in an organic combination with a colorful image. A competent, smart advertisement has its own image, its own function in promoting a particular publication, borrowing, imitation, imitation of fashionable design tricks are alien to it. The most important thing is accessibility, ease of perception. After all, a person is often in a hurry, he, as they say, basically “removes foam”. That is why it is extremely important that already from the headings, from the first phrases of the text, he immediately understands what the essence of the book is and what its acquisition will give him. When preparing the text of the ad, you can use excerpts from the book, but quoting is effective only if it adds credibility, sharpness, and motivation for the purchase to the text. The unbridled praise of the author affects the reader only to the extent that he is familiar with the subject of the book. If the ad contains nothing but quotes, at least a brief summary of the work, it will not sell the book. At best, it will serve to popularize the author's ego.

New Year's advertising

The New Year period is the best time to sell books. Books seem to be made to serve as gifts, so holiday advertisements in magazines and newspaper supplements are a great way to get the attention of someone struggling with the Christmas gift problem. We need to actively take advantage of the Christmas sales season, emphasizing in holiday announcements that "a book is the best gift." Usually the New Year period is the season for selling large-format books, usually expensive art albums. But this does not mean that other books are not in use at this time. On the contrary, the New Year season causes a surge in sales of almost any book - both general interest and designed for an amateur or specialist, and demand rises if the book sells so well. This happens due to the fact that New Year's advertising is very reminiscent of a mini-catalogue or a list of planned purchases, and the simpler and more frank it is, the better the result. Each book should find its place in the visual range, and this unusual presentation should be as bright and effective as possible, even if at the expense of the text, which can be minimized here. It is important to individualize each name as much as possible so that the buyer who is always in a hurry cannot slip past your advertisement.

Not every book lends itself to advertising in New Year's announcements, so it is better if the publisher directs part of the advertising budget to ensure that its books are included in special catalogs of the Christmas season, distributed in large quantities by book sellers. It's also a good idea to set aside a portion of your advertising budget to promote each title during the New Year sales. Sometimes you have to bitterly regret that all the advertising money was spent in the fall, when in fact they would be very useful in November-December, when advertisements are most effective.

Excellent opportunities for publishing New Year's advertisements are opening up in leading book advertising publications and literary magazines. Mainstream magazines often offer a discount for centerfold ads, but these ads are still extremely expensive. Placing large-format ads in literary magazines dramatically increases the expenditure side of the budget, but the effect of such actions costs money. When making an estimate of the cost of advertising campaigns, the advertising director must allocate all costs by title. In addition, you need to keep in mind that such announcements can include not only the titles of the current season, but also books from previous years. One way to extend life cycle advertisements -- pre-produce them, print them as stand-alone publications, and distribute them to the publisher's sales representatives as a means to encourage retailers to order the book.

The most obvious function of an advertising agency is to fulfill publishers' orders for the production of advertisements. The publisher gives the agency a dust jacket, the entire set of attributes associated with the book, and most importantly, the ideas that the ad should convey to buyers. On this basis, the agency prepares the text and sketches of the final product. If, moreover, the publisher manages to convey to the performers the feelings and expectations that he associates with his new book, then it will be easy and simple for the agency to embody them first in sketches, and then in originals. Conversely, the less the publisher is involved in the preparation of advertising, the more difficult it is for the agency, however, and for the publisher too. Agencies love to work with editors, sales, publicity and advertising people. Such contacts help agency specialists to understand the book as best as possible.

Most likely, the agency will try to use the art of the dust jacket, make it the main design element, a symbol of the book. If, however, which often happens, the dust jacket is designed in a dry, generalized way and cannot be taken as the basis for the graphic solution of the advertisement, the performer will try to find a use for illustrations from the book or photographs that are always available in the photo library in order to reflect the idea of ​​the work, the essence of the book. To write the text, the information received from the advertising department, the lexical part of the dust jacket, annotation from the catalog, the editor's material presented at the book presentation during the sales conference, the author's questionnaire, etc. will be synthesized. After the text and illustrations are approved by the publisher, the agency begins work on the announcement in in general.

