Widen Your Horizons: Hobby & Craft Books 2020
During what NPD BookScan considers the Covid-19 period of sales reporting, March 1–May 2, the hobbies and crafts category saw increased interest, with print unit sales up almost 16% compared with the same period in 2019. To encourage that growth, marketing departments have had to find new ways to promote titles and retool plans for books that were in the works well before the pandemic hit. DK managing editor Ruth O'Rourke says the company's new Stay at Home Hub of online activities for adults and children draws from an array of titles, offering, for instance, step-by-step instructions from April's Woodworking for making a bird box and a how-to for machine-sewn seams from 2018's The Sewing Book. Since launching the hub in late March, DK has seen a 161% increase in global website traffic. Storey Publishing has been sharing downloadable activities and excerpts from forthcoming titles across social media platforms, says associate publicity and marketing campaign mana...