Sponsored classic books—a win-win-win initiative.

"Wha-wha-what? I know it’s the end of the year and your attention is focused on other more better importanter stuff, but this story with marketing speak like that might slip by at Ad Age without being noticed. Too bad, because the idea from DailyLit to put ads in classic books is a perfect example of brands who can’t shake bad habits, habits disguised in new media channels. Basically, customers can read now read classic books for free with some of the titles getting ad sponsorship. Read the rest of the article for the full story but here are a few thoughts:

1) Read classics for free? Um, they can do that now—it’s called a library. But, for arguement’s sake, let’s just say people want it now, either via iPhone, PDF or Swi... Kindle. (And, btw, Dostoyevsky absolutely kicks ass on iPhone.) You have to download installments with chapter breaks without the title being available as a PDF either.

You wanna say that electronic reading is the future that replaces print, fine. I don’t agree, but for now, fine. One thing that can’t be replaced though is the desire to read something without interruption. A book allows you do this and to immerse yourself in a story at your own pace. Kinda hard to do though when you have to click for the next installment now or scroll down between countless section breaks with this version.

2) The real problem: Ads. It's one thing for Hallmark to sponsor a two-hour classic on TV. There, you at least have a connection with the heritage vibe that Hallmark gives off. But taking anyone who’ll sponsor a classic title feels wrong. The image above shows a John Kerry book with a jewelery brand, perfect example of what I mean about brands holding onto old practices.

Yes, sponsoring a downloadable classic may be a new media channel for someone to explore, but they didn’t even do anything with it. Same old thinking. They ran the typical ad and thought that just because people saw the logo and name, they’d made a connection. Need to do something that ties in with story and relate it to the product better than that. Otherwise, you might as well just run a Heinz Ketchup spot—at least it ties in with his wife and co-author Teresa.

Then you see comments like this from the brand: “But we're even happier with ... the good will of doing something right and having your name out there.”

I’m sorry, come again? Breaking up a classic book from a famous author in sections that you have to download each time, (or wait a day for), while looking at logo for an unrelated product is doing right again... exactly how?

3) Customer reviews. Okay, if I need to find a 24/7 wireless cafe in Manhattan, I check reviews on Yelp. But when someone in their parents’ basement starts critiquing Melville with four out of five stars, that’s just wrong.

I can see it now. Pay Per Review (PPR)—Review the Baird from the privacy of your living room—and get paid!