Teen poetry web-wide

by Jim

Some folks may have seen the article in the NY Times yesterday about new teen website Figment. It’s a forum for teenagers to post their own writing and be advertised to…I mean, get the chance to read chapters of works that will be published. The site is now live, and there’s already ample teen writing to browse through, if you’re into that sort of thing.  I’ll just say this: I do feel bad for a generation whose teenage poetry will have life on the internet long after they’ve become embarrassed by it.

That said, I think there’s a lot to love about this idea. It has the same sort of feel as Joseph Gordon-Levitt’s HitRECord. That site is about creating user generated creative content that can be worked on by a larger online community. HitRECord feels purer because there isn’t a component allowing advertising to crop up. After all, it’s doesn’t seem as profit-motivated as Figment.

However you look at it, I think efforts to create communities around writing are great things. Something about this site, though, seems to be especially artificial. “ZOMG we’ve launched!” What do we think? Nifty place for teens to find a creative outlet or shameless attempt to cash in on YA market growth?

Even the zombies are on Twitter!

by Stacey

I know we're all getting ready to eat lots of turkey, and that means we are also ready for a few days off. While this link to a clever marketing campaign created by Quirk Books has nothing to do with the holidays, I thought it was a good example of what publishers (and authors) are trying to do to come up with new ways to market their books. To me, it's a bit of a stretch to have fictional characters talking about whatever, but these books are already popular, so Quirk is likely thinking this will be a way to keep them selling through the holidays. According to Bookscan, Pride and Prejudice and Zombies has sold well over half a million copies already, so the audience is definitely out there to be marketed to. Enjoy, and have a great Thanksgiving. We'll try to come up with some helpful and thoughtful content for you to sink your teeth into after the break (and before the next one)!!

Social networking means business

by Stacey

Everyone talks about how important social networking is for marketing and promoting your book, both before you're published (especially for nonfiction, where without a sizable platform you're dead in the water before you even begin) and after. That it's important is not new news, but I found this piece in Publisher's Weekly about a recent webcast about digital marketing interesting because it goes into detail on just how social networking influences consumer buying habits. This offers a small way to quantify its impact on selling books. And the numbers are pretty powerful -- "consumers are 67% more likely to buy from the brands they follow on Twitter, 51% more likely to buy from a brand they fan on Facebook, and 79% more likely to recommend brands and products they follow on social media." I also like the suggestion "Don't spray and pray. Listen, reply and engage."

To me this piece serves as yet another reminder that whatever your goals as a writer might be, it's important to find those important connections to others both inside and outside the community. It all starts with talent, and sending out a message or a piece of writing that your audience can connect with in a meaningful way. The broader your reach, the easier time you will have finding agents and publishers to pay attention to you and the work you're doing. The numbers prove it!

Perspective, dinosaurs, and death machines

by Lauren

I was so happy to read this post on PWxyz about a new book co-edited by Ryan North of Dinosaur Comics, who you already know I love.  Machine of Death is an anthology of stories from a variety of incredible contributors (including xkcd's Randall Munroe) spawned from a particular Dinosaur Comic about a machine that tells people how they're going to die.  I can't believe I'm only hearing about it now, but I'm about to order my own copy.

There are a few things about the PWxyz post that warmed my cold, cynical NY heart.  One was the editors' appreciation of the efforts of people who tried to move the work through the great traditional publishing machine.  The anthology's editors worked really hard, produced what is surely a fabulous product, and found people who'd go to bat for it.  It didn't work out, so they self-published.  But rather than complain bitterly about how broken publishing is and how all authors should abandon it, they didn't take it personally:

This isn’t some vanity-press sour-grapes effort. The simple truth is that we probably can’t compete on the shelves at Barnes & Noble alongside every other book in the world. The agents and the publishers are right; it might not work for a mass market. That’s okay. We don’t need to sell it to everyone. We don’t need to sell 100,000 copies; we don’t have the rent on a New York office to pay for.

I don't think all authors should self-publish.  In fact, I don't think most authors should self-publish.  But for the right project, with the right platform, at the right time, it can be the right way to get a book to the audience that wants it, as long as you can put together a team of people who know how to get all the right pieces in place. 

