What is Publicity and Why is it Important?
Publicity includes coverage in the mass media such as on television, radio, internet or newspapers in order to promote a book directly to consumers. It is best utilized in conjunction with marketing techniques and highly dependent on timing to ensure its effectiveness, such as a book launch, world event or book release. Publicity often includes literary reviews or features in state and national newspapers or trade publications. In order to secure features or reviews, the publisher prepares media releases, press kits, bound proofs and advance notices.
The Role of the Author
As the literary fiction industry sector currently experiences a move towards 'author as brand' there is a subsequent increase in author involvement in publicizing books through author tours, literary festivals and events, literary prizes, television coverage and radio appearances as part of the overall promotional package in selling a book. Therefore, the effectiveness of newspaper reviews is often questioned.
Consumer Expectations of Authors and the Rise of a Meet-the-Author Culture
With the rise in a meet-the-author culture, there has been a subsequent increase in demand by publishers for authors who express a willingness and ability to perform well in the public eye. For example, award-winning Australian author, Kate Grenville, recently participated in the 2011 Melbourne Writers Festival, which coincided with the release of her latest novel, Sarah Thornhill. Kate attended various sessions to speak on topics ranging from her reasons for writing her latest novel, her views on writing historical Australian pieces, to books of her childhood which inspired her to become an author. Inevitably, the rise of 'authors as brand' is helping to shape an author-celebrity culture, in which consumers anticipate their public appearances and active involvement in book promotion.
Literary Prizes and Their Significance
Winning literary prizes is also proving to be an influential publicity tool due to the significance of the awards themselves, and the associated publicity the awards attract. For example, in the five months prior to winning the most prestigious literary award, the Man Booker Prize in 2002, Yann Martel's, Life of Pi, had sold just over 6,000 copies in the UK. In one week after the announcement, another 7,150 copies were sold, followed by over 9,000 in the second week.
The Current Literary Landscape
Today, the crucial role of marketing and publicity in selling the book at each phase of the publication process is undeniable. The landscape of the book industry continues to experience significant change as a result of technological innovation, globalization and consumerism. A completely new market structure has emerged and there are ever-increasing channels through which a book can be sold, creating a fiercely competitive literary marketplace. Inevitably, industry leaders have been forced to consistently adopt new marketing and publicity techniques throughout the entire publication process to ensure that their books are differentiated not only amongst themselves, but other commodities. As industry leaders combine their cultural integrity with commercial intent, books, whose fate was once considered to be in the hands of 'reluctant capitalists,' are now undoubtedly in the hands of business savvy 'merchants of culture'.
Terri Russell - Career History I graduated with a Bachelor of Mass Communication specialising in Print Journalism and a minor in Modern Social History ...