The agency will order the typesetting (and send it to the publisher for approval), photographs of the book, retouch them, purchase all the necessary materials to create an effective announcement, after which it will be submitted for publication. The agency may also prepare, at the request of the publisher, a schedule for the publication of announcements in the media. First with interested employees publishers discuss each book, then draw up a consolidated schedule of publications that can provide a massive attack on the appropriate audience of readers. On special request, agencies assist in the preparation of an advertising budget or process data already available to the publisher. In addition, the publisher may ask the agency to prepare a fund management program. mass media-- at the beginning of the sales season or after discussing the results of the advertising campaign.

If a publisher sees an agency as part of its marketing team, then the agency is more useful in solving publishing problems than if it is only mistaken for an organization that offers advertising services. Book advertising agencies have a wealth of business information: they know what books are in vogue, what competing organizations are, and they are always ready to give their regular client valuable advice in the field of the book business.

Some agencies may assist publishers with the production of catalogues, ranging from the preparation of abstracts and ending with the production of the original layout and printing. They have the ability to set up display cases, make point-of-sale tools, and run a book promotion and sales promotion campaign. It's common for them to come up with a dust jacket idea or a list of people they can send books to for review. The agency can do very much or very little - everything will depend on its participation in the affairs of the publishing house.

3. Book promotion and sales promotion

Events related to the promotion of the book (and more often called sales promotion), are carried out separately from advertising work, although they are carried out by employees of the same department. The reason for this situation is that these two types of work are carried out in different time. In addition, work to promote the book is carried out within the walls of the publishing house, and is not outsourced to an advertising agency, in connection with which most of the employees have been doing it for a long time. The process of preparing and approving materials for sales promotion is practically no different from working on advertisements, except that the performers work in the publishing house, while the texts and sketches of advertisements are approved and prepared as they are completed in the agency.

The main means of book promotion can be divided into four types:

· materials for use by various departments within the walls of the publishing house;

tools intended only for the sales department;

· material forms, stimulating sales of books and shops and end customers;

· the grants promoting realization of production to the end consumer.

However, the main function of sales promotion is to help the sales department in every possible way in its work to promote books in the retail and wholesale bookselling network. Increasing upfront sales is a vital goal for the publisher.

4. Catalogs

Seasonal catalogs

The seasonal catalog is a universal information that is readily used by all employees of the publishing house and is especially necessary for personnel engaged in publicity and the sale of subsidiary rights. On top of that, it is a fundamental sales tool. After all, the new name will certainly find its place in the catalog, even if it does not receive any other advertising incarnation. The catalog is often accompanied by flyers prepared by the editor or advertising department. In publishing houses, when preparing catalogs, books are usually differentiated according to various criteria, and more important (according to the publishing house) titles are allocated correspondingly more space. This immediately draws attention to the highlighted books. But the double-edged sword is here, since the buyer's eye will "jump" over the names that occupy a smaller area. Such differentiation (or discrimination?) can also have consequences in the inner life of the publishing house. Questions arise: for what merits did the author of this publication receive an advantage in placing the material in the catalog? Won't the author of a book whose abstract is barely visible on the page feel that he is being neglected? etc. For these and many other reasons, it is preferable to choose such a module for presenting information in which all publications in the catalog would have "the same rights." As for the most important, shock publications, which, of course, will always be on the list, it is advisable to take them out of the general list of books. This organization of the layout makes it easier to work on the catalog, allowing you to easily supplement it with new information or exclude obsolete ones.

Seasonal publisher catalogs should be sent to reviewers and interested media as soon as they go out of print.

Now almost all publishing houses produce seasonal catalogs.

Texts for the catalog

Writing for the catalog is an extremely important undertaking, as it is the first detailed description of a book that informs people outside of the publisher. Author's questionnaires, editor's notes and other similar materials are used mainly in the publishing house itself, being data for official use. As for complex texts, they are addressed to bookstores, libraries, reviewers, copyright specialists, and so on. Since the texts "officially" represent the book for the first time and contain the main selling point, they become the model for each subsequent description. The text on the dust jacket flaps, the text prepared by an advertising agency, even the text of a book club's announcement are also derived from the text created for the catalog.

