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FridayReads: Full Disclosure from @TheBookMaven

November 21st, 2011
UPDATE: As most of you will have seen by now, I’ve been trying to approve all comments on this post as quickly as I’ve been able to get to them.
I have two comments that were negative that I’m holding because they come from Twitter followers who wrote particularly thoughtful responses, and I’d like to write back to them for some clarification before posting their words.
However, one particularly snarky comment from a person I don’t know said “It’s adorable that your first paragraph is an ad.” I guess that it could be read that way. My intent was to make sure that I got the info people wanted up front.
Thank you all for your comments and feedback. I’m going to get this post up on FridayReads.com and out via our Twitter feed today (as another person suggested), and continue to think about how best to move forward with this business–a business that I hope brings joy to some.
—–
It’s been a difficult few days, and I’m not sure how to begin this post, but the main point I want to make is: I do not have “squirrelly ethics,” as one blogger wrote about me. I don’t believe in calling anyone names, or attaching judgmental tags to anyone’s behaviors. That’s why the kerfuffle last week about FridayReads and its monetization  is so disheartening to me. Here is the FridayReads web site, and here is the FridayReads email address: FridayReads1 at gmail dot com. If you’d like more information about our rates or about how we do business with publishers, please drop us a line.

Over the years I’ve worked in publishing, I’ve bounced around a lot. I started out at a print magazine, and later was hired by AOL to launch their Books channel.  Like many others, I was eventually laid off, and I moved on to blogging for Publishers Weekly. I I spent time at BN.com and left when the message board I hosted was heading for extinction. WETA-PBS and I tried an internet series, and while it got some great guests, it never got a great audience.

You get the picture. These days–the 21st century–publishing is like Whack-a-Mole. Sometimes you hit, sometimes you miss, and you never really know exactly why or how.

Last Friday, when people who hadn’t been aware that I accept money from publishers to promote books via the #fridayreads hashtag on Twitter (and Facebook, and tumblr) learned that I do, some were disheartened. I understand why. It sometimes seems as if everything good in this world has some sort of business angle attached to it, and nothing is “free.”

Here is why I call #fridayreads “a hashtag and a business.” If you participate in the meme, there is no collecting of your information. Yes, we archive tweets–but your Twitter name can lead everywhere (as mine does) or nowhere (spambots, anyone?). We’re not trying to find you  when you participate in the meme. We’re just growing a community and sharing our love of reading. At times while I’ve worked on this–before and after turning it into a small business–I’ve tweeted too much about it, and when I’ve become aware of that fact, I’ve tried to change the amount of tweeting that I do.

Publishers realize the value of having access to the #fridayreads community, as well as to my large group of Twitter followers. They want to be sure avid readers know about certain titles they are releasing. The original #fridayreads giveaways were done with books from my shelves (not even galleys or ARCs I received, but books I’d bought and paid for myself). After a few months, publishers and authors and agents began approaching me and asking to get their books promoted. My then-business team (read: my agent and my husband) encouraged me to ask for a fee to do so.

The main thought behind asking for a fee was not so that I could become rich or so that I could manipulate unknowing readers. It was because if I didn’t start asking for a fee, I was opening myself to a different kind of blame, the “Why isn’t my book good enough for YOU?” game. At the time I began accepting fees for #fridayreads promotions (in March 2011), the hashtag had already grown to more than 5,000 regular participants.

I spent nearly two years building #fridayreads for free, counting each week’s participants by hand, and loving every second of it.

I was so excited earlier this year when publishers responded positively when my agent (acting as my sales lead) and I approached them with #fridayreads packages. I thought that the regular offer of interesting books sent directly to readers (many of you know that I am not particularly good about getting things into the mail) would be welcomed. This expanded to the other services Fridayreads offers:  Twitter Book Tours (those live chats I host from time to time with authors), Twitter Book Clubs (which are mostly for fiction), and last week, the first (hopefully not the only) FridayReads Live event, in which a book titled Enjoy Every Sandwich: How to Live Each Day as if It Were Your Last was discussed around a table at Housing Works Bookstore as well as online at the #everysandwich hashtag.

