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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Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at firstname.lastname@example.org. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog © 2018. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent. This was named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource."
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