The sale of book products represents a completed stage of the publishing business and means its delivery to the final consumer, that is, the reader.

Quite recently, perhaps the only scheme for distributing books was the following: publisher - enterprise wholesale trade- company retail- buyer.

However, today the options are quite varied. The real market has formed a variant system book trade, offering various sales schemes depending on the type of publication and its readership to the financial capabilities of the publisher and potential buyer.

In the face of growing competition from other players in the book market, Russian booksellers are faced with a special need to fight for buyers. In order to attract and retain clients, they constantly have to invent new types and sales schemes.

Sales methods and stimulation methods in the book market are the same as in any other. Today, in the book market, the exchange of information is carried out both through direct methods of communication (direct communication, telephone, correspondence, events of an event nature), and through indirect ones (mass media, radio, television, direct marketing, visual media). The number of information sources is growing, the amount of information obtained from individual experience and personal communication is decreasing.

Book advertisement- this is one of the elements of book marketing, a means of stimulating the sale of book products, but at the same time it is also information disseminated orally or through technical means, containing information about specific books or services of the advertiser.

The main elements of trade advertising are the author, title, release time of the book and price. It also provides characteristics of the publication that may attract a buyer, contains a list of activities to promote the book and stimulate sales, as well as preferential sales conditions for libraries and book trade enterprises.

The goal of consumer advertising is to reach everyone potential consumer and get him interested in the book. Cooperative advertising is not yet developing so actively in our book market, but nevertheless, it is capable of promoting increased sales due to its specific focus and convincing the reader to buy a book in the store that participates, along with the publisher, in this advertising.

Advertising materials can be presented in a wide variety of formats, depending on what audience they are intended for and through what information channel they are intended to be conveyed to the consumer.

Information and advertising leaflets and booklets. Usually they are used most widely to notify book trade structures about an upcoming publication, and then they are mainly of an informational nature, or are issued for work at fairs, exhibitions, presentations and other events. Their other important purpose is to serve as information and advertising materials when working with consumers through mail.

Catalogs. Catalogs include reference, information or advertising publications, the basis of which is a systematic list of descriptions of certain goods and services. We can say that the preparation and publication of catalogs is one of the leading activities of the publishing house in promoting its products to the market.

Depending on the target address of the catalog (book trade, libraries, a wide range of readers, specialized consumer groups), the catalog may include a wide variety of information and be published at different intervals.

The main components of a catalog description are the author, title and bibliographic information.

Posters (posters). Posters intended for book trade enterprises and work at exhibitions and fairs, as well as for use in in public places(street, transport, etc.) are issued to attract the attention of buyers to the most important publishing projects.

Text on the cover, dust jacket, or binding. This text is, as it were, the last advertising message to the buyer, hence the requirements for it; it must contain the most important commercial information.

Direct marketing means selling (promoting) a product without using an intermediary, that is, directly to the buyer.

Until recently, direct sales meant parcel trade through the mail (books by mail). But now there are also telecommunication forms of direct sales by telephone, through television channels and, finally, via the Internet.

Direct marketing has two main types: working with the buyer with the expectation of his immediate reaction and working on advertising and promoting the book to the buyer.

Characteristic features of working on the “book by mail” system are the preparation of informational advertising events and updating the database for individual mailing.

Another means of promoting books is fairs. At the fair, enterprises in the printing industry are given the opportunity to expand the geography of their activities, establish new connections, and conclude contracts.

Telecommunications are increasingly being used to promote book products directly. This type of sales began with telephone sales.

Selling books by phone is used not only as a first step in combination with other methods of sales, for example, the same “book-mail”. In addition to being effective and faster than other methods of performing the direct function of selling new books, this form of marketing allows you to receive immediate feedback about the publishing product offered for sale, the publishing house itself, the market segment in which the publishing house operates, and so on. In fact it's additional opportunity market research.

The development of new electronic technologies has actively contributed to the emergence of new sales methods, including in the book business. This applies to the greatest extent to the Internet, which, a short time after it became available to the average user, has become a familiar environment for promoting book products.

Competitive economic activity requires book market participants to competently work with information, the ability to manage communications and build long-term interaction.

The article is devoted to the PR activities of book publishing houses in web 2.0. The methods that book publishing houses use to promote in social networks and blogs, and also published the results of a study showing how actively publishers are engaged in PR activities on the Internet.