That is why there are at least two main requirements for the catalog text. First of all, of course, accuracy: the number of pages, the number of illustrations, the spelling of the author's last name and much more must fully correspond to the physical characteristics of a living book. This is far from being as easy to accomplish as it seems, because some of the parameters of the book in the specification are constantly changing. The second requirement, no less significant, is this: it should be not just a text, but a text that sells, that is, it should speak not so much about the individual features of the book, but about the benefits that the buyer will receive by purchasing it. This is a text that drives sales, and is not limited to retelling the plot of the work. A catalog copy is like an advertisement, offering the book to anyone who reads it—bookstore owners, librarians, rights buyers, even reviewers who look through a new catalog looking for a book they want to write about.

In most publishing houses, the texts for the catalogs are written by editors who, although they know the contents of the book thoroughly, sometimes cannot look at it from a marketing perspective and write a commercial text. In this regard, the original editorial text must be carefully "scrolled" in the advertising department, where it can be rewritten again. Often the text from the department gets to the marketing director, who wants to make sure that none of the good arguments in favor of the book is not left without attention. After such a thorough study, the text is returned to the editor for approval. Now the editor's task is to check if the publicity staff, who did not communicate with either the author or his agent, and even heard about the book when it was still in its infancy, were not overzealous.

The proofreading of the text should be read with all possible care, and special attention should be paid to checking the factual material (number of pages, number of illustrations, format, etc.). Since this information is constantly updated, it is important to regularly check the text with the data of the production department in order to identify random discrepancies in time. But experience shows that such discrepancies do exist. In fact, things are developing in such a way that changes, corrections, additions and deletions in the text continue until the catalog is put into production. If the whole system could be organized so that everything went smoothly, the preparation of the text would no doubt become the most common operation.

Computer technologies are now used in publishing houses everywhere, and all information is collected in catalog files.

Almost all publishing houses publish catalogs announcing all their new titles, and some of them, in addition to this, practice publishing catalogs of books from the fund. New book catalogs are the publisher's first introduction to its release program and serve as a signal to the librarian about books that might be of interest to his library. In addition, they certify certain titles as publications of potentially high demand. Therefore, librarians prefer that annotations in the catalog contain a detailed plot of each title, basic information about the author, including a list of all his previous books, a description of the reader group for which the book is intended, and brief bibliographic information. This is necessary information for those who are directly in charge of procurement - librarians-pickers.

Catalogs of books from the publisher's stock usually contain a complete list of available books and their descriptions and are published mainly by publishers of children's literature and scientific publishers, as a rule, once a year. They are very popular with librarians, especially when there is an opportunity to expand the funds to the maximum completeness or create new sections of literature on certain branches of knowledge. Books for children in catalogs are divided either by class or by separate subject headings. For each title, it is desirable to have a sufficiently complete annotation, links to the most authoritative, basic bibliographic data. Although school librarians tend to adhere strictly to curricula, nevertheless, with the advent of recent a large number catalogs of books on narrow specialties, they increasingly turn to detailed subject headings. This is due to the fact that sometimes it is difficult to determine the field of knowledge to which the book belongs.

If public and school librarians make more use of catalogs and other information materials, built according to the subject or genre principle, then in the libraries of colleges and universities they prefer lists of books classified by academic disciplines. In the latter case, the material should be sent not only to libraries, but also to professors and teachers, because it is these people who "have the right to vote" in determining the purchased publications.

Order forms

Another important sales tool that is used exclusively by employees of the relevant department is order forms. . The preparation of forms is carried out either in the sales department, or in the department of promotion and sales promotion, or jointly. Even if the forms are only prepared by the sales department, they still want to be sure that the information they contain exactly matches the catalog data. In the process of compiling materials for a catalog, sales promotion staff usually receive and maintain the publisher's most complete information about changes that take place after the list of books has been compiled. It also makes sense to include in the catalog tear-off coupons all new titles that are included in the order forms. This at the same time removes the doubts that the customer may have if he finds discrepancies between the data in the catalog and in the order forms. On the other hand, if the specialists of the sales promotion department are responsible for preparing the forms, then for the good of the case they should instruct sales representatives in detail on how to correctly fill out the forms in form and content.

5. Book clubs

One of the current forms of delivering books to an audience is book clubs.

