Simon & Schuster Audio hopes that consumers will want to play it again, once they try a title from S&S's new Encore imprint, which debuts this month with the tagline: "Bestselling Audiobooks at the Best Price. "The value-priced Encore line targets shoppers at mass-market retail outlets and features popular backlist commercial fiction titles, such as Body Farm by Patricia Cornwell and Pillars of the Earth by Ken Follett. Titles sell for $9.95 (for a two-cassette recording) or $14.95 (for a four-cassette recording). According to S&S Audio publisher Gilles Dana, "We knew we had a tremendous backlist that was not getting the play it should be getting in traditional retail outlets because of limited shelf space and other considerations. We needed a new way to get these great authors and titles to consumers." To that end, Dana explained, "we wanted to package these titles to attract the attention of the casual audiobook listener, or the new audiobook listener as an impulse item." Strategic timing was also considered key for the Encore kickoff. "Our goal was to launch in the summer—the peak time for car travel in this country," Dana added. Though the imprint is just out of the gate, mass-market retailers have been enthusiastic about Encore. "So far, so good," said Dana. "The reaction at retail has been very positive." Going forward, Encore will release three titles per month.
In addition to launching Encore, S&S Audio is also reaching out to consumers with its biggest-ever promotional campaign. Consumers who purchase any two S&S audiobooks from a selection of seven new summer releases can mail in a coupon to receive a free backlist S&S audiobook (from a select group). Titles featured in the promotion will be stickered with the details of the buy-2-get-1 free offer. Frontlist titles being touted include Jolie Blon's Bounce by James Lee Burke, Deadly Embrace by Jackie Collins, Tom Clancy's Op-Center: Mission of Honor created by Tom Clancy and The Mulberry Tree by Jude Devereaux. Backlist titles from which consumers may choose their free audiobook include Heartwood by James Lee Burke, Thrill by Jackie Collins, Tom Clancy's Op-Center: Mission of Honor created by Tom Clancy and High Tide by Jude Devereaux. All requests for free titles must be received by November 15, 2003. S&S has purchased national drive-time radio advertising spots and radio giveaways to run throughout July and August.
