Marketing innovator Peter McCarthy begins to put his stamp on Open Road Integrated Media
New York, NY (January 11, 2023) – In an environment of rapidly rising digital media marketing costs, and increased promotion challenges for publishers launching new books, Open Road Integrated Media, the book industry’s leader in utilizing data science and technology to enable book discovery, today announced a newly enhanced version of its highly successful Activation service, bringing a new level of technological sophistication and data-fueled audience intelligence to the task of enabling frontlist titles to find their audience.
“While we’ve been amazed by the success of Activation since its launch last summer,” said David Steinberger, Chairman and CEO of Open Road, “Pete McCarthy is helping the team take Activation to a completely new level in terms of its impact on frontlist success.”
Activation 2.0 gives publishers far more specific options for targeting interest segments from Open Road’s millions of readers. Countless specific segments are available to be engaged, from readers of Classic Mystery, Cyberpunk and Military History to Vegan Cooking, Middle Grade, Christian Nonfiction, Book Club Reads and everything in between. Hyper-specific segments include readers interested in categories like Neuroscience, Birds of Prey, Ancient Greek History, Mixed Martial Arts and Parisian Enthusiast.
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