Generates 3x Increase in Sales on Titles Included in the Program
Paul Slavin, CEO of Open Road Integrated Media (OR/M), announced that Open Road Ignition full-service marketing delivered an average of 3X increase in revenue for thousands of partner titles currently enrolled.
OR/M measures its success on the uplift it generates on each publisher’s baseline sales for a set of titles. Revenue increases range from 76% to 1,300% over baseline. Dozens of publishers participate in Open Road Ignition, including Grove Atlantic (up 96%), Houghton Mifflin Harcourt (up 157%), Abrams (up 182%), Ben Bella (up 340%), Akashic (up 722%), Diversion (up 1,028%), Choc Lit (up 1,380%), Casemate (up 300%), Church (up 76%).
David Steinberger, CEO of Arcadia Publishing, said “Open Road’s strong orientation to backlist marketing has provided an enhanced revenue stream for the publishers who have integrated OR/M’s ‘white glove’ service into their overall backlist strategy. The impressive revenue numbers speak for themselves.”
“The return we are generating for our partners has been consistently two to three times higher than their sales—even as ebook sales across the industry persistently decline,” Slavin said referring to a recent trade piece on sales in PublishersWeekly. “We continue to add new publishers and new titles to the program and expect to have 5,000 titles by the end of 2018,” Slavin added. “Publishers are finding there can be significant upside for their backlist when they partner with us on strategic marketing.”
“We’ve seen tremendous growth for our ebooks in the White Glove program in the few months we’ve been participating,” Randall Lotowycz, Director, Online Retail and Digital Sales for Workman Publishing, said. “The Open Road team has been incredibly helpful and accommodating every step of the way.”
The elements of Open Road Ignition include curated title promotions, powerful consumer outreach vehicles, direct demand stimulation, strategic and tactical pricing, consumer segmentation and personalization, content syndication, metadata and copy optimization, all executed by a team of marketers with deep publishing and marketing experience.
“Partnering with Open Road allows us to extend the audience for selected backlist ebook titles. Their focus on delivering new readers and generating sales has produced satisfying financial results,” said Lindy Humphreys, Associate Publisher, Digital, Abrams.