“Mommy bloggers” come in all shapes and sizes but they do have one thing in common--a forum. Though the jury is out on whether they can jump-start a book onto the bestseller lists, blogs are an increasingly important marketing tool for Christian publishers of children’s books. Says Cheryl Kerwin, marketing manager at Tyndale House Publishing, “If they have twenty followers or one thousand, mommy bloggers have given us a place to get our books reviewed. There are fewer and fewer venues to get Christian children’s products reviewed anymore, and at least you are getting exposure.”
She adds that her research always confirms that the main way parents find Christian children’s products is through word of mouth. “They say ‘I heard it at church or I heard it from a friend.’ By reaching out to mommy bloggers we are creating that word of mouth.”
Popular blogger-author Lisa Hendey, founder of CatholicMom.com, says books are “a very active part” of her site. She adds that with reviews, author interviews, book giveaways and more, her blog has created a community where the writer’s voice is trusted. “When we recommend a book we vet it to make sure it is of interest and value to our readers--and we stand behind it,” Hendey says.
Twila Bennett, senior director of marketing at the Revell, Baker Books, and God’s Word imprints of Baker Publishing Group, thinks the right bloggers can deliver bestsellers, even if they are under the mainstream radar. “In my opinion bloggers have a mysterious connection to book sales that is not acknowledged many times,” says Bennett. Karey Circosta, director of sales and marketing at Ave Maria Press, agrees. “People trust bloggers like Lisa Hendey, and I think they are more likely to buy a book if she recommends it.”
Influential blogger-authors are also monitored by publishers for their potential to sell in the general trade. Ave Maria Press has tapped Lisa Hendey for two books, The Handbook for Catholic Moms (available now)and The Book of Saints for Catholic Moms (due in October 2011). This fall Revell is releasing Grace for the Good Girl by Emily Freeman who is part of the (in)courage (www.incourage.me) blogging community hosted by greeting card and gift company DaySpring.