Keywords: book publishing, web 2.0, PR activities, social networks

Introduction

With the advent of the Internet, the work of public relations specialists in book publishing has changed dramatically. The reason for this was the active convergence of the media and Internet resources. The emergence of social networks and blogs has become no less important for the work of PR specialists. A large number of people go online solely to access a social network. And this is the only opportunity to communicate with this audience [Khalilov, 2013, p. 12]. Feedback between the book publisher and the reader can take place within a few seconds. Experts believe that a few minutes after publishing a short message on Twitter are enough to understand whether it will be popular or not [Khalilov, 2013, p. 96].

Our research examined specific communication methods of Moscow book publishing houses in web 2.0. The content of messages in web 2.0, types of communities and ways to promote book products were studied.

A number of specialists are studying the term PR and its development in the modern media space. Much less research is done into the PR activities of publishing houses. In 2011, a study was conducted by V.E. Krylova, which examined the PR activities of Russia's largest publishing houses on social networks. Based on the results of the study, it was concluded that the interest of the largest Russian publishing houses in social networks is very small - only 18% of them use the VKontakte, Odnoklassniki and Facebook programs with varying degrees of activity [Krylova, 2011, p. 111-113]. In 2013, several articles were published on the promotion of book publishing houses on the Internet: E.A. Shibaeva “Book marketing in social media” [Shibaeva, 2013, p. 7-13], E.V. Krylova “Social networks of book topics as a special communication environment for subjects of the book market” [Krylova, 2013, p. 130-140].

These works presented not only existing groups book publishers on social networks, but also collected statistics on the number of Moscow book publishers represented on the Internet - both on their own websites and in social networks.

Relevance this study The problem is that the PR activities of Moscow publishing houses on the Internet have almost never been considered in detail before. The book market, due to the advent of the Internet and electronic media, is changing significantly; representatives of many publishing houses are quite conservative - these features explain their development path for the promotion of book publishing houses on the Internet. The purpose of this study is to identify what promotion methods are used by Moscow publishing houses. These methods are also compared when dividing publishing houses into three groups: small, medium and large. The empirical study was carried out by measuring the ratio of which methods publishers use more or less to promote them.

Methodology

The promotion work of 232 Moscow publishing houses, whose main focus is the publication of paper books, was analyzed. The list of publishing houses studied was compiled from catalogs book exhibitions and information from online stores Ozon.ru and Labirint.ru. Initially, it consisted of more than 350 publishing houses, but was reduced according to the following criteria: the publishing house closed, stopped publishing books, or was engaged in work in other areas. Information about ways to promote book publishing houses was collected on the Internet in the period from March to May 2014. The work of publishing houses was examined in the following areas: having a website, having an online store, maintaining groups or pages on popular social networks (Facebook and VKontakte were considered in more detail). ) and in social networks that are less popular among publishers (the total number of users of at least one of these platforms: Instagram, Foursquare, Twitter, etc.). As a result, a table was compiled with 232 Moscow publishing houses, in which their activities in all these areas were noted. The research data are presented in percentage of the total number of publishers considered. The study allows us to analyze how actively Moscow book publishers are promoting their products on the Internet.

According to the results of the study, publishing houses were classified into several types in accordance with the volume of published paper literature: large, medium and small. This classification is proposed by the Federal Agency for Press and Mass Communications. The Industry Report “Russian Book Market” indicates that % of publishing houses in Russia publish less than 12 books per year (and these publishing houses can be considered inactive and, accordingly, small). Less than 1% of publishing houses publish more than 500 books a year. Based on these data, taking into account the specifics of the topic, the following typology criteria were determined: small publishing houses - less than 12 books per year, medium publishing houses - from 12 to 120 books per year, and large publishing houses - over 120 books per year. Taking into account this typology, the results of the study revealed the following breakdown: large publishing houses - 31%, medium - 36% and small - 33%.

This division of publishing houses allows you to see not only general data on their promotion on the Internet, but also to trace the methods of promotion and activity of publishing houses depending on their size and available resources.

Research results

Studying publishing houses for the presence of websites, we found that 82% have websites and, accordingly, 18% do not. Moreover, if we talk about the types of publishing houses, it turns out that 92% of large publishing houses have a website, 89% of medium ones, and only 33% of small ones. If we talk about online stores, it can be noted that only 41% of all Moscow publishing houses have their own online store. If we consider the types of publishing houses, the statistics are also logical - 58% of large publishing houses have their own online store, 40% of medium-sized publishing houses and 27% of small ones. The fact that not all small publishing houses have their own websites and online stores may be due to both the lack of financial capacity to maintain the site, and the fact that this may not be necessary. Many small publishing houses do not promote and sell their publications, entrusting this work to bookselling companies.

