1.5million tune in for Independent Bookshop Week
Independent Bookshop Week (IBW) is an annual campaign run by the Booksellers Association to celebrate indie bookshops and highlight the important part they play to our High Streets and communities. Midas PR have been working on the campaign since its launch in 2006, and have helped to build its reputation in the industry, drive footfall to independent bookshops and spread the word about the wonderful events that happen throughout the week.
This year saw IBW return in bigger and better form, with nationwide author and publisher exclusives, including Pan Macmillan’s Shore 2 Shore poet tour led by Carol Ann Duffy, Philip Pullman indie bookshop events, and various momentous anniversaries to name a few. The theme of this year’s campaign was ‘Bookshop Heroes’, which accompanied by colourful POS and merchandise, aimed to shine a light on the people behind the bookshops. IBW 2018 raised awareness of the valued and essential work that booksellers do for their communities and towns, providing culture, events and connections.
Midas also contributed to the jam-packed calendar of events by organising a number of their own. Internet phenomenon, Emma Gannon interviewed bestselling author and shortlisted IBW Book Award nominee, Adam Kay in front of a live audience at indie bookshop, Lutyens & Rubinstein, Notting Hill for Emma’s popular podcast, Ctrl Alt Delete. The event sold out in 24 hours and reached a social media following of 43.1k followers on Twitter and 100,000 downloads. Later in the week, booktuber and blogger, Sanne Vliegenthart from Booksandquills hosted her own YA book club on another IBW shortlisted title, Patrick Ness’ Release in children’s bookshop, Tales on Moon Lane, Herne Hill. The intimate evening attracted guests from as far as Cambridge and the US, with each attendee receiving a bespoke IBW goodie bag. Sanne posted about the event on her social media channels, which have an impressive following of 27.6k on Twitter, 42.7k on Instagram and 175,356 on YouTube.
Leading up to IBW and during the week, Midas organised coverage across national and consumer titles, including The Guardian, The Scotsman, The Big Issue, Yours Magazine and The Bookseller, as well as 32 regional radio interviews and mentions of IBW across 20 different stations. By combining IBW messaging with the BA’s petition launch for business rates relief for booksellers, Midas were also able to place interviews with independent booksellers on BBC Radio 4 Today, with additional references in the Mirror and Daily Express. In total 115 pieces of coverage were secured, with overall circulation of 1,040,556, MUU of 45,989,575 and listenership of approx. 1.550,400. Over 420 bookshops participated, National Book Tokens redemptions were up for the 9 days of IBW in both the UK and Ireland, and over 6,000 signatures and growing were gained for the ‘Booksellers for Business Rates Reform’.