Codex/Wildfire Author Web Site Research

In 2001, the Codex Group surveyed nearly 21,000 book shoppers. The objective was to understand author web site effectiveness among book buyers. Attached is the ECPA handout made available by Wildfire Marketing.

Some of the findings:

1. Visiting the author’s web site is the #1 way book readers get to know their favorite authors.


2. Fans will almost always visit the author’s web site, before a publisher’s site with a web page on the book.


3. Book shoppers who visited an author’s web site bought 38% more books from a wide range of retailers than those shoppers that did not visit an author’s web site.

These are the three essential elements for an effective author web site, according to Wildfire Marketing:

1. Offer Free Value – A solid sample of how the books can improve the reader’s life.


2. Create a Reader Community – Utilize tools such as blogs, forums and e-newsletters.


3. Capture Contact Information – Allows authors to stay in touch with their readers and proactively build relationships.

In addition, there are specific factors that must be considered for fiction and non-fiction book web sites. Download the ECPA handout for specifics.

Bowker Pub Track 2008 Book Research

Bowker’s Pub Track presented interesting facts from their 2008 Demographics & Book Buying Behaviors survey at ECPA’s Executive Leadership Summit. Here are some quick facts.

Who reads books?

• Only 45% of Americans over 13 years-old read books
• 32% of book readers are over 55 years-old
• The average book reader is 44

Which and how much media do Americans consume each week?

• 15 hours on-line
• 13 hours watching TV
• 6 hours listening to music
• 5 hours reading books
• 5 hours reading newspapers and magazines
• 4 hours watching DVDs

Note to self: Americans spend 3x more time each week on-line being informed, educated and entertained than reading books. Need to devise a digital strategy for our content quick! Drop the idea of buying ABC from Disney; consumers spend more time on-line than watching TV.

How do consumers initially learn about a book?

• 37% In-store displays and placement
• 12% Friend or family recommendation
• 6% Online book review
• 6% Direct Mail or Catalog
• 6% Online ads

Observation: Online ads and online book reviews now create as much awareness as viral marketing from friends and family. An on-line marketing strategy is critical. Also, according to Bowker, the impact of all print, TV and radio combined accounted for less than 5% of consumers' book awareness. - Tough news for established, traditional media.

Just a few other interesting Bowker facts:

1. Consumers are going to online book reviews two times more often than print reviews.


2. 19% of all books purchased the consumer became aware or viewed the product online before purchasing.


3. 60% of all Christians under 30 have a Facebook account.


4. The largest adopters of the Kindle are over 55 years-old.


5. Bowker’s data has now drawn a correlation that audio and e-books are cannibalizing sales of hardcover books.

Think this stuff is interesting? Wait till you read what Wildfire Marketing has figured out when authors have dynamic web sites. Talk about an impact on book sales! Stay tuned. That’s the next blog.