Home > Sean's Technology and Writing Blog

Book promotion: Do Private Eye adverts work?

29 March 2008

I'm a keen reader of and subscriber to Private Eye. Given that my novel 'University of Death' has a subplot involving politics and uses a lot of humour in telling its story about the music business, the Eye's 798,000 readers could be an ideal advertising target. Adverts start at £26 for 10 words, which is within the reach of self-publishers.

And indeed, many self-publishers do promote their works there. But I had my suspicions the ads don't work. There's relatively high turnover of advertisers in the Eye Read section compared to some other sections (eg speechwriting), which suggests advertisers aren't seeing results. Additionally, the margin on book sales is such that I'd need to sell more than 13 copies directly attributable to Private Eye to break even. You only need to sell one speech per advert to make your money back, maybe even less if you're booking a series of ads.

I did a spot of market research and emailed five authors who have recently promoted their books in Private Eye and who had a website address. Four were kind enough to reply in some detail, and there was a clear consensus.

Lazz Hewings is a cartoonist researching a book about British Pub culture. He advertised to ask for responses to his questionnaire. He told me:

I was very disappointed with the response, considering the publication has a circulation of close to a million - I had 4 replies! Yes that's right - four! This, I thought, was interesting in its own right.

Chris Snowden has written a book documenting the war against smoking and liberty. He said:

I actually got very little response from that advert although I have used Private Eye for business ads before and found them to be quite good. What the response would be for your novel I really couldn't say.

Kevin Duffy, author of the novel 'Anthills and Stars' and small press manager, placed a couple of adverts for different books in the same issue. He said:

To be honest, for £120 the response wasn't that great, but that could be my ad, they went to the website and thought what was on offer was a pile of shite...however, glad I did it, I have had some great responses, e mail converstaions etc, but if you're thinking was it cost effective the answer is no it wasn't.

Ian Poole used Private Eye to promote his 'radical interpretation of the events in Jesus's life'. He told me:

In answer to your query about the efficacy of Private Eye adverts, I can report that, sadly, it was a waste of £52. As far as I can make out not a single copy sold because of it. Obviously they tend to circulate for a while so it may produce a few, but it certainly has not been a success. Worth a try I suppose. The book has rather narrow appeal, so I think that it may have been the wrong place.

I was particularly interested to see that Chris Snowden had found the business ads effective and Kevin Duffy's statement that it had generated some interesting correspondence. That suggests people do read the adverts, so for the right kind of book and right ad copy, there might be an opportunity there to pick up sales. But the experience of recent advertisers should be taken as a warning to authors and publishers that 798,000 circulated adverts does not necessarily translate into even a handful of sales.

Labels: marketing, publishing, university of death, writing

Permanent link for this post | Blog Home | Website Home | Email feedback

Dip into the blog archive

Credits

Visit www.sean.co.uk for free chapters from Sean's coding books (including Mission Python, Scratch Programming in Easy Steps and Coder Academy) and more!

Discover my latest books

100 Top Tips: Microsoft Excel

Power up your Microsoft Excel skills with this powerful pocket-sized book of tips that will save you time and help you learn more from your spreadsheets.

Scratch Programming IES

This book, now fully updated for Scratch 3, will take you from the basics of the Scratch language into the depths of its more advanced features. A great way to start programming.

Mission Python

Code a space adventure game in this Python programming book published by No Starch Press.

Cool Scratch Projects in Easy Steps

Discover how to make 3D games, create mazes, build a drum machine, make a game with cartoon animals and more!

Raspberry Pi For Dummies

Set up your Raspberry Pi, then learn how to use the Linux command line, Scratch, Python, Sonic Pi, Minecraft and electronics projects with it.

Earworm

In this entertaining techno-thriller, Sean McManus takes a slice through the music industry: from the boardroom to the stage; from the studio to the record fair.