In an effort to give consumers the chance to read books that have been banned by various localities, Open Road Integrated Media has started a new marketing service, the Free Voices Geo-Targeting initiative.
According to CEO David Steinberger, the program will focus on 10 states where book banning is most prevalent and send materials about specific books to readers who appear on Open Road's lists in those states. Publishers who have had books banned in Texas, Florida, Virginia, Tennessee, Wisconsin, Kentucky, Utah, Iowa, Idaho, and Nebraska can participate in the program, although Steinberger said all publishers can still take part in its Free Voices initiative which, Open Road launched in 2023, and for which open rates ran as high as 75% on many segmented emails.
The new initiative is set to go live September 1 in advance of Banned Books Week, set for September 22-28. “With Free Voices Geo-Targeting, we are placing a special emphasis on reaching places where readers may find their access to books restricted," Steinberger said in a statement.
"Geo-targeting is the new frontier in the fight for free expression," added Peter McCarthy, chief marketing officer at Open Road. "Our message to publishers is that if there is anywhere in the nation where readers are being blocked from getting your book, Free Voices Geo-Targeting can help."
