Development of a single online channel for 4 publishing houses of the Azbuka-Atticus group Плиева Ольга
Task
Azbuka Atticus is a publishing house that includes Machaon, Inostranka, Kolibri and Azbuka A. Each publisher used to have their own website, but then the company decided to change their approach to the audience, to become closer to readers and create a single platform with a friendly interface. As a result, we combined four publishing houses in a single web space, creating a new media platform with books catalog instead of a newsfeed and features.
Ideas and solutions
Azbuka-Atticus's new website doesn’t put pressure on the reader. We have neither any red buttons that urge you to buy something nor flickering sales banners. A website of a publishing house is not an online store; it’s something between a library and a media portal. Even the main page looks like a lifestyle magazine. However, there is a difference: no ads, since the company doesn’t sell banners, special projects, and native advertising. The publishing house respects their readers and believes that they are capable of making the decision without any marketing catches. The goal of that platform is to show users a world of literature. When people have enough information about books, they will choose what to buy all by themselves. Since Azbuka-Attikus includes four separate publishing houses, we had to work with an enormous amount of books, biographies, and quotations. That’s why we decided to put a catalog with a system of tags Tags divide all the books by genre: fiction, fantasy, literature for children, etc, as well as by the author, translator, year of publication and book’s description. This distinguishes Azbuka-Atticus from other publishers: for the catalog, we used a more detailed and thoughtful navigation system than our competitors. While we were developing the catalog, we adapted to the patterns of readers’ behavior. We looked at how they use publisher’s websites, how they analyze books in the digital environment and how they classify them. The catalog adapts to the most common readers’ requests; tags sort books by criteria that are important to users. The catalog is convenient not only for readers but also for employees of the publishing house. We have simplified the process of adding publications: 1C works with sections by itself and puts all new books in the “new items" folder. The manager only needs to upload additional information such as the cover, quotes, and videos.