When the money started coming in, I realized I needed to disclose this somewhere, and began working on a web site that would have a fully loaded FAQ (many thanks, Intern Leslie!) so that anyone–tweeters, bloggers, publishers, authors–could understand how my small business operated.

What I did not choose to do was to label each and every promotional post as an “ad,” because those posts are not written by the publishers. Were they “advertorial?” Technically, yes. Should I have labeled them as “promo?” Perhaps (I’m still turning this around in my head). Did I mean to deceive anyone into believing that #fridayreads was just a big happy group of readers? Of course not.

Here’s the thing: I have some decisions to make about how #fridayreads is perceived, labeled, and promoted–and I welcome your input,. The #fridayreads book-loving community will decide whether and how to participate. I may have made some mistakes–but there’s no mistaking the real passion about reading that we share.

Tags: @thebookmaven, bloggers, blogging, book blog, Books, fridayreads, meme, publishing, readers, The Book Maven, Twitter

This entry was posted on Monday, November 21st, 2011 at 12:28 pm and is filed under Books. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.


42 Responses to “FridayReads: Full Disclosure from @TheBookMaven”

  1. D is for Disclosure–A Response to the #fridayreads Freak-Out | The Book Lady's Blog says:
    November 21, 2011 at 1:16 pm

    [...] and Bethanne has discussed the business model in several interviews, including this video and this new blog post. In short, it’s no [...]

  2. spacer Pat Rosier says:
    November 21, 2011 at 1:53 pm

    I’ve taken part in #fridayreads for a while now. I forget when I actually started. I like the concept and I like the fact that you are prepared to put the time and effort into it. I don’t mind at all that the books you give away are publishers’ paid promotions, and this is because a) promoting books and reading is a social good b) I have no problem with you getting some financial return for what you do, c) taking part is voluntary and does not cost me anything but a few seconds’ time d) It’s interesting to see what other people are reading (I like the lists.)

    I think it’s good to have some disclosure of the promotions on your website, but don’t see it as necessary to announce this with every book you/the publisher offer. If I want to know the system behind something I take part in it I go looking for it, I don’t need it announced every time it takes place.

    I haven’t taken part in the twitter discussion about this, as I haven’t had anything to say that I could say in a few words. I guess a “good on you” wouldn’t have gone amiss in your hard week. All the best with working out how to progress this in a way that sits well with you. Do remember that whatever you do, it won’t please everyone. And long may #fridayreads continue.

  3. spacer Becky Sain says:
    November 21, 2011 at 1:55 pm

    I have and will continue to support #fridayreads… because I have a huge crush on my MamaMaven — oh, and I love to read and share. spacer

  4. spacer Karen says:
    November 21, 2011 at 1:56 pm

    OK, maybe I am not understanding this whole thing, but I participate in #fridayreads as often as I can=whenever I’m on twitter on a friday and remember…

    Anyway, I don’t understand why this is an issue. I love hearing what ppl are reading and I love telling what I am reading also.

    I am not understanding who this is hurting or if it even is??

  5. spacer Timendu says:
    November 21, 2011 at 2:02 pm

    I’m all the way in Nigeria and I participate in #fridayreads when I can. It is very encouraging to see other people reading and some weekends I manage to read at least a chapter just because of the hashtag. I don’t think it’s wrong that you collect a fee for promotion considering the time and effort you put into it. Some compensation should be expected. Well done. Keep up the good work.

  6. spacer LA Smith says:
    November 21, 2011 at 2:06 pm

    FWIW, I’ve known from the start that tweeting as @thebookmaven was your professional gig, that #fridayreads was tied to your business and that you were growing an audience of reader-tweeters with both community and business ends in mind. Maybe I’m a little better at seeing the pattern in the carpet than others –I used to work in a physical bookstore and I was an editor at Amazon.com– so I am wise to the ways of bookselling. You are, too, and publishers are lucky to have someone like you to help market their books to appreciative audiences. I’ll continue to post my #fridayreads and continue to encourage my friends and followers to do the same. I’ll also continue to tag my Amazon and GoodReads reviews with #fridayreads because I like to do every little bit I can to help authors, publishers, and readers mix and mingle in mutually beneficial ways.

