One of the most useful assets to anyone trying to achieve publicity for a new book is a string of contacts who can review or feature it in the media. Authors are fortunate in that most newspapers and broadcast media have feature slots devoted to covering books – no other industry can rely on guaranteed space/coverage. What is more, the potential of both author and book can tickle the fancy of features editors as well as stimulate a story on the news pages – there are lots of opportunities for coverage. You may even become the subject of an in-house battle over space: different section editors like theirs to be the most popular.
The link between coverage in the media and boosted demand for the book is clearly established. Having said that, bear in mind that there are also lots of different publishers competing for this space, with so many new titles coming out every year. A publishing house will probably have access to one of the databases that keeps track of who is the relevant correspondent for each publication/programme. This is a very workable system and, with luck, a press release sent to the right person will result in coverage. If you are doing it yourself, you will need to be resourceful about finding out names and resolute in following them up. Here is some basic advice on putting together a list of contacts.
1. Never assume interest from anyone, even if it’s someone you have known since you were four years old. All contacts have to be worked at. Internal politics can ruin your chances – someone higher up the ladder may hate you; they may be jealous or consider you an upstart; lots of authors review books and you may have commented negatively on their cousin’s book and have thus generated ever-lasting dislike – writers can have very long memories. Even if your book is topical and newsworthy, external forces can drive you off the page; war may break out; a key figure die (think of the luckless authors launching new books in the week after Princess Diana died).
2. Think about who might review your book. The first names on your list will be easy (those you read yourself), but a great way to start building up a media contacts list is by reading and watching other media, in particular those you wouldn’t usually see. Media reading is a habit. We tend to read the papers we agree with, and as they confirm our prejudices, we can maintain a cosy idea that the world thinks as we do. Tabloid newspapers are easier to read (and often better written) than the quality papers (what used to be called the broadsheets), yet if you compare the readership figures you will see that the papers’ circulations are hugely different, with many more reading the tabloids. Ironically, tabloid readers account for a greater proportion of book buyers than readers of any other newspaper (because the circulation figure is so much higher, the percentage of regular book-buyers is correspondingly larger).2 Look out for the names of relevant correspondents and in particular for ‘reader offers’ – the kind where the journal provides editorial coverage of a product and readers can write in for a free sample/copy. Most magazines will be happy to arrange such a deal, because it boosts reader loyalty, and the author benefits from endorsement because an editorial mention is far more influential than advertising copy (and also far cheaper).
3. Don’t forget the local media. Even if you never read the local press, don’t assume everyone else feels the same. Local radio stations and papers offer lots of opportunities for coverage of a local story. Crucially, they also offer practice in handling the media – for when you become a national celebrity! The approach taken is often much gentler than on the nationals, with the interviewer seeking to coax an interesting discussion rather than ask questions you don’t want to answer. What is more, many local radio stations are happy to run a short competition at the end of a feature, with listeners asked to phone in with the answers. This can substantially extend the coverage of your product, and consequently its memorability and eventual sale. Don’t think local just means where you live. You may attract coverage where you grew up, used to live, or now work. Most local papers love a ‘local boy/girl made good’ story.
How long should your list of contacts be? Don’t worry if it is long – but don’t send a free copy to everyone; if you do so you may erode the basic market of the book. Instead, circulate a press release with information on the book offering a free (‘review’) copy for those who offer to feature it. The more expensive the title, the more limited will be the review list, but journals may still announce publication even if they do not provide a detailed review.
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