by Madelle Morgan
How does a reader discover a good romance novel among the gazillions of ebooks flooding the market? On the other side of the coin, how can indie authors get their books noticed by readers?
Advertising is the time-proven mechanism to attract buyers, but 20th century approaches—print and television ads—have limited reach in the Internet age. Authors fight for the attention of readers via three providers of relatively inexpensive ad space that reaches ebook buyers worldwide:
- Services that provide daily lists of free and bargain books.
In this post I describe ads in e-newsletters that provide curated lists to subscribers.
That is, a reader subscribes to receive daily lists of free and bargain books via email.
The digital newsletters offer each subscriber a list of books that is customized to stated preferences.
An author pays to have her book included in the e-newsletter—the ad.
The more popular an e-newsletter is, the better for the reader. Look at it this way: an e-newsletter doesn't retain subscribers by recommending poorly-written books. For example, hugely popular BookBub.com carefully screens books for inclusion in daily newsletters that arrive in millions of readers' inboxes.
A site with a hundred thousand or more subscribers can be selective in accepting books for the e-newsletter, and authors will pay more for the privilege. Selection criteria may include good covers, 4 & 5 star reviews, availability on several sales platforms (Amazon, Apple, Kobo, Nook), bestseller status, and popularity of the book's sub-genre, trope or niche.
Romance readers enjoy books with seasonal themes such as holidays, Valentine's Day, summer weddings, etc., so an appropriately-themed book has an improved chance of being accepted at certain times of the year.
For an author, having a book selected for a BookBub email is the brass ring, but it's expensive. Per BookBub's featured deals pricing and statistics page on December 27, 2016, a one-day $367 USD ad for a free contemporary romance would generate an average of 40,000 downloads. You may wonder why an author would pay so much to give away 40,000 ebooks? Well, the author hopes to profit if and when readers of the free book proceed to buy her other books.
Similarly, a one-day ad for a 99 cent contemporary romance would cost the author a whopping $734 USD, and would sell an average of 3,100 books. At a royalty rate of 0.35, the author would earn an estimated $1,085, for a net profit of $351. Note that these are statistically average figures. Losses or greater profits are possible.
Other Bargain Sites
In comparison to BookBub pricing, another bargain site might charge only $35 for a one-day ad, which appears to be a much better deal for the author. However, the $35 ad is less likely to reach as many readers, or generate as much of a profit.
Authors should therefore investigate a site's number of newsletter subscribers before deciding whether to invest in an ad. BookBub's approach is the gold standard. It breaks down the number of U.S. or international subscribers by book category.
Below is a partial list of bargain sites I've come across. If you know of others, please add them in the Comments section.
The Fussy Librarian
The Elite Reader
The Naughty List
Ereader News Today
Checking out these sites can fill up your ereader fast! In researching this post, I downloaded several free books.
The Big Question: Do Ads Work?
Readers, what is your go-to source for discovering bargain or free books? Do you subscribe to any discount or free book e-newsletters? If so, which are your favorites?
Authors, in your experience, how profitable are paid ads in these e-newsletters compared to other marketing options? What's your most successful marketing tactic?
In Part 2, I'll address Amazon ads for romance novels.
Happy New Year!
My Bargain Book—For a Limited Time
Caught on Camera, a New Adult romantic comedy, is available for 99 cents/ 99P through January, 2017.
Madelle tweets and posts about Hollywood, filmmaking, the settings for her stories, and, of course, writing and publishing.
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