The second thing I loved was how well this demonstrates that people who are truly dedicated to a great idea can build a community supportive enough to make their projects economically viable.  Sure, MOD-Day benefitted from the existing platforms of the people involved, but those people built their platforms online from the ground up through hard work, great content, and presumably a little luck.  No one says it's easy, but I love seeing the proof that it's possible if you're willing to make it happen.  The internet isn't a cornfield baseball stadium, but if you build it, and you work really hard to get people to see it, especially people with influence, and they like it, people are gonna come.


P.S.  This is a great excuse to link you to a delightful recent Dinosaur Comic.  You're welcome!

Brand and platform building basics

by Stacey

We talk about a wide array of publishing topics on our DGLM blog, and in thinking about what to write for my longer entry, I looked back at our marketing and publicity posts and realized there was an opportunity to cover some new ground by discussing brand or platform building for nonfiction authors. I feel like so much of my time lately is spent speaking with and/or writing to nonfiction aspiring authors who are interested in writing a book, but are working on building their brand or platform to get to the point in their career where a book is viable. We are not branding managers, but helping authors to build their brands and platforms has become an important part of our job, in particular for nonfiction authors—advising, coaching, and making suggestions about ways in which an author can build their brand effectively and across multiple platforms. I've begun describing the process as akin to making a pizza, with the book project being one piece of the bigger pie. In order for the pie to be complete, all of the other pieces need to be in place. This is a different model than it used to be. When I first started agenting twelve years ago, many authors were able to build their brand by starting with their book project if they had a great new idea, or a fresh twist on an existing one. The book then gave them the credibility and opportunity to branch out into other areas. That is no longer an option for authors and publishers. Instead, authors must present publishers with a publicity and marketing plan in their book proposals that rivals a pr firm's. It has to be professional, polished, and very, very thorough. It should list ways in which the author has established their brand or platform in three key areas: print, television, and online. Print consists primarily of magazines and newspapers; television can be anything from local or national tv segments (think the Today show) to hosting or co-hosting a reality show; and online has endless possibilities, from blogs to websites to Facebook, Twitter, and YouTube, there are countless online opportunities to be mined.

To give you a couple of examples of very different authors who have worked hard on their brand building, and done it with some measure of success, there's Tori Spelling, who has a new book out, which talks on her book's promo copy about being her own brand: “It’s not every Hollywood starlet whose name greets you on a Virgin Airways flight into la-la land. But Tori Spelling has come to accept that her life is a spectacle. Her name is her brand, and business is booming. Too bad when your job is to be yourself, you can’t exactly take a break.” She's a celebrity (even if most would consider her C-list), so it's easier for someone like her, but she's still taken her celebrity and used it in a numbers of ways to expand her brand. Books, products, shows, etc. and she seems to be continuing to come up with new ideas all the time.

Another author who strikes me as having done effective brand building recently is Zac Bissonnette, author of Debt Free U. Here's a brief piece about him and his book that describes how he has been doing financial writing since high school. I've been seeing him and his message in all three key categories in recent weeks since his book's publication. He's no Suze Orman yet, but he's well on his way considering he's still in college!

In my own personal experience, a mother-daughter memoir I recently sold was the result of over two years of hard work the authors undertook after a branding/platform building conversation we had when I explained to them that I thought their story had merit (it's about the daughter's diagnosis of bipolar as a young adult), but that they needed to begin to speak about their story, and become prominent figures in the mental health community. Because they are so compelling and hard working, in a relatively short time, they've been able to do just that, and are now really changing the face of mental health. Their book when it is released in 2012 will be another piece of their pie.

Another story from my own list illustrates the brand/platform building concept. Allison Fishman is a well-known and respected chef and cooking school instructor who I know from high school. For years we talked about building her platform and the best timing for a book project for her. While I was on one of my maternity leaves, I saw that she was co-hosting a Lifetime show, Cook Yourself Thin, and that the accompanying book had become a #1 New York Times bestseller. I contacted her and told her the time was right to get a book proposal out for her with that piece of the pie in place, and we ultimately found her a good home for her first solo effort, which will release next spring. Years of hard work and dedicated platform building finally paid off in a book deal.

