Book promotions through blogging and networking

Masterclass on book networking


A masterclass on blogging and book reviewing by Arunava Sinha, editor at Scroll, was set up on Saturday, 30 April 2019. The event was attended by various authors, editors and publishers, where tips were shared on book promotion, reading a book for reviewing and related loopholes. The journey of book promotion was discussed along with the factors that influence it. A strong statement was made on building of pipeline and working on it.

Talks were held on book reviewers and bloggers about the nuances of book promotion. The Influencers session talked about the right way of promoting books as well as the elements that are important in order to build communities of influencers. Apart from reviewing a book, importance was laid on holding discussions, debates and having brainstorming session as part of book-selling techniques.

Sinha said, “Selling books comes from a space of personal connect. Advertising doesn’t do that trick; our relationship with advertising has been of mistrust and skipping the message.” The session was followed by a question-answer round with experts Meenakshi Singh, marketing manager, Bloomsbury India; Milee Aishwarya, publisher, Penguin India; Prabhat Ranjan, writer and founder, Jankipaul; and Sinha of Scroll.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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