When I was at the Malice Domestic conference last weekend, I had a chance to talk with an author who currently has a successful series with a major publisher.
When I was introduced to her, I immediately remembered a review I’d read about her last book in the series on one of the major book blogs.
“Oh, fantastic review on _____,” I said. (I don’t want to make it too clear which author this is, although I don’t think she’ll find out…and you’ll see why in a second.)
“Where?” she asked. She looked completely baffled.
“On ______,” I repeated.
“Is that a newspaper?”
I’m afraid at this point that my mouth may have gaped open and my eyes bugged out. Really?
“Um, well…no, but it’s a major book reviewing site online.”
There was some lost interest. I decided to change the subject since we’re locked into this conversation with each other.
“So, you’ve been doing really well,” I said mildly. That was an understatement.
“Yes, I decided to go on a 10-state tour of bookstores. I meet the staff, sign stock, get to know bookstore staff pretty well. Then I call on them when another book is released.”
Well, this completely blew me away. She’s young and has a family. And—traveling is expensive. And bookstore staff turns over pretty quickly. And…
But it was working for her. She was really successful with it.
I have to wonder, though, how long that approach will work so well.
And…why not at least monitor the online world a little? How many more sales would you get? How much more exposure? And for just a fraction of the cost of getting hotel rooms and putting miles on your car.
How long is there going to be print reviewing?
How long before books go digital and there are no “stock signings” as a promo option?
How long before you do need to go courting and visit book bloggers, and spend time on Facebook and Twitter? How much catching up will you need to do?
When I hear stories like hers, I feel a real mixture of feelings. Some guilt, definitely, at choosing not to do the same thing. But also a sense of wonder at her completely ignoring such a vital component of book promotion.
What do you think (and I realize I’ve got a biased group here since we’re all online and networking)? How long will the old-fashioned book tour last and be successful? Do you think there’s an argument for doing a personal-appearance tour as opposed to a virtual one?
I think it will remain for really big authors. Stars do sell.
Right now, authors need big publishers because of distribution, but when the world goes digital, that won’t matter. The only way big publishers will stay on top is if they can turn writers into stars.
For the midlist, we’ll have to do it for ourselves. Appearances, maybe not booksignings, but speaking engagements at schools and libraries and events, will still be a big tool.
But online is the biggest leverage we have. It doesn’t take money or influence. It takes talent and persistence.
I guess it is a matter of whatever works for you. There was a comparison recently of musicians and one was getting almost no online sales of digital music while others were getting millions. That said, the one getting no online sales was massively famous and selling really well.
I don’t know that many writers whose publishers will foot for that kind of tour; and who has the time and money? I guess the answer is authors who are doing well enough to have the luxury of ignoring the online world.
Then again, JK Rowling seems to know plenty about her online presence. That’s very…20th century? Maybe even 19th!
I’m in India, so of course it is a whole different story. But even here, times are changing.
There are those few authors who are big enough for publishers to take charge of their publicity, but if people choose to spend them own money on marketing, they spend it on PR in print/ electronic media, rather than on book tours and book stores.
The smart ones, are embracing social networking.
I think “in person” book tours are still in, but I don’t think one should dismiss the online opportunity, because online is the reality. I don’t see it disappearing anytime soon. It is a way to reach many more people.
Elizabeth – No doubt about it, times are, indeed, changing. I think that, for “superstar authors,” those book tours and so on will still happen, because publishers know that those books will sell. For most other authors? I’m not so sure. I’m also thinking of where most people get their book information. When people find out I write, most of them ask if my stuff’s available on Amazon. When people I know want to buy books, they go online. Or, they go into their local store for a book they’ve seen online. So if authors and publishers want to target readers, online is where they’ll be, many of them. I think that multi-city tours, lots of bookstore time, etc., isn’t going to be as productive in terms of publisher profit as it was.
A thought-provoking question, to be sure. Different people “respond” to different modes of promotion/publicity, so I think, right now, there is some merit in doing both online and virtual tours. In my case, I completed a month-long blog tour last month, and now I’ll be doing a series of in-person events (if it’s Thursday, I must be at the Reston Barnes & Noble!). Doing online stuff is definitely cheaper and easier, tho!
