Booktrailer as a Promotion Form and Publishing Strategy

Abstract

Research methodology. During the work on the article, a method of observation was used that allowed to find content related to the subject of the study. The historical method made it possible to trace the history of the issue on the world and domestic background. Descriptive method contributed to the determination of the specificity of each of them. Analysis and synthesis methods allowed to make general conclusions. The usage of these methods contributed to the fact that applied science acquired scientific reflection.

Results. Booktrailers just started to enter Ukrainian book market. Booktrailers production is at an initial stage. Publishers are taking the first steps in trying to master the technology of creating a trailer, taking into account vast foreign experience and adapting it to our realities. So far, the booktrailer is an element of marketing communication, a way to promote the book. Meanwhile, this is a cultural and arts phenomenon, at the same time – know-how, a necessary link in the work of publishing houses. Due to the state-of-the-art of this product on the market, publishers are still careful about the creation of booktrailers. Therefore, for commercial success, choose best sellers, works of eminent authors or classics. A similar method of selecting books is observed among the scientific and methodological departments of libraries. However, they also set a cultural goal for themselves, and often they choose publications devoted to certain artistic or educational events. It leads to the fact that the booktrailers often produce low quality, with amateur-made scenario, rather weak operator work and quite trivial installation.

Since the domestic scientific community has not yet made the book trailer subject to consideration, all aspects of scientific understanding of this type of marketing communication are relevant. Such, for example, how to take into account the needs of the target audience, the improvement of the method of work on the bookkeeper, ways of destributing this kind of art.

Novelty. Within the article the booktrailer is considered as one of the forms of book promotion and publishing strategy. The specifics of booktrailer creation in Ukraine and the prospects for the development of this strategy was noted.

Practical significance. The results of the study can be used to develop measures to improve the state of affairs of the book publishing industry and the creation of booktrailers as one of the promotional tools.

Key words: book promotion, booktrailer, publishing strategy.