  7. spacer Sara says:
    November 21, 2011 at 2:16 pm

    I loved hearing what people were reading, but I was disheartened to find that I was unknowingly participating in someone’s business and they were essentially getting paid for my participation. I don’t know, it just left a bad taste in my mouth. Especially because I had to hear about it from third parties.

    I don’t think you had any ill intent, and I’m sure I share the blame for not being better informed, but I do hope in the future that you will start labeling promotions as such, and making it clear that you are being paid to promote them.

    I’m probably going to start using the #amreading tag for a while and see how this all shakes out.

  8. spacer Charlie Quimby says:
    November 21, 2011 at 2:21 pm

    There’s nothing to prevent anyone from using the #fridayreads hashtag to promote a book or to collect a fee-for-tweet deal, right? I’m not certain how I feel about it, but I do know it’s virtually impossible to know for sure what I’m reading in social media is NOT a paid placement.

    At least you’ve disclosed, and we can all factor that information as we choose.

  9. spacer A. J. Mahler says:
    November 21, 2011 at 2:27 pm

    Bethanne,

    I sincerely appreciate your communicating with the community in a responsive and responsible manner. 140 characters is too short to even waste two letters but just like NPR you might occasionally announce the sponsor of a book promotion to remove any doubt who pays the bills. Newspapers have the luxury of giving a visual cue to every ad but even that blurs on occasion when a business sponsors a section or a professional of one stripe or another writes a monthly article tailored to their area of expertise.

    You have mentioned in the past that some of your reviews are just your personal or Book Maven Media group opinion without any monetary compensation for the opinion. This is a new frontier so there will be mistakes and innovative ideas. Keep working to make the majority happy and do not worry about the fringe. If everyone is happy, you are not doing it right.

    Best Wishes,

    A. J. Mahler

  10. spacer Lois Donovan says:
    November 21, 2011 at 2:28 pm

    I for one appreciate this explanation of the hashtag #fridayreads. Tweeting is relatively new for me and I’m still figuring out the jargon, the business angles, the fun,etc. And I did think that #fridayreads was a happy family of readers. I think it’s brilliant that you started this and that it is working out for you. At the same time, disclosure is important on twitter. Everyone tweeting a favourite read is not the same as publishers promoting their books. It doesn’t mean I won’t read #fridayreads and it doesn’t mean I won’t buy books brought to my attention there. But I do want to know when someone is getting paid to acknowledge a book.

    Thanks again for your honesty and for setting the record straight.

  11. spacer Kelly says:
    November 21, 2011 at 2:53 pm

    I was a supporter of FridayReads until about 2 weeks ago when 2 things happened almost simultaneously: I found out that Book Riot, which brought us the unnecessary attack on authors Jennifer Weiner and Jodi Picoult, and FridayReads were run by essentially the same group of people, and that FridayReads was not the feel good, grass rootsy thing I was led to believe it was, but was actually a business.

    I don’t enjoy obfuscation. I am no longer participating or supporting FridayReads because of this. I also don’t agree with the half baked journalistic stylings of Book Riot. Since these two things are run by the same group of people, for the most part, I am done with both.

  12. spacer Reader says:
    November 21, 2011 at 2:56 pm

    My only problem with Friday Reads is that it has turned into a numbers game. Book Maven is asking folks to tweet what email or menu they are reading… She does not even care if it is a book? This shows that she gets paid more – the more #fridayreads tags there are on a given day of promotions. This takes away from the good spirit of a book group for me (there are no book groups for menus and emails). Sorry, I’m out (as nice as she is).

