Tip 7: What Is A “Pub Date/Window”?
• A “pub date” is the official release and distribution of your book across the country (U.S.).
• Media exposure begins in alignment with your publication date as well as any events that are scheduled.
• The publisher wants to ensure that the book will be available to customers when the media begins to hit, otherwise, if the media is happening prior to the book’s availability in the stores, there’s the chance that the media’s mention, the interviews, and other publicity, will not do its job of driving traffic to purchase books.
o It depends on where the publisher’s warehouse (distribution center) is located, but it can take up to three weeks for the book to be fully dispersed from coast to coast from the time your book lands in the distribution center to the time it reaches the retail outlets.
• The “pub window” (usually three months from the pub date) is the time that the publisher puts its attention on garnering press, speaking appearances and promotion.
• Most of the press attention will likely take place in the first six weeks after the book’s release. Although, I have witnessed books earning media attention a year or two after they have been released because someone of notoriety such as Oprah, promotes the book. It’s as if the book was just made public
o This happened with Eckhart Tolle’s book, A NEW EARTH. The book was published in 2005, but in March of 2008, Oprah selected this title to do a webcast event with the author, Tolle. The book became an overnight bestseller!
• The publisher will not continue their focus on titles much beyond this pub window because of all the new releases (over 225,000 books release each year through traditional publishers) and for that matter, the press is typically only interested in a title when it first hits the market. Again, there are a few exceptions to this rule.
Tip 8: The Publicist Is No Longer With My Publisher
Unfortunately, this happens and as the author there really isn’t a whole lot you can do about it. The publisher is providing a service and you need to trust their judgment that the publicist’s replacement assigned to your book is competent and will do a great job pitching your book to the press.
• You can make your concerns known to your editor to ensure they are in the loop; that way they will be monitoring the new publicist’s efforts.
• Set up an appointment with the new publicist to acquaint them with you and your book. You know your book better than anyone does and the publicist has much to gain by connecting with you, as you do.
• The publicist’s position is regarded as an integral part if not the biggest part of the book campaign, make every effort to align yourself with him/her, offer your assistance. Avail yourself whenever possible for interviews as this will further your chances of more.
• The publisher wants to do their best in representing your title as it’s in their best interest, too.
• One of the hardest things to do, as an author, is to “let go” and trust that the publisher knows the marketplace and how to generate maximum media coverage for your book and at the same time, sustain a “watchful eye.”
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