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NPR

October 21, 2013 By Debbie Bayes

New Chapters Abound for Books On TV and Radio Shows

Several books abound.How, when and where consumers buy and read printed books has definitely changed but turn on any television, radio, mobile device or computer and you’ll notice there’s no dearth of books or lively discussion about them.

Despite the growing popularity of e-books, e-readers and self-publishing, you may be surprised to learn that business for the publishing industry has been pretty good as it evolves to meet these challenges. Hear an interesting segment about the book business on NPR’s Greater Philadelphia station WHYY’s “Radio Times.”

So what does this mean for those in the PR business and for the clients we represent?

It means that even if you’re not a best-selling author with a new book such as John Grisham, Malcolm Gladwell or Elizabeth Gilbert don’t fret. Talk show hosts and producers may be interested in an interview for a variety of reasons.

Is the book timely or newsworthy? Will it offer ways to help people in their daily lives? Is it a memoir that will grab readers? Does it support a trend related to culture, food, health and wellness, the environment, fashion or our educational system? Will the author be speaking, performing, appearing at an event or doing a demonstration at a local public venue?

National television programs are either resurrecting former book segments or introducing new ones using social media like Twitter and Facebook to expand their reach and engagement with viewers online. Below are a few noteworthy media outlets and shows to consider however, many other opportunities exist for earned media exposure in both daytime and primetime.

MSNBC’s “Morning Joe”

This fall on MSNBC the “Morning Joe Book Club” launched reminding me of the neighborhood book clubs that many women currently enjoy. A new nonfiction book is picked upfront. Viewers are encouraged to read the book first and then tune-in later that month for a roundtable discussion with the author.

“CBS This Morning”

“CBS This Morning Reads” debuted last year to connect viewers with authors. They invite viewers to read, question and comment at their website about the books featured.

NBC’s “Today” Show

“The Today Book Club” launched last month. In keeping with its expansion into the social media arena as it’s done by adding Carson Daly and the “Orange Room,” their new book club features a Google Hangout where readers can personally interact with the author and readers.

The OWN Network

Oprah Winfrey relaunched her eponymous book club on the OWN network and in O, The Oprah Magazine, calling it “Book Club 2.0”  this time as an interactive, multi-platform reading club using social media.

NPR and Local Radio News/Talk Stations

Many local market radio stations interview guests on a variety of topics heard on-air and online. These segments are often repeated throughout the day or week. NPR affiliates and national programs feature both well-known and undiscovered experts and authors with in-depth discussions. Some of NPR’s national shows which feature authors include “Fresh Air,” “The Diane Rehm Show,” “Tell Me More,” “All Things Considered” and “MarketPlaceAPM.”

And who said book clubs are just for adults! NPR has a monthly book club geared for children’s authors and kids ages 9-14 called “NPR’s Backseat Book Club.”

The Daily Show with Jon Stewart

This popular “news” show on Comedy Central often books authors as guests even those that are about serious topics. Malala Yousafzai, the young Pakistani education advocate who was shot by the Taliban and wrote “I Am Malala,” appeared on October 8.

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It’s an exciting time for authors and their PR representatives to literally “spread the word” and engage with book lovers and readers.

 

Filed Under: Consumers, Marketing, Media, Public Relations Tagged With: Book PR, CBS This Morning, Media Relations and books, Morning Joe, NPR, OWN, The Daily Show, Today, TV talk shows and books

June 25, 2013 By Debbie Bayes

What Marketers Could Learn from The Ballet Russes

On a recent visit to Washington, DC, I spent several leisurely hours at the wonderful multi-media exhibition at The National Gallery of Art, “Diaghilev and The Ballet Russes, 1909-1929: when Art Danced with Music” which is now on view until September 2, 2013. If your summer travels take you to DC and you enjoy dance, art, ballet, music or European history don’t miss it! Admission to the museum is free but buy the $5 audio tour which is well worth it and take the time to see the film narrated by the actress Tilda Swinton.

This trailblazing ballet company was founded by Russian impresario Serge Diaghilev in Paris in 1909. Below is an image of a 1923 poster designed for the company.