  13. spacer Allison says:
    November 21, 2011 at 3:02 pm

    I love #fridayreads because it does exactly what it was originally intended – spreads the word about good books to read! I am thrilled for you that you are able to make any money off of doing something that you love that is also positive for a community. I don’t even understand what could be wrong about that. Keep doing what you’re doing and best of luck. Don’t let the bastards get you down.

  14. spacer Helen Van Patterson Patton says:
    November 21, 2011 at 3:15 pm

    I’ve been doing #FridayReads for a year or so, and had no idea of a business side until last week. That said, I don’t care, it doesn’t affect me, doesn’t hurt me, and at best I can win a book, at worst I can share what I’m reading with others who enjoy reading. I love me some Maven, and the entire #FridayReads crew.

  15. spacer Leah says:
    November 21, 2011 at 3:18 pm

    I SOO did not understand why this was a thing last week. I think it must be because Maureen Johnson made a big kerfuffle about it on Twitter, then her minions echoed it.

    Why single you out? There are a ton of sites and blogs that utilize advertising and publisher sponsored giveaways to market books. Why is marketing books such a dirty thing? Especially from the perspective of an author? I still don’t quite understand why she jumped down your throat.

    Furthermore, the concept of “advertorial” is never cut and dry. Shelf Awareness doesn’t disclose their advertorials, and many magazines and online blogs/newsletters do not either. I don’t see what is so special/offensive about this one.

    I suppose, to appease the minions, it might be nice to include the word advertorial going forward, but again, if it weren’t for this arbitrary backlash, I would never have suggested that. So many similarly structured communities/blogs/newsletters do not.

    Anyway, take heart, I still participate in Friday Reads every week, and you know what, from my perspective, I don’t really care if publishers are paying you for sponsored giveaways. If it keeps Friday Reads going, WONDERFUL! Keep up the good work!

  16. spacer Robert Guthrie says:
    November 21, 2011 at 3:28 pm

    I believe the main thing is that many see #fridayreads as equivalent to any trending topic on twitter, and the promotional tweets as being like the prominently labeled topics with the “Promoted” graphic right there alongside.

    This is what many twitter users have come to expect: label advertisements as such, and nobody will have a legitimate issue with those tweets showing up alongside all the other, non-sponsored posts by unpaid book lovers.

  17. spacer Mira Dessy says:
    November 21, 2011 at 3:37 pm

    I don’t think you did anything wrong, I love and support #fridayreads and like being part of the community. If you manage to make a little money at it good for you. You deserve to be compensated for time and effort and I’m fairly certain your per hour “wage” isn’t making you rich.

    No one is forcing anyone to purchase any of the books listed at #fridayreads and I certainly have benefitted by building my list of “must reads” from following along. I plan to continue to follow along and hope others will do the same.

  18. spacer Richard says:
    November 21, 2011 at 4:12 pm

    Methinks at least some of those who doth protest too much were disingenuous (the Shakespearean reference is intentional), which leads me to believe that they must be jealous about your success (I already can’t remember who they were, I never followed them before and I certainly don’t plan on following them now). I for one have been inspired by your ability to create a small business out of a great idea. That is, after all, the great American way, is it not? Sadly, even “nice, honest, hardworking” people who happen also to be successful and good at what they do will have their detractors, but it is almost always true that it is the detractors who are much the worse for it. I for one wish a long (and prosperous) life to #fridayreads.

  19. spacer Tonya Rice says:
    November 21, 2011 at 4:30 pm

    Bethanne, I’ve enjoyed participating in #FridayReads and have even had the pleasure of learning about a lot of other great books which I may have otherwise missed from the weekly tweets; many have been added to my to-read list. Isn’t that the point? Geez. Besides, the community promotes reading and that in itself is the value to me.

  20. spacer Katherine says:
    November 21, 2011 at 4:36 pm

    I think only the naive would imagine that there is no promotional money changing hands in #fridayreads. Funny how we want to believe – people are still shocked to hear that “Heather’s Picks” at Indigo (Canada’s sole bookstore chain) aren’t actually “picked” by Heather, but paid for by publishers.

