Oyster Review and literary magazines as advertising tools
I was reading through the latest MediaBistro newsletter when I saw this odd headline.
"Oyster Launches New Online Literary Journal"
And my first question was - what the hecking heck is the Oyster?
After a bit of poking around, I discovered that Oyster is a smartphone app that lets you download books.
With over half a million titles and new books arriving every day, it’s never been easier to find a story to dive into. Readers can browse and discover on their own, or get expert recommendations from our editorial team. Over time, Oyster gets to know what readers like, and recommends books based on their reading habits and tastes.
The description didn't really explain to me what makes it different from Kindle or Nook apps, but poking around some more made me realize the key difference. On Kindle or Nook, you pay for each individual e-book. With Oyster, you pay for a month worth unlimited access to its ebook selection, allowing you to read books without actually buying them.
Sort of like a library for your phone/tablet. Except Oyster subscriptions cost money.
Apparently, this worked well enough for them that they're expanding beyond the app and launch a literary journal. The introduction describes it as basically an extension of the whole editorial recommendation part - a way to introduce readers to books they wouldn't otherwise read
Think of it as a field guide to a life well read, a place of literary exploration and discovery. We'll be publishing original essays, as well as humor pieces and comics, about the books we love. Here at Oyster, we believe the best book discoveries come from reading outside of your comfort zone. With that goal in mind, you’ll find writing about everything from contemporary literature to the classics. We’ll cover popular titles from big publishers and underrated books from obscure indie presses.
Reading the articles they are already up on the site, I couldn't help but notice that the books that are being covered are featured in Oyster's advertising. And, indeed, according to the Capital New York piece on Oyster Review, advertising for the app is definitely part of it
Asked whether the Review will be used to increase awareness about Oyster, Nguyen told Capital: "Yes, one of the aims here is to introduce more people to Oyster through the great content on The Oyster Review."
Which is fair enough, I suppose. There's a "Try Oyster" button on the top of the main page, and a scrolling menu of Oyster editorial selections at the bottom, so it's not like they're trying to underplay it. Because what they're selling access to books rather than any books in particular, there's less concern about editorial interference - though it would be interesting to see if they cover books that aren't available on Oyster.
The launch of Oyster Review comes as Simon and Schuster, a major publisher, dusted off the Scribner's Magazine name to create an online publication that gives behind-the scenes look at the authors' lives and review books. The fact that most of those books are by authors that are published by Simon and Schuster's Scribner imprint is, as they readily admit, not a coincidence.
I wonder if we're seeing a start of a new trend of publishers, retailers and lit-related apps launching online journals as a way to promote the work without being too obvious about it. I'm not entirely sure how I feel about this sort of arrangement. But it is, I think, something worth keeping an eye on.
"Oyster Launches New Online Literary Journal"
And my first question was - what the hecking heck is the Oyster?
After a bit of poking around, I discovered that Oyster is a smartphone app that lets you download books.
With over half a million titles and new books arriving every day, it’s never been easier to find a story to dive into. Readers can browse and discover on their own, or get expert recommendations from our editorial team. Over time, Oyster gets to know what readers like, and recommends books based on their reading habits and tastes.
The description didn't really explain to me what makes it different from Kindle or Nook apps, but poking around some more made me realize the key difference. On Kindle or Nook, you pay for each individual e-book. With Oyster, you pay for a month worth unlimited access to its ebook selection, allowing you to read books without actually buying them.
Sort of like a library for your phone/tablet. Except Oyster subscriptions cost money.
Apparently, this worked well enough for them that they're expanding beyond the app and launch a literary journal. The introduction describes it as basically an extension of the whole editorial recommendation part - a way to introduce readers to books they wouldn't otherwise read
Think of it as a field guide to a life well read, a place of literary exploration and discovery. We'll be publishing original essays, as well as humor pieces and comics, about the books we love. Here at Oyster, we believe the best book discoveries come from reading outside of your comfort zone. With that goal in mind, you’ll find writing about everything from contemporary literature to the classics. We’ll cover popular titles from big publishers and underrated books from obscure indie presses.
Reading the articles they are already up on the site, I couldn't help but notice that the books that are being covered are featured in Oyster's advertising. And, indeed, according to the Capital New York piece on Oyster Review, advertising for the app is definitely part of it
Asked whether the Review will be used to increase awareness about Oyster, Nguyen told Capital: "Yes, one of the aims here is to introduce more people to Oyster through the great content on The Oyster Review."
Which is fair enough, I suppose. There's a "Try Oyster" button on the top of the main page, and a scrolling menu of Oyster editorial selections at the bottom, so it's not like they're trying to underplay it. Because what they're selling access to books rather than any books in particular, there's less concern about editorial interference - though it would be interesting to see if they cover books that aren't available on Oyster.
The launch of Oyster Review comes as Simon and Schuster, a major publisher, dusted off the Scribner's Magazine name to create an online publication that gives behind-the scenes look at the authors' lives and review books. The fact that most of those books are by authors that are published by Simon and Schuster's Scribner imprint is, as they readily admit, not a coincidence.
I wonder if we're seeing a start of a new trend of publishers, retailers and lit-related apps launching online journals as a way to promote the work without being too obvious about it. I'm not entirely sure how I feel about this sort of arrangement. But it is, I think, something worth keeping an eye on.