I drove from Orlando to Tampa to see Suzanne Brockmann. I made two trips downtown to see Michael Connelly. And at conference book signings, people come to meet authors. I can’t say anyone would come to see me, but that personal, face-to-face meet is special.
Heck, the lady who was measuring our windows for blinds yesterday spent about 15 minutes simply asking about how I wrote my books (and she bought one).
Elizabeth, I think you’re right. Authors need to go to where the majority of people are congregating, and that’s online. The marketing department at my publishing house sponsored a bookstore signing tour for three of their big authors last fall and had poor turnout. While we still need to pay attention to traditional marketing, we must also switch gears and move ahead with the future. It’s only going to help. So why wouldn’t we?
In an ideal world, I guess both would be preferable.
Karen
Hi Elizabeth,
I do hope the book tour will continue, even with the current electronic book hype (to me, it’s hype. I don’t deny it’s presence, but I don’t have to love it). It is rather odd that she would not be aware of her online presence. I would think that would be as important (if not more) than the places she was going directly. A lot of readers aren’t able to go to book signings (moi being one of them) and keep up with their favorite authors via blogs, online reviews, etc.
Very interesting post.
I hope all is well,
Jen
Just stopped by to add, there is something for you on my blog.
As for me, I’m really hoping my online efforts will be my strong suit, as extensive travel doesn’t sound like fun.
I’m with you here. You have currently around 340 readers of your site that all know your next book will be out soon. I bet they’ll be like me and buy your next book too. When they review your book on their sites, you’ll get more readers. That author may mock your approach but in the long run, if people don’t change with the times, they get left behind.
CD
K. A.–I think you’re right. And publishers will help fund parts of these authors’ book tours. Wish the money was spent elsewhere, though.
Rowling seems to either have someone keeping an eye on it for her or else she’s doing a good job of monitoring it all. I know she jumped right in when people kept stealing her Twitter identity.
Rayna–Authors are still really reaching out to print reviewers…and I really can’t see it. Readership is down so far. As much as I love the newspaper, I think we can reach a much broader audience online.
The Daring Novelist–I completely agree–I think Ebooks are going to prove to be the big equalizer. And online is the savvy way for midlist to promote.
Cassandra–Good point. And if, say, it’s a book by Lady Gaga or someone like that–yeah, she probably doesn’t have to worry about her online reviews…or, really, her in-person appearances. She’s going to sell books! It’s us mid-list folks who have to think ahead.
Journaling Woman–And I’ve sold books in countries that I could never afford to visit personally. You’re right–it does broaden our reader base.
Margot–People are doing more and more of their shopping online. It’s just true, as much as it’s upsetting sometimes. I’m thinking the publisher helped *some* with this woman’s tour, but I think most of the costs she ended up absorbing…or writing off on her taxes, I guess. It must have cost a mint. Then you have meals, too! Ack.
Rayna–Thanks so much!
Alex–Let’s just keep our fingers crossed, Alex. That’s my plan, too. And we can always have a more concrete presence in bookstores in libraries–via postcard mailings.
Any author ignoring the digital world does so at his/her own peril these days. This is especially true if she/he is aiming at a younger demographic, a demographic that expects a decent online presence as a minimum. An with growing trend og e-books, online will become increasing important. Am I going to have an author sign my Kindle? I could, but it would soon end up looking like a guitar at the Hard Rock. Most people don’t want that. Plus, as the ebook format/hardware matures, online tours,interviews and blogs will be a great way for direct,instantaneous marketing. I’ll read the content and immediately download the book. No waiting for the mailcarrier or trip to the store and an end to “I read/heard/saw this interview with this author about a great book, but now I can’t remember her name.”
Isn’t the whole point of a tour to sell books and to sell books you need as great an exposure as possible? I don’t think it’s possible to beat the internet for this. One review of some of the giant sites and literally thousands of people will read it. Wow. That’s terrifying. On the other hand, face to face contact leaves a more lasting impression – for people (unlike myself) who remember faces and names.
