To the Teal Lighthouse

The desire to read a local book is higher than ever

COVIDitunity. Rolls off the lips doesn’t it? Mine anyway, fairly regularly of late. I love a good mashup word.

I’m blessed with a tendency to “lean in” to new challenges, particularly those caused by disruption. Maybe it’s just a coping mechanism. Well, it’s served me well so far.

To be clear: I am very aware that the pandemic has brought many hardships and sorrows. But I think it’s fair to say it has presented some once-in-a-lifetime opportunities.

It was great to sit down with our Managing Editor, Chris Benjamin, to discuss how we, the Atlantic Publishers Marketing Association, and the book industry at large, are reacting to the current challenges. How we are seeking new ways to build our book selling systems and approach back better.

Like many others, our industry has taken a massive gut punch from COVID. The cultural sector has always been a delicate balance of supply and demand. That balance has been heavily disrupted. However, there have been small wins.

Our Time To #ReadAtlantic campaign—a one-of-a-kind digital means of getting local books into the hands of local readers—showed the increased importance that Atlantic consumers are placing on local products and supply chains.

We know that the desire to read a local book is now higher than ever. That knowledge presents a unique opportunity to figure out how we can better connect readers to Atlantic books.

And so, with surveys showing support from more than 85 percent of Atlantic Canadians, we are rolling out our Teal Lighthouse brand stamp as a tool to help readers find their next favourite local book.

Please visit your local bookstore this fall and look for the Teal Lighthouse as you consider your holiday shopping list. Giving the gift of local books is a great way we can all help Build Back Better.

Written By

Alex Liot is the Chief Marketing Officer of the Atlantic Publishers' Marketing Association.

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