If you find you need help to build your brand, there are resources out there and a new industry is emerging as this type of brand building becomes more important in today's marketplace. Branding agents and managers, like publicists, work with not only authors, but celebrities and experts of all kinds, to help them manage the ways in which they can extend themselves into the marketplace in a positive and productive way, building on existing coverage and relationships without over saturating any one area of the marketplace. I'm hoping even more of these branding managers pop up because I think the need is there for these services, and from what I can tell, the pool of people out there doing this for authors is still pretty limited. I'd expect it to be a real growth area in the coming years. If there's anyone any of our readers have worked with or know of who you can recommend, let us know.

To a certain extent, the brand building needs to be strategic, and looked at from a short term and longer term perspective. I often ask authors if they have a plan for the next year, three years, and five years. Once they develop their goals, the work to get there can begin. All of that said, it's impossible to follow a straight path when things come up that could change the trajectory so it needs to be flexible. For example, if you are writing for several websites and blogs and get an opportunity to do a column at a national magazine, you jump at the chance, even if it means cutting back on other areas for a short time because the opportunity to gain major national exposure is an A-list brand building goal.

There are always a myriad of ways to get to where you want to go, and these are just a few basics for what to consider if you are embarking on this journey. We are always looking to find authors who have a positive, original message to share, and have managed to build their brand to a level that it can support a book. We'd love to hear about any brand building success stories out there if you'd like to share. There's a lot to learn from those who have managed to do it successfully.

Small-scale publishing

by Stacey

This piece about the successful online magazine Rumpus becoming a publisher is pretty interesting. Because they have a built-in readership, and members through their book club, it seems to make sense to go this route for them. But my question is with such limited resources (a staff of two), wouldn't it be more efficient to go with a traditional publisher for better marketing, sales, and distribution channels? I'm not sure if they tried this and for some reason it didn't work out, or maybe they want to fully be in control of the product they are releasing, but this seems like the kind of thing that if it works for them to publish successfully on their own, traditional publishers will be knocking on their door to try to get in on their built-in audience and make the stakes even higher and the numbers even bigger.

I think as an idea, this small-scale publishing has merit, but in actuality will be difficult to manage successfully, and to build on and grow at a sustainable level. And I know that at least one of the Rumpus writers is working on her own book project, and my guess is that she, and others affiliated with the mag, will be going the more traditional publishing route. I'll be curious to see how it all plays out.

Two for the price of one!

by Michael

I’ll admit, I was having a tough time coming up with something for the blog this week. After a busy Comic Con (wrap up here) and a hectic SCBWI National Conference (great conference blog led by my good friend Alice Pope here), my brain had shifted into neutral. I think this was a precaution to keep it from overheating. Coincidentally, I also made a return to Twitter, where one’s brain need never be engaged—just kidding! Seriously, I’d taken a break during a very busy time, and I just hadn’t gotten back into the habit. But I recommitted myself to tweet last night, so I turned to my friends to see what they’d like to find out. And, since I got two good suggestions, I’m taking them both!

First, my wonderful author Nova Ren Suma pointed me to this blog post by up-and-coming novelist Scott Tracey. It addresses the idea of “overpromotion.” In this day and age, when agents, editors and publishers all harp on authors that they need to be out promoting themselves, things can get out of hand. Scott gives an example of authors who focus on acquiring friends and followers on Facebook and Twitter. The purpose? To bombard these folks with reminders about of an upcoming book—a book, Scott humorously points out, that may be a year away from publication! More than overpromotion, this is a case of improperly using social networking. Networking, both in real life and online, is about building relationships and creating a give-and-take. You wouldn’t show up to a party and start screaming that you have a book coming out in a year (at least, I hope no one does that), so you shouldn’t be doing that on social networks, either. It’s about building relationships with other authors, industry professionals, and your audience. You want to mix direct marketing with actual interaction. You want to help promote other authors and the business generally. And if you can do it all with a sense of humor, well then, everyone will appreciate it all the more. So before you go sending out tweets about your DEBUT NOVEL!!! COMES OUT MAY 2102!!! WILL SEND TWEET REMINDER EVERY DAY UNTIL THEN!!!, remember that networking is a two-way street.

