7 Industry Experts Discuss Book Marketing and Promotion

Scratch Q3 2014

The Summer 2014 issue of Scratch (my magazine for writers) is now available. Inside, you’ll find a roundtable I hosted on book marketing and promotion, with an all-star lineup of industry folks with a wide range of experiences and viewpoints.

Here’s a little snippet, featuring Rachel Fershleiser of Tumblr, talking about the author’s role in the marketing process:

With the number of books in the marketplace, it’s going to take all of us. It’s going to take the marketing and publicity department at your publisher, your agent, your best friend, your local bookstore, librarians who love your work. It’s going to take every single person invested in your work, working together. So the author is a piece of it.

There’s this sense that this is something new, that we’re asking authors to build their own platform, and they didn’t have to before. In my experience, it’s really that you didn’t use to have the opportunity to build your own platform. So if you wanted to sell a nonfiction book, you had to already be a professor at Harvard or have a show on CNN. Or you had to have an Iowa MFA or know Lorrie Moore.

So we’re not saying you have to do something you didn’t have to do before. We’re saying you used to have to have one of six kinds of traditional platform. Now you have the opportunity to make one no matter who you are and where you are. So it’s more open, not less. 

In addition to Fershleiser, the roundtable features branding expert Cindy Ratzlaff; Tim Grahl, author of Your First 1,000 Copies; longtime marketer and publicist Claire McKinney; Kathleen Schmidt, director of publicity for Weinstein Books; Maris Kreizman of Kickstarter; and Dana Kaye of Kaye Publicity.

Go read the roundtable for free. (Registration is required.)

Also free in this issue:

Subscribers get access to the full issue, including my Contracts 101 piece on non-compete and option clauses, and my report on The Secret Life of Romance Writers.

Subscribe now!

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Posted in Marketing & Promotion.

Jane Friedman (@JaneFriedman) has 20 years of experience in the publishing industry, with expertise in digital media strategy for authors and publishers. She is the publisher of The Hot Sheet, the essential newsletter on the publishing industry for authors, and was named Publishing Commentator of the Year by Digital Book World in 2019.

In addition to being a columnist for Publishers Weekly, Jane is a professor with The Great Courses, which released her 24-lecture series, How to Publish Your Book. Her book for creative writers, The Business of Being a Writer (University of Chicago Press), received a starred review from Library Journal.

Jane speaks regularly at conferences and industry events such as BookExpo America, Digital Book World, and the AWP Conference, and has served on panels with the National Endowment for the Arts and the Creative Work Fund. Find out more.

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