A Guide to Marketing & Publicity

Welcome to the State University of New York Press!

With fifty years of publishing excellence and a backlist of more than 5,000 titles, SUNY Press is honored to add your book to our list. In this guide, we will explain how we market your book and also share some marketing and publicity tips that will help you participate in promoting your book.

This is a collaborative process, and we appreciate the suggestions you provided in the marketing questionnaire you completed when you submitted your manuscript for publication. If you have additional ideas or questions throughout the publication process, please feel free to contact your promotions manager.

H. Carl McCall Building • State University Plaza • 353 Broadway • Albany, NY 12246-0001 PHONE 518.944.2800 • 866.430.7869 • FAX 518.320.1592 • www.sunypress.edu &

MARKETING O PUBLICITY W 2 Sales Department• Promotional Materials are producedasneeded. Other marketingmaterialssuchasfliersandposters an electronicversiononourwebsite. whose booksarefeaturedinthecatalog.We alsopost customers, majormediacontacts,andtheauthors The catalogsarealsodistributedtoourretail United States,Canada,andaroundtheworld. bookstores andthemajorchainsthroughout for oursalesrepresentatives,whocallonindependent December). Theseasonalcatalogisprimarilyatool or inMayforfallbooks(publishedfromJulythrough spring books(publishedfromJanuarythroughJune) throughout theworld. and independent,college, specialtybookstores tools necessarytosellthebooksmajorchains present thenextseason’s titlestothem,providingthe primarily servicetheretailsegment.Twice ayear, we Our nationalandinternationalsalesrepresentatives United States(BooksInternational,Inc.)andabroad. It alsoworkscloselywithour distributor here in the Taylor) tolibraryjobbers(e.g.,YBPLibraryServices). to wholesaledistributors(e.g.,IngramandBaker& (e.g., BarnesandNoble.comandAmazon.com) stores (e.g.,BarnesandNoble)onlinebooksellers This includeseveryonefrombricks-and-mortarbook- market segments:retailers,wholesalers,andlibraries. • www.sunypress.edu information aboutyourbooktothethreebasic ur salesdepartmentisresponsiblefordisseminating seasonal catalogs—eitherinDecemberfor e willannounceyourbookinoneofourtwo SalesRepresentatives

F O photographs related toyourbook. sites. Shareall ofyournews,reviews,videos, and Social Media Website Help PromoteYour Book). we canhelppromotethere(seeWhatYou CanDoto readings, orotheractivitiesyouhaveplannedthat author events,sopleasekeepusinformedofsignings, We maintainacalendarofeventsonoursitefor potential customerstopreviewthebook. online atthetimeofbook’s release;thisallows production process.We alsopostthefirstchapter posted tothesiteatvaryingtimesduringyourbook’s table ofcontents,prices,etc.Thisinformationis descriptive copy, authorbio,seriesinformation, bilities tocustomers,forthepurposeofdrivingsales. to providefull-textsearchandlimitedbrowsingcapa- and Google,wesupplyelectroniccopiesofourtitles For anumberofonlinevendors,suchasAmazon.com availability, reviews,publicity, andmuchmore. editor names,pricing,discounts,publicationdates, This includescoverimages,descriptivecopy, author/ to the marketsegmentsandtheircomponentparts. In addition,bibliographicmetadatamustbeprovided and NielsonBookData. through thelikesofLibraryCongress,Bowker, supplies dataabout ourtitlestothemarketasawhole, who do theorderingforlibraries.SUNYPressconstantly by SUNYPress,working withthelibraryjobbers, segment. The librarysegmentisalsoserviceddirectly in thedistributionchannelbysupplyingretailer SUNY Press,asthewholesalersplayapivotalrole The wholesaler segmentisserviceddirectlyby you tobeactiveparticipants on oursocialmedia ollow usonTwitter andFacebook!We encourage information foryourbook:coverimage, ur websitewillcontainallofthepertinent

