Book publishers are publishing more titles than ever – but selling fewer copies of each. They are trying to match the ever diverse and fickle passions of the consumer. This past year, according to Books In Print, over 412, 000 new books were published. To promote those books, publishers are:
* Experimenting with movie-like book trailers online.
* Sending more review copies to bloggers of influence, fewer to newspaper and magazine reviewers.
* Scheduling radio interviews by phone.
* Conducting satellite television tours rather than sending authors on long road tours.
* Seeking to package an author’s prior books with their new one.
* Encouraging authors to hire publicists to build their brand.
* Creating speaker bureaus for their authors.
* Making portions of books available as free downloads to entice readers.
As technology changes how we get our information and entertainment, it also changes how we promote them. But what hasn’t changed, in an ever-growing competitive media landscape, is the need to promote these information products. The economic downturn, though it is impacting the publishing world, may provide a good opportunity to those who choose to invest in publicizing their books. Because some are scaling back on the number of books they are promoting, it gives those that are promoting their books a chance at less competition and more visibility.
Consistent PR efforts and savvy marketing have always served a purpose, aside from generating immediate sales, which is to generate buzz for a brand, to create credibility for an author, and to advance a message. There is no question that if one doesn’t market their book it will severely hamper its ability to sell. Publishers and authors should heed one bit of advice: even during a period of economic slowdown, one fundamental hasn’t changed -- PR pays off.
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Posted By: Pam Perry
Monday, February 2nd 2009 at 1:27AM
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