BookShorts OPINION: 'More Canada' Campaign Surges Forward

To marketers in any other industry, the campaign to sell more Canadian books is more of a challenge than it would seem. I don't imagine that the dairy farmers had a problem with the "Get Milk" campaign. I know I know books are not homogeneous products. But neither did retailers nor manufacturers in Canada have long-term issues with "Buy Canadian." So "More Canada" really ought not need quite the amount of "convincing" for publishers and retailers, right? Obvious benefits to the *entire* Canadian book industry are legion -- where's the downside of artists getting more exposure? Considering that consumers remember the brand message first, the product second -- building the brand will inevitable help all, big and small, chain or not. Don't like it, step up and make more campaigns. More is better, anyway you look at it.


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