Using Book Awards to Boost Your Book Sales
INDEPENDENT PUBLISHER WHITE PAPER SERIES The Right Tools for the Job: Using Book Awards to Boost Your Book Sales JENKINS GROUP INC. WHITE PAPER INDEPENDENT PUBLISHER SERIES A Whole Lot of Books There are currently millions of book titles in print and available to American consumers, with about 300,000 new traditional titles and about 1.5 million “non-traditional” (reprints, public domain, POD) titles. It’s not easy to get noticed in this mass of books, all vying for buyers’ attention with bold cover designs, clever titles and paid-for end cap positioning in bookstores. Authors and publishers need tools to help promote themselves and their work; Book Awards are one of the most effective – and affordable – means of gaining recognition and credibility for the independent publisher. The Competition: Number of American Publishers by Year since 1950 1950: 400 publishers 1970: 3,000 publishers 1990: 23,000 publishers 2003: 85,000 publishers 2013: 600,000 publishers Building the Buzz As with any commodity, books compete for consumers’ attention and need to achieve a certain momentum to become bestsellers. Feature stories and reviews in newspapers and magazines, television and radio appearances, viral marketing on the Web, and word-of-mouth around the water cooler are all examples of the “buzz” it takes to sell a book in large numbers. It’s hard enough to beat out the “big five" New York publishers for attention, but today the independent is also competing with nearly 600,000 other small-to-midsized presses due to the POD/DIY explosion. How can you reach the critical mass of attention it takes to become the “new new thing,” or just one of them, for at least a few weeks? An Extra Attention-Getter Everyone judges a book by its cover.
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