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.

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels 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. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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