There are three types of websites that book publishers have:

Business card website, where there is only general information about the publishing house and contacts;

An online store where the user can order books.

Online stores usually have large publishing houses that can handle the logistics and additional costs, as well as small and medium-sized publishing houses that take on the sales of their colleagues’ books. Publishing houses' online stores do not always have a user-friendly interface, but prices there are lower than in bookstores, so orders still come in. A catalog of publications on a website is usually created in order to present the assortment on the Internet - both to readers and bookselling companies that cooperate with the publishing house. A business card website is created for the general presentation of the publishing house on the Internet, and often news and information about publications are posted on social networks, almost without updating the website. Moreover, there are examples of thematic book online stores, which have a platform only on a social network and accept all orders there.

Not all Moscow publishing houses use social networks to promote their products - only 38%. Moreover, if we look in more detail at which social networks publishing houses use most often, the following statistics emerge: 31% of publishing houses use VKontakte, 30% use Facebook and 12% use social networks that are less standard for publishing houses (Instagram, Foursquare, Twitter and others). It is important to note that non-standard social networks, Facebook, and VKontakte are simultaneously used by 12% of publishing houses, which allows us to conclude that those who are actively promoting on social networks try to use all platforms at the same time.

If we talk in more detail about the use of social networks by publishing houses, depending on their type, then the statistics are somewhat logical: 50% of large publishing houses use at least one social network to promote their products, 36% - medium-sized and 29% - small. All other data is quite predictable (see figure), but it is worth noting that average publishers use Facebook more for promotion than VKontakte (31% versus 28%). This may be due both to the fact that the audience of large publishing houses uses Facebook more, and to the fact that the employees of the publishing houses themselves prefer this social network.

The content of publishing communities on social networks often duplicates the information that they post on their website. Thus, the EKSMO publishing house, which has 14,500 members in its VKontakte group, talks daily about presentations and meetings with authors, new books and projects of the publishing house, posts reviews of new publications in the media, and also posts interesting quotes. At least half of the messages on the wall of the ROSMEN publishing group on VKontakte are questions from readers who are interested in how to find a book, are waiting for the continuation of a series, or are asking when a particular publication will be published. Subscribers not only read the news, but also take an active part in the life of the publishing house - for example, they choose the one they like best from several potential book covers and vote. As a result, the publisher chooses the cover that the majority liked. Such voting is practiced by representatives of the Meshcheryakov Publishing House.

1) publishing house;

The main content of communities dedicated to publishing houses is news, book releases, information about authors and books. Groups dedicated to a series or a single book are much less common. They often support each other during promotion. Initially, the Rosman publishing house created the Chasodei group, dedicated to a series of teenage fantasy books. When they published a book from the same series, written by an unknown author, they created a community about it. They arranged an exchange of subscribers - those who loved the “Chasodei” series joined the new book group, and those who liked the new author added the “Chasodei” group to their bookmarks. Serial publications are especially popular among teenagers and young people and are actively promoted on social networks. Fans of a popular author want to find him online - to ask questions, find out when the author has new books coming out, and simply to get closer to their idol. The activity of the author himself on the Internet usually has a very positive effect on the promotion of the book, and sometimes the result from the PR activities of one author is no less than from the work of an entire PR department.

The most active and often interesting form of PR campaigns are competitions. With the help of social networks and blogs, new opportunities for conducting them have emerged:

1) more effective method disseminating information about the competition;

2) quick feedback from competition participants;

4) the opportunity to see the effect of the competition.

Promotions and competitions organized by book publishing houses can also be divided into several types:

1) a competition directly related to the book (this could be a drawing, a poem, a photograph based on the content of the work);

2) competition on a given topic;

3) “repost” and random selection of the winner;

4) the task “bring friends to the group.”

Book competitions are no different from standard promotions that were previously held in the media - the only difference is speed feedback. These competitions are especially popular among children and teenagers - based on the book they like, they are ready to make great amount tasks - draw characters, take pictures in the image of your favorite hero, write a continuation of the work. At the Meshcheryakov Publishing House, Livejournal.com hosted a promotion for parents: “Tell about the competition on your blog and take part in the drawing for a basket of children’s books.” There were several hundred people willing to try their luck, but in the end only one person won the basket of books. Most of the bloggers who took part in the competition were moms and dads. Their friends at Livejournal.com have similar interests, and they also hosted information about the competition and talked about the publishing house and books. There are promotions directly related to bringing readers to the community - according to the terms of the competition, in order to win a prize, you need to bring 20 friends to the community. Most publishers give books as prizes. Thus, the costs of “promoting” a publication on a social network are not at all high, but the result can be very noticeable.