The other great question I got was from the talented Joanne Levy. She said, “I keep hearing that editors would rather publish a debut than an already pubbed author—can you elaborate?” I’ve actually been asked about this a few times, and it’s confusing to people as it seems counterintuitive. If you’ve already sold a book, aren’t you immediately more valuable to a publisher? Haven’t you proven yourself to be reliable (well, we hope that’s what you’ve done) and talented? But, that’s not necessarily the case. Yes, you’ve show you can deliver and write, but the question is, can you sell? If your first book doesn’t sell well, it’s tougher for a publisher to take on your second book. Why’s that? Because B&N, Borders and Amazon are not likely to line up to buy copies of a book by an author with a bad track record. And if the publisher can’t get those guys to take books, they have no effective way of selling them in large numbers. And if they can’t sell a book in large numbers, they won’t acquire it. This is a simplification, of course, and many other factors come into play. A well-written, high-concept book will often overcome the challenge of a bad track record. Also, the children’s side of the market (and the author who asked writes children’s books) is a little more forgiving than the adult side. Though as with everything in children’s publishing, that’s switching to more of an adult model, too, for better or worse.

So despite being stumped earlier, I hope I’ve been helpful. Let me know in the comments if you need clarification.

Publicity pointers

by Chasya

Though publishing blogger THE INTERN is hanging up her hat for now, in one of her last posts she offers some insightful (and entertaining!) advice about book publicity and marketing gleaned from her experiences as an author. Number one on the list? It helps to be friendly. A simple but excellent (and, as she points out, easy to forget) point. It also helps to “see everything as hilarious,” as in not take anything too seriously. Oh, and to be bad at math (naturally).

Do you have any other unusual pointers for the recently published author?

What drives us to buy books?

by Jessica

Last week I discovered that many of you who responded to my post about blurbs don’t actually place much stock in them, so now I’m offering up another of publishing’s sacred cows to see whether (and how) it’s barbequed. I’m curious about the publicity or promotion that is most likely to convince you to buy a book. NYT Book Review, appearance on The Daily Show, Oprah segment, Salon, Slate? Although I ought not play favorites, the book publicity to which I most respond has to be the NPR interview, in particular, Fresh Air’s long form, in depth, almost-always-memorable conversation with an author. Somehow, even more than a lengthy review, this format—which is capacious enough to allow a writer not only to discuss her thesis, but explore her ideas in detail—succeeds in piquing my interest.

I listen when I can, and download the podcast for times that I can’t tune in. This past Tuesday’s interview was with psychiatrist and author Daniel Carlat, whose new book Unhinged, The Trouble with Psychiatry, has just been added to my to-read list. My fondness for NPR in general and Fresh Air in particular may border on the unhealthy, but mine is a functional addiction, and enables me to participate willingly in any number of otherwise tedious chores/activities: running on a treadmill, folding laundry, doing dishes, even, on occasion, cooking. My husband refers to NPR as “the drone” and teases me mercilessly regarding its dangerous propensity for inducing catatonia, but as far as books are concerned, and sometimes music, I find NPR tremendously convincing.

What sort of promotion/interview/feature captures your attention?

What are you watching?

by Jim

We think a lot about book trailers here. How effective are they? Does anyone watch them that isn’t the author’s husband, cousin, editor, or Facebook friend? And how do some trailers begin to get tons of hits while others wouldn’t stand a chance of going viral even if they ran on the back end of a Susan Boyle video?

We’re still in the beginning stages, even if the book trailer has been around for a few years. Do you think they’ll last? Do you watch them? Are they the best advertising for books?

To help you make a decision, I present a book trailer that offers something I know the internet loves: pretty animals! From DGLM's own, Thomas French:

An author's responsibility

by Jane

The other day I came upon this piece about bestselling author M.J. Rose and it made me realize that there are still many authors who don’t take the bull by the horns and accept responsibility for the process of publishing their books especially in the area of promotion and marketing.

So often I hear clients say that the publisher is postponing publication of their books yet again, and I wonder why they don’t realize that publishers won’t put a book into a final publishing schedule until the final manuscript has been accepted. When the author is late with either his initial delivery or returning his edits, of course his book’s publication is going to be affected.

Then, there’s the author who hates the cover art for his or her book but then doesn’t suggest an alternative. This is part of the authors’ responsibility and it’s why we insist that there be language in the contract offering them consultation on the cover, and while it can be challenging it can also be fun. Ditto for the title. So many authors hate the titles their publishers like; they object, but they don’t come up with any alternate suggestions, and as a result, they are often truly unhappy with their work’s title.

