As I was trying to think of a justification to buy the Amazon kindle when I already have a perfectly good Sony Reader, I noticed three excellent placements- The Story of Edgar Sawtelle, The New York Times, and Malcolm Gladwell’s Outliers were each given a screen shot in advertising the kindle on Amazon.com, and I had to wonder- how much did that cost them?
Paid placement these days can be a tricky business- a celebrity carrying around your product to your standard newspaper or magazine ad. Prices range from cost per impression to mass one time payments for period long associations. A Facebook ad is going for more than a Google ad, but can be better targeted (women who have religious views as Christian, between the ages of 25-42, living in the Midwest is completely doable). Personally, online ads annoy me. I skim over, minimize, and scoff at them regularly, but the genius of placement in the kindle ad should be applauded.
Whether it was placement given gratis as a co-advertising venture, or they are being charged a onetime fee for inclusion for the length of the campaign, I would love to even be up for consideration. No matter what you think of the kindle, or any of the products highlighted in its ads, you have to admit- love it or hate it- the placement is brilliant.
If anyone is looking to have a cover shot of a book in their next ad campaign- call me, I will find a way to work something out. The placement that people don’t think you are paying for is always the most effective. And though I tend to stay away from the Oprah book picks until the initial dust storm has settled I must admit, having seen that Edgar Sawtelle cover everywhere these last few months has returned it to my reading list. Repetition works- its finding the right location that presents the challenge.