On the weekend there was an article in the Vancouver Sun by columnist Cheri Hanson about using blogs to market books. Of course, because Canada.com has no idea what side their bread is buttered on, you can’t access it online unless you’re a paid subscriber to the website. The Globe does this as well — and it’s a totally ridiculous strategy. Think of of the number of ninjas who would have linked in to the Sun this morning to read the full article had it been made available.

But even though some big American papers (like the New York Times (which the Globe so desperately wants to be when it grows up), LA Times, etc.) are abandonning the subscription model, the Canadian press, particularly those morally-wobbly CanWest papers, are still clinging to the idea of milking readers for every cent they’re worth. And I can’t imagine we’re worth enough cents to make the strategy worthwhile. Here’s a tip: hit up the guys with the money, not the poor schlubs like us. Give the readers a free page and niche advertise on it.

Anyway, I was asked for comment, so Cheri sent me the article and here are some excerpts, for interest’s-sake:

Online weblogs — or blogs, to anyone with a foot in the 21st century — began as a way for wired exhibitionists to share news, post photos of last night’s curry dinner and expose the minutiae of everyday life for a global audience.

In the book business, the most popular and polished sites can boost word-of-mouth sales, which has encouraged many publishers to approach literary bloggers with fingers crossed for a review or even a heated online discussion.

Monique Trottier, Internet marketing manager for Raincoast Books, has a personal blog (somisguided.com) and has also launched a well-trafficked blog at Raincoast.com. She’s a strong advocate of the medium, saying it can connect readers more deeply with the books, stories and authors they love.

But many industry types are still figuring out how to work with blogs effectively. “It’s still kind of in its infancy,” says Trottier.
…
George Murray, a Newfoundland poet and editor and a founder of the Book Ninja blog (http://bookninja.com), says: “I think approaching bloggers who have niche audiences is one of the best ways to garner well-targeted attention for smaller presses, mid-list authors and even the occasional mega-title looking for a little respect.”

But “target” is the key word. Forget about generic press releases or mass mailouts. Says Murray: “You wouldn’t believe how many pitches and advance reading copies I get from publicists who want meto look at pink-covered chick-lit books or relationship advice manuals written by ex-Playboy bunnies.”

Brooklyn, N.Y., blogger Maud Newton (http://Maudnewton.com/blog) says she receives about 20 books a week from publishers and authors, and many more e-mail solicitations. “I only discuss books I like or am for some reason interested in. I don’t mind if publishers send me books, but I don’t like hard-sell pitches and I’m annoyed by solicitations that urge bloggers to promote books in exchange for prizes.”

Clearly, most bloggers launched their journals to explore a love of writing and reading, not to help publishers sell their wares. When the fit is right, bloggers can access powerful underground networks that will naturally spread the word about great books. But when publishers send the latest Pamela Anderson biography to a blog that covers literary fiction, it’s like asking PBS to air the Miss Universe pageant.

Dudes, for the record, I totally did not call myself a “Newfoundland poet”. It was an honest mistake, but makes me sound as though I’ve got fifteen siblings and a job fishing capelin. I believe my actual title, between the jigs and the reels, is “CFA Townie boy”. A couple more IDs as a “Newfoundland poet” and I’ll be up to my ass in alligators.