Lissa Warren

In most publishing houses, marketing and publicity are separate departments. And they should be. Even though each is tasked with book promotion, their methods and responsibilities are actually quite different: Publicity reaches the consumer through the media, and marketing reaches the consumer directly. But just because they're different, it doesn't mean the two departments can't — or shouldn't — work closely together. In fact, in this ever-changing marketplace, they need to work together like never before.

If days one and two of Book Expo America were a blur of information-packed sessions, days three and four were a whirlwind of appointments, chance meetings and tote-bag lugging.

Friday we met up with Jamie Israel of SPi Global, then hustled over to the Spain pavilion to meet with Edie Reinhardt and Marcelino Elosua of Lid Publishing, who have some fascinating new initiatives in the pipeline (and should have some news to announce in the fall).