Finally, of course, comes the promotion and publicity and it is here, as M.J. Rose so correctly says, where the author really needs to take full responsibility. No longer are most publishers willing to foot the bill for extensive publicity campaigns for two reasons: 1) they don’t have the money in many cases and 2) most of the methods that were once effective in publicizing a book are no longer working. Today, it is the author’s “job” to promote and sell his or her book—by using social media like Facebook and Twitter, by blogging, by calling on independent bookstores themselves and by doing this every day, especially for the initial six weeks after their book’s publication.

No more can or should an author complain about his or her publisher. This is counterproductive. Instead, the author should take charge in every way possible to get his or her book out into the marketplace and reach a wide reading audience. Only when that has been done effectively can the author become a writer again.

I’d love to hear your thoughts on this so let me know.

Publishing myths uncovered

by Stacey

I came across this recent piece by former editor Erin Brown about the top 10 publishing myths that I wanted to share. She talks about a number of very interesting topics that are worth thinking about at any number of points in your publishing career. There's advice that's applicable to published authors about the market and what kind of support they are likely to get (or not get) from their publisher. And there is a lot of good advice for unpublished authors about the process, and especially from a personal perspective, about agents (yes, you need an agent and bigger is not necessarily better! See cute illustration).

I feel like most of them are just discussion starters, like #4, Publishers take care of all your marketing and publicity. I tell all of my clients that the reality is that if we are able to find a publisher for their work, that publisher will do very little to market and promote their book. It has less to do with lack of interest or enthusiasm, but rather that they have limited resources, including staffs that have been cut but are still responsible for the same number of books to market and promote. Plus more and more the books that work (certainly on the nonfiction side) have author platforms that enable books to practically sell themselves.

I also tell clients that if they are able to hire an outside, freelance publicist from their advance or other savings (this can be expensive, but can also be well worth the investment) that they should consider it seriously and discuss it with their editor and agent to see if it makes sense for that particular book. If you do hire a publicist to help launch a book, they work for you and have your interests in mind, and can work with the publisher's publicity department to coordinate efforts and avoid duplication (important!). I can't tell you how many authors I've had who have had bad experiences with their well-meaning but overworked in-house publicists.

Take a look and let us know if you agree or disagree with her ideas, and either way, I think they bring up some interesting food for thought.

Signing in the Waldenbooks

by Jim

We’ve spent a lot of time lately talking about how important internet promotion is and how social media is changing the face of book marketing. Lots of folks are ready to embrace the shift. Others are more reticent. But in this delightful YouTube clip, author Parnell Hall shows just how flawed some of the more traditional means of publicity are and why some folks should be thankful they aren’t sent on book tours.

Galley tales

by Miriam

It’s BEA week (check this out for an overview of the conference if you’re not familiar with it) which means that some of us are at the Javitz Center checking out publishers’ exhibits, schmoozing with authors who are in from out of town, and loading up free tote bags with galleys of books that are already generating buzz.

For me, the point of BEA has always been collecting those galleys. Invariably, I find myself walking the huge expanse of the Javitz arena ridiculously bogged down by the weight of too many of these advanced readers copies only to realize when I leave the building that getting from 11th Avenue to civilization requires a very long walk to the nearest subway or an endless wait for a cab. No matter. It’s still a thrill to read something in this vulnerable, unfinished format (complete with typos and mostly exaggerated promotional information on the back cover) and then watch the published book race up the bestseller lists, win a huge prize, or both.

I just came across this old piece from New York magazine and was delighted to see how many of those galleys I’d picked up at the 2007 BEA went on to gaudy sales and great acclaim.

Are any of you attending BEA this year? What galleys are you walking away with?

Creative marketing

by Stacey

I found this little piece in the Metropolitan section of the Sunday NY Times and thought it was worth sharing. I've noted before when I've found authors employing unique marketing tactics because I think it's really interesting to see what people come up with in such a competitive marketplace. This one definitely falls into that category. The author Jennifer Belle hired several dozen actresses to read from her new book, THE SEVEN YEAR BITCH, at various points around the city. 600 actresses responded to the casting call! Now we'll have to see if the clever idea translates to book sales. Since she's a previous bestseller, there's a good chance she'll hit the list again, and while it's pretty difficult to determine cause and effect between publicity and sales (minus an Oprah appearance), the fact that the Times picked it up suggests it's having its desired effect. I'd love to hear about any other unusual, high concept, creative author marketing ideas you've come across in your travels. I will personally be attending the Junie B. Jones Stupid Smelly Bus event complete with an actual bus at a very cool local bookstore, Books & Greetings, this weekend with my older girls. We're looking forward to seeing some creative marketing in action!

