Up in Ontario

Anthony Bourdain podcast lands Raincoast on Marketwatch

Marketwatch, the financial news portal out of New York, profiled Raincoast books today in a story called Why Anthony Bourdain cooked up podcasts, with emphasis on their Anthony Bourdain podcast series and how innovative web marketing enables them to compete with multinational publishing giants.

Podcasts have enabled Vancouver, B.C.'s Raincoast to generate awareness for its authors in non-traditional channels, just like larger companies. "We can insert books into other conversations, which is kind of what happens at cocktail parties anyway," (Monique) Trottier said. "Someone will ask, 'Oh, what are you reading?, ' Well, I'm reading this.' 'Oh, have you heard about Anthony Bourdain's podcast?"

Using traditional media, "is not very exciting or measurable," she said. "You know how many people subscribe to the newspaper, but you don't know how many saw your ad. With a blog or a Web site, or a podcast, you know how many people were exposed to your message." Trottier said promotional dollars for online are coming from print budgets.

"I don't see the Raincoast podcasts as a replacement to mainstream media," she continued. "I see them as an augmentation to the existing book coverage on radio, TV, and print. More people are gravitating online after hearing a book recommendation from a friend, or listening to a radio interview with the author, or seeing a TV spot. I want to make sure they can find what they're looking for, including the extras like a podcast, a chapter excerpt, an interview with the author."

The news coverage is big news around here at Up in Ontario central because of its focus on the lovely and talented Monique - an immense superstar in these editorializing eyes. I believe she'd be glad to receive your congratulations at So Misguided and have you Digg the marketwatch story.

Congratulations also to Robert Ouimet of AtLarge Media, the party responsible for the excellent quality of the podcasts.

Update: Monique covers the coverage at the Raincoast blog.