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Hughes and Hughes joins forces with the Irish Parent Magazine

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Article by The Bookseller © 19 September 2012.
Posted in Guest Blogs ().

Recently Hughes and Hughes Dundrum have begun to collaborate with Irish Parent Magazine to produce a regular book feature. It is always exciting to be to be involved with a new venture and especially so with this one.

The distribution range of IPM takes the magazine to all of the maternity hospitals as well as to Dundrum Shopping Centre, so the feature will give us extra exposure across the city. The publicity we get from The Hughes and Hughes Bookshelf should thus be of benefit for all of our Dublin stores.

The best part of this for the staff is that it gives us a licence to read even more books, in the interests of researching our selection (not that we need an excuse of course). The magazine editor, Rhona Healy gave me some suggested categories to work with but otherwise has given us a free hand with our selection. It is lovely to have her vote of confidence in our ability to make the best choices for the magazine readers.

Rhona has had a good response to our first feature and we have just finalised the details of the second one. I have been working on putting together what I hope IPM readers will find an interesting selection of books. It has been a team effort from the Dundrum guys to make our final choice in each category.

Each edition of the book feature will have six categories: Parents’ choice, Family Activity/ Guide, Cosy Bedtime Read, Kids’ Choice, Young Adult and a Book Club Selection. The book group suggestion will be based on our stores’ current book club choices, which are usually chosen by members’ vote. We felt that this was a more personal way of offering an idea.

Each edition, as part of the Bookshelf Hughes and Hughes will be offering a gift voucher to one lucky winner. It is surprisingly difficult to come up with just the right question to ask. First, I was worried about making it too tricky and then I felt that the question was going to be too easy to answer (insulting prospective customers not generally being a good idea). In the end, I followed advice that suggested that the answer really had to be blindingly obvious to anyone. This avoids the scenario where people might mean to look up the answer and then not get around to entering at all. It had to be a competition that people would simply do there and then with no fuss or bother. The deadline to the August/September competition is coming up and we are looking forward to announcing our first winner.

As a sneak preview of the October/November edition I will just accidentally let slip that, we will be featuring Louise Phillips’ debut thriller Red Ribbons as our Parents’ Choice. As many of you will know’ Louise recently launched her book in our St Stephen’s Green branch with great success. We can highly recommend this tense psychological crime drama, so maybe there will be mums and dads fighting over who will be first to read it!Look out for the next edition of Irish Parent Magazine, coming soon!

Christine Mills,
Hughes and Hughes, Dundrum


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