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Thanks to Twitter for the endlessly engaging string of content and link sharing, I’ve come across what has quickly become my favorite column in Huffington Post.  Not only is the woman funny, humble and smart, but she’s also an author here at Penguin.

Since obviously I’m terrible at posting my own content (writing, for me, is one of those things so easily pushed around or shifted to make time for other endeavors, ugh) I’m going to re-post (call me an aggregator of content) my all time favorite Joanne Rendell column!  Additionally, after you enjoy this witty and insightful column on making reading the “healthy and attractive ” lifestyle choice (come on people, cheaper than the prescription drugs the pharma companies sell us!) and take a gander at Joanne’s latest title, CROSSING WASHINGTON SQUARE. Oh, and don’t forget to enter my first giveaway! It’s for an author and book, both of which I’m very fond…

Time to Sell Reading: What the “Good” Publishing Industry Needs to Learn from the Big “Bad” Drug Industry

Author Joanne Rendell

Author Joanne Rendell

I’m going to preface this post by saying I know absolutely nothing about marketing. I have a PhD in literature, not an MBA. I’m married to an NYU professor, but I’ve never been near the business or marketing schools. Furthermore, even though I’m a published author, I don’t know much about the machinations of the publishing industry either. Yet in spite of my lack of knowledge in these areas, I want to make the bold step of offering the publishing industry some marketing advice.

Here goes: “Publishing industry, listen up, it’s time to sell reading.”

The book industry needs to make the act of reading sexy and hip, enviable and sought-after. Instead of putting all their rapidly declining marketing dollars behind single authors and their new releases (think of those rather dull ads on the subway or in magazines which feature an author’s grinning face, a book cover, and a few generic “thumbs up” quotes), why don’t publishing companies run campaigns which would make reading itself a desirable lifestyle choice? Why not help craft a new, exciting, and sexy “reading” identity for people to aspire to? In short, why not take a leaf out of the drug industry’s marketing book?

Now, I concede, the publishing world is a very gentlemanly place. Even though sales are declining, digital media is encroaching, and bookstores are closing every day, the people in the book industry still pride themselves on being good, moral, and thoughtful people. Rejection letters are kind, verbal contracts are held firm, booksellers aren’t too pushy, and lunch at the Algonquin Hotel between editors is an amiable, bookish, and cerebral affair.

The idea that this “good” publishing world might emulate the big “bad” drug industry would probably send the Algonquin’s fine silverware trembling and independent booksellers weeping onto their carefully selected front tables. But the pharmaceutical companies know what they’re doing and they’re doing it well (along with banks, they are now the most successful businesses in the world). If the publishing industry wants to survive, it might have to suck it up and start studying all the tactics employed by the drug industry which sell us a happier, healthier, smiling, sexier life — all thanks to drugs.

“Educating consumers to the virtues of a product sometimes entails altering the cultural environment surrounding the consumption of that product,” says Kalman Applbaum in his book The Marketing Era: From Professional Practice to Global Provisioning. For a successful example of this, Applbaum shows how drug companies managed to change the “cultural environment” surrounding depression in Japan and thus open up a whole new market for their products: SSRI antidepressants.

In the past, there was “considerable stigma” attached to mental illness in Japan, according to Applbaum. But working “synergistically,” four big drug companies waged a multi-faceted campaign to “increase awareness of depression.” They used ads, newspaper articles, and glossy waiting room brochures. They sponsored the translation of best-selling books from the US which acclaimed SSRIs. Throughout the campaign, the motive was the same: to awaken “public consciousness to the symptoms and treatability” of depression.

Running ads with smiling and sexy people reading books will only be a start. As the Japanese example shows, a campaign to change a “cultural environment” must be advanced on all fronts. It will require competing publishing houses and competing book sellers to work together to shake off old stereotypes about reading and readers (“lonely women with cats,” “geeky professors,” “bespectacled librarians’). It must help forge a new and brighter image of the 21st Century reader — a reader who will not only be hip and sexy, but who will also buy books.

I have no idea exactly how this will be done (I refer you back to my first paragraph). But I have some thoughts for anyone who cares to listen. New spaces need to emerge where people will meet and discuss books and, importantly, be seen and respected for discussing books. TV and movies need to show sexy readers, much like they showed sexy smokers back in the day. Celebrities need to be caught reading books — or Kindles — on the beaches of the Caribbean. Book groups should not be left to form themselves; they need to be propagated and supported by the book industry. Expert voices should be everywhere, in newspapers and on Oprah, talking about the intellectual, personal, health, and even sexual benefits of reading!

