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The past several days here in NYC have been just glorious, with warm weather and sunshine finally showing up, giving me freedom from tights and the motivation to spend an exorbitant amount of money for spring-y blond highlights.  There’s no better way to jaunt off to work than tightless, trenched, coffee in hand and to traipse through Washington Square Park en route.

An iconic spot, the arch at Washington Square park is recognizable and has been featured in many movies (and blown-up in some, like that Zombie, world-ending one with Will Smith).  It also graces the jacket, and the title, of Joanne Rendell’s second novel, CROSSING WASHINGTON SQUARE.

“A charming, witty, and cerebral novel.”
-Nicola Kraus, co-author of The Nanny Diaries

Residing solidly in the chick-lit category, this title offers more than just the expected romantic encounters.  Maybe because Rendell has a PhD in English Literature, this book is peppered with references to classics that I felt guilty for not having yet read.  Following a likable, English teacher NYC implant from the South (fittingly, a professor of popular women’s literature), readers sympathize with her character while looking back at their own college days.

Frolicking in front of the arch last summerThe perfect light read for a gorgeous spring day!  As still a relative newcomer to the city myself, I still find cheap amusement in the awareness I have when reading about NYC.  Being able to nod my head and think “yes, yes I know where her apartment is.. that street corner.. that bar” has yet to get old.

Washington Square Park is an iconic, gorgeous attraction not to be missed on your next trip to the city.  There are often performers entertaining the crowds, along with sun bathers, young mothers, and readers on the bench.  It’s under construction now, so I eagerly await the renovations.

If you’re lucky, you may even see a sun-bather, like the picture I was lucky to have snapped last summer:

Cross your fingers for this view!

Remember the last time I talked about the potential for disappointment vs. choosing ignorance?  Well, maybe that’s not exactly what I said, but I did admit to being scared to try something new that slightly deviates from a known, and enjoyed, thing.  Ex: my love of the REBA TV show on Lifetime does not translate to her music, and when I tried to indulge in some of Reba’s greatest hits, it made me gag the next time I tried to watch her show.  My actual point was related to  Joanne Rendell’s wonderful HuffPo writing and my fear of being disappointed in her book, CROSSING WASHINGTON SQUARE, which she thoughtfully sent me and proved me totally WRONG (terrible article synopsis, please read full “Reading: Hobby or Lifestyle ” .  But, that book review is a glowing post for another day.

Kerri and me

NOW on for my totally unrelated comparison.  I’ve probably mentioned a time or two that I’m from a tiny town in Michigan, where you know the same people growing up through the years.  Kerri and I were inseparable throughout most of our childhood, when one of her favorite hobbies would be to stare out her kitchen window and watching the activity of the cute, older neighbor boys (I always just wanted to play fairies with wings and wands of colored paper).  One of them happened to be a very talented basketball player, so her creepy window watching culminated into a more mature crush around 8th grade.

Imagine her euphoria when just last week over Thanksgiving, the two were reunited at long last (and I do mean long; we’ve been out of high school for years).  After several very cheap drinks, some coy smiles and hair flipping, he didn’t know what had come over him.

Now, nothing inappropriate happened of course (there is no scene from Nora Roberts to be played out here), but let’s just say Kerri said that real life was impossible to live up to her eighth grade dreaming.

And there you go, Kerri, at your request a post dedicated to you!  Now pack those bags and come visit.

xoxo-

Lydia

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!

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