How to Market Books: The Essential Guide to Maximizing Profit and..

337 Pages·2008·1.69 MB·English

by  Alison Baverstock

HTmarketBooks_4edn_aw:Layout 1 5/10/07 15:20 Page 1
“A wealth of marketing wisdom”
“A great teaching aid –it covers what my students need to know and is written in such a 4TH
lively style that they want to read it!” EDITION
Susannah Bowen, Publishing and Communications programme, HSimon LitOtlewood, IWnternational DireTctor, RanOdom House
The University of Melbourne
“The most comprehensive and useful tome on book marketing available.
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It is an indispensable teaching tool and guide.”
Gian Lombardo, Publisher-in-Residence, O
Emerson College, USA, and Director, Quale Press W
“An essential book for every publisher’s marketing department.”
Andrew Welham, Deputy CEO, Octopus Group T
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“An invaluable resource for authors, students and indeed anyone who wants to

venture into the writing world.” M
MARKET
Dr Livi Michael, author and lecturer in Creative Writing
A
How to Market Bookshas for many years been the place to turn for professionals in an
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industry charged with maximizing revenues and minimizing costs. In recent years the
selling and marketing of books has come under more and more pressure. The industry K
has become dominated by the larger chains, new channels to market, and new players
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such as supermarkets. This book provides answers for the publishing professional
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whose job it is to market and sell books in today’s increasingly competitive bookselling
environment.
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Whether you are a marketing or sales director, manager or executive, How to Market O
Booksshows you best-practice ways to maximize marketing’s return on investment and O BOOKS
deliver top-line growth for your publishing company. For all publishing staff, whatever
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their area of responsibility, for authors, booksellers, librarians and academics teaching
publishing and related subjects, it is vital background reading. Key content includes: S
(cid:129) the different types of promotional (cid:129) online marketing;
format; (cid:129) successful PR and the media;
(cid:129) writing effective copy and the layout of (cid:129) advertising, promotions and events;
marketing materials; (cid:129) the marketing budget and low cost A
(cid:129) direct marketing; “guerrilla” marketing. li
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Used throughout the industry and on publishing courses, this new edition will ensure

that the book maintains its well-earned status as “the bible of book marketing”. B
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Alison Baverstockbegan her career in publishing and now runs a marketing e
consultancy. She is also a Senior Lecturer within the Business School of Kingston r
s
University, where she helped set up the MA in Publishing Studies. The author of t The essential guide to maximizing profit
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15books, she regularly gives seminars at universities teaching Publishing Studies and
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teaches a module on marketing for writers as part of Kingston’s MA in Creative Writing. k
and exploiting all channels to market
She has given guest lectures on marketing in publishing all over the world.
www.alisonbaverstock.com
£25.00 IISSBBNN:997788--00--77449944-5-50£0212040-5-.599
US $50.00 With an introduction by Martin Neild, Chief Executive, Hodder & Stoughton
Kogan Page Kogan Page US
120 Pentonville Road 525 South 4th Street, #241
London N1 9JN Philadelphia PA 19147 Alison Baverstock
9 780749 450205 4TH EDITION
United Kingdom USA
www.kogan-page.co.uk Marketing
More praise for How to Market Books
“This is excellent. The clarity of the whole thing is beyond praise – let alone
the gargantuan task of compilation on such a comprehensive scale. Many
congratulations. It deserves to become the ‘bible’ of marketing in publishing.”
Professor Emrys Jones, LSE
“Year after year How to Market Books features at the top of our recommended
reading list for students of book marketing. The straightforward, sensible and
practical nature of the advice found within it ensures that it is much trusted and
respected, by staff and students alike.”
Dr Caroline Copeland, Programme Leader MSc Publishing, Napier University
“As a small publisher I’ve had to learn every part of the business on the
hoof. This book is a godsend – first you read it right through for a full
understanding of the marketing process, then you return to it time and again for
techniques that really work in practice. And because Alison’s style is so open and
clear – it’s like a personal helpline.”
Heather Alabaster, Clever Clogs Publishing
“The urge to write and get published has never been stronger, and it’s just
wonderful to see the satisfaction people feel from getting into print and sharing
their ideas. Whether you are organizing a single reading, a whole festival, trying
to get a publishing deal or to self publish, this book is packed with wise and
practical information. It’s invaluable.”
Sandy Williams, Director, Kingston Readers’ Festival
“I would recommend this book wholeheartedly – not just to the new promotions
assistant in the department, but to all the marketing, publicity and sales staff.”
Learned Publishing
“I have been recommending How to Market Books when talking to university
students about publishing as a career, or at SYP conferences, ever since the first
edition in 1990. Publishing has changed enormously over those years, with the
increasing power of central buying and – most of all – the arrival of the internet.
Successive editions have always reflected changing market conditions with
detailed, accessible and practical advice on what to do and how to do it. This new
edition more than keeps up the tradition.”
Nicolas Jones, Strathmore Publishing
“I think this book will be of considerable interest to authors as it brings together a
good deal of information from different areas in the trade to which authors rarely
have access. Most authors have contact only with their editor. . . and have no idea
what goes on in the rest of the organization. The information about selections and
acquisitions in libraries is valuable, and much of it was new to me. In short the
sections are useful, readable and helpful.”
Margaret Drabble CBE
“There is a dearth of up to date information about the theory and practice of
book marketing. Alison Baverstock has filled the gap admirably; her book should
be required reading for the novice and will provide an informative guide for the
experienced practitioner.”
The Bookseller
“From Asda to Kate Moss, and guerilla to viral marketing, Alison Baverstock’s
fourth edition punches its way through digitisation and the global economy, and
will help you market podcasts, downloads and traditional publishing content in
all its forms. Inspirational and practical. Essential.”
Liz Small, Publisher Services and Marketing Manager, Publishing Scotland
“. . . a great job describing how to use the internet to sell books… offers so
much practical information but in such an accessible and friendly style.”
Madeleine Parkyn, webweaver and founder of envoy.uk.net
“Here’s a wealth of marketing wisdom made specifically relevant to books.
Any marketer in publishing or bookselling will wonder how they ever managed
without it.”
Simon Littlewood, International Director, Random House
“An excellent, informative book from a much respected expert and teacher.”
Jane Cholmeley, Tate Modern Bookshop
“This book ended two years of unemployment. It helped me get a job!”
RL, Marketing Manager
HTmarketBooks_4edn_TP:Layout 1 3/10/07 16:08 Page 1
HOW TO
MARKET
BOOKS
The essential guide to maximizing profit
and exploiting all channels to market
4TH EDITION
Alison Baverstock
London and Philadelphia
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book
is accurate at the time of going to press, and the publishers and author cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss or
damage occasioned to any person acting, or refraining from action, as a result of the material
in this publication can be accepted by the editor, the publisher or the author.
First published 1990
Second edition 1997
Third edition 2000
This edition 2008
Apart from any fair dealing for the purposes of research or private study, or criticism or review,
as permitted under the Copyright, Designs and Patents Act 1988, this publication may only
be reproduced, stored or transmitted, in any form or by any means, with the prior permission
in writing of the publishers, or in the case of reprographic reproduction in accordance with
the terms and licences issued by the CLA. Enquiries concerning reproduction outside these
terms should be sent to the publishers at the undermentioned addresses:

