Sometimes it takes a while for an idea to settle into place and take hold. When we started producing book trailers no one knew what it was for. There wasn't a YouTube so it was harder to convince people that a book trailer could work. Now, book trailers are well established for many people. There are still a few who think it's a new idea, but that won't last long.
This blog is the perfect example of what a book trailer should do. Conspiracy Game, the book trailer, came out 2 years ago. At that time, this reader saw the video and picked up the book. She didn't get around to reading it right away. She loved the trailer. The point being that the trailer caused her to buy the book. Now, she has read the book and was so inspired that she blogged about it.
Two years and that book video is still getting hits. It still inspires people to find out more about the book and the author.
I think there will be residual marketing effect for online video that will allow us to monitor data over time, proving that, as long as the book is available, the video will be active promotion for it.
Let's see USA Today or NY Times do that.