22.05.09 Catherine Neilan
Poetry press Salt has launched a viral marketing campaign in a bid to stave off closure, in the wake of the publisher’s "financial difficulties". The publisher has asked for customers to "buy just one Salt book". Director Chris Hamilton-Emery said the first day of his company’s 'Just One Book’ campaign had "swept the web", leading to more than 400 orders within 24 hours.
He said: "The response has been astonishing and heart-warming. Since June last year our family business has faced severe financial difficulties - the recession hit us hard. We're almost at the end, it's terrifically sad. Nine years of our lives has gone into developing this literary business."
Salt's campaign began on Facebook and has now extended to include a "cheeky" video based on the WWF's 'Adopt a Polar Bear’ advertisements seen frequently on children's television. "We knew there was terrific support for Salt and our authors, but it's all been amazing," said Hamilton-Emery. "These new customers, hundreds of them around the world from Canada to Australia, Japan to the UK, are saving our business one book at a time."
The publisher, which was set up after Oxford University Press closed its poetry list 10 years ago, had been funded by the Arts Council England until the last financial year. During the last year of ACE support, the company had increased turnover by 70%.
But, in the wake of the recession, Salt experienced "a shortfall of £55,000". Hamilton-Emery said: "It's a very big hole, and the Arts Council, who have been terrifically supportive, can no longer help us. They've done everything they can. We're on our own now."
Article from http://www.thebookseller.com/news/86331-salt-campaigns-for-survival.html
Other links of interest:
SALT Web site here:
SALT Facebook note here:
SALT spoof YouTube campaign