Billy Shakespeare Meets Missy Elliott, Jewel
Alloy Online has rolled out its new teen book imprint, AlloyBooks, in major online and offline bookstores and at its Web site at www.alloy.com, with publisher Penguin Putnam Books for Young Readers. The launch of the first four books of the 12-book program extend the Alloy brand in the "Generation Y" space, says the New York City-based company.
The 12 books in the initial AlloyBooks program are derived from user-generated content submitted to the most popular channels on the Alloy site. Focusing on poetry, beauty, dreams and advice, select Alloy visitors' writing will be showcased with authors such as Shakespeare and e.e. cummings, and with popular musicians such as Missy Elliott and Jewel.
The program is part of the company's strategy of "blending an online and offline approach to reach the teen audience and deliver content and commerce," says Matthew Diamond, chief executive officer and co-founder of Alloy Online. "This program expands Alloy's reach and brand identity in the Generation Y market while delivering a high-margin revenue stream."
Alloy visitors will also be able to access fresh content and several online promotions at one of the four mini-Web sites based on the books. There will be poetry contests judged by Madonna and Macy Gray on the Slam site. Visitors to the Advice site can enter the Win a Life Makeover contest, where Alloy's "trauma team" will enter a teen's home and help him or her get ready for school and life.
Back...
