Once Again…

May 22, 2007

… let’s take a moment to remind ourselves: know your audience. It doesn’t hurt to repeat: know your audience. Know your audience. Know your audience. Know your audience.

I came across an article from the New York Magazine titled “Publisher Struggles to Get Anyone to Notice Its Innovative Gorilla Marketing.” Evidently to coincide with the release of author Steven Hall’s novel The Raw Shark Texts, Canongate (the publisher) created an alternate reality game that utilizes MySpace, YouTube, etc. So far, not many people have noticed (or cared). Publisher Weekly reported that booksellers are even handing out cards to customers to generate interest. Since I am not familiar with the book, I may be wrong, but it seems that the market for which this book would appeal does not overlap with the market of people interested in these types of games. For instance, it was sci-fi fans and movie buffs that made the A.I. campaign/game ‘The Beast’ so popular; a group of fans even formed a network called ‘The Cloudmakers‘ to solve the mystery of Evan Chan’s death, a network that at its peak consisted of approximately 7,000 people. I doubt high(er)-brow, contemporary fiction readers spend much time on MySpace, or would want to slog through that and other websites to complete this new alternate reality game.

So again: know, remember, keep in mind, always be aware of your audience.

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