Cash for pageviews

by Chasya

These days we often advise our clients to get out there and build a presence on the internet. We may sound all broken-recordish on this issue, but the free publicity an author can get simply by engaging in social media is becoming more and more necessary and invaluable! And, of course, we’ve been practicing what we preach right here on our blog and by spending time reading and boning up on social media ourselves. Which is why this great piece from The Awl caught my attention. Looks like the New York Observer is offering cash prizes for certain achievements made by their staff on the interwebs! Authors, take note, because the tips they offer to achieve these goals are fantastic and can be used to boost your own web presence. Check out their advice on how engaging readers in discussion and offering commentary on buzz-worthy topics can get your name out there.

Any other helpful tips you’ve come across in your own quest for internet domination?

Notes to your younger self

by Stacey

I loved this clever marketing idea from YA author Sarah Mlynowski, whose new novel is about to come out. In anticipation, she asked fellow YA authors what they would tell their high school selves if given the chance. Not surprisingly, she's had a great response and people are loving the conversation. My personal favorite is from DGLM client, Sara Zarr: "@sarazarr: You are NOT FAT. You will be, but you're not now, so enjoy it."

If you were able to communicate with your high school self, what would you say? I wouldn't even know where to begin, but I better start thinking about it with four little girls of my own who will be teenagers before long!

Is blogging killing writing?

by Miriam

Being the chatty bunch we are here at DGLM, we spend almost as much time talking about whether we should be blogging as we spend actually blogging. For us, the issue is the time it takes to come up with a blog topic on our allotted blogging day each week, the time it takes to find an interesting story to comment on, the time it takes to write our post, the time it takes to read the ensuing comments and respond, if appropriate or necessary…. In short, all of us are conflicted about how much time away from our always reproducing piles of work blogging demands. And, yet, we do it because you can’t be a forward thinking outfit in this day and age without a blog presence (secretly, some of us even enjoy the interaction with our readers and followers).

This piece in the Daily Beast is interesting in that it raises another topic. Is blogging making writers less able to write anything with more substance than a People magazine article? Is it imperiling long, satisfying narratives, replacing them with the literary equivalent of gossipy chit chat?

Obviously a lot of people are worried about the fate of the publishing business. But what about the fate of literary works and the actual craft of writing?

Author websites

by Stacey

An author recently asked me to take a look at her revamped, updated, and exciting new website. It got me thinking about what a good website entails, which author sites are worth seeking out, and what readers are looking for when they visit an author website. My research took me to this old but interesting piece written by the head of Thomas Nelson which offers some ideas about tools to rank your website's success, and some, as he calls them, surprising conclusions about traffic to author websites.

All of this author website talk now turns to you, our blog readers, to find out what you want to see when you visit an author's website? Is it personal information about the author, videos of interviews, excerpts from their book(s), contests? I'd love some feedback from you on what's of personal interest to get some perspective and perhaps allow us to better inform our authors of things they can do to make their websites more appealing to readers and fans. It would also be helpful to know some of your favorite websites, ones you keep going back to over and over. Thanks!!

Humble reminders

by Stacey

This article from last week's PW serves as a good reminder to published and aspiring authors alike to remember to take nothing and no one for granted in this very fickle and cyclical, not to mention small, business. Sometimes we all get complacent, caught up in our busy, fast paced lives, but this kind of article for me is a reminder to take a step back, breathe, and forge on, doing the little things that can make a difference in your career, or in your life. I always try to remind my authors that there is a benefit to daily upkeep of your role as author, and there are cumulative and ongoing effects of networking, staying involved, going to conferences, meeting other authors, and most importantly, connecting with your fans. I recently sold a book by an adult author who was writing for the children's market for the first time. Last summer, he had met a big, bestselling children's author at a writer's conference (and an adult writer's conference at that) and decided to ask that author to read his book before we sent it to publishers. We wound up with a great quote, and all because of a networking event at a writer's conference. Small things do matter, and each book sale does make a difference. If you believe that, and you stay focused each and every day, you will get to where you want to be, and stay there.