Barnes & Noble promotes 'Matterhorn' release with e-mail-focused effort

Share this article:

Barnes & Noble is running a Web-focused campaign to promote the March 23 release of Matterhorn, a book published by Grove/Atlantic and El León Literary Arts. The retailer is employing e-mail, paid search, banner ads on BarnesandNoble.com, in-store signage and social media to promote the book, written by Marine Corps veteran Karl Marlantes.

Barnes & Noble will prominently feature Matterhorn in the March 23 edition of the weekly e-mail it sends to customers.

“We want to help this book reach as many readers as possible, and our e-mails are a great way to introduce new titles,” said Patricia Bostelman, VP of marketing at Barnes & Noble.

Although the retailer has promoted the book in e-mails since January, it will feature it front and center in the message for March 23, the day of its release. Barnes & Noble will also use its Twitter feed to promote Matterhorn.

The campaign targets readers of military fiction, Vietnam War-era fiction and readers of Barbara Kingsolver, who are interested in emotional and human-interest stories, said Bostelman. She declined to disclose other details of the e-mail portions of the campaign.

“Books that are successful in the marketplace are books that cross audiences,” she added.

Written more than 35 years ago, Matterhorn was published through Barnes & Noble's Discover Great New Writers program, a 20-year-old initiative that encourages undiscovered writers to submit their manuscripts. El León, a small publishing house in Berkley, CA, released a small distribution of the book last May. The upcoming edition, however, will gain wider release through Barnes & Noble's program.  

“The readers here fell in love with the book and recognized that we would not be able to support it unless it had a larger publisher,” said Bostelman, about use of the Discover Great New Writers Program. “El León knew they had a wonderful book but knew they didn't have the reach to get it out to all of the readers that would want to read it.”

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

To Send or Not to Send More Email: That Is the Question

To Send or Not to Send More Email: ...

"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"

Forrester: Keep Your Eye on the Email

Forrester: Keep Your Eye on the Email

Merging email with other channels is all well and good, but a Forrester Wave analysis holds that the email channel itself could stand improvement.

Email Opens Have Increased While Clicks Remain Static

Email Opens Have Increased While Clicks Remain Static

Open rates rose to 32.9% in Q1 2014, but clicks haven't changed for the past couple of years, a study says. But why?