For someone who promotes entirely online, this was very interesting. What I wouldn’t give to be able to go on some sort of self promoting tour! This person must be very talented, or very lucky. molly
Book signings will be around for as long as there are places like B&N.
The “stars” will make it there and on tv. But more people are using the net because you can get more varied views of the material.
To not keep up with technology is not very bright. Why reach only thousands when you can reach millions?
Mary
Giggles and Guns
I agree with K.A.Laity. I would only travel to places where I’d developed a followership already. Otherwise, I’ll “travel” online. I think you could spend a lot of money and time standing alone at B&N hoping someone will come over and speak to you, let alone buy your book.
http://www.AnyShinyThing.com
I used to do a lot more physical appearances, but they just don’t seem to pan out anymore. Glad it’s working for her, but that’s weird not to be online.
Alan–You’ve got it covered from both angles! Yes, online is cheap and easy..and *does* seem to work, but you’re right…maybe, at least temporarily, we should try doing both.
Clarissa–She seemed as surprised by me as I was by her! That may mean that we just run in totally different circles–she’s hanging with the top-ranking authors who do a lot of personal appearances and I hang with the midlisters who do a mix or do a lot more online. I really do think that eventually we’ll all be doing online promo…I’d just hate to be the one playing catch-up and trying to figure out all the social media at once.
Ike–Now that’s a good point. I think this woman’s target demographic is older. *She’s* not older, but her readers are. And that does make a difference. But you’re so right==for younger readers, it’s the immediacy of it all. My son hears new music on YouTube, then downloads it right then to his Ipod. That type of thing is going to be the way it works in the future, I think.
Terry–I think it’s definitely fun to see favorite authors in person…but…I don’t know. On midlist, I think less-expensive is just better. Or am I really cheap? :)
Jody–I’ve seen the same thing. With all the money spent on tours–I just wonder about how it pans out. Clearly it makes sense if you’re a Nicholas Sparks someone like that–you’ll sell a ton of books at each store. But someone like me? I just don’t see it.
Karen–and then you’d have all the bases covered. Definitely ideal.
Molly–I think she’s definitely talented. And maybe she just has a lot of money, even *aside* from the book income. I dunno…it’s not where I’d choose to spend my promo money. But then I always wonder if I’m going about things the right way…
Maribeth–I love bookstores, of course, but my signing experiences have been VERY mixed. Sometimes the books have sold well and sometimes I’ve sold not a single copy…and wasn’t some money getting over there.
Lynne–Well, that’s been my experience, anyway. :) And she wasn’t even signing at each store..she was signing stock and networking with the bookstore CRMs and stuff. Completely different approach.
Jen–That was the funny thing…it was almost like it didn’t even exist to her. I’d think that you’d at least want to know what people are saying about your book online.
Diane–It really surprised me. I was like, “People still do this?”
You need both: a life and a career, an online presence and a real life existence. I think we will learn to appreciate face to face meetings and live performances all the more from the separated glimpse that our screens offer us.
Online promotion reaches me much better because I tend to buy online. I almost never make it into a bookstore to meet authors doing a signing (the last time was 1997). The one advantage I can see from live promotion is that you get your books in a prominent place in the store and the staff may be more likely to remember and recommend you later.
I think it’s great! It’ll be a sad day when there are no longer book tours :( I’ve always wanted to go on one of those, lol. Not necessarily for myself (though that’d be awesome) but even with a published author (if I knew one, haha). Book tours sound so cool!
With that said, she should probably keep up with the online trends. Who knows what the World Wide Web will be doing five years from now?! No one could’ve anticipated Twitter and look how that’s taken off. But if only book tours work, then more power to her!
Elspeth–You’ve hit the nail on the head for me! I’m soooo bad with names and faces. I’m better online than in person, definitely.
Mary–It is very isolating, isn’t it? I’m very curious to see what the future will bring, as far as online promo and Ebooks.
Laura–And it did work really well for her…but I’m thinking it wouldn’t work equally well for everybody.
Lorel–I think you’re right about book placement. Other than that, why not at least consider doing both? Maybe it’s hard for people to change their ways.