It is interesting to see the contrast between the marketing of two different British beer books published this year.
One follows the old way of doing things, sending out review copies to some old chums writing in media wholly dependent of dead trees.
The other uses the social media, creates a buzz as the book is in the making, sets up a Facebook group, sends review copies to bloggers and tells us all about promotional activities in bookstores, in the media and at beer festivals on twitter.
Roger Protz is an old hand at beer writing. The subtitle of his book, Memoirs from a Life in Beer, is a bit misleading, I’d call it Snapshots from a Life in Beer. It gives us glimpses from his travels over 3 decades. The book, A Life on the Hop, is published by CAMRA, heavily promoted through CAMRA channels, but the coverage outside the ranks of the converted seems to be slim. Sure, there is a very positive review in the Westmoreland Gazette, bless them, but the google results for the title is mostly listings in online bookshops.
Pete Brown has two beer books under his belt, but he has been a very profiled beer writer for several years with articles turning up all over the place. He used his blog and his Facebook community around the project to promote his project about travelling halfway around the world with a barrel of beer. Investing some of his time in the social media has then made it possible to use this network for promoting the book, Hops and Glory, when finished.
Both the books are well written and have a similarity in showing the clear voice of the author, giving personal views without masquerading them as facts. I think A Life at the Hop could have benefited from an editor outside CAMRA headquarters with a little more critical distance. Some more general political remarks an asides on vegetarian menu options could, for example, have been weeded out, as they don’t add much to the tale. I expected more on the history of British beer culture over the last 30 years, too, but I suspect that is another book in the making.
I assume both of these books will have some shelf life, and perhaps beer books are more suited for fireside reading when the nights grow longer. But the sales numbers so far are quite brutal if you look outside CAMRA at the more general market. Pete Brown is at #5 in amazon.co.uk sales ranking of beer books, while Roger Protz is at #73.
If you look at the beer blogs, you’d find a similar ranking. As printed beer magazines are few and far between those days, there are dozens of high quality beer blogs. That is the main scene today for discussing beer and anything beery.
Pete Browns publishers evidently sent out a fair number of review copies to beer bloggers around the world. And guess what – they (we) wrote about it. That’s what beer bloggers do. All with their own unique perspective.
And it’s not as if CAMRA books are not selling outside their own ranks. Ironically, the Good Beer Guide, edited by none other than Roger Protz is number two in the ranking.
I politely asked for review copies of both books. No prize for guessing which one I got. The other publisher didn’t even bother to answer my e-mail…
This is not rocket science. A similar way of building a core of online followers is done by BrewDog, beermerchants and others. They have video blogs, online competitions, twittering accounts and so on. And they, on occation, send out a box of beer to a friendly blogger. We are easy to please.
Though I never heard again from the guy who offered to send me some bottles of the new watered down version of Stella in hope of a review. Maybe he, after the initial approach, scrolled a bit further down my blog than the contact details. Come to think of it, I haven’t seen it praised on any other blogs either.