If
authors want to promote their books successfully, they must appeal to their
potential readers through the medium and class of media those readers prefer to
consume information from. According to a
Porter Novelli study published in AdWeek,
we now see how technology is rapidly changing the way Americans are connected and
informed.
It
may not be surprising to see that the Silent Generation (72+), spends three
times as much time reading print publications as the amount spent by the
youngest generations - Millennials and Generation Z. but what is surprising is
that Gen X (37-52) mirrored what those younger generations do on print.
Oddly,
radio shows aberrations on listening habits.
Whereas the youngest generation listens to radio least often, it
mirrors the habits of the oldest generation.
The group that listens to radio most often is Gen X.
Watching TV
and surfing the Net were polar opposites.
The younger you are, the less TV you watch. The younger you are, the more time you spend
surfing mobile media.
Some
people are really cutting themselves off from certain types of media. One in seven of the Silent Generation lack a
mobile phone of any kind, but 89% of that generation gets its daily news from
TV. Only one in three from Gen Z watch TV for news.
8%
of Millennials get their daily news from print newspapers, vs. 54% of people
aged 72 +.
The
truth is we are a multi-media society.
Many of us consume information from a variety of media – digital,
television, radio, and print. One minute
your friend emails you a NYT story,
the next minute you see something on Facebook.
Perhaps you listen to the radio during your work commute, podcasts while at
the gym, and maybe read a magazine at a doctor’s office or a newspaper on a
train. No matter which medium you utilize,
much of the credible information has its genesis in traditional media. Real news outlets are what drive public
discourse, and therefore, no matter who listens directly to a TV station or
actually reads a printed newspaper, people are getting information that comes
from known sources.
Or
are they?
Fake
news is a huge problem today. But that’s
another story.
For
authors and book publishers peddling books, they should know two things. First to target their potential reader based
on media preferences, and second, to know that all media is of importance as it
gets repurposed and shared in different ways.
All
media matters, but clearly authors have to zero in on certain types of
media. What really is the best approach
is to not ignore any type of media as well as not to overplay any one specific
media type. Diversify your media
portfolio and vary your opportunities – a little of this and that will add up
and help you penetrate the marketplace.
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