Penguin to collaborate with YouTube creators

Penguin to collaborate with YouTube creators

Penguin Random House Canada has entered into a partnership with Blue Ant Media that will introduce the publishing house to a growing group of digital celebrities and YouTube creators with devout fan followings.

It’s a strong indication of the power of celebrity fan followings, says Simon Foster, SVP digital publishing and business development at Blue Ant Media. 

Blue Ant Media has investments in Omnia Media, an L.A.-based multi-channel network (MCN) that has 1.5 billion video views every month. The company will help Penguin discover those creators and personalities whose genre and voice will translate easily into print.

Digital celebrities have a ready-made readership, a devout following who will likely be part of the book-writing process, offering online support, ideas and commentary about what they would like to see in a book, Foster says.

“Those fans are deeply engaged with the content that creator is delivering to them,” he says. “It is very much about a personal relationship they are developing with that creator.”

Moreover there is evidence that collaborations between publishers and digital content creators work. Last year Atria/Keywords Press bought the North America rights for Girl Online, a coming-of-age novel about a young girl growing up in the digital age. The book was written by Zoe Sugg,  and otherwise knows as internet celebrity, Zoella, (eight million subscribers who wait for her fashion, beauty and lifestyle tips).

Then there is a New York Times bestseller, Grace’s Guide: The Art of Pretending to be a Grown-up, by Grace Helbig, the host of the YouTube show, It’s Grace (2.5 million subscribers). Dey Books published My Drunk Kitchen: A Guide to Eating, Drinking & Going With Your Gut published based on Hannah Hart’s (pictured) successful online show by the same name (6 million subscribers).

Foster likens digital celebrity fan bases to sports fans willing to follow their sports heroes to far off places to watch them play. “No traditional marketing campaign can compare with letting a million-plus super fans know that you’re writing a book.”

Penguin has not announced any specific book projects as yet but they are likely to be in the following categories: lifestyle, home and living, food, and beauty and style.

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Cost per thousand (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The "M" in CPM represents the Roman numeral for 1,000.

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