BitTorrent Book Promotion Drives 40% Of Downloaders To Book's Amazon Page

from the well,-look-at-that... dept

Popular author Tim Ferriss got some attention recently when his latest book, The 4-Hour Chef, was published by Amazon, with a big push to try to make it a best seller (the first Amazon published book to get such a push, apparently). This scared off Barnes & Noble who refused to sell the book, because, apparently, it's run by childish and petulant execs. Ferriss, who is known for his rather extreme ability to market the hell out of anything, has actually been using this to his own advantage, continually calling out the fact that Barnes & Noble is refusing to carry the book, and using non-standard promotion techniques, including having the book sold via Panera restaurants and... doing a big promotion deal with BitTorrent. To be honest, I found some of the language used to promote that deal a bit misleading, as it appeared some people thought he was distributing the book itself via BitTorrent. Instead, he teamed up with the company to distribute "an exclusive bundle" of extra, related, content. That's still cool, but having watched some of the hype behind it, you could see how some might see it as bait and switch.

However, it appears that my concerns may have been overblown. Late last week, Ferris revealed that not only did the book land on various best seller lists (despite the lack of Barnes & Noble sales), but an astounding number of people who downloaded that extra content bundle on BitTorrent also clicked a "support the artist" button:

For instance, BitTorrent conversion is NUTS. Of 210,000 downloads (of this bundle) earlier this week, more than 85,000 clicked through “Support the Author” to the book’s Amazon page. We all had to triple and quadruple check that to believe it.

Now, of course, not everyone who clicks will buy -- and he admits that as well. But, that's still an extra 85,000 people going to the Amazon page. Some of them are likely to buy.

Even at a 1% conversion after clicking an effective “buy now” link, that translates to 850 books… and BitTorrent is only accelerating. Wow.

But BitTorrent is only for pirates and only hurts authors and artists, right?

Filed Under: bittorrent, clickthroughs, promotions, tim ferriss
Companies: amazon

EMI Sets Up Its Own Online Store As YouTube Tries Selling Music

from the try,-try-again dept

Lots of folks are trying to figure out new business models in the music space, and here we have two separate big companies testing out ideas that seem unlikely to work all that well. First up is EMI, the big record label that keeps insisting that its going a different route but can't seem to reign in its lawyers from taking the same old route. This time around, it's launching its own music download site, where it's promising lots of extras and goodies -- including some stuff for free. It will be interesting to see how the actual site is set up, but the idea of setting up just a label specific site seems destined to fail. People want a one-stop shop. They don't want to have to know that the music they like is on EMI. Imagine, back when people bought CDs, if they had to go to a different store for each record label. Maybe there's more to it than what's being described, but at first pass, this sounds like more of the same: a big record label sticking a square peg into a round hole, covering it with shiny paint, and talking about how awesome it is.

Then there's Google, which has been struggling mightily to come up with ways to make money off of YouTube. At the same time, record labels have been complaining about how much "music" (accompanied by videos, of course) is available on YouTube, and the folks at Google put two and two together and will start offering options to buy the songs you hear on YouTube at partner sites such as Amazon or iTunes. While it's not a bad idea (why not offer people a chance to buy if they want it), it's hard to see this really getting that much traction. Some people may go ahead and buy out of convenience, but it's hard to see people actually doing that much music "shopping" this way.

Filed Under: advertising, clickthroughs, music, portals, selling
Companies: emi, google, youtube