120 Pentonville Road 525 South 4th Street, #241
London N1 9JN Philadelphia PA 19147
United Kingdom USA
www.kogan-page.co.uk
© Alison Baverstock, 1990, 1997, 2000, 2008
The right of Alison Baverstock to be identified as the author of this work has been asserted
by her in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 5020 5
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Baverstock, Alison.
How to market books : the essential guide to maximizing profit and
exploiting all channels to market / Alison Baverstock. – – 4th ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-7494-5020-5
1. Books– –Marketing. 2. Selling– –Books. I. Title.
Z278.B38 2008
002.068’8– –dc22
2007037085
Typeset by JS Typesetting Ltd, Porthcawl, Mid Glamorgan
Printed and bound in India by Replika Press Pvt Ltd
Contents
Acknowledgements ix
Foreword by Martin Neild xi
1 Marketing in publishing: what it means and what is
involved 1
What you are up against 2; The meaning of marketing 4; What
marketing means in publishing 4; Checklists for achieving good
marketing 4; How to draw up a marketing plan 8; Final summary
for marketing plans: a checklist of what you must cover 20
2 ‘The medium is the message’: how to reach the market and
different types of promotional format 23
Marketing information for the commissioning meeting 24; First
in-house alert to all 24; Advance notices or advance information
sheets 25; Website entry 27; Book jacket/cover copy 29;
Catalogues 30; Leaflets and flyers 34; Direct mailshots 35;
Press releases 35; Presenters and brochures 35; Posters, showcards
and point of sale 36; Space advertisements 36; Information for
telesales campaigns 38; Radio ads 38; Television and cinema
ads 38
3 Techniques for writing effective copy 39
No rules 39; Writing about things you don’t like or don’t
understand 40; Five basic principles 40; How to learn more about
writing well 43; Acronyms 43; Further techniques for effective
writing 49; Topping and tailing your promotion material 60;
Writing promotional copy for books you don’t understand 65;
Presenting and defending your copy 70
vi  Contents
4 The layout and dissemination of marketing materials 73
Design 73; What is good design? 74; How promotional text gets
read 74; How to find a designer 76; How to work effectively with
a designer 77; How to brief a designer 78; How a design job
progresses 82; Advice on how to proofread text 84; Managing
without a designer 85; Getting materials printed 87
5 Direct marketing 93
The advantages of direct marketing 95; Direct marketing and
the publishing industry 97; Kinds of published product for
which direct marketing works best 98; The essentials for a
direct marketing campaign 99; A plan 101; A list 102; An
offer 113; The most appropriate format(s) for your marketing
material 114; A decision on timing 115; A copy platform 117;
How to make each component part as effective as possible 118;
Design services 127; A system of despatch 128; Mailing
costs 129; A method of monitoring success 129; How to
work out whether your direct marketing is successful 130;
Fulfilment services 132; Coding your order form 134; Postage
and packing 135; What to do with the returns 136; Which direct
marketing format to choose 137; Telemarketing 139; Direct
marketing by e-mail 147; Direct marketing by fax 149; A final
checklist for all forms of direct marketing 150
6 Using the internet to sell 151
The rise of internet sales 151; How internet usage by publishers
has changed 153; How to improve the effectiveness of online
marketing 154; How to set up a website 158; The basics: what to
do first 160; Planning and designing your website 161; The cost to
set up a website 163; Search engine optimization 164; Testing and
launching the site 165; Marketing your website 165; E-mails 167;
Online advertising 167; Blogs 167; Legal restrictions 169
7 ‘Free’ advertising 171
People who liaise with the media 172; What you need to
succeed in dealing with the media 172; When to start pursuing
coverage 172; Recording the names of your contacts 173;
How to write an effective press release 174; Top ten tips for
getting images into the trade press 177; The best time to contact
journalists 178; Author interviews 179; Selling ideas by
Contents  vii
phone 180; Ensuring press coverage for very specialized
products 183; Book reviews 183; Free copies for minimal
coverage 188; The relationship between editorial and advertising
on magazines 189
8 Organizing advertising and promotions 191
Where to advertise 193; Cost 193; Study the media 194; What
to say 195; Space advertising for specialist publishers 198;
Organizing promotions 200; Sponsorship 203; Offering
incentives 203; Update your website/produce a news sheet 205;
Allow the reader to try your publication out 205; Stunts 205
9 Organizing events 207
Sales conferences 207; Promotional parties and book
launches 211; Press conferences 215; Author tours and
signing sessions 215; Exhibitions 216; Award ceremonies
and literary prizes 217
10 The bottom line: how to look after a marketing budget 219
Where marketing budgets come from 220; Drawing up a
budget 222; How much is spent 223; How the budget is
divided up 224; When to spend it 226; How to monitor your
budget 227; How to make your budget go further 228; Hanging
on to a reasonable budget 234
11 Approaching specific interest markets 235
The ‘general reader’ 235; Finding enthusiasts and
recommenders for books and writers 237; Selling books to
public libraries 239; Selling to academic libraries 244;
Selling to educational markets 248; Promoting to university
academics 263; Marketing children’s books 271; Marketing to
medics 279; Selling information to professional markets 285
Appendix: Useful contacts for further information 291
Glossary 295
Bibliography 313
Index 315

