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AAP, Bowker to Host Educational Programs on Smart Use of Consumer Information

Bowker’s PubTrack and the Association of American Publishers (AAP) will co-host two upcoming educational events aimed at helping publishing professionals make the most of consumer information. Each event will provide an overview on the use of consumer data by publishing companies as a business tool, followed by a focused presentation on how editorial, marketing and sales professionals can use consumer data to acquire, market and sell their titles more effectively. Both events will take place live at the AAP New York office, 71 Fifth Avenue, New York City.

The first event, New Ways for Editors & Marketers to Understand The Changing Book Consumer will take place on Thursday, December 16, 2010 from 9:30AM — 12:00PM. This session is specifically designed for editorial and marketing professionals who want to gain a better understanding of the individuals who buy and read their books and the factors driving purchase selection. Registrants will learn why they should use essential demographic facts to better understand generational shifts in reading and buying habits, identify trends in book consumer behavior, and perform custom analysis of consumer data during the acquisition and editorial process. The presentation will discuss why some publishers are using consumer data to decide when to push for a bid or pre-empt, evaluate proposals for acquisition, make decisions about key franchises, and more deeply understand point of sale data.

The second event, New Ways for Marketing & Sales Professionals to Understand Shifting Book Sales Channels will take place on Thursday, February 3, 2011 from 9:30AM — 12:00PM. This session is designed for marketing and sales professionals who want to gain a better understanding of how to reach book consumers. Registrants will learn why they should use consumer data to more effectively allocate marketing resources and build more productive relationships with their retail accounts. The presentation will cover why some publishers are using consumer data to look at where consumers buy, the types of books they buy in specified retail channels, seasonal trends and frequency of shopping and spending, how consumers learn about new titles, and market penetration for particular titles.

The conference series is based on the recent white paper Bowker’s PubTrack™ Consumer: Emerging Best Practices for Book Publishers which addresses the value of consumer data as a new business tool for publishers. Registration is $49 per event, and event seating is limited. To register, go tohttp://bookconsumers.eventbrite.com/. For more information, go towww.bookconsumer.com.

If you’d like more information about these events, please contact Tina Jordan at (212) 255-0200 ext. 263 or tjordan@publishers.org.

About Bowker
Bowker is the world's leading provider of bibliographic information management solutions designed to help publishers, booksellers, and libraries better serve their customers. The company is focused on developing various tools and products that make books easier for people to discover, evaluate, order, and experience, as well as providing services to publishers that help them better understand and meet the interests of readers worldwide. Bowker is a member of the ProQuest family of companies and is headquartered in New Providence, N.J., with additional operations in England and Australia. For more information, please visit www.bowker.com.

About AAP

The Association of American Publishers (AAP) represents about four hundred member organizations including major commercial, digital learning and education and professional publishers alongside independents, non-profits, university presses and scholarly societies. We represent the industry’s priorities on policy, legislative and regulatory issues regionally, nationally and worldwide. These include the protection of intellectual property rights and worldwide copyright enforcement, digital and new technology issues, funding for education and libraries, tax and trade, censorship and literacy. Find us online at www.publishers.org or on twitter at @AmericanPublish.