You are currently browsing the tag archive for the ‘spinebreakers’ tag.

Recently the friendly-looking team at HarperStudio asked a question on their blog, The 26th Story, about whether to invest in a full-featured website or keep up the blog. Since they invited input, I weighed in with an oft-quoted phrase in the industry: “The author is the brand”.

The general idea (which someone else much smarter than I had a long time ago) is that customers don’t walk into a bookstore and ask for the latest HarperCollins or Macmillan. They seek out their favourite authors and genres. Readers want to buy the next Alexander McCall Smith or Stephen King or the latest crime thriller or epic fantasy.

In this context, there doesn’t seem much point in investing a lot of money in a publisher website with a lot of bells and whistles, unless you can master the challenges of searchability in order to drive attention to your authors and titles. Instead it makes more sense to invest in communities of interest around topics or genres, such as the Spinebreakers or tor.com sites, or individual author brands.

But then I had a quick look through the HarperStudio blog and static pages and was pretty charmed, actually. When was the last time you saw a publishing company website with candid photos of the publishers? Open, humorous bios with real human details? There aren’t a heap of publisher blogs that are more than publicity channels for the books they’re putting out. The Penguin blog is funky and well written with a diversity of voices, but these are still disembodied voices emanating from an opaque corporate behemoth. The 26th Story is one of the few blogs where I feel like I’m actually engaging in a conversation with the real people behind the enterprise, instead of being fed marketing copy. 

Perhaps that will change as HarperStudio signs more authors and has more titles to manage and promote. Perhaps it will change when they create their new site – although I note they’ve decided to stick with a blog platform for now, using WordPress (good decision!) – but for now I like the small team feel of the blog, the sense (however idealistic) that I could take an elevator to the 26th floor of the HarperCollins digs and find Bob & co sitting around the table much the same as they are in their photo.

And all this got me thinking… is the author the only brand? Isn’t it possible, however unlikely, that some publishers could create an identity so strong and a community so vibrant that audiences seek out their books because they trust and like the people producing them? It’s hard to imagine of the multinationals, but not so hard to imagine of the quirky independents who have well-known identities associated with them, such as McSweeney’s (Dave Eggars) or Small Beer Press (Kelly Link).

Of course, even a wildly successful publisher blog is unlikely to generate the kind of audience that would shift books in the quantities required to make the ROI worth it. Then again, when you look at blogs like Boing Boing it’s quite clear the awesome power of conversation and community. The publisher as brand may not be something to write off just yet. Perhaps publishers just haven’t worked out how to do it well in the new paradigm.

I’ve got some thoughts about author sites and branding too, but this is getting to be an awfully long post already so I’ll hold that over for next time.

What are your thoughts? Do you think it’s worth publishers spending the time and resources on their own brand identity?

P.S. Keep up the cello practice, Bob. It is the most sublime of stringed instruments.

Advertisements

I was sure that I wrote a blog post about Penguin UK’s Spinebreakers website when it was launched, but a quick search of the archives reveals I only dreamed I did. Nevertheless, I’ve been meaning to write another (first) post for a while. The site has been operating for more than a year now and it has really grown into the lively online space for young readers that it always promised to be.

Here’s what I love and admire about Spinebreakers:

  • it’s an online book community for teenagers… run by teenagers. The editorial team is aged between 13 and 18 years and clearly changes and refreshes regularly. I’ve seen at least one call out for new contributors and editors since I’ve been following the site.
  • Spinebreakers welcomes your content, instead of just talking at you about books. The site is chock full of opportunities to contribute content, whether it be writing book reviews, submitting video poems, making book trailers,  or writing an alternative chapter for your favourite book.
  • The editorial team are fantastic curators. This not a my Space-style social network. (Not that there’s anything wrong with that, but we have plenty of them already!) The Spinebreakers Crew of more than 30 teenagers keep up a constant stream of quality author interviews, writing tips, book info, short stories and, yes, commentary. I have the RSS feed in Google Reader and would probably get more than a dozen items a day from Spinebreakers. It’s fresh.
  • Spinebeakers is an experience not just a website. The best part of all (except for me living in Australia) is that Spinebreakers have branched out into live events such as author talks and writing workshops. The first Spinebreakers Live, on July 25th, was a muster of more than 50 teenagers who worked with mentors on film creation, music production and creative writing. (As I so often do these days, I found myself whingeing “they didn’t have anything that cool when I was a teenager!”)

I wrote a while back about deep niches and the potential for publisher-driven sites to realise the value of vertical channels. Spinebreakers, along with the new Tor.com website, are examples of exciting initiatives in this direction. Of course, I can’t know if or how Spinebreakers has impacted on Penguin’s book sales of YA fiction but I do know they have attracted a loyal and active audience, including me!