The JUNE IPNE MEETING
 

  
  HADLEY--The June 17 meeting of IPNE in Hadley, MA, featured three expert speakers on book publicity representing the three different perspectives of a bookstore owner and manager, a professional book publicist, and a niche publisher. Here is a sampling of what we heard.

Nat Herold of Amherst Books (www.amherstbooks.com/) noted that small publishers and self-publishers have a better chance now of getting into bookstores than at any time in the past. He gave the following suggestions, among others:

1) Develop an active web site for your book. Link to bookstores where your books are carried, but if you want stores to carry your books, don't put Amazon on your web site (online sales to chains hurt independent bookstores).

2) Develop proposals and pr for book events, such as readings with two or more participants, especially local authors.

3) Do not send books or proposals or goody boxes unsolicited.

4) Do not email bookstores. If you do, make it personal, and have a link to your web site and/or BookSense. Do not send an email with a link to Amazon or BN.

5) Target! Bookstores, especially independents, specialize. Go to bookstores to study their offerings. (Where is a really appropriate bookstore for your book?)

6) Call the bookstore manager for an event. Take initiative to make the event attractive for the store. For example, ask if the bookstore will host an event if the book/author receives review attention in the local paper. Then follow up with the press.

7) Book reviews in the local paper and on NPR are far more influential with bookstores (and far less expensive) than ads. Word of mouth is the best seller of all.

8) Have sales representation and/or a legible professional-looking catalog for your books (and include your backlist).

9) Work directly with the independent bookstore rather than through a wholesaler or distributor. Give the bookstore a 40% discount (the industry standard). Consolidate orders and give free shipping to the store.

10) POD printing is not a barrier to getting bookstore events or being carried in bookstores, but e-books and audiobooks usually are.

Deidre Randall of Blueline Publicity, Inc. (www.deidrerandall.com) shared her tip sheet and newsletter, "14 Secrets for Successful Small Press Book Sales," and "After the Writing, What's Next?: The Steps of Publication," which includes advice on key issues in book marketing. These handouts will be available on her new website at www.bluelinepublicity.com. She also shared an assortment of promotional products and ideas for postcards, bookmarks, and brochures. Some of Deidre's suggestions:

1) Plan your timing so that books are available at your promotional events. (The street date for a book is 3 to 6 months later than the bound book date).

2) ARCs (advance review copies) are important, but otherwise don't give away a lot of free books. Include quotes from prominent readers of your manuscript on a special cover for your ARCs.

3) Have the following five components of your book evaluated by experts before you go to press: your title, cover, price, endorsements, and interior design.

4) Have postcards or bookmarks made to give to bookstores with space for them to advertise your book event.

5) Have an online press kit. Follow up with the press, because it's about relationships.

6) A publicist will set up distribution for you and help you plan events with direct sales at stores, workshops, libraries, radio, and television.

Pam Fenner of Michaelmas Press (pam@michaelmaspress.com), a member of the IPNE Board of Directors, gave a presentation on Rudolf Steiner and the Waldorf Schools, her market as a niche educational publisher. She explained her history of involvement with Waldorf, how she became a publisher, her strategies for reaching her market, her success over the years, her publicity efforts, her collaboration with a publisher of educational games, and her plans for broadening her market base. She also shared many examples and samples of her products, promotional pieces, marketing tools, and peripherals.

Eighteen people attended the June 17 meeting, which included an exhibit of members' products and opportunities for networking among the publishers and service providers who came to the meeting. IPNE welcomes our newest members, Donna Wong of the Consumer Law Center of Boston, MA, and JoAnn Pellecchia of Diversified A+ Publications, Inc. of Winchendon, MA.

The next meeting of IPNE will be held in conjunction with the New England Booksellers Association show, September 15-17. Details will be announced.