Books can offer us so much. They can offer deep insights, escapism, healing, empathy, knowledge, and revival. They can illuminate who we are, our dreams, our deepest fears and our sufferings. Books can change us in profound ways. They can make us laugh and cry, desire and yearn. Surely, there is way to market these incredible offerings and help people want to be readers.
Joanne Rendell is the author of the newly released Crossing Washington Square (Penguin), a novel about two women who are hip and smart and beautiful – and very passionate about books!

True Connoisseurs = Classy Wine

True Connoisseurs = Classy Wine

I like to think of myself as a wine connoisseur, though as my OUB & OAD (aunt & uncle, the legitimate connoisseurs) would tell you, I just like all booze!  Though my palette may not be picky, my wallet definitely is (which bodes well for cheap wines sold in bulk).  So even though I can’t afford nice “vintage” wine (not to mention wouldn’t be aware of the difference), I like to know a little bit about what I’m drinking and what I should be cursing the next morning.  That’s where Alpana comes in…

The youngest Master Sommelier (quite the title, and she didn’t even go to a real college per se but a wine school!), Alpana Singh resides in Chicago, has worked at luxurious restaurant Everest and has written the successful book Alpana Pours: About being a woman, loving wine & having great relationships.  Quite the title and I admit I was skeptical, until Alpana pulled me in with her wit, knowledge, and wine jokes even I could appreciate.

Summer Wine!

Summer Wine!

Though I’m not quite finished with the book (I thought I had lost it for awhile and found it on the shelf, right where it belongs… Who would’a thought?!), I did come across an Alpana article in the Tribune’s “RedEye” today I thought I would share, that’s so relevant on this (finally!) sunny day.

To RedEye and Alpana, hope you don’t mind me copying this article, and my deepest thanks go to you for choosing affordable wines to celebrate the season, so go ahead and pour yourself a glass of sunshine! For more Alpana, visit her blog at http://www.whatwouldalpanadrink.blogspot.com.

Wine faves change with the weather

By: Alpana Singh, April 15, 2009
Alpana Singh

Alpana Singh

People often ask me, “What’s your favorite wine?” While I do have certain preferences, I find that my answer varies according to my mood, which often is dictated by the weather.

During the cool winter months, I tend to comfort myself with rich, full-bodied wines such as cabernet sauvignon or malbec. Their velvety textures envelop me like a warm blanket, and they pair well with cool-weather classics such as pot roast and braised short ribs.

Now that we are beginning to see signs of spring and the weather is beginning to warm up, I’m starting to crave lighter dishes and more refreshing wines to go with them. Lighter-bodied wines that are low on oak and big on flavors of green apples, lemons and stone fruits complement the fresh peas, asparagus, morel mushrooms and leeks I enjoy during spring season. As I grow tired of the cold, I become bored with the big, heavy reds, and my favorites become sauvignon blanc, torrontes, chenin blanc and assyrtiko. The aromas of these lighter varietals lighten my mood as they evoke the essence of spring and warmer days–crisp weather, freshly cut flowers, sprouting lawns and farmer’s market produce. I’ll enjoy these wines until the weather truly begins to warm up, and by then I’ll have a new set of favorites.

While we may not have the ability to control the weather, we can certainly turn to these styles of wine to put a little sunshine in our glass.

2007 Alamos torrontes
Argentina, $12
Torrontes is an Argentine specialty. With its exotically perfumed notes of white flowers and peaches, it’s a wonderful match for asparagus or your first outdoor meal of the season.

2008 Graham Beck chenin blanc
South Africa, $15
The French use chenin blanc to make slightly sweet vouvray wine. South Africans, who refer to chenin as steen, prefer a drier version with flavors of yellow apples and honeysuckle. Pair with morel mushrooms and asparagus or a tangy wedge of goat cheese.

2008 Brander sauvignon blanc
Santa Ynez, Calif.; $15
Vibrant and juicy with flavors of grapefruit, lemon zest and freshly cut grass, this selection is more in line with a New Zealand style than a California one. Pair it with a spring pea risotto for the ultimate ode to spring.

2008 Sigalas assyrtiko
Santorini, Greece; $18
Fans of crisp Italian whites will enjoy the refreshing zing of assyrtiko, an ancient Greek varietal indigenous to the island of Santorini. Winemaker Paris Sigalas produces a style bursting with citrus fruit. Pair with shellfish, grilled fish and Greek-inspired dishes.

Full article here: http://redeye.chicagotribune.com/red-041509-alpana,0,5798755.column

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