Publishing News reports that Galaxy Chocolate will be the first title sponsor of the British Book Awards – now known as the Galaxy British Book Awards. The company already has a well-established association with the pleasure of reading, and now has plans to devote up to 1 million pounds on marketing the Awards, with the aim of promoting reading far beyond the Book Awards and encouraging mass-market footfall into bookshops and libraries.
“We are delighted and very excited by the link we have established between Galaxy and reading with these prestigious Awards,” said Xavi Pons, Galaxy’s Marketing Manager. “It takes our reading campaign to an entirely new level. It is not only about the Awards themselves, but also about the promotion of reading as a key female activity, associated with enjoyment and relaxation, to the mass market. It is a cause in which we are prepared to make a considerable investment.” Fred Newman, Chairman of Publishing News Ltd, said: “I am delighted that we now have a very big brand behind the Awards, which will increase their profile, along with that of our individual award sponsors, who will also benefit.”
But some publishers queried Galaxy’s stated focus on women, the Bookseller discovers. “Book sales generally are female-driven, but the awards are not predominantly a female thing,” said Headline deputy m.d. Kerr MacRae. “I guess they are going for their core market which is women, but I would have thought we’d want a broader message somewhere along the line.” Orion paperbacks m.d. Susan Lamb added: “I’m sure that a long time ago people were snotty about the Whitbreads and the Booker, but anything that can help sell books is great for the industry.”