Another promotion method that publishers began to use is games, including role-playing games. This is especially true for children's literature or books related to fantasy. Moreover, the “hero” of the role-playing game is already registered in the virtual world - on a social network. The only thing left for him is to take part in the game. Now everything depends on the imagination of the game creators - they can come up with their own world, their own tasks and, of course, rewards. The publishing house "ROSMEN" launched such a role-playing game based on the teenage cycle “Mirrors”. It is too early to talk about the success and popularity of the game and the book itself (it is becoming popular, but rather slowly), but it is clear how actively the publishing house uses the capabilities of the social network in search of its reader.

In addition to the social networks listed above, publishing houses are beginning to use platforms that are less popular in Russia. The AST publishing house posts on Instagram photographs of various events and its authors, as well as covers of new publications. Moreover, to announce new books, representatives of the publishing house developed their own style - this is not just a photograph, but a small banner designed specifically for this site. Foursquare is not yet very popular among publishers, but some publishers are already using it: EKSMO, Drofa, Klever, ROSMEN, AST, ZHUK and Ekzamen.

Professional blogs and social networks occupy a special place in the life of publishing houses. Among them are pro-books.ru, blogbook.ru, livbook.ru, etc.

These sites can be divided into two types:

For specialists and employees of the book market;

For lovers of reading.

conclusions

If many companies, including the media, have already found mechanisms for interacting with readers on social networks and know what exactly will influence the popularity of the site in the future, the sales of a particular product, then the situation with books is somewhat more complicated. Most of even Moscow publishing houses do not yet use social networks to promote their products. However, if according to E.V. Krylova in 2013, only 18% of large publishing houses in Russia used social networks, then according to the results of a study conducted by the author of this article in 2014, 50% of large Moscow publishing houses use social networks. It is worth paying attention to the difference in the geography of the study - Moscow book publishing houses may turn out to be much more active than regional ones.

Based on the results of the empirical study, it is worth noting that large publishing houses are much more active in using social networks to promote their products, where the most popular are Facebook and VKontakte. Those publishing houses that use both of these social networks most often run others (Twitter, Fourquare, etc.). That is, some publishing houses (12%) are actively engaged in promotion on social networks and use several platforms for this. It is also worth noting that almost all Moscow publishing houses have their own website (82%), but less than half have their own online store (41%), which is primarily due to additional costs for its maintenance.

Bibliography

Russian book market. Status, trends and development prospects. Industry report. M.: Federal Agency for Press and Mass Communications, 2013.

Krylova E.V. Social networks of book topics as a special communication environment for subjects of the book market // Proceedings of St. Petersburg state university culture and arts. 2013. T. 201. Book business: yesterday, today, tomorrow.

Shibaeva E.A. Book marketing in social media // Media library and world. 2013. No. 1.

Received by the editor on September 28, 2014

Russian book market. Status, trends and development prospects. Industry report. M.: Federal Agency for Press and Mass Communications, 2013. P. 19.

In anticipation of the opening of this new large group of services, today we are starting to publish excerpts from the report “Book Publishing in Russia. Status, trends and development prospects." This report was prepared by the Department of Periodicals, Book Publishing and Printing of the Federal Agency for Press and mass communications Russian Federation and published in 2009 as an industry analytical report.

The report is quite large and detailed; it addresses many issues related to current state and trends in the development of the Russian book market. In this case, we will turn to the chapter called “Promotion of book products by publishers and factors determining the choice of books by buyers.”

The first publication will examine the methods, methods and forms of book promotion that publishing houses and bookselling organizations traditionally use in their work.

What does this give us? – For authors who are actively involved in promoting their books, this gives an understanding of the overall picture of how book products are generally promoted by specialists in this field. Based on this information, you can adjust advertising and marketing activities in order to achieve the greatest effect.

Ranked list of methods for promoting books and their authors

The above report provides data from a study conducted by the Book Industry magazine in 2008.

This study examined what methods and methods of promotion considered most effective by publishing houses, as well as bookselling organizations that directly sell books.

If we summarize the results obtained in a general table, we get the following ranked list of advertising and marketing activities to promote book products.

Comments on the list of book promotion methods

Display and POS materials

As you can see, in the first place is such a method of promotion as priority display and POS materials in the store. Moreover, both publishing houses and booksellers unanimously put this type of promotion in first place.

