{"id":1025,"date":"2017-04-06T10:27:55","date_gmt":"2017-04-06T14:27:55","guid":{"rendered":"http:\/\/adbiblio.com\/blog\/?p=1025"},"modified":"2023-02-08T12:47:46","modified_gmt":"2023-02-08T16:47:46","slug":"adbiblio-case-study-algonquin-cannibalism","status":"publish","type":"post","link":"https:\/\/adbiblio.com\/blog\/adbiblio-case-study-algonquin-cannibalism\/","title":{"rendered":"AdBiblio Case Study: Algonquin &#8211; Cannibalism"},"content":{"rendered":"<p>One of the coolest books we&#8217;ve helped&nbsp;promote is Bill Schutt&#8217;s&nbsp;<em>Cannibalism: A Perfectly Natural History<\/em>. Algonquin needed to reach readers interested in learning more about the repelling yet fascinating taboo of cannibalism &#8211; and we knew it might be a challenge since&nbsp;&#8220;interested in cannibalism&#8221; ad targeting isn&#8217;t too&nbsp;easy to come by (weird, right?).<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-1034 aligncenter\" src=\"http:\/\/adbiblio.com\/blog\/wp-content\/uploads\/2017\/04\/Schutt_Cannibalism_728x90ad_NYT.gif\" alt=\"Algonquin Cannibalism 728x90 AdBiblio ad\" width=\"728\" height=\"90\"><\/p>\n<p>&nbsp;<\/p>\n<p>Schutt, a professor of biology and research associate in residence at the American Museum of Natural History, also earned a&nbsp;PhD in zoology from Cornell. And he definitely has a &#8220;type&#8221; when it comes to the topics&nbsp;he writes about &#8211; his first book was&nbsp;<em>Dark Banquet: Blood and the Curious Lives of Blood-Feeding Creatures<\/em>. (We&#8217;re not going to speculate on whether Schutt is or isn&#8217;t a vampire, but let&#8217;s just say we wouldn&#8217;t be surprised if that were the subject&nbsp;of his next book.)<\/p>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-1033 aligncenter\" style=\"margin-left: 200px;\" src=\"http:\/\/adbiblio.com\/blog\/wp-content\/uploads\/2017\/04\/schutt_cannibalism_300x250ad_nyt2.gif\" alt=\"Algonquin Cannibalism 300x250 AdBiblio ad\" width=\"300\" height=\"250\"><\/p>\n<p>&nbsp;<\/p>\n<p>Meticulously researched, <em>Cannibalism<\/em> debunks common myths and explores the practice&#8217;s&nbsp;role in biology, anthropology, and history. Far from being just the stuff of horror movies, Schutt points out that cannibalism is a much more normal and natural occurrence than we&#8217;ve been led to believe. From tadpoles snacking on their siblings to amphibians eating their mother&#8217;s skin to the consumption of placentas, cannibalism is actually&nbsp;all around us.<\/p>\n<p>&nbsp;<\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 658px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-version=\"7\">\n<div style=\"padding: 8px;\">\n<div style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 58.10185185185185% 0; text-align: center; width: 100%;\"><\/div>\n<p style=\"margin: 8px 0 0 0; padding: 0 4px;\"><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\/\/www.instagram.com\/p\/BRv1ezyjp5F\/\" target=\"_blank\" rel=\"noopener\">Hungry for a good read this weekend? Cannibalism: A Perfectly Natural History by Bill Schutt is sure to hit the spot! Are these puns in good taste? Sorry&#8230;we&#8217;re finished now. May we be excused? ? @algonquinbooks #reading #billschutt #anthropology #biology #naturalhistory #bookworm #booksofinstagram #bookstagram #algonquin #algonquinbooks #books #literature<\/a><\/p>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\">A post shared by AdBiblio (@adbiblio) on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2017-03-17T17:21:35+00:00\">Mar 17, 2017 at 10:21am PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p style=\"text-align: center;\"><script src=\"\/\/platform.instagram.com\/en_US\/embeds.js\" async=\"\" defer=\"defer\"><\/script><\/p>\n<p>&nbsp;<\/p>\n<p>To find this book&#8217;s optimal audience, we focused heavily on fans&nbsp;of websites and magazines like <em>National Geographic<\/em>,&nbsp;<em>Outside<\/em>, <em>Discover<\/em>,&nbsp;and <em>Scientific American<\/em>. We also sought out&nbsp;avid readers with a strong interest in social sciences, biology, natural history, and cultural arts.&nbsp;Museum-goers, <em>NY Times Science<\/em> readers, and NPR listeners rounded out the core target audience.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-1029 aligncenter\" style=\"border: 1px solid black;\" src=\"http:\/\/adbiblio.com\/blog\/wp-content\/uploads\/2017\/04\/Cannibalism_Nationalgeographic.com_.png\" alt=\"Cannibalism ad on National Geographic\" width=\"1301\" height=\"851\"><\/p>\n<p>&nbsp;<\/p>\n<p>Targeted readers&nbsp;showed enormous&nbsp;interest in Algonquin&#8217;s&nbsp;<em>Cannibalism<\/em>&nbsp;campaign. The ads generated a remarkable <strong>0.33% CTR<\/strong> from more than 150k people! The campaign also had a <strong>4.5% interaction rate<\/strong> and <strong>7 second median interaction time<\/strong> from readers engaging with the creative. The ads found their audience&nbsp;on a variety of top-tier sites including <em>Popular Science,<\/em>&nbsp;<em>National Geographic<\/em>,&nbsp;<em>NY Times<\/em>,&nbsp;<em>PBS<\/em>, and&nbsp;<em>The Huffington Post.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-1031 aligncenter\" style=\"border: 1px solid black;\" src=\"http:\/\/adbiblio.com\/blog\/wp-content\/uploads\/2017\/04\/Cannibalism_popsci.com_.png\" alt=\"Cannibalism ads on Popular Science\" width=\"1147\" height=\"897\"><\/p>\n<p>&nbsp;<\/p>\n<p>Make sure to pick up your copy of <em>Cannibalism<\/em> from <a href=\"http:\/\/algonquin.com\/book\/cannibalism\/\">algonquin.com<\/a> &#8211; trust us, you&#8217;ll devour it. And if you&#8217;re interested in promoting an unusual title like this one, drop Mary Beth a line at <a href=\"mailto:marybeth@adbiblio.com\">marybeth@adbiblio.com<\/a> to start brainstorming!<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the coolest books we&#8217;ve helped&nbsp;promote is Bill Schutt&#8217;s&nbsp;Cannibalism: A Perfectly Natural History. Algonquin needed to reach readers interested in learning more about the repelling yet fascinating taboo of cannibalism &#8211; and we knew it might be a challenge since&nbsp;&#8220;interested in cannibalism&#8221; ad targeting isn&#8217;t too&nbsp;easy to come by (weird, right?). &nbsp; &nbsp; Schutt, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1036,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[168,31],"tags":[54,29,74],"class_list":["post-1025","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adult","category-case-studies","tag-algonquin","tag-case-study","tag-non-fiction"],"_links":{"self":[{"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/posts\/1025","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/comments?post=1025"}],"version-history":[{"count":11,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/posts\/1025\/revisions"}],"predecessor-version":[{"id":4270,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/posts\/1025\/revisions\/4270"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/media\/1036"}],"wp:attachment":[{"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/media?parent=1025"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/categories?post=1025"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/tags?post=1025"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}