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Authors
Advisor(s)
Abstract(s)
No mercado do livro português, as editoras tradicionais demonstram cada vez
menos interesse em investir em novos autores nacionais. Em contrapartida, observa-se
um crescente número de autores a recorrer à autopublicação. No cenário da
autopublicação, o autor fica encarregue de todas as etapas da publicação do livro, desde
a escrita à venda do mesmo, incluindo todo o trabalho de marketing. Neste sentido, o
presente projeto tem como intuito definir estratégias de marketing para o lançamento de
um livro de ficção autopublicado no mercado do livro português.
Numa fase inicial, é realizada uma análise a artigos e estudos relacionados com
o mercado do livro, uma definição dos processos de publicação tradicional e de
autopublicação, uma apresentação de leis de venda de livros, e uma lista de estratégias de
marketing. Numa segunda fase foi realizado um estudo qualitativo, em forma de
entrevista semiestruturada a três autores portugueses que autopublicaram pelo menos um
livro nas suas carreiras. Seguiu-se a realização de um estudo quantitativo em forma de
um inquérito por questionário, o qual obteve 203 respostas, a consumidores que leem
livros na língua portuguesa.
Com os resultados obtidos foi possível concluir que as estratégias de Marketing
a utilizar para o lançamento de um livro de ficção autopublicado são a criação de uma
marca de autor; definição e planeamento de uma época de divulgação do lançamento do
livro; e ainda o planeamento da pré-venda e do evento de lançamento. Entre as estratégias
de marketing é importante salientar que a comunicação do produto é realizada
maioritariamente online, especialmente em redes sociais. Atualmente, o Instagram é a
plataforma mais importante tendo em conta a presença da comunidade do Bookstagram.
É necessário ter em conta a realização de outros eventos, para além do lançamento do
livro, e a possível criação de merchandising para vender ou oferecer.
Os resultados do presente projeto mostram-se importantes no sentido em que
descreve estratégias de marketing para o lançamento de livro autopublicados em Portugal.
Torna-se relevante, principalmente para novos autores que não têm qualquer
conhecimento sobre o mercado.
ABSTRACT: In the Portuguese book market, traditional book publishers show little interest towards investing in new national writers, instead, there is a growing number of authors that chose to self-publish their books. When the author chooses to enter the selfpublishing market, he becomes responsible for all steps of the publishing process, from writing to selling, including all the work related to marketing. In this context, this project aims to define marketing strategies for the release of a self-publishing fiction book in the Portuguese book market. The project starts with the analysis of articles and studies regarding the book market, followed by a description of the traditional publishing and self-publishing processes, an understanding of bookselling laws, and a small list of book marketing strategies. The analysis is followed by a qualitative and quantitative methodology, in the forms of a semi-structured interview and a questionnaire. The semi-structured interview was made with three Portuguese authors that self-published at least one book in their careers. The questionnaire got 203 answers from consumers that read books in Portuguese. The results showed that the marketing strategies needed for the release of a selfpublishing fiction book are the creation of an author’s brand, and the definition and planning of a book publishing promotion season, which includes the release promotion, the planning of the presale, and the launch event. In between these strategies, it’s important to take into consideration that the promotion is mostly made online, especially on social media. Currently, Instagram proves to be the most important platform for book promotion, mainly because of the Bookstagram community. It's also important to take into consideration other events that aren’t related to the book release and the possibility of selling (or gifting) merchandising. This project describes marketing strategies for the release of a self-publishing book in the Portuguese market which proves relevant for every self-publishing author, mainly the ones that are new in the Portuguese market.
ABSTRACT: In the Portuguese book market, traditional book publishers show little interest towards investing in new national writers, instead, there is a growing number of authors that chose to self-publish their books. When the author chooses to enter the selfpublishing market, he becomes responsible for all steps of the publishing process, from writing to selling, including all the work related to marketing. In this context, this project aims to define marketing strategies for the release of a self-publishing fiction book in the Portuguese book market. The project starts with the analysis of articles and studies regarding the book market, followed by a description of the traditional publishing and self-publishing processes, an understanding of bookselling laws, and a small list of book marketing strategies. The analysis is followed by a qualitative and quantitative methodology, in the forms of a semi-structured interview and a questionnaire. The semi-structured interview was made with three Portuguese authors that self-published at least one book in their careers. The questionnaire got 203 answers from consumers that read books in Portuguese. The results showed that the marketing strategies needed for the release of a selfpublishing fiction book are the creation of an author’s brand, and the definition and planning of a book publishing promotion season, which includes the release promotion, the planning of the presale, and the launch event. In between these strategies, it’s important to take into consideration that the promotion is mostly made online, especially on social media. Currently, Instagram proves to be the most important platform for book promotion, mainly because of the Bookstagram community. It's also important to take into consideration other events that aren’t related to the book release and the possibility of selling (or gifting) merchandising. This project describes marketing strategies for the release of a self-publishing book in the Portuguese market which proves relevant for every self-publishing author, mainly the ones that are new in the Portuguese market.
Description
Keywords
Autopublicação Marketing Marca de autor Lançamento de um livro