Book clubs regularly (usually quarterly) send club catalogs to their members with information about one or two main selection titles, as well as alternative selection books and other publications that may be of interest to this category of buyers. The main selection publications are always offered to book club members on the principle of a so-called negative option (the "golden choice" of the club). The world of book clubs has been based on this principle since 1926, when Harry Sherman, founder of the Book of the Month Club, first applied it to his work. In essence, the principle of the negative option is that all members of the club, without exception, receive the books of the main selection, unless someone refuses a book in advance.

Depending on the scope of the club's activities and the number of copies of the book that the club would like to have available, the club edition can be produced in three ways: the club can publish the book itself, re-order the main circulation, or purchase the finished edition from the publisher's warehouse.

Large clubs find it most economical to produce their own publications. At the same time, under the contract, the publisher is obliged to transfer films with text, illustrations and the original dust jacket to the club free of charge. Smaller clubs, on the contrary, prefer to join the main publishing circulation at the moment when the circulation is already printed and buy the required number of copies. finished book from the publisher's warehouse at the so-called "piece-by-copy" price, which includes the cost of printing, binding and paper, and typesetting processes are always fully paid by the publisher. Book clubs save money in this way, no matter which of the three ways they choose to produce a publication. Due to savings, the club can, to a certain extent, compensate for the costs in any other area of ​​​​its activity - issuing ballots, improving work with club members, etc.

Book clubs are created both by publishing houses (Terra, Eksmo, Piter) and bookselling companies (XXI Century, Top Book, Tutor Center).

Publisher book club catalogs

The structure of the catalogs of these book clubs is quite similar: there is usually a heading "by interests" or genres of literature.

Catalogs, for example, the Eksmo publishing house, are rather ascetic. Brief annotations of books, their imprint with cover images are given.

The catalogs of the publishing house "Terra" are more extensive. As a rule, instead of annotations, they publish entire articles (about the authors, on topics of history, geography, etc.). Campaigns are being held to attract new members to the club. At the beginning of its activity, the publishing house "Terra" conducted a large-scale survey of readers through its catalog, which made it possible to build its activities more reasonably in the future - taking into account the structure of the readership, the interests and preferences of Russian readers.

Publishing house "Piter" founded the book club "Professional" and publishes the corresponding catalog. It is intended mainly for readers interested in literature on economics, computers, medicine, and jurisprudence. In addition to traditional annotations, the catalog also publishes a small number of articles on the subject of the club.

Book club directories of bookselling companies

They are usually built on the same principles as publishers' book club catalogs. For example, the catalogs of Top-Kniga (Novosibirsk) are very similar to the catalogs of the Eksmo publishing house (with the only difference that they include ready-made postcard forms for ordering).

In the catalogs of the Tutor-Center (Moscow), order forms are printed, which must be sent in an envelope, which is not very convenient, according to many readers.

Literature

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Danshina I., Dymov A. Panorama of the book market in Russia. Current state. Demand analysis // Book business. - 1993. - No. 4. - S. 7-12

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Lensky B.V. Russian book publishing in 1997 // Book Review. - 1998. - No. 10. - S. 8-9

Literary and artistic publications // Typology of publications. - M, 1990. - S.93-103

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Imaginary champions of publishability // Showcase. - 1995. - No. 5-6. - p.20

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Fiction Book Market: Figures, Facts, Forecasts // Book business. -1995. - No. 25. - P.4

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Under marketing (from English. market- market) in business understand the study of the market to promote goods and services to their consumers and obtain information that determines the change in the production process. However, in such a specific field of activity as journalism, marketing acquires special features. Editorial and publishing marketing - This is a special kind of editorial activity associated with the promotion of a periodical publication on the market, aimed at ensuring the existence of this publication and meeting the information needs of its readers, television viewers or radio listeners.

Thus, editorial and publishing marketing has three main goals. The first is the satisfaction of the information needs and demands of the audience of the periodical. The second is the creation of conditions for its promotion to the market. And the third is to ensure the existence of the periodical and its editors in this way.

