During the last week of April, everyone registered for BEA received an email with a log-in code and password for MyBEA – the BEA social networking site created by EventMingle. Following the links and setting up an account is easy (especially for the MySpace crowd), but whether people will actually use the site to its full potential (or at all for that matter) is yet to be seen. MyBEA is surprisingly thorough including email, event tagging, contacts, profiles, daily planner, open forums, exhibitor profiles, and “treasures” – a link that highlights bribes, treats and general goodies handed out by exhibitors to those stopping at their booths. The default setting (for those interested enough to follow the initial link, but too lazy to actually add to their profiles) includes standard contact info submitted to BEA by attendees at registration. One out of ten people who have logged on have created full-profiles (with pictures, details, etc.) – scrolling through it seems that authors, publicists and librarians are taking the fullest advantage. The search function is a little fritzy, and doesn’t always turn up people or exhibitors. If you know someone has created an account but you can’t find them, try searching through the “recently online” links from the homepage. Once you’ve found someone who interests you – colleague, cute Midwestern librarian, exhibitor, etc., you can add them to your contacts, send them an email, ask to be “introduced” (which will send them an automatic “I’d like to meet you” message), and set up meetings.
Book Expo America is almost upon us, and back on our home turf. PT tracked down BEA Director (and now avid BEA blogger) Lance Fensterman for a few pre-show highlights.
On expanded awareness and marketing: “I’d like to see a show that raises consciousness of the book in our culture. I know that sounds kind of hammy, but it’s true. You look at a show like the Consumer Electronics Show – there are national news stories about the buzz, about what is happening there. I would love to raise the stature of BEA, get people talking about new books, get publishers excited–it would be a huge win for everyone. . . .We took a cue from New York Comic Con, and hired the same marketing director who pioneered a number of the digital initiatives there.”
On Logistics: “To improve on logistics, we had a meeting with the transportation crew and contractors at Javits to figure out how to work on labor issues and shipping costs. The talks were extremely effective. They managed to cut drayage rates by 27%, and any publisher that follows the rules will save 30%.”
On the International Front: “BEA never had a defined international strategy – we never strongly told people that we are an international book fair. We’re viewed as a domestic show, as the publishing world is arguably seated in NYC, as opposed to being a bit more relevant on the international stage. We took that as a challenge, and are reaching out. It’s the convention without walls concept. There’s a lot of appeal to the international attendees about the digital, portable nature of the event.”
Be sure to look for: Fensterman who will be trolling the aisles during the event, interviewing industry-ites for podcasts on the spot that will be immediately uploaded to the site. Although there will be some streaming video, there won’t be any video blogging this year – but hopefully soon.
