Selling Through Literature - Can we live with it?
October 13th 2006 20:32
Image: amazon.com
OK, what are everyone’s thoughts on this one? Cathy’s Book: If Found Call (650)266-8233 by Sean Stewart appears to have everyone up in arms. It seems a cross-promotional deal was stuck with Procter & Gamble, before publication, in which certain CoverGirl products are named throughout the book. In exchange the book is being promoted on the Procter & Gamble site Beinggirl.com, a website aimed at adolescent girls.
Obviously there are certain corners of the literary world for young adults who ‘like totally’ disagree with this arrangement. They feel it compromises the integrity of the literature and undermines the positive benefits of young people reading books. I’m not so sure about this, but there are some disturbing facts that are being flung about. Like the executive director of the Association of Booksellers for Children states – ‘Studies show children as young as 2 can recognise brand logos and make requests for the goods.’
Whether this is a bad thing or not, (it could be considered a desirable survival skill in today’s society) depends on your views, but we are not talking young children with this book, we are talking teenagers. Cathy’s Book also includes real telephone numbers and websites that the reader can interact with, which I must admit is clever. I can imagine a lot of adolescents really getting involved in this. My experience in public libraries has taught me many things. One of them is that, from the age of approximately 12-14, a lot of young people stop reading. Or at least stop borrowing from public libraries! So, as much as I support quality literature, for all ages, I do accept that there may be a small window of opportunity in which it is completely acceptable to use certain subtle, in this case not so subtle, techniques to get young adults reading.
And it works for both sides in this case. The book promotion on the Beinggirl site may entice some none-readers into actually picking up a book, and the bookish crowd could find themselves out from behind the pages and down at the mall hunting out make-up brands.
Win-win situation? Maybe. But …
Can we expect more of this? How long before it becomes paid advertising? Are we selling out our youth? And can we live with it? Post your view.
| 48 |
| Vote |
Add To: 
Comment by Homer Joyce
I love the full title, and the cleverness behind the concept ...
I don’t think commercially when I’m writing. In fact, I don’t even think practically in my private life when it comes to any matters of a financial nature, but I guess that’s what makes me who I am. When I hear of the different ways in which writers are making money, I do sometimes ask myself: Should I continue to pursue literature or should I try to make some money out of this writing gig? Then, I just continue writing, and leave it up to the commercially-minded writers.
In all simplicity, I don’t think people will ever stop reading books, but the net has changed the way we read, and those who don’t like that just have to accept it as a reality.
I’m sure there’ll be more of this. And it seems to already be paid advertising. The media is full of that. It’s not much more than a new twist on product placement in films.
Homer