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By Dan Forootan

For a variety of reasons, the publishing business was in trouble even before the economy went south. A longer work week leaves less time to read for most Americans, while the explosion in popularity of the Internet means people are used to reading in shorter and shorter bursts and believing they lack the patience and the time to read long books.

The consolidation of publishing houses and bookstores has been a factor, as well, and has also ratcheted up the pressure on publishers to turn the few books they publish into big hits. But the usual avenue for book promotion—newspapers—is dying a quicker death than publishing houses. Most newspapers don’t even have a book review editor, never mind an actual books section, anymore.

So what is the publicist at a publishing house to do? An email marketing campaign is the answer!

One of the great benefits of a publishing email marketing campaign is how the publisher and the author can work together hand-in-hand. Most authors have websites devoted to displaying and promoting their work. Ask the authors to solicit the email addresses of their visitors with a small prompt on the home page. Authors and readers have a unique and intimate relationship, so readers will be particularly eager to provide their emails to the authors whose works they read.

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Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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