These goals define specific marketing objectives and directions of practical activities related to their solution. These include: the study of the market of periodicals, which should enter or has entered the newspaper or TV program, in particular the study of competitive publications. Next is the study of their target audience and, finally, the study of the newspaper or program itself, its compliance with the requirements of the market and the characteristics of the audience of readers, television viewers or radio listeners.

Marketing methods. Marketing forecast is included in the system of marketing methods. Some of them relate to the methods of sociological research. Their use requires appropriate knowledge and experience. By order of an editorial office or a company, sociologists can conduct large-scale research on the market of periodicals and the target audience, providing them with the information necessary for marketing activities.

In narrower boundaries, a survey is carried out. With the help of sociologists, questionnaires are developed aimed at obtaining targeted information. Such a questionnaire is published in a newspaper or magazine, or printed separately and then sent to subscribers.

Polls of readers, TV viewers and radio listeners, conducted by employees of editorial offices and companies or persons hired for these purposes according to a program developed in advance, can also provide information.

Another group of marketing methods are the contacts of journalists and editorial staff with readers, TV viewers and radio listeners. At the same time, it is useful to recall the experience of mass work accumulated in previous years by the editors of printed periodicals. This experience can be useful in the process of modern marketing.

One of these methods is holding a reader's conference. The meeting of journalists and marketers of the newspaper with its readers, who talk about their affairs and concerns, evaluate publications, suggest topics for speeches, can provide the editorial office with extensive information about both the composition of the readership and its interests and concerns. Meetings of TV and radio journalists with viewers and listeners of their programs are just as effective.

"Round table" organized in the editorial office or outside its walls - at an enterprise, institute or firm, wherever they read a newspaper or watch a TV program - is one of the most convenient and flexible forms of contact with the audience in order to obtain the information necessary for conducting marketing. Round table meetings can be given a targeted character, devoting them, for example, to the problems of youth participation in political life and other topics. Such contacts with readers, TV viewers, radio listeners can also be established by the publication's own correspondents, if it has them, and other journalists traveling on business trips. They should be charged with the obligation to return to the editorial office not only with materials for their speeches on newspaper pages or on the air, but also with information that could be used in the marketing process - about the popularity of the publication, claims against it, about competitors, the work of distributors and etc.

A lot of useful information can sometimes be provided by an analysis of editorial mail - about the popularity of the publication, the composition of its audience, its changes, etc. Although the number of reader letters to newspaper and television editorial offices has declined significantly in recent years, they can still be regarded as an additional source of valuable information.

As one of the marketing methods, you can also use the holding of some mass events by the editors of periodicals. For example, the newspaper festival. Such a kind of Newspaper Day - an extensive event, which previously served to popularize the publication, in market conditions can be turned into an effective form of attracting new readers and fighting competitors. The festival becomes a celebration in which hundreds and thousands of people can participate. It remains in their memory for a long time. Of course, the preparation and holding of such a large-scale marketing event requires substantial expenses, which only an editorial office with a solid financial base can afford. A similar city-wide festival is annually held by the editors of the popular metropolitan newspaper Moskovsky Komsomolets. Pre-develop his plan, calculate the costs. For several weeks, Muscovites have been informed about the festival in the newspaper, on television and radio. On the appointed day in one of the capital's parks, the journalists of the newspaper meet with its readers. A subscription to the newspaper is carried out, Moscow publishing houses sell their books. Variety artists perform at concert venues, teams of athletes meet on sports fields. The festival turns into a folk festival. The plan for such a festival often includes the organization of exhibitions related to the newspaper. The stands of the exhibition present not only newspaper issues, but also photographic materials showing the process of their preparation, photographic portraits of editorial journalists, as well as advertising literature - booklets, brochures about the history of the publication, its authors, etc.

Publication advertisement. This is one of the most important marketing methods. Its importance in strengthening the position of the publication on the market is constantly increasing. Advertising plays a special role in the fate of new publications, and above all in the initial period of their life. Without advertising, a new newspaper or magazine may remain unknown to most potential readers, especially if the distribution system has not yet been worked out.

