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Publishers often promote awareness and sales of particular titles by having authors read
at bookstores. Bookstore managers themselves often find that readings boost awareness and
sales of their titles and thus schedule authors to read at their stores. However, a
publisher trying to schedule bookstore readings should be aware of difficulties in doing
so.
First, most bookstores require that
you show them your author's new book. They want to know if the book will appeal to their
clientele; will sell enough copies to justify a reading; and is sufficiently compatible
with their values to merit their support. They generally prefer authors with attractive
books and a sizable local following. You will need to convince the bookstore this is the
case before it consents to have your author read there.
Second, bookstore managers and
publicity staff are frequently quite busy. They can be hard to reach and/or too busy to
promptly return phone calls. When seeking them, you will need to remain patient, polite,
and persistent. Do not give up easily, but do not browbeat or demand. Simply make
occasional calls until you are told if, and when, your author can read there. Once you do
contact the employee responsible for scheduling readings, be careful to choose a time
acceptable to you, your author, and the bookstore. Try to minimize conflicts with other
readings and major media events, and maximize coincidence with events related to the book
(e.g., if your author's book is about Halloween, try scheduling for a late October evening
just after the World Series but before the holiday; if your author's book is about
baseball, try a late March evening or several hours before a scheduled World Series night
game).
Third, you will likely have to work
at promoting the reading as much as, or more than, the store's publicity staff. Before the
reading you will often need to create, mail, and post dozens of flyers; contact
individuals you know who might wish to come to the reading; send announcements well in
advance of the reading to local arts and events calendars, both printed and electronic;
and try to get your author interviewed and reviewed in various local media. Expect
difficulty attracting an audience. In some towns, people rarely venture out for readings,
while in others six or more different readings on a given night may be common, diluting
your potential audience. These days, the arts marketplace is typically crowded. You will
need to work hard to ensure a decent-sized crowd attends. Make sure the bookstore manager
knows you will strive to achieve this goal. If you meet him or her in person, be sure to
bring along copies of your best flyers from previous readings, and offer to display them
for his or her review.
Fourth, be aware that a local
author reading alone often attracts small crowds. Having your author read with three or
four other compatible writers may help boost attendance. Make sure each reader reads at
least fifteen minutes, though, or the fans of each may not be interested enough to attend.
Fifth, if the reading will occur in
a small or poor venue, offer to bring bite-sized treats and/or flowers to enhance your
audience's experience there. Make each person who attends feel appreciated.
Sixth, consider finding unusual
venues at which your author can read. Galleries, cafes, museums, conferences, conventions,
classes, and private dinner functions can all provide excellent settings for author
readings. Think creatively! Especially consider museums with a built-in bookstore or a
conference at which books are sold. These could be great outlets for your publications and
wonderful places to read.
Above all, remember that you are
partnering with a publicity staff to promote the reading. Let them know what your
marketing plans include; offer to show them copies of your promotional material; ask them
for suggestions; and strive always to boost attendance at the reading, regardless of how
much help you get. At the reading thank your hosts for their hospitality and efforts, and
do not mention how hard you had to work to promote the reading. Your best "Thank
you" will be an enthusiastically applauding audience, busy cash registers, and future
invitations from management to have your authors read there.
Good luck! |