Today’s marketing landscape presents an array of opportunities for book promoters. Here’s how to make sure you’re getting the most from your campaign

By Matt Steinmetz

9. Tap your authors when promoting their titles. HarperCollins regularly conducts webcasts featuring the authors of their new releases. “One of our best-written books was done by a lady in her 80s,” says John Thompson, president of Illumination Arts Publishing, which publishes children’s books. “We’d have to think about whether we’d use her again though, because sales of books have a lot to do with authors willing to do signings, go to schools and do speeches at major conferences. Many publishing companies make the mistake of not picking [an author] who can go out and do the steps necessary to sell the book. They don’t just sell themselves.” BB