The Ballet Russes Poster
Poster for the Théâtre Gaîté-Lyrique, Paris, 1923
lithograph
framed: 90.5 x 130 cm (35 5/8 x 51 3/16 in.)
V&A, London

I strolled leisurely through each room watching the different film clips of the legendary ballets that were interspersed between the beautiful sculptures, intricate costumes, artwork and original scenery on display.

Diaghilev and John Brown, New York, 1916
Diaghilev and John Brown, New York, 1916
photograph by Bain News Service
10.16 × 15.24 cm (4 × 6 in.)
Collection of Ms. Anna and Mr. Leonid Winestein

Mr. Serge Diaghilev’s (he is the man with the scarf in the photograph) zeal and innate PR savvy helped foster the notoriety of his company in Europe, the U.S. and South America.

Below are four strategies that worked for him a century ago and are still relevant for marketers and marketing communications practitioners today.

1. HARNESS INFLUENCERS

Without the help of 21st century social-media marketing tools, Diaghilev tactfully encouraged contemporary artists of his time such as Henri Matisse, Pablo Picasso, Leon Bakst and several others to design costumes and scenery. He tapped composers like Igor Stravinsky and Erik Satie to write the musical scores. With uncanny foresight and intuition Diaghilev understood the value of collaborating with these talented artists.

Diaghilev personally visited Matisse to convince the artist to move beyond his comfort zone and design costumes for his ballets one of which was “The Song of the Nightingale.” Picasso’s cubist influence is evident in the costumes for “Parade.” The front cloth for “Le Train Bleu” (The Blue Train) adorned with two large voluptuous figures was based on a Picasso painting as seen in the image below.

 

Front Cloth of The Blue Train by Pablo Picasso
Alexander Schervashidze, after Pablo Picasso
Front cloth for The Blue Train, 1924
oil on canvas
overall: 1040 x 1172 cm (409 7/16 x 461 7/16 in.)
V&A, London
© 2013 Estate of Pablo Picasso/Artists Rights Society (ARS), New York

2. CREATE WORD OF MOUTH

The “Rite of Spring,” choreographed by Vaslav Nijinsky, (also a star dancer of The Ballet Russes) is now celebrating its 100 anniversary but at the time it was groundbreaking causing an uproar among Parisian audiences. Unlike traditional performances danced by graceful ballerinas with pointed feet, these dancers landed flat-footed with unusual stomping movements often resembling modern dancers of today. The costumes sported bold, colorful geometrical designs.

The “Rite of Spring” ultimately gained widespread popularity in large part because it was so atypical and word spread of this “must see it to believe it” ballet.

Henri Matisse Costume for The Ballet Russess
Henri Matisse
Costume for a Warrior from The Song of the Nightingale, 1920
felt, velvet, satin and silk with paint, gold tinsel, studs and braid, and brass decorations
overall: 155 x 75 x 60 cm (61 x 29 1/2 x 23 5/8 in.)
V&A, London

 

3. BE INNOVATIVE

Diaghilev didn’t follow the crowd. Many of his ballets such as “Le Train Bleu” were revolutionary. Unlike the tutu wearing ballerinas often seen back then, the dancers in “Le Train Bleu” set in a French resort, conveyed leisure activities by simulating summer sports like swimming and tennis and athletic gymnastics-like movements. They wore modern, form fitting knitted costumes designed by Coco Chanel resembling the kind of outfits you might see worn by fitness buffs today.

The costume designed by Henri Matisse for “The Song of the Nightingale” with its color and artful design is unlike those normally worn by ballerinas in the early 1900’s.

 

 

 

 

 

4. RELATE TO YOUR AUDIENCE

The timeless theme of redemption is prominent in “The Prodigal Son” the emotional ballet choreographed by Diaghilev’s last choreographer George Balanchine. The film clip in the exhibition portrays a young Mikhail Baryshnikov in the leading role. Stories of personal redemption are as popular now as they were in Diaghilev’s time and still resonate with audiences worldwide.

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This exhibition has generated a lot of media coverage. To read or listen to Susan Stamberg’s report for NPR “Modern Movement: How the Ballet Russes Revolutionized Dance” click here.

My special thanks to the press office of the National Gallery of Art for supplying the lovely photos.

 

 

Filed Under: Consumers, General Articles, Marketing, Media Tagged With: Diaghilev, Marketing, NPR, PR, Public Relations, The Ballet Russes, The National Gallery of Art

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