Why Publicity

Halfway between home and New York City, my boss and I were scrambling through the airport to find lunch before our next flight. When we passed a bookstore whose entire wall was a glass display filled with copies of the same novel, my boss did a double take. "Oh my word, how much do you think that cost?"

Confused, I scanned the exhibit. "You mean to build the display or buy the books?"

"No, I mean the publisher. How much do you think they paid for that spot?"

That stopped me in my tracks. This I hadn't considered. "Are you saying the publisher most likely paid for that?"

"Not most likely. I can almost guarantee it. Every time you see a book display in a bookstore, it's because the publisher is actively marketing the book."

"Really?"

"Absolutely. Have you ever noticed that some books are spine out while others are cover out?"

"I have."

"Paid for."

"No way."

"End caps, too."

"End caps?"

"You know, those displays at the end of the aisle."

"What about the new fiction table?"

"Paid placement. Think about how many thousands of books release a year and how many you see on that table during the course of that time. A lot of money and strategic planning go into a bestseller."

The entire idea was a novel to me—no pun intended. I'd always heard it was the story and the writing. That day I learned it's a combination. On our way to the food court, she explained the marketing that undergirds bestsellers. The conversation was sobering. Until that moment, I'd pictured my yet-to-be-contracted book sitting on that table that greets you when you first walk into your friendly bookstore.

This is why publicity is so important to the author. There's a sea of books fighting for a reader's attention, and a lot of marketing dollars being spent to keep a select few within your vision.

What's a poor author to do?

Next Post: What is publicity?