Where can you Publish a BookHow can you publish a book?
"It' s not the tech that's the issue; it' s the people that are the problem," said Jonathan Karp, editor of Twelve, who publishes one book a week. Although the three-martini luncheon and the Book of the Mont Club's supremacy are a thing of the past, the publishers still rely on a time-honored, time-consuming selling strategy: verbal propaganda.
"It' not just that it' s a simple gimmick, it' s a launch - but with nothing like the publicity or promotional budgets that a bar of bar of bar of soap would have," says David Rosenthal, editor of Simon & Schuster. In order for a publication to be able to break through the statics, publishing houses have to schedule a few month in advance. tions. "We' re living in an eager company and have a disposable clover exculture, so it will take us a while to get over the wall," says Nan Talese, editor of Nan A. Talese/Doubleday.
Talese, referring to her writers Ian McEwan, Margaret Atwood and Peter Ackroyd, said with an acclaimed writer whose work is known and whose selling habits are well known. Once a frahling has been selling a work to a publishing house and before it is published, proof-read, edited in proofreading and indexing, the advertising bikes begin to spin.
As the authors are biting their fingernails, the editors try to convince internal copy agents to get enthusiastic about the product, the copy sellers try to convince retailers to get enthusiastic, and the retailers choose how many books they buy and whether they present the product in a celebrity front-of-the-store ad that the publisher pays for.
Meanwhile, the publisher's advertising division tries to convince publishers, journalists and TV production companies to present the work or its writer around its release date and often gives detailed luncheons and events to arouse interest even month in advance. Publishers, writers and TV production companies have to wait for the release. Barnes & Noble and Borders usually buy at least six month before the release date and know certain magazines further in anticipation.
A lot to fear middlelist writers screaming for attentiveness, Chain Storages realize how many copies to buy of a title founded on the authors anticipated medium awareness and past sells set. That' s why editors say it's simpler to buy an untested but often hype first novel than a second or third.
"One of the abnormalities of our store is that you have to re-invent the bike with every title," says Laurence Kirshbaum, Frahlingin and former chairwoman of the Time Warner Book Group. A number of shops such as Target and Wal-Mart bookmark paperback books by writers such as Janet Evanovich and Nora Roberts in anticipation.
When a writer arrives too belatedly with a time limit and fails to meet the targeted release date, the shops have no space on the shelves as they expect to harvest the predicted bestsellers next week. "Except you have a lead writer, you'll probably have to pause another four to six to six months to release this book," said Matthew Shear, the editor of St. Martin's Press who brings out Evanovich's Stephanie Plum secrets.
Just like film salons that juggle opening days to achieve massive cash register figures for the first week-end, publishing houses often alter release deadlines to prevent competing for readers' interest and marketability. Stephen King, John Grisham and James Patterson's editors do not want their titles to be published simultaneously, as all three are hoping to be number one on the bestseller lists.
Same thing occurred last year when two volumes about susphi - "The sushi economy" by Sasha Issenberg (Gotham) and "The Zen of Fish" by Trevor Corson (HarperCollins) - were published almost at the same time. "You' never want to go to a races with another on the same subject," said William Shinker, Gotham's chairman and editor.
Reality - the September 11 terrorist strikes, the fall of the Holy Father, Hurricane Katrina - can either divert attention from a book or offer a catch. In this year the publishing houses are planning a series of publications to accompany the Olympic Games in Beijing, among them "The Last Days of Old Beijing" by Michael Meyer (Walker) about the demolition of old quarters to make room for the Olympic Games, and "Wolf Totem" (Penguin Press), a novel by Jiang Rong, who has just won the Man Asia Literary Prize.
November's elections should help move policy reading, but other publications may be affected. Scribner' s editor-in-chief, Nan Graham, said she released very little lyric. "I will never publish a novel in the autumn of an electoral year," she said. "It makes me uncomfortable about every individual whose novel I released in the autumn of'04 because they got totally no notice or sell.
" In the electoral period, other publishing houses fear that it will be difficult to report on non-political publications on pages of books and on TV, in particular "The Daily Show With Jon Stewart" and "The Colbert Report", which have become key to the publishing houses' advertising strategy.