MARKETING Online Booksellers establish relationships with NetLibrary (now owned by EBSCO), ebrary, and SUNY’s own Office of Library UNY Press works closely with many online and Information Services. Sbooksellers in order to sell our books. We work very hard to ensure that covers and descriptive We also participate in the University Press Content information are up-to-date and accurate, but Consortium (UPCC) eBook Collections on Project sometimes errors occur. If you notice an error for MUSE, which launched in January 2012. This your book on a bookseller’s website, please let us groundbreaking initiative allows our books to be know, and we will ask the bookseller to fix the listing. distributed electronically to libraries, researchers, and students worldwide. You may expect to see your book’s final cover and pro- motional copy on Amazon.com, BarnesandNoble.com, Library Market etc. close to your book’s release date. n general, libraries do not make purchasing Electronic Marketing Idecisions directly; instead they utilize library jobbers such as YBP Library Services, who review UNY Press maintains opt-in lists based on subject new books and make recommendations based on Sareas of interest. Every month we send electronic individual library criteria. We provide the information mailings to list members, highlighting new titles and books to these companies to facilitate informed in their subject areas that are releasing that month. buying decisions. Your book will be included in at least one of these mailings, possibly more, depending on the cross- As mentioned above, the Press has partnered with & disciplinary nature of your book. These email a number of vendors to provide electronic versions announcements consist of the book’s cover image, of our books to libraries. along with short descriptive copy, and links to the SUNY Press website, where orders can be placed. Advertisements PUBLICITY

We also distribute a monthly newsletter and cheduled on a seasonal basis, advertisements are disseminate notices about upcoming conferences that Splaced in scholarly conference programs, journals, we’ll be attending. (Please note that we do not sell or and magazines. We also do online advertising on share our lists with anyone.) websites, in electronic newsletters, and in digital catalogs distributed by our wholesale partners such E-book Market as Ingram and Baker & Taylor.

UNY Press books are available digitally, in multiple Review Copies Sformats (Kindle, nook, etc.), and we have been at the forefront of new technology/partnering e announce the publication of your book to opportunities as they have arisen. We were an early Wappropriate review media and will supply partner with Google Book Search and the first to complimentary review copies upon request. It can launch a cobranded publisher website with them. take anywhere from six months to a year— We have partnered with a number of e-book or longer—for reviews to appear. When we receive providers, especially those within the library market, them, we will post short excerpts on your book’s page and were among the first university presses to on our website. We also maintain a review archive;

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MARKETING O PUBLICITY W 4 Listings Course Adoption Baker &Taylor wholesale distributor: YBP LibraryServices Midwest LibraryService CHOICE magazine library market: New BooksNetwork H-Net scholarly media: are senttothefollowingmedia/specialmarkets: In addition,complimentarycopiesofallourbooks share withusanyreviewsyousee. copies canbesenttoyouuponrequest.Pleasealso market, includingForeword ReviewsandCHOICE. calls forinformationmagazinesaimedatthelibrary in. Similarly, weparticipateinseasonallistingsand information onspecificsubjectareasthatweparticipate for example,hasseasonallistingsandspecialcalls Publishers Weekly, amagazineaimedatbooksellers, classroom adoption. • www.sunypress.edu with copiesofbooksthattheywishtoconsiderfor ur examinationcopyprogramprovidesprofessors to the publishing industry for dissemination. to thepublishingindustryfordissemination. e provide information on forthcoming books e provideinformationonforthcomingbooks

E D appropriate opportunities. events asneeded.Forscholarly books,weexplore for pre-publicationpublicity, andorganize special develop pressreleases,pitchletters,advancegalleys Times, andNewYork ReviewofBooks.We also media suchasPublishersWeekly, theNewYork For tradebooks,titlesarepresentedtomajorreview perhaps radioandtelevision. niche marketsforbothprintandelectroniccoverage, appropriate publicityvenuesinmajormediaand Exhibits •TradeShows Publicity arrangements tosendmaterials. to investigatedisplayopportunitiesandmake manager willneedatleastthatmuchleadtime at leasttwomonthsbeforetheconference.Ourexhibits opportunities, pleasecontactourexhibitsmanager a conferenceandwouldliketodiscusspromotional exhibits planforyourbook.Ifyouareattending are takenintoconsiderationwhenwedevelopthe are appropriateforyourbook,andsuggestions you theopportunitytolistconferencesthatfeel The marketingquestionnaireyoucompletedgives service, ifoneisavailable. makes arrangementswithacombinedbookdisplay but wishtodisplaybooks,theexhibitsmanager programs. Forthosemeetingsthatwedonotattend advertisements featuringnewtitlesinconference at theappropriateconferencesandalsoplaces manager arrangesforyourbooktobeexhibited where wedisplayandsellourbooks.Ourexhibits ach yearweattendabout30associationmeetings for reachingabroadaudience,wewillexplore epending uponthetypeofbookanditspotential MARKETING Awards What You Can Do to Help Promote Your Book e recognize the importance of book awards, Wand we submit appropriate titles for major s the author, you are in the best position to help awards and prizes. We monitor guidelines and Apromote and market your book. You are, in fact, deadlines for a number of awards, and we welcome the best advocate for your book. Here are a few simple your suggestions on the marketing questionnaire. things you can do to help: Over the years, our books have been recognized as CHOICE Outstanding Academic Titles, a distinction During the production process: that we are very proud of, and have won awards from many scholarly organizations. On our website, we 1. Add your book’s URL address (which points to maintain a list of books that have received awards. the book’s page on the SUNY Press website) to the signature line of your emails, your website, Partnering with the blog, or social networking sites, your university/ University Press Community professional website bio page, etc.

