Thorpe-Bowker: “A well-written book is no longer sufficient on its own”

In the lead-up to the 2026 Australian Book Industry Awards (ABIAs), Books+Publishing is inviting the event’s major sponsors to share little-known facts about their organisations, their top tips for booksellers and publishers, and their thoughts on the state of our industry. This week, Andrew Kovacs, product marketing manager at Thorpe-Bowker, writes on the ins and outs of discoverability in the current book industry landscape.

This segment is supported by the event sponsors. 

In today’s publishing landscape, it has never been easier to produce and release a book. Advances in digital tools, the rise of self-publishing platforms and global distribution networks have lowered traditional barriers to entry, enabling more voices than ever to reach the market. While this accessibility creates significant opportunity, it also brings a fundamental challenge: visibility.

Millions of titles are now published each year, and readers are faced with an overwhelming array of choices. As a result, discoverability has become one of the most critical factors in a book’s success. Authors and publishers must now compete not only on quality, but also on their ability to capture attention in a crowded and constantly evolving marketplace.

A well-written book is no longer sufficient on its own. Success depends on ensuring that the right readers can find the book at the right time, through the right channels. This is where strong metadata – combined with effective and innovative marketing strategies – becomes essential.

The importance of metadata

Discoverability begins with metadata. Simply put, readers cannot purchase what they cannot find. Accurate, comprehensive metadata ensures that books are properly catalogued, indexed and surfaced across booksellers, libraries, wholesalers and online platforms.

Metadata encompasses a wide range of information, including the book’s ISBN, title, author’s name, subject categories, keywords, pricing, format and descriptive copy. Each of these elements plays a role in helping retailers and discovery platforms match books with relevant search queries and recommendation algorithms.

The ISBN is particularly critical. It serves as a unique identifier for each format and edition of a publication, enabling efficient tracking, ordering, distribution and sales reporting across the global supply chain. Without an ISBN, a book cannot fully participate in the commercial ecosystem, limiting its reach and discoverability.

However, metadata is only as effective as its quality. Incomplete or inaccurate metadata can significantly reduce a book’s visibility, causing it to be overlooked in search results or misclassified in retail environments. Investing in robust, standardised metadata is therefore not optional – it is foundational.

That said, metadata alone is not enough. Even the most thoroughly described book can struggle to gain traction without a compelling marketing approach that actively engages readers.

Why marketing matters more than ever

In an increasingly competitive market, marketing plays a decisive role in connecting books with their audiences. It bridges the gap between books and readership, transforming awareness into interest and interest into action.

Effective marketing today goes far beyond traditional advertising. It involves storytelling, audience engagement and the creation of meaningful experiences that resonate with readers. It is about building anticipation, generating conversation and offering a glimpse into the value of a book before purchase.

Modern readers expect more than static descriptions – they want to explore, sample and interact. They want confidence in their purchasing decisions, particularly in a landscape where countless alternatives are just a click away. For authors and publishers, this means adopting tools and strategies that reduce friction, enhance engagement and create a seamless path from discovery to purchase.

Introducing Book2look: A smarter approach to book promotion

Book2look addresses these challenges by providing a dynamic, reader-centric approach to book marketing. Designed to enhance discoverability and engagement, it enables authors and publishers to showcase their titles through interactive, shareable “Biblets”.

A Biblet functions as a compact digital marketing hub – a single destination where readers can explore a book in depth. It brings together key promotional elements such as excerpts, cover images, author information, videos, audio clips, reviews and direct purchase links, all within a clean and accessible interface.

This integrated approach simplifies the reader journey. Instead of navigating multiple platforms to gather information, readers can discover, evaluate and purchase a book within a single, cohesive experience. For publishers, this means greater control over presentation and a more effective way to communicate a book’s value. 

Key benefits of Book2look

Convert interest into sales

Readers consistently indicate that the ability to preview a book is a key factor in their purchasing decisions. Book2look enables this try-before-you-buy experience by allowing readers to sample content directly within the Biblet. Integrated purchase links further streamline the process, enabling immediate action at the point of interest.

“Customers who view a preview Book2look Biblet on Bookshop.org are three times more likely to purchase.”
— Andy Hunter, CEO, Bookshop.org

Extend reach across channels

Book2look is designed for easy sharing. Biblets can be distributed across websites, email campaigns and social media platforms such as Facebook, Instagram and X. This flexibility allows publishers and authors to amplify reach, engage new audiences and encourage organic sharing.

Centralise marketing content

A Biblet consolidates all promotional assets into one place. Whether it is a book trailer, author interview, press coverage or reader review, everything can be presented in a unified and visually appealing format. This not only enhances the reader experience but also ensures consistency in messaging.

Enable data-driven decisions

The Book2look dashboard provides valuable insights into reader behaviour, including page views, engagement time and click-through rates. These analytics enable authors and publishers to evaluate performance, refine strategies and allocate resources more effectively.

Deliver proven impact

By combining discoverability, engagement and seamless purchasing, Book2look has demonstrated measurable success across a wide range of titles and markets. Its ability to integrate marketing and sales functions makes it a powerful resource in the modern publishing toolkit.

Practical steps to improve discoverability

For authors and publishers seeking to strengthen their discoverability and marketing effectiveness, several key principles should guide their approach:

• Assign an ISBN to every title to ensure proper identification and participation in global distribution networks
• Invest in complete and accurate metadata, including compelling descriptions, appropriate subject classifications, and up-to-date pricing and availability information
• Leverage interactive marketing tools, such as Book2look Biblets, to provide engaging previews and reduce barriers to purchase
• Adopt a multi-channel strategy, combining social media, email marketing and partnerships to maximise visibility
• Monitor performance and adapt, using analytics to understand what resonates with readers and continuously refine your approach.

These steps, when implemented consistently, create a strong foundation for long-term success. 

Stand out in a crowded market

In a market defined by abundance, discoverability is not a luxury – it is a necessity. Authors and publishers must take a proactive, strategic approach to ensure their books are not only available but also visible, engaging and accessible to the right audiences.

By combining high-quality metadata with innovative marketing tools, it is possible to cut through the noise and create meaningful connections with readers.

Book2look offers a practical and scalable solution to this challenge, helping transform visibility into engagement – and engagement into measurable sales.

Thorpe-Bowker: Your partner in publishing success

As the official Australian ISBN Agency, Thorpe-Bowker plays a vital role in supporting the publishing community. Beyond providing ISBNs, the agency offers a suite of tools designed to help authors and publishers succeed. Book2look is just one example of how Thorpe-Bowker is empowering publishers to thrive and position their books for success in the marketplace.

Visit: myidentifiers.com.au

The Australian Book Industry Awards are presented for achievements in bringing Australian books to readers. 

Books+Publishing is the Australian book industry’s number-one source for news, opinions, pre-publication reviews, jobs, and advertisements.

Category: ABIA sponsor spotlight