Monday, May 11, 2009
Who Reads? PBS Viewers
PBS has a clever marketing gimmick that's so simple and inexpensive yet not often included in marketing plans (except for those promoting books). It creates free bookmarks about its upcoming series programs and gets them into libraries for distribution. And that's how I first learned about Wallander, the three-episode series starring Kenneth Branagh as brooding Swedish detective Kurt Wallander. Earlier in the year, I noticed PBS's bookmarks promoting its American Experience series. PBS clearly knows that its viewers are also readers--and use their local libraries. Smart marketing!