Acknowledgements
This book began in 1989, as a course handout for the Publishing Training
Centre at Book House, but quickly became a compendium of things I wished
I had known when I began in the industry. I kept writing and soon had a
contents list and several chapters of a book, which Kogan Page promptly
agreed to publish. The deadline was provided by pregnancy and my daughter
timed her arrival perfectly. I completed the manuscript four days before she
was born, and as she arrived on a Friday, promptly framed – and hung on
her wall – the front cover of the edition of The Bookseller that carried her
date of birth.
My guiding principle from the start was to include everything I would like
to have known when I began work as a publisher; to set down a checklist of
possible types of marketing activity that should be considered whatever the
format or subject area of the list being promoted. This new edition has been
written as an international guide, as I am convinced that the same problems
and issues face publishers, wherever they are located.
I am delighted this book continues to fill a need. Its updating has relied
heavily on various friends and colleagues drummed into commenting on
sections. In particular I would like to thank Wendy Allen, Fiona Allison,
Veronica Angel, Florence Ascoli, Alberto Barraclough, Jacqui Bass,
Clare Baverstock, John Beale, Steve Bohme, Elaine Boorman, Susannah
Bowen, Susan Brent, Hugh Bulford, Graham Bulpitt, James Carey, Rowena
Carey, Dr Steve Carey, Irene Chalmers, Jill Chapman, John Cheshire, Jane
Cholmeley, Sheila Christie, Chris Chrystal, Christian Ciullo, Lisa Ciullo,
Desmond Clarke, Chris Cleave, Mike Coleman, Tracey Cooke, Robert
Creffield, Dr Bill Crofts, Gill Cronin, John Davey, Roy Davey, John Davies,
Simone Davies, Dr Michael de Souza, Nigel Dollin, Cathy Douglas, John
Downham, Margaret Drabble, Nancy Dull, David Dutton, Wendy Cope,
Debbie Cox, Gill Cronin, Justine Crowe, James Ellor, Mike Esplen,