Books for Ads

BookGG pioneers new model for online book sales.

Shanghai-based website BookGG.com has recently launched a new sales model which allows readers to order books online for free if they agree to have advertisements printed inside. Users choose from a number of site sponsors who wish to advertise in the books, and specify how many adverts they are willing to accept, and where they want them placed. If there are enough adverts the books is supplied for free.

Once customers have made their selection, BookGG re-binds the books it acquired from publishers, inserting whatever adverts have been selected, and then sends them out. Shen Bo, BookGG president and founder, recently commented that the business model could prove revolutionary by combining the business resources of the publishing and advertising industries with the strong communication channels offered by the internet.

In an interview with Interfax, Shen Bo commented, “We are trying to make advertising work in the opposite way, that is, to allow the readers to select the adverts that are printed in the books they order. The more adverts the reader selects, the lower the cost of the book. Once the order is placed, advertisers get the contact details and other personal information about the customer so they can send them further ads. As the reader can actively decide on the ads rather than passively accepting them as in the traditional model, they will always choose the brands and products they are interested in. In this way, advertisers can be sure that they are delivering ads to the right person.”

BookGG generates revenue in several ways. When users register on the site, they receive a book ticket which can be used to purchase one book. If users want to purchase more books they have two choices. Firstly, they can introduce friends to BookGG, receiving one book ticket for each friend registered. The other option is to purchase membership cards. The second revenue stream is from advertisers, who pay money to BookGG to have their adverts inserted in the newly printed books.

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