e partner with our trade organization, the 2. Consider utilizing Facebook, Twitter, and other WAssociation of American University Presses, social networking sites to promote your book. for promotional opportunities. Its “Books for SUNY Press can also share your news and events on these sites. We encourage you to follow us on

Understanding” program has been instrumental in disseminating information to the public on books Facebook and post news about your book and like & relevant to the news of the day. Launched in the us on Twitter. aftermath of September 11, this has become an If you do not have a website or blog, consider important resource for media, teachers, and libraries. becoming active in those arenas as well. PUBLICITY

Rights and Permissions 3. Join online listservs (e.g., H-Net), newsgroups, or forums in your field to become part of the our book has a viable life beyond initial sales, discussion/community. Yand we value the additional interest your book can generate through subsidiary rights. In fact, 4. Tell all of your friends and colleagues about the revenue—such as classroom-use fees, reprint book and direct them to your book’s page on fees, serial rights, and income from selling book our website. Ask them to spread the word as well; rights for translation—that we share with you word-of-mouth is a powerful tool. not only supports the continuation of scholarly publishing, it ensures the wider dissemination of Upon release of your book: your work. We take great care with overseeing the necessary balancing act between fiscal responsibility 1. Promote the book on your website, blog, or social and worldwide collegial collaboration; thank you for networking sites. If you haven’t done this already, entrusting SUNY Press with that mission. embed your book’s URL address so if people read about the book on your blog, for example, all they have to do is click to our site to place an order.

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• www.sunypress.edu collection. to purchaseacopyofyourbook forthelibrary’s Encourage thelibrarianatyour institution their websitesandinpublications. information aboutyournewbookon include alumni associationstoencourage themto Contact youruniversitynewsbureauand on culturalstudies. publish reviews,interviews,anddetailedessays and ScholarlyKitchen—sitesthat PopMatters contributor towebzinesandblogslike a or mass-markettopics.Lookintobecoming posting onblogsthatdealwithpopculture If yourbookhasmass-marketappeal,consider scholarly innature(ifyourbookisabook). with eitheryourbook’s subjectmatterorare like InsideHigherEducation,andblogsthatdeal Chronicle ofHigherEducation,onlinenewsletters matter foryourschoolpaper, localpaper, the Write op-edpiecesrelatingtoyourbook’s subject add themtoouronlineeventscalendar. let usknowthedetailsoftheseeventssowecan enough booksonhand,ifnecessary. Besureto with thebookstoretomakesuretheyhave directly withyou.Oursalesmanagercanwork here tohelp,butitisbestifthebookstoredeals Schedule readingsatlocalbookstores.We are book announcements—somedonot. etiquette ofsuchforumstobesuretheyallowfor page onourwebsite.Itisalwaysbesttocheckthe description ofthebookandalinktobook’s in yourfield.Apostingshouldcontainabrief listservs (e.g.,H-Net),newsgroups,orforums Post informationaboutyourbookononline Be ascreativepossible! the bookorbeinginterviewedaboutbook. Consider postingvideosofyourselfdiscussing

W One lastthought… [email protected] Promotions Manager Kate Seburyamo [email protected] Senior PromotionsManager Michael Campochiaro [email protected] Exhibits andAwards Manager Michelle Alamillo Marketing andPublicityDepartment to ensurethatyourbookgetstheattentionitdeserves. in thecrowd.Withyourhelp,we’llmakeeveryeffort it’s achallengetomakeindividualtitlesstandout published intheUnitedStateseveryyear, ith morethan400,000newandrevisededitions