Nobody scrolling through Instagram would be fascinated to hear that a 300-page book has just been published, except for a bookworm. In an age where Reels, audiobooks, and even e-books have captured the minds and hearts of people, hardcovers are finding it difficult to adjust.
Printed books are no longer competing with other books, rather they are trying to survive between screens and a generation that switches its attention in seconds.
Imagine a book that only has 100 pages and can fit perfectly to one’s pocket. Easier to carry and even easier to grab the attention of a generation whose attention is not stable. That’s what Penguin Publication has launched, ‘Pocket Books’. Penguin Random House has launched a new series of compact sized books created to bring timeless literature to a wider and new generation of readers across India. This is one way.
IMPACT magazine spoke to four advertmarketing authors to get their insights on how the world can make physical books more interesting and exciting.
Know who you are talking to
The first and foremost step prior to writing anything is to identify the audience. Not all books will interest one. Sumanto Chattopadhyay, author of Stories of Words and Phrases and the voice behind The English Nut states that the fix starts with the pitch. “Sell the intrigue, the surprise, the provocation. Not the product description.”
The pitch must fit the audience well, says Rajesh Ramakrishnan, former MD at Perfetti Van Melle India and co-writer of The Nurturing Quotient. “Gen Zs cannot be painted with one broad brushstroke”, he argues. The content should resonate with the audience, reflect their interests, be accessible on the platforms they use, and feel alive on the page.
Product resembles the Content
One will remember the book when the subject matter inside is well designed and well-prepared. As Sanjeev Shukla, Business Advisor, Vinusto.in and author of Q in You, argues that the product is the content. “It is not about the format, but the content.” He takes a wider view. A printed book, an audiobook, or even a kindle version should not act as rivals. They are packaging for the same long-form content much like a shampoo sachet that has the same content as in a bottle. A motorcycle maker is in the business of mobility, and publishers, likewise, should define themselves by what reading gives people.
He admits that books can look like an anachronistic category, particularly to Gen Z. “Information, engagement and perspective are all online, so why spend Rs
400-500 and, more importantly, several hours? Few products ask for that kind of time. Movies, concerts and a drive to a destination are among them”, says Shukla.
In the AI age, where everything is just a click away, publishers, authors, and media have to collaborate to produce good quality content that consumers are willing to pay for. As Ambi Parameswaran, a professor, Brand Coach, CEO and founder at Brand-Building.com, said, “You have to create content, which can be consumed in smaller doses. Innovations like Pratilipi is publishing a paid for digital book service where you get one chapter of a book every day to read or every week to read. Now, that is actually behind a paywall. So, there are consumers paying for it.” Parameswaran has written several books spinning around marketing, brand strategies, and more, which include Marketing Mixology: Four Essential Ingredients for Marketing Success and All the worlds a Stage.
“A book doesn't come with an expiry date. A good book can find new readers for years. Publishers need more creativity, more patience and a better understanding of what converts attention into readership," says Chattopadhyay.
Buzz is not equal to readership
Standing in the 21st century, where each and every tiny moment makes up the internet, we cannot imagine a life without social media. All three are sceptical of treating social media as a magic switch. “A follower isn’t necessarily a reader, a like isn’t a sale,” says Chattopadhyay.
Ramakrishnan believes that while BookTok, Bookstagram and Reels are 'necessary but not sufficient', credibility, authenticity and relevance matter just as much. Ultimately, engagement matters more than presence.
Parameswaran believes that along with good content, strong networking is needed. “So how many followers do you have is an important criterion which publishers are using. But it's finally the content”, he said.
Shukla views the situation as a funnel with three filters: buzz, sales and reading. While social media platforms can generate buzz among audiences, that does not necessarily translate into sales, which in turn do not guarantee readership. The stage he thinks the industry neglects is advocacy. “Readers, having actually read the book, are the most credible medium for sustaining sales beyond launch”, says Shukla.
Ideas to bring back physical books to life
While printed books are still in the race, their reach among readers has slowed. Here is the fun part, where authors have curated their own ideas, prepared creatives and suggested techniques that can make books return to the race.
Chattopadhyay’s best move would be to fight back with a generic prop. He suggests that when a book is published, the first 5000 copies can be sold with a reuseable phone-blocking pouch that blocks-wifi, Bluetooth and other features. With the words ‘Sorry Phone. You are not my type’ and on the reverse ‘Dump scrolling’ printed with the publisher’s logo, makes the prop much more exciting.
Shukla would gamify reading with an AI-driven game, complete with global, national and local leaderboards, that requires reading a particular book as preparation.
Ramakrishnan offers a quick-fire list, reading parties modelled on board-game nights, books as collectibles, a personalised reading experience, and QR codes in physical books that link to more immersive content.
The common thread is that the physical book has to offer something a screen cannot, whether that is a story that stops the scroll, a community or a few hours of uninterrupted attention. As Chattopadhyay puts it, the aim “isn’t to fight screens. It’s to use them to make people fall in love with stories.”
