March 9, 2007

News & Opinion: Promote Different.

By: Dylan Schleicher @ 6:51 PM – Filed under: Publishing Industry

There is a big article in the Wall Street Journal today about Apple's iTunes and how they wield their power to promote. The classic promotion model in media is to offer co-operative advertising to retail outlets in exchange for favorable placement in store displays or through featuring product in advertising the retailer is doing. Examples of this range from the placement of a book in the front of a Barnes & Noble to a image from Lords of The Rings on all the televisions in the Best Buy Sunday ad to books featured on inBubbleWrap.

iTunes does it differently. They will not accept any money for promotional placement on their front page. A legion of editors act as the first filter about what should be promoted. They have asked labels to lower album prices in exchange for their premium space. Rhino did this on a set of Prince albums to coincide with the artist's Super Bowl appearance. iTunes has also asks for exclusive content from artists. If you spend any time on the site, you see featuring iTunes only content all the time. In all these cases, no money is exchanging hands.

About Dylan Schleicher

Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.