Cover image for The complete guide to book marketing
The complete guide to book marketing
Cole, David, 1945-
Personal Author:
Publication Information:
New York : Allworth Press, [1999]

Physical Description:
xvii, 267 pages ; 23 cm
Format :


Call Number
Material Type
Home Location
Central Library Z278 .C62 1999 Adult Non-Fiction Non-Fiction Area

On Order



This guide to all aspects of book marketing emphasizes practical strategies for reaching the largest possible markets and shows publishers how to create cost-effective programmes suitable to their individual titles. Chapters cover: building a publishing identity; knowing your audience and cultivating feedback from them; creating an attractive book package; distributor partnerships; marketing to libraries; selling on the Internet and other non-bookstore sales; developing a strong public relations strategy; and implementing an effective publicity campaign. An appendix provides a marketing timeline and checklist, a list of helpful organizations and useful tools of the book trade, plus sample press releases, direct mail letters and pitch letters.

Author Notes

David Cole is a marketing consultant and writer with twenty-five years of experience in the publishing business. The principal of Cole Associates in Berkeley, CA, he is a frequent speaker at book publishing workshops and has taught writing, literature, and book marketing on the college level.

Table of Contents

Acknowledgmentsp. xi
Introduction: Marketing is Everything--Everything is Marketingp. xiii
Informed Strategies
Publishers and Authors Working Together
1. Book Marketing Boot Campp. 1
The Difference Between Sales and Marketing
Maximizing Revenues
Making Your Efforts Cost-Effective
Calculating the Financial Parameters
A Model Profitability Analysis
How Much Should You Spend?
Put Your Marketing Plan on Paper
Start Marketing Now
Marketing Timeline
2. Fundamental Strategies for Your Book, List, and Companyp. 19
Create a Package That Attracts Buyers
Know the Competition
Publish for the Frontlist and the Backlist
Advertise Only When Appropriate
Build and Market a Publishing Identity
Brand Your Company, Imprint, or Series
Partner with Nonpublishing Organizations
3. Marketing and Sales in the Book Tradep. 39
Trade Distribution
Helping the Stores Sell Your Books
BookExpo America and the Regional Trade Shows
The Independents, the Chains, and the Net
Foreign Trade Sales
4. The Library Market and How to Reach Itp. 63
Make Your Books Librarian-Friendly
Keeping Libraries Informed
The Vital Importance of Reviews
Other Influences on Library Buying Decisions
Library Distributors
Library Wholesalers
Library Meetings
Direct Mail
Author Appearances
5. Selling Directp. 79
Reader Response Cards
Back-of-Book Catalogs
Back-of-Room Sales
Book Fairs, Trade Shows, and Conventions
Direct Mail
The Internet
6. Building a Direct-Mail Programp. 91
It's All in the Numbers
The Joy of Testing
Renting and Cultivating Lists
Make the Best Offer You Can
Make Your Offer Timely
Sell the Benefits
Make It Easy to Order
Offer the Best Guarantee You Can
Choosing the Right Package
7. Marketing and Sales on the Internetp. 115
Working with Online Retailers
Creating Your Own Web Site
Marketing with an E-mail Newsletter
Specialized Booksites
Internet Publicity
8. Selling Beyond the Bookstorep. 131
Non-book Retailers
Tracking Down Distributors, Wholesalers, and Retailers
Building a Market through Association Sales
Recognizing Opportunities for Premium Sales
Mail-Order and Online Catalogs
Tapping the Market for Supplemental Texts
9. Subsidiary Rightsp. 153
Serial Rights
Paperback Rights
Foreign Rights
Book Clubs
Audio Rights
Film and Dramatic Rights
Electronic Rights
10. Book Publicity Basicsp. 179
Word-of-Mouth Magic
Secondary Uses for Your Publicity
Targeting the Media
Researching the Right Media for Your Book
The Complementary Roles of Print and Electronic Media
Creating and Nurturing Your Media List
How to Adjust the Scope of Your Campaign
11. Creating an Effective PR Campaignp. 203
Choosing Your Pitch--Selling the Story versus Selling the Book
Timing Your Pitch
The Phone Pitch
Hiring a Publicist
Working with a Media Coach
Tips to Authors for Effective Bookstore Appearances
Beyond the Author Reading--Customizing Events that Grow from Your Title
Public Relations Resources
12. Spectacular Marketing Copyp. 221
Eight Rules for Effective Copy
Creating an Effective Press Kit
Sample Press Kit Elements
Concluding Thoughtsp. 245
Resourcesp. 249
Indexp. 259

Google Preview