It turns out Simon & Schuster, who has been gaining press attention with the release of its “Behind the Book” video series, isn’t the only publishing company that’s been building its video cache. We’ve decided to gather a few together for viewing.
Here’s a little background in case you missed it: S&S uploaded 5 videos of book editors giving details on how certain titles came to be as a start to their series last week. S&S Executive VP and Chief Digital Officer Ellie Hirschhorn was quoted in the press release as saying that the series is “offering new and revealing information that can enhance and inform the reading experience” since “apart from the author, nobody knows a book as well as its editor.”
Digital Book World’s Jeremy Greenfield noted about the videos, “In the book publishing world, authors have traditionally been the brand: Everyone wants to buy the new James Patterson title, not necessarily the latest release from his publisher, Hachette.” So from here, we take that building a brand would ultimately lead to readers trusting a company for its judgment in acquiring great books, instead of relying on established authors or comparative titles to sell the book. But it doesn’t make sense for the average reader to buy something with this in mind, since publishers have such a wide variety of styles and genres.
Along with building a brand for the publisher as a whole instead of a specific author, he added that “this series of videos is another small way that publishers are saying to authors — and readers — that they add value.”
We talked to Nellie Kurtzman, co-founder and CEO of the video content agency Kid & the Wolf, which primarily creates book trailers, to get a little insight into a publishing marketer’s approach to videos. Before founding Kid & the Wolf, Kurtzman was the VP, Marketing of Little, Brown Books for Young Readers.
Kurtzman said of the Simon & Schuster videos, “It tells the behind the scenes, what people don’t know,” confirming that the videos prove the publishers’ worth to the public by bringing awareness to what publishers actually do for books.
Here are a few videos we found from publishing houses for comparison on how they’re going about (possibly) building their brand. First here’s one of the S&S ‘Behind the Book’ videos: