The Future of rhe Publishing Industry

Last night I did a signing at the Barnes & Noble Booksellers in Reston. I spoke to a lovely and enthusiastic crowd. We were seated near the children's book section. Out of the corner of my eye I noticed a young lady, at most maybe eleven years old, watching me and listening in. Eventually she slipped into a seat in the second row, as her papa watched from his spot by the YA (Young Adult) books stack.

She seemed thoughtful, quiet, and the expression on her face told me she was obviously absorbing the entire scene as I held up pictures of the debutante ball that makes up part of the mystery in Photo, Snap, Shot.

This young lady wore a knee-length rust colored dress, with a ruffle on both sides of the buttons down the front of the bodice, and a sewn-on sash tied around the waist. Her hair was long, dark walnut brown, and it formed waves as it ran down her back. It had been pulled back very neatly with a rubber band.

In so many ways, she reminded me of myself at that age.

At the end of my presentation, she waited until most of the adults had their books signed. Then she brought up a book, and I asked if she would like it signed. (I never assume anyone wants my signature. That's a choice that's theirs to make. I would never be so presumptious.) When she nodded and spelled out her name, I signed the book with deliberation, taking the time to ask her if she liked to read and what she read. She said, "All sorts of things." I asked if she liked mysteries, and she nodded. I asked if she liked Nancy Drew.

No. She'd just read one of those, and no more, because "it creeped me out."

Her language was so vibrant, her words were so emotional and heartful, and her thought was so unexpected that I laughed out loud.

After I finished signing stock for the bookstore, my young fan came back again. Her face full of solemn expression. "What's your name?" she asked me.

I told her. She nodded and walked away. Heel-toe, heel-toe, heel-toe. Hands clasped behind her back.

I hope that she likes my book. I hope that she'll find something inside to encourage her to be a lifelong reader. I hope that if she wants to write, she'll remember that she once met an author...and that this particular author was kind and interested in her.

Because I was. Of all the people there last night, I cared most about that little girl.

She's the future of this industry.

Bits and Pieces for Friday

Here's a round-up of information, ideas, quotes and trends you'll want to explore:

1. Trade Paperbacks Surge in Popularity http://tinyurl.com/dmr83k

A mass market paperback is one of those smaller paperbacks like you buy in a drugstore. A trade paperback is larger, maybe 5 x 7 inches or 6 x 8, inches and it's almost a cross between a paperback book and a hardcover. Hardcovers are very pricey, except that many discount big box stores like Kmart and Target discount them heavily. Booksellers like Amazon and Barnes & Noble and Borders and Books-a-Million also discount them. To me, the biggest problem is weight. Yeah, with the cost of additional luggage constantly rising, a hardback book--although that's my preference for the joy of the experience and for the longevity of the product itself--is too darn heavy to cart around.

2. E. Desmond Lee, St. Louis Philanthropist, Dies

I can't begin to list all the ways that Des Lee influenced St. Louis with his generosity. His name appears all over town on buildings and in hallways. I remember when my husband David first met him. Des Lee wanted to know all about my husband, which I think was probably a clue as to why Des was such a treasure: Despite his own illustrious career and his business success, he genuinely cared about others.

http://tinyurl.com/yewkpce


3. This from a New York Times article, a quotation about whether there's any merit to being private (as opposited to using to Twitter to record one's every waking moment) attributed to the poet C.K. Williams--

More and more lately, as, not even minding the slippages yet, the aches and sad softenings, I settle into my other years, I notice how many of what I once thought were evidences of repression, sexual or otherwise, now seem, in other people anyway, to be varieties of dignity, withholding, tact.


In other words...maybe conducting your person business over a cell phone in a crowded public place is NOT the height of cool, folks.

Travels with Joe: What It's Like to Follow J.A. Konrath Around for a Day Visiting Booksellers

Despite the fact he was recovering from the stomach flu, Joe (aka JA) Konrath made it clear we’d hit the ground here in St. Louis with my SUV tires spinning. We managed to visit 11 bookstores and one library in six hours. (I think…I have to admit my head was spinning almost as much as my tires.)

We did not call in advance, so these were all stock-signing opportunities, or as Joe said, “We’re here to be ambassadors.” He waved a yellow paper in front of my eyes. It was the “books” listing from a phone directory. Need I add it had been ripped out?

Starting with a Barnes and Noble, Joe kicked it into high gear. He race-walked to the mystery shelves and gathered up copies of his books. Then he looked for help. “There’s got to be a customer service desk here somewhere,” he muttered as his head swiveled. Once he saw an in store computer and a worker-bee, he introduced himself. “Hi, this is me,” and he pointed to his name on his books. “Mind if I sign some books?”

The employee called the acting store manager over. Joe introduced himself and gave his 30-second pitch while we all trotted through the store to see if we’d missed any books. (We had. A few were face out on the New Release shelves.) As he signed books, Joe launched into a short but pithy “elevator speech,” starting with “I write a series about a female cop named Jack Daniels.”

The pitch included:

* a funny quip about who Jack is (a 40-something detective, real name of "Jacqueline Daniels")
* that her personal life is a “trainwreck” (this always caused a smile)
* where the book is set (Chicago)
* that along the way she runs into some really scary bad guys (a rather enticing tidbit)
* and loosely what the genre is (crime fiction, a little suspense, cops, and mystery)

Next Joe compared his series to no less than five other best-selling authors.
The response was fascinating. In a few words, he’d made it easy for the bookseller to hand-sell his work. He’d given the clerk the information necessary to suggest his series to any book buyer who showed the slightest interest in five OTHER bestselling authors!

Finally, with a laugh, he would add, “Of course with a name like Jack Daniels, all the books are named after drinks. In fact, I’ve got a few coasters here.” From his pockets, he pulled a couple and signed them, offering them to the bookseller and anyone else who worked in the store. (“Here are a few extras. You might want to share a few of these with some of your friends.”)

What happened next might be the most interesting part: Joe would nicely ask 1.) to see his sales records and 2.) who in the store was the most avid reader of mysteries.

Each time a clerk or manager pulled up the sales record, they ordered more books. After all, Joe was standing there, and clearly his books had sold so they needed more. This also provided a chance for them to check any stock in the back or remainders.
Joe said, “I love remainders.”

I asked why.

He feels that remainders give him a chance to pick up new readers because they can scoop up his books at a bargain price.

Given an opportunity to check their stock, booksellers always placed orders as Joe stood there on the spot. Additionally, it pointed out to the bookseller that Joe’s work was, indeed, popular.

When Joe met the store’s mystery aficionado, he quickly made a new fan. In fact, one bookseller went so far as to say, “Now that I’ve met you, I’ll sell your books. It’s always fun to meet authors…” and his voice trailed off. The unspoken phrase was “when they are nice to us.”
Joe always made sure to ask, “Who are your favorite mystery authors?” Since he’s met so many, this gave him the chance to share an anecdote or two about the other authors with the bookseller. This established Joe as a guy with good connections and a good storyteller.
This whole time Joe collected business cards. (He handed them to me so he had both hands free to sign and move books.)

As he stood there with signed copies of his books in hand, Joe would ask, “Do you have any of those cool ‘signed by author’ stickers?” This encouraged the bookseller to tag the books as signed and subtly reminded them to display the signed books prominently.

Finally, he thanked the bookseller for his/her time. Once in a while, he’d give the bookseller a signed ARC (Advanced Reading Copy), but Joe was very careful not to pass these out willy-nilly.
At some point along the way, he’d introduce me as a local author and tell them they should watch for my series starting with Paper, Scissors, Death. He’d add that my book is set in St. Louis. This pleased the salespeople because they told us they are often asked for books featuring our area. His introduction and commercial were a nice gestures of camaraderie, very kind of him, and his generosity wasn’t lost on me or the booksellers.

I also picked up a couple more tips. As I was scouting for a parking space, Joe pointed to spots by Sears. “The Waldenbooks which are now Borders are all located next to Sears in malls.” (I gritted my teeth and resisted but he was right. Sigh.) He also noted that bookstores in the malls do a lot of impulse business, which makes them prime locations for hand-selling books.

We managed to slip in a visit to the Middendorf-Kredell Library in O’Fallon, MO. Robin Leach works there, and she’d interviewed Joe back in 2006 for the local daily, The St. Louis Post-Dispatch. The librarians had created a display of Joe’s books. They were eager to have their photos taken with him.

By 4:30 p.m., I was whipped, and Joe’s stomach was reminding him he was still in the recovery phase. Joe’s plan was to rest up. He had an early flight the next day to give a presentation to a group of librarians in Wichita.

I bet he planned to visit a few more bookstores while he was there in Kansas.

# # #

This article first appeared in the March 2009 issue of RWR (Romance Writer's Report), the publication for members of Romance Writers of America.

A Writer's Journey: From Author to Book Promoter

© Marta Stephens 2008 all rights reserved

Joanna's note: I find Marta to be one of the most savvy book promoters in the known universe, so I've asked her to share some of her wisdom here. Consider it an early holiday present! Enjoy! Oh, and you might want to make sure you're following this blog through your RSS feed or whatever so you don't miss a posting by this incredible talent.


Whether we have taken formal writing courses or went the self-help route, the need to create is what nudged us forward and to heck with the sacrifices and rejections we’ve endured on the road to getting published. The problem is, during the years we studied plot and character development, imagery and all the other critical components of fiction writing, most of us neglected to consider one of the most important pieces of the puzzle—book promotions.

One misconception about book promotion is that the publisher will handle all of it. The fact is, campaigns will vary from one publisher to another, but regardless of the size of the publishing house, the bulk of the responsibility will fall squarely on the author’s shoulders.

The narrowest definition of the role of a publisher is that they make information available for public view. A reputable publisher will assign an editor to work with the author and provide copyediting, graphic design, and will initiate production – printing. In some cases the publisher will make the book available in print and in electronic media. They will also secure the legal rights of the author and purchase the ISBN.

Several months before a novel is released, the publisher will send out advanced review copies (ARC) and will continue to submit the book for reviews throughout the contracted period of time. Most publishers will spotlight their authors on their website, they may promote their books at key events that attract book sellers, will seek out interview opportunities, will submit the books to writing contests, and will make them available to the public via online bookstores such as Amazon, Barnes & Noble, and Books-A-Million and other traditional bookstores. The publisher may also sell the international rights to the book (have the book translated) and assist with film rights if it comes to that.

These are the building blocks to a book’s success in today’s market, but they don’t address the issue of book promotion. That’s where you, the author, come in and take charge and the best place to start is by developing an Internet presence.

Imagine yourself standing in the middle of a 5-circle bull’s eye.

1) That inner circle is you; who you are, your experiences, and what you know. It also includes your family, friends, neighbors, and co-workers. Anyone you come in contact with on a regular basis.

2) The next circle includes potential readers within your community who you may know, but with whom you’re not in contact with on a regular basis. It also includes people who don’t know about you or your book. The hometown advantage is on your side though. With word of mouth endorsements from those within your inner circle, local press about your book, and book signings or other events, you have a good chance to reach a portion of the population.

3) The third circle from the center includes individuals you have contact with on a professional basis. These are more than likely other authors; members of author groups and organizations where you self-promote on a regular basis.

4) The fourth circle includes people who have bought your book.

5) The outer fifth circle represents potential readers in a global market. That’s your goal -- to take your promotional campaign from your inner circle to the outer circle. The only way to get there is by having an Internet presence. It will draw readers, but more important, the publishing world demands it. The good news is that the Internet provides authors with unlimited ways to promote their books and most offer free or low cost options.

Ironically, the key to a successful promotions campaign is not to discuss your book. Instead, allow potential readers to get to know you. Through your communications, readers will acquire an interest in you and your books. Post a variety of information about yourself and your writing on several sites. Take every opportunity to expand your network of contacts. Cross promote with other authors so you can all benefit by reaching new readers on each other’s blogs. Eventually, you will gain a following. Here are a few ideas to get you started:

Develop a brand identity. What makes you, you? What is it about your writing that sets you apart from other authors? Can you tie your writing to a charitable cause? What are you known for outside your writer’s life? Does your expertise have any connection with your writing? Pinpoint what it is about your story that readers seem to identify with and develop it. For an example of this, check out the Nero Wolfe website: www.nerowolfe.org/index.htm. Include that branding in all your communications, printed material, the design of your website, blogs, etc.
Think about your strength(s) as a writer. Are you particularly good at writing dialogue, plot development, or characterization? If so, write a “how-to” article about it.
Write a piece about your writing journey; where you’ve been, what you’re doing, and where you’re going.

What’s the story behind the story? I’m always fascinated to learn the origin of story ideas.

Develop a boilerplate and tack it to the end of every article you write and add it to your e-mail signature so readers and e-mail recipients will have easy access to your website and a way to learn more about you. Here’s my boilerplate:
Marta Stephens, author of the Sam Harper Crime Mystery series published by BeWrite Books (UK).THE DEVIL CAN WAIT – (2008), SILENCED CRY (2007)Honorable Mention, 2008 New York Book Festival, Top Ten, 2007 Preditors and Editors Reader Poll (mystery)http://www.martastephens-author.com/

Send queries to interviewers and ask if they would be willing to send you some questions and post the interview on their site. Not sure where to find interviewers? Study fellow authors’ websites and make a note of who has interviewed them then contact those sites. Ask fellow authors if they would be willing to interview you and post it on their website, blog, or a social network you have in common. Some review sites offer interviews as well. Make sure you read and follow the sites’ submission guidelines before you contact them.

Study the interview questions you’ve received. There’s a good chance you’ll be able to write entire articles based on your responses to some of the more thought-provoking questions. Don’t stop there though. If you read an interesting interview, consider how you would answer one of the more difficult questions and develop your answer into an article.

Post links on your website to the articles you’ve written, your interviews, and reviews you’ve received that are published on other blogs or sites.

Consider the various sites you belong to. Develop an announcement about your published works mentioned above to post on these sites as well but be sure to tweak your post to fit your readership in each group.

The consequences of becoming a public figure is something most writers don’t fully consider when choosing this career path. Whether on the Internet or in person, how an author breaks out of his or her shyness will of course depend on their comfort level. But at some point the author will need to break out of that shell if he or she expects to sell books.

Regardless of your goals; to reach that small target audience within the two inner circles of your bull’s eye or to connect with a global market, make yourself accessible to the public. Remember that no one knows your story and characters better than you so who better to promote them? If you love what you do, it will show and your enthusiasm will spark a desire and spread like wildfire.

Marta Stephens is the author of the Sam Harper Crime Mystery series published by BeWrite Books (UK).THE DEVIL CAN WAIT – (2008), SILENCED CRY (2007) Honorable Mention, 2008 New York Book

One Book at a Time

My friend Angie Fox told me that she read this startling statistic in USA Today: 85% of all Americans want to write a book.

Wow. That's...that's just an enormous number.

I've been thinking a lot about how to make this blog special. As many of you know, I also blog over at http://killerhobbies.blogspot.com/ with six other writers of craft cozies. That's a pretty free-wheeling blog, although we often write about our crafts.

And I contribute to the InkSpot, which is a blog written by a group of Midnight Ink Authors.

So...what can I do here that will be unique?

I think I'll chronicle the day-to-day work of a debut author. If you really want to write a book, you need to know that your work doesn't stop when you sign a contract. Contrary to popular belief, your work really BEGINS with the contract. You see, the contract only marks the end of a phase. That phase is the publisher's acceptance of your book.

What really matters--in my humble opinion--is the public's acceptance and interest in your book. Because unless you get the word out, and unless people start buying your book, your career is over, fini, done, stick-a-fork in it and take it out of the oven.

With that in mind, what have I been doing since my book Paper, Scissors, Death was released in September? Well, I've been trying to hand-sell (that is sell by personally suggesting) my book to as many people as possible. That might seem pretty hopeless. After all, that's pushing these puppies into the market one book at a time.

But I recall a moment sitting in a bar in Florida with Robert Crais. (Yes, he really is that dreamy looking.) A group of us mystery writers and author wannabes (myself included at that point) were sitting with him and talking about sales. He pointed out that in the early days of your first book, because print runs are generally small, your efforts can have great impact. For example, if your print run is 5,000 and you get out there and hustle so that your efforts cause you to sell 500 books, you've sold 10% of that run BY YOUR OWN EFFORT.

Crais went on to say that as you move up the food chain (I call it the food chain, he didn't), the print runs get bigger. So your individual efforts don't matter so much.

Right now I have this small, golden window of opportunity. If I hustle, I can make a difference in sales. So far, here's what I know I've accomplished:

* sold 400 copies to Archivers and now they've placed a chain wide order. With 45 stores, and assuming they buy at least a box each, that's 1620 books. Add the initial 400 and that's 2020 books.

* working with Barnes & Noble. Got Paper, Scissors, Death modeled here in St. Louis. That means the local stores will stock at least two copies. Next up, I want to sign at as many B & N stores as possible. My goal is to sell a box of books per store. I figure there are four, maybe five stores in the area. That would be 180 books, and if I can have an impact on regional sales, I think they might model the book chain-wide.

* sold books at Borders event. I handsold 28 copies. That's actually better than it looks because when you move that many books in an evening, you prove to the booksellers that your book has legs.

* sold books at Left Bank Books. I figure we sold 18 copies or more. Again, the value is in introducing the book to the booksellers.

* sold books at The Mystery Company in Indianapolis. See above. Curiously, the number seems to hold steady. Since the average number of books sold at a signing is 4--and no, I don't know where that number came from or how true it is--I'm doing better than average. I know the booksellers have been pleased.

* sold books at Main Street Books in St. Charles. See above. About the same number sold.

* I've been going from independent scrapbook store to independent scrapbook store, and I have events upcoming on their schedules. This is the wild card. A box of books here and there can really add up.

* I have a full calendar of conferences, etc., to attend such as The Big Read in Clayton MO this weekend, the Kingsport TN News Women's Expo next weekend, The Manhattan Mystery Conclave the weekend after. My goal is to always have more than one "event" per location. Otherwise, I might be wasting my time driving.

What I really miss in all this, besides the sleep!, is the time to write. Writing is my escape and my sanity. I did some work on Book #3 yesterday while at the hair salon. Bless my stylist's heart, he was kind enough to work around the computer! When I finally had to close the file, a felt a tug at my heart.

I miss writing. I really do.