Show Notes: Pin This
Even with all the recent hype over social networking site Pinterest, many publishers may not be fully aware of its enormous potential for magazine and book marketing. Looking to remedy that state of affairs, "Pin it on Pinterest: Driving Traffic to Your Brand," proffered insight and advice to a standing-room-only crowd at Book Expo America (BEA) 2012 in New York, held June 4-7.
Early and successful adopters on Pinterest were Etsy, Whole Foods, Real Simple and furniture company West Elm, according to Kathleen Schmidt, president and CEO of book publicity firm KMSPR. Especially successful book publishers on the site include Random House, Crown, Vintage, Penguin, Harper Collins and Scholastic.
Scholastic is "probably the model I would look at if I were a publisher," Schmidt said. "They really know what they're doing on there."
Wall Street Journal reporter Katherine Rosman, an early Pinterest fan, uses the site both personally and professionally.
When reporting, Rosman asks permission to take pictures of a subject and make a Pinterest board to go along with the story. "I'll put in information in the caption that's not really anywhere in the story, and when you click through the pictures it goes through to the story on WSJ.com. Those things have gotten tons of traffic," she said.
Bethanne Patrick, executive editor of Book Riot and principal at Book Maven Media, also spoke about the site's ability to add a backstory and other elements of interest to a published work.
"Houghton Mifflin Harcourt has done an amazingly interesting Pinterest board about how the designer was inspired for the book jacket of 'Imagine' by Jonah Lehrer," she said. "And it's not just about making [the cover] or putting it together … it shows [the artist's] inspirations for the paper art that's shown on there, and it's wonderful. It makes me think, 'This is really interesting. What is this book about?' And that's what you want it to do."