Magazine article Marketing

Online Book Shop Opens Music Site

Magazine article Marketing

Online Book Shop Opens Music Site

Article excerpt

BOL, the Bertelsmann-owned online bookshop, this week begins selling CDs for the first time backed by a multimillion-pound advertising campaign.

The shop is to provide half of the 500,000 CDs that will be on sale, with accompanying 30-second audio clips to give customers a taster before buying. Divided into 18 categories, the music site will also include backstage interviews, news and reviews.

The ad campaign, which will comprise online banners, press and eventually radio ads, will be integrated into M&C Saatchi's current 'Love Books' TV, press and poster campaign. 'Love Music' will be the new strapline, as the second part of a long-term umbrella campaign that will run until mid-2000.

The theme of the ads will continue the books campaign, portraying people who are overcome by their love of music. One image will be of a man who, having refused to take his personal stereo off during a trip to the barbers, is then left with tufts of hair where his headphones were. …

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