POS materials mean advertising products at points of sale (from the English point of sales - place of sale), which should attract the attention of the buyer. These can be beautifully designed price tags, signs, signs, information stands, advertising stickers, etc.

If we talk about online stores, they may also have their own POS materials and ways to attract attention. For example, displaying the title of a book at the top of the general list of books, highlighting a book in general list color, larger font, special signs, etc.

“Exposure” of the author in the central media

The second group of promotion methods is formed by the “exposure” of the author in the media mass media. It’s not for nothing that they say that in order to sell books, you first need to make a name for the author, and then this name itself will sell his books. This group includes the author’s participation in various programs on central television and radio, interviews in federal newspapers and magazines, as well as participation in such public events as book fairs.

Promotion via the Internet

The third group in importance already then, in 2008, included methods of promotion on the Internet. Moreover, here in the report they are presented, firstly, quite modestly, and secondly, not entirely correctly.

Only banners can be classified as advertising. “Author pages” are now becoming full-fledged author sites. Blogs and LiveJournal are one and the same thing (LJ is “Live Journal”, one of the most popular resources in RuNet with many blogs). Finally, interviews and conferences in online stores are essentially the same speeches and interviews as in the central press, only carried out in the Internet space.

Left out of sight in this case contextual advertising on the Internet, search engine optimization, promotion in the now very, very rapidly progressing social networks, etc.

Local promotions

The last, fourth group of promotion methods can be called local promotions, since all of them are somehow tied to a specific local territory. Perhaps that is why in the general list they look less effective compared to the previous ones. However, these marketing and promotional activities are used in one way or another by both publishing houses and bookselling organizations.

This group includes a visit by the author to a store (meeting with readers, autograph session), placement of advertising modules in the subway (on this point respondents had the greatest differences), a PR campaign with a book presentation and a buffet reception, Direct-mail (electronic and postal sending out information letters, leaflets, booklets, catalogs, etc.), as well as the author’s appearance on local television or publication of an interview in a local newspaper.

Temporal dynamics of data

Thus, we have reviewed a list of the most commonly used methods for promoting books. The only thing here is that you need to make two discounts.

The first is temporary, since the study was conducted in 2008 and much has already changed over the past 3 years. In particular, we are talking about the rapid development of the Internet, which today is becoming the main information space.

In the same cases, when it comes to publishing e-books, the list of promotion services may differ significantly. In particular, in the list of services for promoting books and their authors, which we are now preparing for publication, a different promotion scheme, significantly different from the traditional one, will be presented.

Announcement of the next publication

The next publication of this short series of articles on “promotion” and promotion will be discussed.

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Modern promotion of publishing products is developed as a result of the process of so-called analog marketing, the essence of which is to copy the ideas of competitors, refine them and adjust them to own business. As a rule, there is no real innovation in marketing in the publishing industry. However, this situation is also due to the specifics of the business.

One of the main methods of competition is price. However, price is not always a tool for effective competition: the desire to reduce the price of products, price wars and price dumping will sooner or later lead to a deterioration in the situation in the book industry as a whole, provided that the price is reduced without certain actions to reduce costs. At the same time, reducing costs often leads to a deterioration in the consumer characteristics of the product: lower quality paper and ink are used, printing and pre-press technology suffers. This, in turn, is reflected in the buyer’s perception of the product, because the modern buyer, when choosing a book, chooses not the cheapest copy, but the one that is pleasant to hold in his hands and comfortable to read. If a buyer wants to save money when buying a book, he will most likely use the electronic version of the publication he is interested in, which can be purchased on the Internet, including for free. As book market experts note, increasingly modern stage Traditional printed books are purchased for collecting purposes, and this trend will continue in the future.

One of the ways to achieve success in competition is to actively promote the publishing house itself, its products or authors. There are three main directions of promotion in the book market:

• · Trade promotion focused on bookstores and libraries. The main purpose of these tools is to establish partnerships with intermediaries - wholesale and retail bookselling companies.
• · Cooperative promotion - tools implemented jointly by publishing houses and bookselling enterprises and also aimed at the end buyer. The main goal is to convince the buyer to purchase a book from a given publisher in a certain point of sale.
• · Consumer promotion - tools aimed at the end buyer.