    And truth be told even we the unpaid authors on twitter are promoting. It’s great if we can have fun while doing it.

  21. spacer Joanne Kelly says:
    November 21, 2011 at 4:51 pm

    Bethanne,

    I’m sorry to hear you took a lot of flack for this one. As a long-time friend and some-time colleague (full disclosure here), I can certainly attest to your genuine love for books and all things bookish. And as another online media professional, I can also attest to the often confusing “rules” about disclosure. I’m a huge fan of BookMaven, and also a fan of disclosure. So I hope you keep both up! I know you’ll be thoughtful in deciding how to do that. Best wishes, good luck, and know that I give thanks for your talents on a regular basis!

  22. spacer Jolie says:
    November 21, 2011 at 5:16 pm

    I don’t understand the indignation I’ve been seeing over this issue. My interpretation of what we’ve now been told is not that people who tweet #fridayreads are being “paid for their participation,” but that The Book Maven is being paid for the hard work she does in running the FridayReads program. Meanwhile, yes, the book giveaways are a reward for hashtag users, but is this really something to be angry about? A raffled book is not some kind of deeply soul-tainting financial bribe. It’s a relatively inexpensive item that would be fun to receive if we get lucky. Anyone who thinks a particular book is really so valuable that they simply MUST have it will go out and buy or borrow a copy.

  23. spacer Nicole says:
    November 21, 2011 at 6:25 pm

    I don’t appreciate being called a minion, but even if it was another author other than Maureen who mentioned this, I’d still be disheartened about this. In the days of social media, especially I hashtag use, I’m not going to be spending hours going to other websites to find out everything. You use social media as the basis of Friday reads, that you charge publishers in return for some promotion should be mentioned on twitter, not an external website.

    Is it really that hard to add -spon/ -ad to a tweet? Plenty of people/places who get sponsors/ads use this technique. I would like to know the difference between the I’m reading this for fun/ I really liked this just because or I’m mentioning this because a publisher paid me to do so. 3 little characters aren’t going to break what the original intent of the hashtag was, and could possibly still be.

  24. spacer Julie @ MyBookRetreat says:
    November 21, 2011 at 6:39 pm

    I missed all the drama on Friday, evidently. I honestly didn’t know you got money for the books you give away, but I have no problem with that. I’ve been using my own money to give away books on my blog and I completely understand why you wouldn’t want to do that every single week! That would be completely ridiculous. I can also see the point of taking money to cut down on the books you actually have to give away. Otherwise, the decisions are too subjective as to which books to promote. I’m sorry you had so many issues with this.

    I don’t know anything about how promotional tweets are supposed to be handled compared to other tweets, so I’m not sure of the full issue. But maybe when you mention the books people can win by participating, then you could say something about those being promotional. But I wouldn’t think you’d need to do that for every #fridayreads tweet. I think FridayReads is great for sharing what we’re reading, and I’ll continue to do so every week.

  25. spacer Wendy says:
    November 21, 2011 at 6:58 pm

    Thank you for responding to bloggers’ and readers’ concerns. I can see how this evolved into a business for you, but I will admit that I have been one of the disheartened people who felt deceived by your meme. I think it is safe to say that when someone labels something a meme, most people do not equate that with a business. Also, given that probably 98% of book bloggers do not get paid to host book giveaways, most people would not assume you were being paid to giveaway the books through Friday Reads. I appreciate that you disclosed on your website, but the problem is that the over 9000 people on facebook and thousands on twitter who followed and participated in the meme did so from the FB and Twitter platforms. It was not really reasonable to think anyone would go to the website. Why do that? Most people simply were tweeting or posting to FB their read for the week.

    My biggest issue with the nontransparency of Friday Reads is that your business is completely dependent on the numbers. Without these great numbers, no publisher would pay you to host anything. I don’t begrudge you your business or your ability to make money…what I have a problem with is that I would guess almost every participant

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