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February 15, 2008
Word of mouth beats Oprah
In a recent study of African-American book buyers, most said a friend or family member's recommendation was the reason they purchased a book.
Here's a look at the numbers, provided by Global Marketing Insight.
| Recommended by a friend or family member | 55% |
| Bestsellers list | 34% |
| Reviews from African-American critics | 20% |
| Essence bestellers list | 18% |
| Recommended by a book club | 17% |
| Recommended by Oprah | 12% |
| Reviews from non–African-American critics | 12% |
| Recommended by Oprah’s book club | 11% |
| Reviews from a non–African-American newspaper | 9% |
| Reviews from an African-American newspaper | 8% |
| Other | 25% |
Guess this means that Oprah's influence is strong, but not as strong as many people would have guessed.
Other blogs that reference Word of mouth beats Oprah:
Holy moly, I didn't think that anything could beat the queen. It's good to know that she's not the end-all-be-all. Again.
What percentage are likely to recommend a book by Oprah's book club to a friend or family member?
All those other options are media sources or personal friends/family. Oprah is one person, and not only did she make the list, she is #6. One person, a stranger, against personal friends and family and major media sources and your analysis is that her influence is "not as strong as many people would have guessed"!?!
She is the only person in the world who's name is on the list you displayed!!!
Not strong? Based on this 1 in 5 African Americans book buyers...almost 1 in 4 people...buy books based on her recommendation or her book club's. Show me another person who's influence is that strong. Secondly not all African American's are Oprah fans, nor are the majority of her fans African American...so I'm not sure how this survey is a good indictaror of her overall influence, nor am I sure where the comment "not as strong as many people would haved guessed" comes into play...what context is that in. It makes it sound like people think her fans and African American do whatever she says, and that is a disservice to her fans, African Americans, and Oprah.
Yes, but what about non-African-Americans? Take a look at her audience...despite the assumption that her target demographic is African Americans, the majority of folks who support her happen to be other-than African-American.
Yeah but who recommended the book to those friends or family members before they recommended it? The bread crumb trail always leads back to Oprah.
I wanted to know what national polling company did you site your information from. I always rely on statistical information and it helps in online journalism that your sources are documented. On the contrary, I agree on a few of your commenters in reference to your classifications of your survey. Some of your classifications can be put in the same category. Can Oprah's book club be the same as it being recommended by Oprah? Is she not publicly affilated to her book club with the same name?
In the post, they say "the numbers, provided by Global Marketing Insight."
Just wanted to point out that the demographics on that survey are "of African-American book buyers" and are not fully representative of the audience base that Oprah influences...
The demographics that I would like to see in addition to this survey, include:
an age group break down 20-30, 30-40, 40-50, 60-70
For both high income and low income
As well as black, white, asian, hispanic... etc.
It would also be interesting to know how she compares to other major influential people...
region should also be taken into consideration.
basically, a break down of her audience. Statistics tell an interesting tell and without all the information it is necessary to remember that the story can be stretched. Oprah is still up there in my impression :-)
Word of the mouth capture the attention far greater than any tv program has the ability. Oprah's power is the mass audience that she has then it comes down to numbers. Better Way Mail is going after the introduction, thank you and best wishes to send a feel that care and effort went into the message. This has the ability capture the attention of the person to relay a message. http://hotcookies.net
When was the last time you said, "Yes! I'm absolutely swayed by opinions of complete strangers!"?
Probably never, if you're like most people.
Of course, word of mouth comes in first. It always does. Nobody is swayed by advertising, or Oprah, or Dr. Phil, or anything that isn't purely rational.
That's why advertising, and Oprah, are so effective. When it comes to surveys, we're all liars.
I think that Oprah creates the "buzz" that creates the word-of-mouth. Unfortunately, in the realm of the arts, particularly book-selling, I feel that she wields too much power and can make or break an autho's career.
Case in point: James Frey and his memoir "A Million Little Pieces." Yes, he took literary license and embellished certain parts, but she skewered him, on-air, for a full hour. No one should have that much power.
Yeah but I bet if you asked this question
Who is Oprah to you?
a. the most powerful woman in America
b. a TV talk show host
c. an award winning actress or
c. almost like a member of my own family
At least 55% or more would say "c"
Word of mouth is more powerful. The success of a viral marketing campaign is judged by the pass-along rate or the likelihood that people forward the message rather than delete it. The beauty of a successful viral campaign is how quickly the web can “get infected”, yet there is little control of who will actually get the message. Viral marketing depends on the recipient to find the market. Oprah is more like advertising and less believed.
If Oprah was an Irish-American, would we be taking notice of how many Irish-Americans purchased books upon her recommendation? (Just food for thought)