Today there is a lack of active marketing policy among publishing houses, as a result of which buyers are not well acquainted with the publishing house itself. The final purchasing decision is made by buyers in the store, where the tools are directed at them not on behalf of the publishing house, but on behalf of the bookseller. Of course, the exception is the situation when the bookselling network belongs to the publisher, as in the case of the Eksmo publishing group. In this case, the publisher can set its own rules at the outlet, and the action on the part of the outlet, which is an element in its structure, is not negative for it. This statement is especially true for small publishing houses that sell their products in bookselling chains and independent stores that do not belong to them, which can dictate their terms to them without the possibility of marketing communications between the publisher and the buyer, as a result of which the publisher’s connection with potential buyers is lost.

According to the book market report, the most preferred promotion channels from the point of view of publishers and booksellers to achieve sales growth are the following:

• · Participation of the author in thematic shows and other programs on central television and radio channels;
• · Publication of an interview with the author in the press;
• · Priority display and POS materials in stores;
• · Participation in exhibitions and fairs;
• · Advertising on the Internet, including banners, blogs, work in social media.

As part of the same study, the importance of marketing communication channels in promoting a publishing project from the point of view of publishers was assessed. The results of this study are presented in table. 6:

Table 6 - Publishers' priorities in choosing marketing activities

As can be seen from the table above, publishing employees consider special displays in stores and printed materials at points of sale to be the most effective channels for promoting products. The key to the successful implementation of this tool is the establishment of reliable and trusting relationships with the retail outlet, since it is the staff of the bookstore that organizes the display. Undoubtedly, this is a powerful tool for influencing buyers who visit a given outlet to buy a book. The placement of publications in a prominent place and accompanying information materials (posters, catalogs, booklets) should attract the attention of a potential buyer, even if he visited the store with the aim of purchasing a specific book. As a rule, the buyer makes the final purchase decision at the point of sale, so this tool is very effective. It follows from this that many publishing houses that sell their products at a certain retail outlet claim special display and placement of printed materials advertising nature in the shop. It is in this link that there is high competition between publishing houses and each other - a competitive struggle for the bookseller's favor. At the same time, various instruments are used - both price (discounts, payment for space for special accommodation) and non-price (implementation of joint advertising projects, exhibitions, meetings with writers, etc., combined, according to our classification, into one group - stimulation of intermediaries and sales staff).

Incentives for intermediaries and sales personnel are related to communications in the B2B market. A feature of communications in the B2B market is their focus on professionals working in a certain field or industry, and they are consumed in order to obtain information necessary for work. It should be noted that corporate clients are not inclined to perceive information, focusing only on emotions and images; they are driven mainly by rational motives and objective data: prices, guarantees, benefits from joint projects. Accordingly, widespread advertising in traditional channels in this case will not bring the desired effect. Moreover, thanks to the development of the Internet, intermediaries can obtain the information they are interested in independently.

One of the main requirements of potential partners is the possibility of personal contacts in order to obtain reliable, timely information, on the basis of which they can make a rational decision. In this regard, the role of such tools as personal sales, meetings, conferences, and participation in thematic exhibitions is sharply increasing.

Competition among the book market is carried out using different methods, including price and non-price. Of course, in conditions crisis situation A price war is one of the primary methods of competition, but not all market participants can afford to participate in such competition. As a rule, these are large organizations that, due to economies of scale, can reduce prices, but other publishing houses cannot compete with the giants. Profitability investment projects is decreasing, which generally affects the state of the industry. A price war is acceptable only as a temporary measure.

Thus, the competition between publishing houses in the B2B market is mainly in two directions: through price offers (discounts, bonuses, supply guarantees - trade promotion) and the implementation of joint projects that can benefit both the publishing house and the bookselling organization (cooperative promotion).

Consumer promotion of the publishing house is focused on the end-customer market and is aimed at increasing audience recognition and loyalty.

The object of promotion in the publishing business can be an author, a series, a separate book, literature on a certain topic, or the publishing house itself. Considering the priorities of buyers when choosing book products, publishers consider marketing events aimed at promoting the author to be the most effective: meetings, conferences, presentations, interviews in the media. According to O. Novikov, during the crisis years, in the conditions of fierce competition between participants in the publishing business, the Eksmo publishing house concentrated on advertising and promoting its authors, without resorting to cuts marketing budget. However, the publishing market as a whole has recorded a decline advertising budget by 30%, reducing costs, including for participation in fairs and exhibitions, by 57%.

However, most publishing houses do not independently engage in promotion in the consumer market, outsourcing these functions to bookselling organizations. It is for this reason that when customers come to a store, they rarely pay attention to the publisher. Even various events, meetings with authors, book presentations are organized by traders, in some cases, together with publishers, which once again proves the low level of marketing activity of publishing houses in the consumer market.