Rare Book Monthly

Articles - May - 2006 Issue

Abebooks Begins International Advertising Campaign

Bush

"Not-book" by George W. Bush admits to a mistake...not!


By Michazel Stillman

As Abebooks promised at its recent Bookseller's Summit, they will begin a substantial international advertising campaign this month. The theme is "If you can't find it here, it doesn't exist." Most Abe dealers have already received, or have had the opportunity to order, bookmarks containing this message. However, the theme will be carried over to other media, such as magazines, throughout the summer and remainder of the year.

In an announcement sent to dealers, Abebooks explained that the theme would be backed by images of "not-books," that is, images of books with humorous titles that do not really exist. For example, there is one from George W. Bush entitled Whoops. I Was Wrong, or there is Henry VIII's Making Marriage Work. Frequent flyers will appreciate Chicken or Beef? The World's Best Loved Airline Recipes. These titles, naturally, fall under the "it doesn't exist" part of the theme. Abebooks stated that along with the bookmarks, the message would be seen in advertisements in North America, the U.K., Australia and New Zealand. Among the magazines which will carry Abe's advertising are The New Yorker, New York Times Book Review, Literary Review of Canada, Good Reading Australia, and The London Review of Books.

We asked Abebooks' PR Manager Richard Davies how much would be invested in the campaign. He responded that Abe was not giving out exact figures, but that it is part of their 10th anniversary celebration, and "it is by far the largest marketing campaign that we have ever conducted in terms of spending and bookseller involvement." He stated at this point Abe sellers have already ordered more than 2 million bookmarks, and emphasized that these are more than ordinary page holders. They carry unique numbers that will allow holders to log onto the Abebooks site to win a 'round the world trip along with hundreds of other, "instant win" prizes.

We asked for more specifics about the advertising campaign, and whether it would extend beyond print media. Davies told us that while the campaign has heavily invested in print, it extends to other media as well. Right now, he said, Abe partners with the "Book Guys" radio show on NPR, which is broadcast on 45 stations, and is mentioning their contest. Online marketing, according to Davies, "is always a huge part of our business." This includes paid search, affiliated websites, and comparison-shopping engines. Additionally, the site will be using viral marketing through "e-cards" featuring the "not-books" that people can send to their friends from Abe's site. And, along with the bookmarks, Abe will be supplying posters and package stickers to their dealers.

Davies noted that the advertising, print media in particular, is targeted toward the primary Abebooks' customer. This, he explains, is an "older, affluent, educated, professional, heavy reader."

