| Abstract [eng] |
Book advertising in popular periodicals may be perceived in two ways: as an advertising announcement or as a part of editorial article. Most editors seek for the latter comprehension. With regard to a structural plane, book advertising in popular magazines is usually delivered through a short informative message. Instead of illustrations typical to magazines, a photo of the book cover is published. Another expression of advertising is a short interview with a famous person who has read the book. In more rare cases this could be an interview with an author of the book. In this case one can speak about a relation between a book and advertising and discuss whether this case is advertising or just information provision. In very rare cases book extracts are published. With regard to an advertising place of books in the popular magazines, the least attractive space is dedicated to this purpose. Advertising is usually placed at the end of the magazine, at the bottom of the page, on the left page. In other words, exactly in those places where advertising is least effective according to marketing specialists. For most potential readers, book advertising is not the main, but advisory factor while choosing books. Such readers’ conception is rather natural, since book advertising in the popular magazines occupies a relatively peripheral location. Those who wish to receive more information about books should concentrate on literary publications, where more detailed information is provided. |
