To Market, To Market ...

A few bits of interesting news via Publisher's Lunch and Publishers' Marketplace daily deals.

Laura Bradford, Bradford Literary agency made a romance deal with Cindy Hwang at Berkley. In case you are not familiar with the agency, check it out (Link to the right). She reps romance of a wide variety.

More news on the agency musical chairs front via Publisher's Lunch:

Jenny Rappaport has separated with her prior partner, Lori Perkins, to start her own literary agency, The Rappaport Agency. She'll specialize in: science fiction and fantasy, YA and romance. The link to the agency site is at right, and check out Jenny's blog to get to know her.

Meanwhile at Lori's establishment, the L. Perkins Agency, they will continue to focus on erotica and chick lit, horror and pop culture, and employee Marsha Philitas has been promoted to Senior Literary Agency. (Lori's Blogger profile link is at right.) You've probably heard of or seen her blog, Agent In The Middle. Check it out!

I'm going to harp for a bit on Publicity/Marketing/Author Promo. It's my blog and its my soapbox, so there.

I've recently seen some discussions on some author loops regarding the RWA "recognition" of publishers, and the RWA imposed standard for an author to achieve PAN status, which is a $1,000 advance or earning of royalties. Debate ensued about the pros and cons of traditional publishers versus E-publishers vis a vis how much money you get from either.

What was missing from the discussion was the acknowledgement that it is going to be the author's job to promote and market her own book. Regardless of publisher, unless you are one of those bestselling types, you're pretty much on your own. In addition to the quality of the book, any title is going to move based on the author's willingness to push/promote/announce it. Don't know much about marketing, beyond post cards and bookmarks, freebie pen giveaways and book trailers?

My one word of advice: LEARN.

The voracious reading public can't buy something they don't know exists.

Make sure you know how a good website works (pretty is not all you need). Make sure you know about compiling a list of contacts. Make sure you're reaching out not just to WRITER communities, but to READING communities. Announcing your book to everyone in RWA is nice, but those folks are busy writing and they'll cheer you on, but you want readers who are going to buy this book, and the next, and the next, .... and so one.

So take some time from your writing life and dedicate it to the art of marketing:

Here are a couple of titles to help:

PUBLICIZE YOUR BOOK: An Insider's Guide to Getting Your Book the Attention It Deserves by Jacqueline Deval

HOW TO SAY IT: Marketing with New Media by Lena Claxton and Alison Woo (while this book addresses small businesses of all sorts, they specifically state that writers are one of the top types of "small businesses", according to the IRS. So with some focus you can fine-tune the techniques to apply to your writing career.

More on this tomorrow, from the chilly Big Apple.

TGIF - and a little something for the weekend

Lots to get into today (I missed 2 days because of layoffs that were announced out of the blue at my office, and it threw me off my game for a bit):

November 10 Publisher's Weekly:

Scholastic bought out 110 employees who took early retirement, but a small number of employees got laid off.

A very informative article, "Digital Pulse 2008" additionally polled various publishing houses about their thoughts, operations and expectation as far as digital is concerned:

Random House - "Digital and online afford publishers the opportunity to connect more effectively with consumers and, ultimately, to make more and more interesting products." And as far as the future is concerned: "People will read a lot more on devices."

Penguin: "We are still seeing e-books as a rapidly growing area, and the downloadable audio market will continue to open up further in 2009 as new customers recognize its value and potential. Penguin Groups USA's net e-book sales are up 500% over 2007 and we expect e-books to continue to sell strongly." [MY COMMENT - 500% - HOLY COW!]

Houghton Mifflin/Harcourt: "There is no doubt that this is a business that's very quickly arriving." and what might be expected in the next few years: "To put a line in the sand, and just speaking for Houghton Mifflin Harcourt, I think that over the next two to five years, e-books can come up to 4% or 5% of our total business."

Kensington: "We are looking forward to a time when all of the accounts will accept just the ePub format. We've focused on rmoance and women's fiction titles, as well as gay and lesbian and mystery titles; we're looking forward to braodening our offerings. I think it's safe to say that as we make more new release titles available...the business will probablyd ouble each year for several years."

Macmillan: "We're going to see e-books not just be a sideline. W e'll see more simultaneous publications, more formats..."

Hachette Book Group: "...looking forward to e-ink devices with color screens. W e're excited about the new Sony device", and "Mobile phone distribution: We have worked with Mobipocket for several years, and now with Fictionwise and eReader on iPhone." And they expect in the next five years: "..more interactive types of content."

Under the Reviews, THE TEMPTATION OF THE NIGHT JASMINE by Lauren Willig (Dutton) in her Pink Carnation series gets a lovely review "...another sultry spy tale" and "The author's conflaction of historical fact, quirky observations and nicely rendered rmoances result in an elegant and grandly entertaining book."

Jacqueline Frank's new series debut of the Shadowdwellers , Ecstacy (Zebra)gets a nice nod "This romantic and strongly sexual story between complicated characters is made even richer by an intriguing secondary cast and efficient world building that's familiar without being lazy."

Julia Harper's "hilarious follow-up to 2008's Hot", For the Love of Pete (Grand Central) is reviewed too.

