IDC focuses on understanding readers' drives

Sharjah 24

07-04-2025

They emphasised the necessity of adaptable digital tools, detailed data analysis for readers, and emotional intelligence. To be successful, distribution and marketing plans must be long-term, go beyond exhibitions, and adapt to the changing global publishing landscape. We identified emotional resonance, individualised communication, and technologically facilitated access to literature as critical to successful outreach.
Ayman Howeira: Dynamic planning and personalisation
Ayman Howeira, the founder and CEO of Kotopia Publishing and Distribution in Egypt and Australia, led a session titled "How to Maintain Your Distribution Policy," in which he emphasised the importance of publishers revising their distribution strategies on a regular basis. He cautioned against relying on fixed techniques that ignore market fluctuations. Howeira identified three critical elements: the use of appropriate technology to efficiently reach readers; the ongoing analysis of user data to alter strategies; and a thorough understanding of readers' needs—communicated through personalised, targeted content in print, digital, or audio formats.
Drawing on his expertise in both the Egyptian and Australian sectors, Howeira noted that the maturity of the Australian publishing industry allows him to foresee global trends, whereas his knowledge of the Egyptian market allows him to make genuine connections with Arab consumers. He believes that this dual approach fosters innovation and inclusivity in publishing.
Basema Karim:
Emotional marketing and loyal reading communities
Basema Karim, director of JalisKum Publishing and Jalees Media in Tunisia, stressed the importance of emotional marketing in her workshop, "When Books Speak the Language of Their Audience." She pointed out that today's books compete with entertainment content on social media, necessitating marketing tactics that connect emotionally with readers. By asking, "What is our audience feeling today?" publishers may develop empathy and shared experiences, converting readers into committed supporters.
Karim demonstrated emotive marketing methods like reels, interactive images, and movies, all designed to touch the heart. She also emphasised the power of AI, when combined with human understanding, to develop campaigns that transform books from goods to profound emotional journeys.
Saeed Shaban explains how long-term thinking affects book fairs
Saeed Shaban, the project manager and co-founder of cultural and educational projects, urged publishers to think of book marketing as a continual endeavour rather than something that happens only during exhibitions. In his workshop "Sustainable book marketing during and after exhibitions", he highlighted insights from the Cairo International Book Fair, which draws millions each year and has significant potential when supported by long-term plans.
He presented the "Fair App" as a case study, which was created to assist visitors through the fair with or without internet access. The software contains a database of over 13,000 books; an interactive directory; restaurant listings; and features for bookmarking favourites. In just two weeks, the app received over 20,000 downloads and half a million searches, demonstrating how technology can improve the visitor experience and extend marketing influence beyond the exhibition halls.