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There needs to be “open and honest communication” between writers and publishers regarding publicity demands, authors have told The Bookseller.
Some voiced the opinion that traditionally published writers should be given training in social media and networking, as direct communication between authors and readers continues to become an increasingly important part of the publicity campaign for a book.
Mark Edwards, who has previously self-published and had a deal with a traditional publisher before signing with Amazon Publishing’s Thomas & Mercer imprint, said his big mistake “after signing with a traditional publisher was taking my foot off the gas because I foolishly thought that the publisher would do more”. With Amazon Publishing, there was a “clear understanding from the start that, while it has the muscle of its database and website to sell books, it sees it as a partnership with the author”.
Edwards added: “The problem is that publishers put out so many books that it is impossible for them to give each one the attention the author thinks it merits. I think there needs to be honest and open communication between the author and publisher, so the author knows exactly what the publisher is going to do and what they can do to support the [publicity] campaign and find readers. Publishers should give their authors at least some basic training, to advise them on what they should be doing.”
Transworld director of media relations Alison Barrow said that for her, “constant contact, open discussions, honesty and realistic expectations are key”. She argued that authors have always been best placed to talk about their work, and “have always had the opportunity for vital involvement in the publicity for their books. It’s really nothing new, but the development of social media, blogging and author-owned websites now affords the opportunity for writers and readers to connect directly, and globally, at any time.”
The role of a publisher and publicist, she added, “is, as it has ever been, to guide, support and encourage”. Some writers are “absolutely brilliant” at interacting with readers, while others “benefit from some extra guidance—after all, their first skill is in writing a good book, so it’s a publicist’s job to work alongside them to get the best outcomes”.
One author, who declined to be named, said authors who are involved in the publicity for their books were effectively working on a self-publishing model. “You build up a relationship with readers and manage your own profile,” the writer said. “Maybe three-quarters of my events this year were ones I set up myself.”
With publicists having to work on multiple books at any one time, it is also up to authors to take advantage of the “long tail” of any publicity, as most publishers “aren’t geared to respond to that new model. They are geared to do one book and then move on to the next, just as they always have done.
“Smaller publishers such as Faber and Nosy Crow are better at supporting and helping authors use social media to get their message across to fans, but in the future all publishers need to think about how they can support authors in doing that,” the author said.
“You want to be seen to be involved and engaged and helping out, but the big unknown is the effect of that and how many books it sells,” they added.
Former Atlantic Books c.e.o. Toby Mundy, who has recently set up his own agency and consultancy, said big trade houses worked in a “conveyor belt” system where publicity for books was concentrated on a small pre-publication window, through publication, and then for a short period afterwards—unless the book became a bestseller.
“I think publishers are going to find it harder to adjust their model because the conveyor belt approach will be hard to change,” Mundy said. “I hope that big houses don’t cut their lists to the bone, but it means the author has a significant role to play [in publicising their book].”