Premium Book Example
I discovered a unique use of a premium book in the February 7, 2005 edition of BusinessWeek magazine. There was an advertisement in the magazine for Computer Associates. The ad promoted logging onto the Computer Associates’ Web site to register to win a copy of a new, highly acclaimed book, “Wedding of the Waters, The Erie Canal and the Making of a Great Nation,” published by W.W. Norton. BusinessWeek had given the book a favorable review the previous week, so regular readers may have read the review and would understand the value of the premium.
What struck me as interesting about this premium is that it had nothing to do with the sponsor. Computer Associates makes software. It is not an engineering firm, it doesn’t make products used on canals nor does it have any historical ties to the Erie Canal. The only connection is that the book is well written and was positively reviewed by BusinessWeek, the same magazine in which the advertisement appears. Computer Associates wants to be aligned with the book precisely because it is well written.
Giving a book as a gift says something about both the giver and the receiver. The receiver of the book is flattered that the giver thinks enough of him/her to give an enlightening gift. It also shows the giver put some thought into the gift to match the subject to the receiver’s interests.
So it is too with Computer Associates. They want to be seen as giving a premium of value and distinction with their premium gift. In addition, Computer Associates associated themselves with BusinessWeek by writing in the ad, “BusinessWeek brings you the world of business every week. CA brings you the latest innovations in management software.
The lesson for publishers is that any book may be used as a premium for a company, regardless of how loose the connection may be between the product and the book. “Wedding of the Waters” has little to do with Computer Associates, yet it was selected as a premium because it was well written and was positively reviewed in BusinessWeek. Book printers can help publishers to see these connections between the book and products that may benefit from using the book as a premium. Continually work with your publishers to think of imaginative ways to sell more books. If you do, you will be rewarded with more book printing for that publisher.