Rare Book Monthly

  • <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
    <center><b>California Virtual Book Fair<br>March 4-6, 2021<br>www.abaa.org/vbf</b>
  • <center><b>The Collectors’ Sale<br>March 3, 2021</b>
    <b>Fonsie Mealy, Mar. 3:</b> Verlag, Luzern, Publishers: <i>The Book of Kells,</i> the most precious illuminated manuscript of the early Middle Ages, now reproduced, the FIRST AND ONLY COMPLETE FINE ART FACSIMILE EDITION. €5,000 to €6,000.
    <b>Fonsie Mealy, Mar. 3:</b> Rowling (J.K.) <i>Harry Potter and the Philosophers Stone,</i> 8vo, L. (Bloomsbury) 1997, First Deluxe Edn., Signed by the Author on title page. €4,000 to €5,000.
    <b>Fonsie Mealy, Mar. 3:</b> Gilbert (John T.) Account of Facsimiles of National Manuscripts of Ireland, from the earliest extant specimens to A.D. 719. €2,000 to €3,000.
    <center><b>The Collectors’ Sale<br>March 3, 2021</b>
    <b>Fonsie Mealy, Mar. 3:</b> <i>The Georgian Society Records of Eighteenth-Century Domestic Architecture in Dublin [-Ireland],</i> 5 vols. lg. 4to D. 1909 - 1913. Limited Editions. €1,500 to €2,000.
    <b>Fonsie Mealy, Mar. 3:</b> Yeats (W.B.) <i>The Poems of W.B. Yeats,</i> 2 vols., roy 8vo, L. (MacMillan & Co.) 1949, Limited Edn., No. 185 (of 375 copies). Signed. €1,500 to €2,000.
    <b>Fonsie Mealy, Mar. 3:</b> Crone (John S.)ed. <i>The Irish Book Lover, A Monthly Review of Irish Literature and Bibliography.</i> Vol. I No 1 August 1909 - Vol. XXXII No. 6, September 1957. €1,250 to €2,000.
    <center><b>The Collectors’ Sale<br>March 3, 2021</b>
    <b>Fonsie Mealy, Mar. 3:</b> Yeats (John Butler) <i>An original self-portrait Sketch,</i> Signed and dated April 1919, N[ew] York. €1,200 to €1,500.
    <b>Fonsie Mealy, Mar. 3:</b> Photograph Album. Entitled ''A Souvenir of the Visit to Jeypore Samasthanam of His Excellency the Right Hon'ble Viscount Goschen of Hawkhurst… 14th December 1927''. €1,000 to €1,500.
    <b>Fonsie Mealy, Mar. 3:</b> Pistolesi (Erasmo) <i>Il Vaticano,</i> 8vols. large atlas, folio Rome (Tipografia della Societa..) 1829. €500 to €600.
    <center><b>The Collectors’ Sale<br>March 3, 2021</b>
    <b>Fonsie Mealy, Mar. 3:</b> Chagall (Marc)illus., Legmarie (Jean) comp., <i>The Jerusalem Windows,</i> folio N.Y. (George Braziller) 1962. €400 to €500.
    <b>Fonsie Mealy, Mar. 3:</b> Bullitt (Thos. W.) <i>My Life at Oxmoor,</i> Life on a Farm in Kentucky before the War. Roy 8vo Louisville, Kentucky, 1911. Privately Printed No. 86 of 100 Copies Only. €300 to €400.
    <b>Fonsie Mealy, Mar. 3:</b> Popish Plot: Oates (Titus) <i>The Popes Whore House or The Merchandise of The Whore of Rome,</i> folio L. 1679. First Edn. €100 to €150.
  • <b>Swann Auction Galleries Mar 11:</b> Dorothea Lange, <i>Migrant Mother (horizontal),</i> silver print, 1936. $20,000 to $30,000.
    <b>Swann Auction Galleries Mar 11:</b> Group of 32 WWII-era identification badges for manufacturing & military-related companies, 1940-50s. $2,000 to $3,000.
    <b>Swann Auction Galleries Mar 11:</b> Julia Margaret Cameron, <i>Alfred, Lord Tennyson,</i> albumen print, 1869. $10,000 to $15,000.
    <b>Swann Auction Galleries Mar 11:</b> Arnold Genthe, <i>Portrait of Theodore Roosevelt,</i> silver print, circa 1908. $1,000 to $1,500.
    <b>Swann Auction Galleries Mar 11:</b> Edward Curtis, <I>Oasis in the Badlands,</I> toned platinum print, 1905. $8,000 to $12,000.
    <b>Swann Auction Galleries Mar 11:</b> Francis Frith, three volumes, approximately 140 photographs, 1860-70s. $10,000 to $15,000.
    <b>Swann Auction Galleries Mar 11:</b> Eugène Atget, <i>20 Photographs,</i> gold-toned silver prints by Berenice Abbott, 1898-1927. $8,000 to $12,000.
    <b>Swann Auction Galleries Mar 11:</b> Neil Leifer, <i>Muhammad Ali,</i> chromogenic print, 1965. $4,000 to $6,000.
    <b>Swann Auction Galleries Mar 11:</b><br>A group of approximately 50 Photomatic selfies of the same man taken over a period of time, 1940s. Estimate $1,500 to $2,500.
  • <b><center>Hindman Auctions<br>Literature from a Private New Orleans Collection<br>March 19, 2021</b>
    <b>Hindman Auctions, Mar. 19:</b> STEINBECK, John (1902-1968). <i>The Pastures of Heaven.</i> New York: Brewer, Warren & Putnam, 1932. $10,000 to $15,000.
    <b>Hindman Auctions, Mar. 19:</b> FITZGERALD, F. Scott (1896-1940). <i>Tender is the Night.</i> New York: Charles Scribner's Sons, 1934. $6,000 to $8,000.
    <b>Hindman Auctions, Mar. 19:</b> STOKER, Bram (1847-1912). <i>Dracula.</i> Westminster: Archibald Constable and Company, 1897. $5,000 to $7,000.
    <b><center>Hindman Auctions<br>Literature from a Private New Orleans Collection<br>March 19, 2021</b>
    <b>Hindman Auctions, Mar. 19:</b> GOLDING, William (1911-1993). <i>Lord of the Flies.</i> London: Faber and Faber, 1954. $4,000 to $6,000.
    <b>Hindman Auctions, Mar. 19:</b> SALINGER, J. D. (1919-2010). The Catcher in the Rye. Boston: Little, Brown and Company, 1951. $4,000 to $6,000.
    <b>Hindman Auctions, Mar. 19:</b> HEMINGWAY, Ernest (1899-1961). <i>The Torrents of Spring.</i> New York: Scribner's, 1926. $3,000 to $4,000.
    <b><center>Hindman Auctions<br>Literature from a Private New Orleans Collection<br>March 19, 2021</b>
    <b>Hindman Auctions, Mar. 19:</b> HUXLEY, Aldous (1894-1963). <i>Brave New World.</i> London: Chatto & Windus, 1932. $3,000 to $4,000.
    <b>Hindman Auctions, Mar. 19:</b> WELLS, H.G. <i>The Time Machine, an Invention.</i> New York: Henry Holt, 1895. $3,000 to $4,000.
    <b>Hindman Auctions, Mar. 19:</b> DAHL, Roald (1916-1990). <i>Charlie and the Chocolate Factory.</i> New York: Alfred A. Knopf, 1964. $2,000 to $3,000.
    <b><center>Hindman Auctions<br>Literature from a Private New Orleans Collection<br>March 19, 2021</b>
    <b>Hindman Auctions, Mar. 19:</b> HERBERT, Frank (1920-1986). Dune. Philadelphia: Chilton Books, 1965. $2,000 to $3,000.
    <b>Hindman Auctions, Mar. 19:</b> KESEY, Ken (1935-2001). <i>One Flew Over the Cuckoo's Nest.</i> New York: The Viking Press, 1962. $2,000 to $3,000.
    <b>Hindman Auctions, Mar. 19:</b> VONNEGUT, Kurt, Jr. (1922-2007). <i>Slaughterhouse-Five or The Children's Crusade.</i> New York: Seymour Lawrence Delacorte Press, 1969. $2,000 to $3,000.

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