Readmagined by Bookwire it’s a new thing in the Readmagine series of conferences that built this unconventional international event for book and reading innovation. In 2024, Bookwire has taken over the curation of the last day of this edition and has focused it on the issue of «audiences.» Mariana Féged (General Manager Spanish Markets and EMEA) at Bookwire organised and moderated a session on “New audiences, new readers, new listeners: keys to reach and engage your community” with Rafa Luna (Head of Marketing and Digital Business at Editorial Anagrama), Danaé Tourrand-Viciana (Editorial Director of Literature, Essays and Documents at Leduc Editions), Pietro Biancardi, (publisher at Iperborea).
Mariana Féged introduced the session highlighting the unique approaches of three admired publishers who has excelled in creating and expanding niches in their respective markets.
- Overview of the strategies of the three companies
- Anagrama
Rafa Luna shared an overview of Anagrama was founded in 1969 by Jorge Herralde and is celebrating its 55th anniversary this year. The publishing house has published over 4,000 titles focusing on discovering new voices and exploring significant political, moral, and cultural debates. The transition from a personal brand under Jorge Herralde to a plural project started with the arrival of Silvia Sesé in 2017, marking a shift towards shared responsibilities among professionals.
1.1 Branding strategy
Book Covers Evolution. Anagrama updated its book covers, moving from framed images to freer designs, symbolizing an expansion of possibilities while respecting their historical roots.
Respecting Origins. The current branding strategy involves maintaining the essence of Anagrama’s history and its core values, focusing on authors’ voices and symbiotic relationships between authors and the publishing house.
1.2 Marketing strategies
Podcasts. Anagrama’s podcast project, particularly «Tema Libre,» invites two authors to discuss topics related to literary creation, fostering intimate and unscripted conversations. This has successfully engaged listeners by making them feel like they are part of a private encounter.
Newsletter. Anagrama’s weekly newsletter, started in 2021-2022, engages 25,000 subscribed readers with a 51% open rate. It provides non-commercial content, starting with articles related to their books and complemented with recommendations in various media.
Audiovisual Content. High-quality audiovisual content, including author interviews and unique conversations, has helped Anagrama grow its YouTube channel and establish a strong presence on TikTok.
- Leduc
Danaé Tourrand-Viciana explained that Leduc was founded in 2003 by a father and son, specialized in practical guides on mind, body, spirit, alternative medicine, and aromatherapy. The company expanded with the Alisio imprint for business and leadership literature in 2009 and Charleston for women’s fiction in 2013.
2.1 Marketing and community building
Growth marketing. Leduc employs growth marketing, driven by data and experimentation, where readers are considered the first ambassadors of the brand.
Reader engagement. Leduc involves readers in their processes, such as selecting covers and providing feedback on books. This strategy has created a strong and participatory community, essential for their success in the competitive French market.
2.2 Achievements
Sales and growth. Leduc Editions achieved a 70% growth in 2023, selling 1.5 million copies, highlighting their effective reader engagement and marketing strategies.
Charleston imprint. Successfully established as a prominent brand in women’s fiction, Charleston relies on a core community of readers for feedback and promotion, ensuring a close alignment with reader preferences.
- Iperborea
Pietro Biancardi, shared an overview of Iperborea, which was founded in 1987 by Pietro Biancardi’s mother and Iperborea specializes in Nordic literature. Initially publishing 10 carefully selected books per year, the publishing house has grown to include children’s books and a new series focused on contemporary issues.
3.1 Long Sellers.
Iperborea has found success with long sellers like Arto Paasilinna’s «The Year of the Hare,» which has sold 150,000 copies.
3.2 Innovative Approaches
Festival «I Boreali”. Launched in 2015, the festival celebrates Nordic culture through literature, cinema, music, and food, attracting thousands of visitors and enhancing Iperborea’s brand presence.
Bookazine «The Passenger”. Introduced in 2018, this publication combines long-form articles, maps, infographics, and photo reportages to provide a comprehensive understanding of various regions and themes.
3.3 Strategic collaborations
Collaborations with brands like IKEA and Cheres have allowed Iperborea to reach broader audiences and enhance its brand through unique promotional activities, such as distributing beers in bookshops.
- Combined insights and discussion
Youth engagement
Both Anagrama and Iperborea have successfully adapted to appeal to younger audiences through rebranding and innovative marketing strategies. Collaborations with like-minded cultural entities and engaging in contemporary digital platforms have been crucial.
Creating a fan base
All three publishers emphasized the importance of building a strong community or fan base. By nurturing relationships with readers and engaging them in the publishing process, they have established loyal followings.
Digital and offline synergies
Embracing digital formats like e-books and audiobooks, these publishers have expanded their reach. Audiobooks, in particular, offer an opportunity to develop unique content that aligns with each publisher’s identity.
Final thoughts
The key to success for these publishers lies in balancing respect for their historical roots with innovative strategies that resonate with contemporary audiences. By staying true to their core values while embracing new technologies and formats, they have managed to create lasting connections with their readers.