And there are a wealth of non-fiction titles spotlighted in Reviews that may be of interest to authors:

One Big Happy Family: 18 Writers Talk About Polyamory, Open Adoption, Mixed Marriage, Hosuehusbands, Single Motherhood, and Other Realities of Truly Modern Love" (edited by Rebecca Walker, Riverhead Publising, Feb. 09), including essays by authors like Dan Savage, and ZZ Packer.

For history buffs, Mistress of the Monarchy: The Life of Katherine Swynford, Duchess of Lancaster by the inimitable Alison Weir (Ballantine, Jan. 27, 09)

More history: Banquet at Delmonico's: Great Minds, the Gilded Age, and the Triumph of Evolution in America by Barry Werth (Random; Jan. 6, 09)

And for the gruesomely inclined and mystery/crime writers: Mop Men: Inside the World of Crime Scene Cleaners by ALan Emmins (St. Martin's Dunne, Jan. '09)

Back to my insistence on how important keeping up with the business is, there is a free daily PW newsletter, PW Daily (I'm having trouble finding a working link, but I'm on it for you guys!)

Another source of the business of books: Library Journal, recommended by Jacqueline Deval, author of Publicize Your Book! AN Insider's Guide to Getting Your Book the Attention It Deserves (a marvelous guide, filled with massive amounts of terrific information for handling publicity, whether you've got $1,000 or less to spend, or $10,000 or more). See the link at right to access LJ.

And at Author Buzz you'll find a marketing service if you have the means to utilize their services. Here's from their Publishers Lunch ad: "For less than $1,000 AuthorBuzz.com reaches 370,000 readers, 5000 booksellers, and 12,000 librarians. Fr incrementally more add leaders and readers of more than 15,000 bookclubs." They get a rave from Carla Neggers, "Dollar for dollar this is the best marketing tool I've ever used."

OK, folks, I'm going to make this short after all. I'm going to a book launch party for a fellow author - just another way to get out the word about your book! (Pardon the typos and hope you enjoy the intel!)

11/11/08: Gird Your Loins, Ladies & Gents - Tough Times Ahead

The word has hit the street. Tough economic times have the publishing industry cringing as they await the holiday season. In USA Today they quote an internal B&N memo by chairman Len Riggio that says the chain is expecting "a terrible holiday season" and "never in all my years as a bookseller have I seen a retail climate as poor as the one we are in.". Publisher's Lunch newsletter, quotes USA Today, says there's more "competition for attention and dollars".
Literary agent Richard Pine says (according to USA) that B&N is limiting its orders "on titles other than the big, sure-thing best sellers".

HarperCollins "reported that fiscal first-quarter operating income had slid to $3 million from $36 million a yer earlier,"

Today reports the grim news that layoffs have already begun. Doubleday made a 10% cut in staff (16 employees) and Rodale a 7% cut (14 employees).

This news comes on the heels of the earlier rumor that Borders was looking for a buyer, and then (as reported last week) informing their distributor that they'd be witholding payment for a certain period of time. Competition from online booksellers and the other discount outlet stores are putting Borders in the hot seat, as the industry watches nervously to see what becomes of the giant.

Beyond the hope of holiday sales, the future looks even grimmer. According to The New York Times, Jamie Raab, Grand Central publisher says, "You know to a certain extent people will be in the stores during the holidays. What will happen once there is no reason to be in the stores?" Although she adds that "A book is still this incredibly lovely, respectable gift, and a lot cheaper than other luxury items".

Times further reports that "royalty advances for so-called midlist authors could come under pressure." and that Christy Fletcher, Manhattan literary agent says "Something may sell for $50,000 that would have sold for $100,000 a year ago."

Others in the industry are taking a more optimistic outlook, however, such as BookReport.com's Carol Fitzgerald, who told USA TODAY: "Books could be one of the few categories that could be even, and even is the new up." And the NY Times pointed out that books can provide an escape from financial misery." And quote Larry Weissman, literary agent, as saying "I think there is a yearning for authenticity out there, and peolpe are going to go back to the things that really matter, and one of those things, I hope, will be reading books."

SO, folks, all we can do is fasten our seatbelts and prepare for the bumpy ride. You can help yourselves survive and with luck thrive, in this recession, however, by making certain that you are taking advantage of your platform, and your business savvy. When publishing budgets tighten, so will marketing budgets. Be prepared to be your own sales agent and learn all you can about the advantageous ways you can promote yourself and your book.

Investigate on-line marketing and a web presence. Some possible sources to help you are GET KNOWN BEFORE THE BOOK DEAL by Christina Katz, and her site (see it at right). Penny Sansevieri of Author Marketing Experts, Inc. has several titles FROM BOOK TO BESTSELLER: AN INSIDER'S GUIDE TO PUBLICIZING AND MARKETING YOUR BOOK! and RED HOT INTERNET PUBLICITY. Her site is listed on the right as well. I've heard the lady talk and she is excellent.

Besides optimizing your platform and learning how you can market yourself, the last best piece of advice is: Write the absolute best book you can.

Then strap on that kevlar, heft that shield, load that six-gun - and prepare to brazen out these tough times until Happier Days are Here Again!

Good night and (as Edward R. Murrow said) Good Luck!