Wilde Dorian Marketing

Book strategies

Now that The Picture of Dorian Gray can be found on the web as public domain, what would motivate you to buy a book which content is free and readily available?

We see three possibilities:

  • The content has changed (re-written, re-formatted) — offering a new appeal;
  • It now has a theme which is in fashion — refreshed;
  • It can be seen as an object of art (to give or to possess).

Making a book fashionable again will require all or a combination of these motivators.

Starting with the print version, the book should first be valued first for its external appearance.

  • It should be seen as a decorative piece with a Steampunk quality.
  • The cover should reflect the Steampunk theme.
    • This can be achieved with a leathery look and by adding some mechanical components: cogs, locking mechanism, etc.
    • The opening page should be a picture of a mechanical Dorian
    • The content would have been modified to suit the Steampunk theme
      • The typography would be Victorian (drop-case, etc.)
      • The story would be steampunk-ified by making the picture of Dorian becoming more mechanical until no human element is left
      • Each chapter title would be delimited with the graphic of one or more cogs and followed by a picture or photograph of one of the book’s character dressed in a Steampunk fashion.
      • The reader would be fore-warned that the story has been changed to reflect this new reality
      • The package could be enhanced by the addition of a digital copy

The market for the print version would not only be bookstores, but also gift shops and various Steampunk outlets (events, clubs, specialty stores).

The focus for branding could be on the publishing house, the author, the topic or the latest fashion trend. The logo or the name of the publishing house would not be readily recognized nor would it improve the sellability of the product. We opted to combine a “classic” of its genre from a well-known author with a comparable fashion trend.

The digital version would not have the same physical quality as the print version. It would not sit on your coffee table or be carried as an accessory to a Steampunk event.

We saw two profitable outcomes for the ePubs and apps:

  1. To complement and promote the print version
  2. To be used as a promotional tools by the Steampunk fashion industry

These digital book strategies do not make the digital versions of any less value, it simply opens the door for sponsorship.

For an ePub to complement and promote the print version, it would have to be fairly similar to the original print version.

  • The cover of the printed book could be re-used for the digital version
  • More graphics and photographs could be included –the ePub has no cost restrictions relating to the display of its content as opposed to print.
  • It would render on various platforms with a comparable quality (black and white, colour, size) as expected for a web display. (link, navigation, etc.)
  • The last page of the ePub would direct/link you to the publisher where a print copy could be purchased

For an ePub to be used as a promotional tool or catalog by the fashion industry, the ePub would need to present the quality of images expected of a catalog. These images or photographs would need to be used in a manner to blend in with the book and not to be seen as embedded advertisement.

  • The cover used for the digital versions needs to be recognizable and distinguishable as a thumbnail — the human brain is programmed for facial recognition, a Steampunk version of Dorian Gray would do
  • More graphics and photographs could be included — an ePub has no cost restrictions associated with the use of colours or graphics as opposed to print.
  • It would render on various platforms with a comparable quality (black and white, colour, size) as expected for a web display. (link, navigation, etc.)
  • The last page of the ePub would direct/link you to the various sponsors of the fashionably dressed characters represented at the beginning of each chapter.

Distribution

The distribution of the print version would target bookstores, gift shops and various Steampunk outlets (events, clubs, specialty stores), but also merchandisers such as Amazon

The distribution of the ePub versions would be through ePub resellers such as Kobo and Kindle. Having the dual purpose of a book and promotional tool.

When used as a catalog by sponsors, a promotional cost/model would be applied.

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