Until then, advertising for books on television was strictly prohibited. But a new law will be able to establish the possibility for publishers to use the small screen to advertise. And it’s not to please everyone.
The Minister of Culture, Rachida Dati, has just created a real tsunami in the world of publishing. Indeed, until recent weeks, the books could not benefit from television advertising. But since a decree from the former Minister of Justice, the situation and the legislation have completely changed.
It should be noted that television advertising is currently only in the testing phase, for a period of two years. If we could initially think that the editors could be satisfied with this increase in the visibility of literary works, the latter expressed their frank dissatisfaction.
Small and large publishers are unhappy
Obviously, the discontent is growing among small publishers, those who will not have the means to pay for a campaign television. But even more surprising, the big publishers are not necessarily won over.
According to them, “advertising will only be accessible to publishers with solid backing and it will only benefit established authors whose books already sell without difficulty.” In short, the disparities between the different publishing houses will only grow.
Additional expenses for big publishing houses
But another problem arises for these large publishing houses: if their star authors ask them to set up a campaign to televisionit will be difficult to refuse. But these mass advertisements represent costs, which can sometimes turn out to be superfluous.
According to Télérama, only one publishing house could benefit from it: Hachette. According to the cultural media “the leading French publisher belongs to the Vivendi group, which owns advertising agencies and television channels and can therefore easily amortize the costs of a campaign.”
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