Even before the release of the first issue of a new newspaper and before the first TV show with a new program, their founders should think about advertising, providing it with the necessary amount of money for this. The publication of advertising notices about the release of a new publication should attract future readers or viewers with the subject matter of its materials. Entrepreneurs will immediately pay attention to an advertisement announcing the release of a new business newspaper, and older people will be interested in news about the preparation of a popular medical magazine. Moreover, it is recommended to place advertisements not only in large mass newspapers that are widely known, but also in small local publications distributed in those regions where the new print organ intends to enter the market.

Print announcements and announcements about the release of a new publication or the renewal of a subscription to an already well-known newspaper or magazine will produce the desired effect according to the laws of advertising only if they are repeatedly repeated. But even after the release of a new edition on the market, it is necessary to periodically remind about its existence. Especially with the start of another subscription campaign. Without this, it is difficult for him to count on strengthening his popularity and success in the competitive struggle.

In this regard, advertising on television, the most effective mass media, is of particular importance. After all, even those who do not read newspapers watch TV shows. TV advertising can encourage some of them to subscribe to the newspaper. The success of the Arguments and Facts weekly is largely due to the attention of its leaders to television and radio advertising for their publication.

New TV and radio programs also need advertising. Messages in print media about the preparation of new programs by popular presenters, about their topics arouse interest among TV viewers and radio listeners, form a potential audience. This process is intensified with the appearance in newspapers and magazines of responses to new programs.

Marketing campaign. It is the largest and most effective method of editorial and publishing marketing. This is a set of activities carried out with the aim of studying all aspects of the information market that are important for the existence of a particular periodical, clarifying its prospects, characteristics of its target audience, competitive situation in the market, etc. the main objective such a campaign - strengthening the position of this publication in the market, assisting its founders and leaders and extracting the greatest profit.

A marketing campaign is carried out according to a carefully developed plan that determines its duration, start and end times, the nature of the events included in it, their sequence or simultaneity, those responsible for their implementation and other indicators. This plan is formed under the guidance of the editorial or company marketer with the participation of managers or representatives of various departments of the team, primarily commercial ones. The implementation of a campaign plan requires considerable expenses, therefore this marketing method is used in cases where a crisis situation arises that requires serious decisions that change the publication itself or the structure of its editorial office and the organization of its activities. A similar situation may arise, for example, after a strong competitor appears on the market, threatening to oust your publication from its position. A campaign is often organized during the entry of a new publication to the market, when the task is to form its positive image, create a target audience, etc.

During the marketing campaign, they use all possible techniques and methods of public relations - establishing and strengthening public relations. Strengthen contacts with readers, TV viewers and radio listeners, conduct their surveys, organize meetings at the “round table” in the editorial office, send journalists to interview representatives of various social groups that make up the audience of the publication, etc. Everything is subordinated to the task of expanding and strengthening this audience, increasing the popularity and influence of the publication.

Marketing planning is one of the conditions for its success. It is divided into two parts. First - advanced planning, covering a sufficiently long period and establishing the main directions of marketing, the sequence and time of the most important events. The second part is operational planning, covering the timing of a specific marketing event. The operational plan is extremely specific.

Associated with marketing planning is making forecasts. There are two types of marketing forecasts. The general forecast covers all aspects of the situation in which the publication will find itself - changes in its audience, market sectors, etc. A private forecast is devoted to the situation that may develop in any one market sector, or its changes over a short period. A variation of a private forecast is a seasonal forecast.

Towards methods for developing short-term forecasts of the prospects for a new printed edition is the release of its trial (zero, pilot) number. Based on the reaction of readers to this issue, they try to simulate the situation in which the publication will find itself when it enters the market.

The forecast is included in the system of marketing methods. These include sociological research, questioning, conducting surveys of readers, TV viewers and radio listeners, organizing their contacts with journalists and editorial staff. Reader's Conference, round table» in the editorial office, the festival of the newspaper and other forms of contacts between journalists and employees of the publication with its audience provide the editorial office with useful marketing information.

Of particular importance for strengthening the market position of a periodical is its advertising in other media, primarily on television. Advertising should not only be a new newspaper or a TV and radio program. And after they enter the market, they must be periodically reminded of their existence, especially during subscription campaigns.

The largest and most effective marketing method is a marketing campaign, which is a set of events organized to study the market, audience, competitive situation, etc. It is carried out according to a plan that determines the period of its implementation and all other