Guest Column: Unite Marketing and Publicity
Advertising Strategy
We do our best to keep our marketing department informed about forthcoming media appearances, so that they can make better decisions about where and when to place ads. No sense advertising a book in a publication that's already reviewing it, but great to do some newspaper, magazine or website ads timed to a big national radio or national TV hit like NPR's "Fresh Air," or C-SPAN's "Book TV" or Katie Couric's show. And of course the more the marketing department knows what media is in the works, the better the chance they can time in-store co-op appropriately. We also work hard to maintain an up-to-date list of review quotes for every book, so that any time our marketing department needs a choice quote for an ad, we can shoot them a two- or three-page Word doc with plenty of excellent options.