Reading paper books is a new luxury. And with the release of Russian books from the Ukrainian market, our publishing houses are expanding their audience, publishing cool authors and competing for a discerning reader.

The #книголав publishing house was founded in 2016 and is one of the top in Ukraine, publishing world bestsellers and Ukrainian authors. These are works of art, nonfiction, and children's literature. The #книголаву portfolio includes cooperation with celebrities and tacos of state and international organizations: the Ministry of Foreign Affairs, UNICEF, the United Nations Population Fund, the European House.

The name of the publisher is not accidental. The team sees its mission to instill in people a love of books. Talked to them how communication helps promote books and how media monitoring helps measure effectiveness‍

What do publishing house publicists do?‍

In the #книголав publishing house, the communication department accompanies the book at every stage of her life. And in essence, we create a story about the history of a book so that readers choose it from among thousands of other publications. By drawing attention to books and their authors, we indirectly increase sales through increased knowledge about us. Our main task is to preserve and improve the reputation of the publishing house, attracting new readers and authors for cooperation, developing and expanding partnerships with other participants in the literary market.‍

Measurement of the effectiveness of communications. Why do we need monitoring?‍

For a long time, we evaluated the effectiveness of work before monitoring in the number of publications. We needed a mix of traditional and social media, which reach a significantly larger audience than the media that business used to rely on. Of course, each specialist over the years develops his own criteria for effectiveness. However, in the era of technology, algorithms and big data, this is an outdated and inefficient approach.

In general, there is always a need to have solid data, which monitoring provides, but not all companies even know about such services. And yes, #книголав has not worked with this tool before. The formation of the need was gradual. At the initial stage, the publishing house connected free media monitoring bots to track their own activity. And that seemed enough.

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For a company to try monitoring for the first time, it is important to determine the benefits of use. For us, they were as follows:

1. The ability to collect all the necessary data in a single window.

2. Competitive analysis from the format of “gossip-rumors” turns into quantitative and qualitative.

3. Formation of own benchmarks and CRI, taking into account the peculiarities of each channel.

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New approaches to the work and study of the book market‍

With monitoring, the work of the #книголав communication department has gone to a completely different level. Thanks to LOOQME, we gained an understanding of market volumes on the example of TOP brands that form the basis of book publishing in the information space. Based on this, we have created benchmarks and established specific CRI for #книголав activity, which are focused not only on voice share, but also on the quality of publications and interaction with readers through social media.

LOOQME is one of the top monitoring systems, although our specialists have had experience in using others. At the selection stage, the key factors were the user-friendly user interface, the quality of monitoring and the price offer for monitoring not only #книголав, but also other publishers.

Currently, the work of the communication team begins and ends with watching the tape of mentions. On a daily basis, the number of mentions and their tonality is tracked. Particular attention is paid to the negative, because it is noticed in time. it may not develop into a serious problem. And once a month, the team makes cuts on MFI, MQ, MV and voice share quality indicators, the distribution of mentions between media and social media.

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In general, the use of LOOQME is convenient and customizable. We work both independently and with the support of our manager, who always brings our wishes and requests to life, improving our work with the office.

And they also learned a lot about colleagues in the publishing market - that it exists and in the public space it is huge. When there are numbers, there is also an understanding of the vectors of development, scale and challenges. Of course, we still do not see the entire market, because we only monitor seven key brands. But there is already an understanding in which direction the majority's efforts are directed; that there is a lack of national media to build coverage, so most mentions are concentrated in their own social media; that the number of mentions does not always lead to quality. And most importantly, we have the opportunity to analyze strategies and tactics, evaluate #книголав in the context of the market.

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