Marketingul de carte. Modelul Orhan Pamuk sau despre accesibilizarea Nobelului

Abstract

Nowadays, in Romania, the success in book sales market is based more on publishers’ luck and
inspiration and on the reputation of the author whose books should be promoted, rather than on real
marketing and advertising strategies and tips. Up to Orhan Pamuk’s arrival in Romania, in 2006, we didn’t
experience a complete, media based strategy of promotion, as Griffon and Swans imagine for his latest novel,
My name is Red. Even today, Pamuk’s campain is considered the largest cultural event ever undertaken in
our country, as no other publisher have the courage and the financiar strenght to put up an exceptional
campain, in order to overcome Pamuk’s. Writers would blame the editors, for their misfortune, editors would
blame the writers for not being as popular as those from abroad, the fact is that in Romania books aren’t
published according to what “the public” wants, but to the editors’ free will. In addition, publishing houses
in our country, even few big ones, are short of specialized personnel: book editor, certified translator,
graphic designer or even a copywriter. No wonder that few writers in Romania succed in really surviving
through selling their books, and not being force to find a second job.