Open Road has revamped their Activation service, an advertising program for frontlist books introduced last summer, reflecting the insights of new chief marketing officer Pete McCarthy. The initiative now harnesses granular consumer data from the company’s core Ignition service that markets and distributes ebooks for client publishers, providing a broad spectrum of very specific audience targeting. Consumer segments they can market to range from, as the release says, cyberpunk and military history to vegan cooking, and “hyper-specific targets include such segments as neuroscience, birds of prey, ancient greek history, mixed martial arts, and parisian enthusiast.” As McCarthy says in the […]
