New agency to promote books for authors

Random House Canada and McClelland & Stewart announced this week a new business and marketing initiative. Speakers House Canada will act as a national agency to book speaking appearances for their authors. While Random House and McClelland & Stewart have always promoted bookstore tours for publicity, they are now booking paid speaking events. Speakers House […]

Random House Canada and McClelland & Stewart announced this week a new business and marketing initiative. Speakers House Canada will act as a national agency to book speaking appearances for their authors.

While Random House and McClelland & Stewart have always promoted bookstore tours for publicity, they are now booking paid speaking events. Speakers House will replace booking agents and allow authors to market their published work even after a book launch.

According to Random House, it was getting overwhelmed with offers for authors to speak at special events and conventions. “The requests were coming in fast and furious,” said Constance MacKenzie, senior marketing director. Most of the writers didn’t have the time to sift through the requests and many didn’t have booking agents to do it for them, said MacKenzie.

Creating internal infrastructure to capitalize on this opportunity for additional revenues and increased marketing was a no-brainer, she added. “Now we can go out and pursue and market new speaking engagements.” It will also be an opportunity for new authors to build their brand and create buzz about their books. “It’s taking an author and creating a brand,” MacKenzie said.

The goal for Speakers House Canada is to entice event guests to become readers of the speaker’s current book and back catalogue.

Speakers House Canada currently has a roster of 12 authors, including designer Debbie Travis and corporate coach Lyman MacInnis.

Brands Articles

The quest to predict the way brand images get hijacked

Schulich is developing a tool to help marketers predict negative brand attention

20th Century Fox’s futurist looks at the bigger picture

Ted Schilowitz of Barco Escape discusses innovation coming to a theatre near you

When does culture and ethnicity matter in marketing?

Cultural identity is one of many factors that influence consumption

If you’re picking an ad agency, don’t look back

A good track record matters, but so does a plan for the future

Freshii selects OneMethod for digital and social work

This marks the fast-food franchise's first digital and social agency of record

IKEA outfits suites for Mount Sinai Hospital

Retailer transformed hospitality suites for women with high-risk pregnancies

Canadian Tire urges Canadians to step up in Olympic campaign

Rio effort includes three spots and extends the 'We All Play for Canada' platform

Puma Lab makes the leap into Canada via Foot Locker

Shop-within-shop concept will be tailored to local market's male consumers

How grocery stores are swaying shoppers

Candy and cake mixes are inching their way closer to front of store