The disappearing print book—it’s the subject of publishers and book sellers worries these days. Much angst and thought is going into how to preserve both print books and brick-and-mortar bookstores.
Following are two interesting marketing campaigns aimed at doing just that. One is by a publisher and one is by book sellers. Interestingly, both of these entities are not located in the United States, which just goes to show that the disappearance of print books is not just a concern for Americans.
The United Kingdom’s Booksellers Association is launching the “Books Are My Bag” campaign that will run from September 13 through Christmas. The goal is to use cotton bags printed with “Books Are My Bag” to increase awareness of the importance of bookshops.
U.K. Publishers can join the campaign by ordering bags, use the “Books Are My Bag” banner on your website and in your emails, include the “Find Your Local Bookshop” button on your website, and join the social media campaign by following “booksaremybag” on Twitter, Facebook, Pinterest, and Instagram, and through using the #booksaremybag hashtag.
One publisher in Buenos Aires, Argentina, is launching “El Libro que No Peude Esperar” (The Book That Can’t Wait) campaign. This publisher is printing books with disappearing ink in hopes of boosting excitement about real, rather than digital, books. These books will come in sealed packages. As soon as the reader starts to turn the books pages, the ink begins to age and fade. Readers will have about 60 days to finish the book before the pages go blank.
Campaigns come and go. Some are successful, some are not. Time will tell whether these two campaigns affect print book sales. While they may have the impact to increase print sales in the short run, I doubt they will do much to halt the march toward digital books in the long run.