Arguably the most exciting days in our office are the days when new books arrive. We love receiving such packages from the printer and having the final product in our hands, and we’re sure that our authors feel a sense of joy and achievement on receiving their copies. To some, this is seen as the end of a journey – the editorial and production work has been successfully completed and the job of publishing the work is done. But as a publisher, we’d be pretty useless if we saw this as the time to stop working with a book. In fact, for us in the marketing department, this is our moment to shine!
Elinor and I will have been busy in the run-up to publication setting things up ready for the book’s publication. This means that we will already have let all our distributors, wholesalers and sales reps know that the book is on its way; we will have ensured that the book has a complete listing on our website; and we will have provided the author with marketing materials, such as information sheets and discount flyers for them to give to any interested potential readers.
The ground has then been properly laid for us to start the immediate marketing of a book on publication. We announce that the work has been published to as many people as possible. We inform all industry members, such as wholesalers and sales reps, that the work is now available for their customers and try and reach as many customers as possible directly. This might be done by posting on listservs, such as Linguist List (Multilingual Matters titles) and Trinet (Channel View Publications titles), sending a newsletter to our email subscribers, sharing the news with our Facebook and Twitter followers and informing journal book reviews editors and authors of related blogs, for example.
All our new books are available simultaneously as print and ebooks, so there is also work to be done to get news of the ebook out. Sarah, our production manager, ensures that the book is available to purchase on a variety of platforms, and we ensure that it is also available on our own website. At this stage we also start to send out inspection/desk copies to those who have requested one from our website and we give the option of an ebook rather than a print copy. This means that course leaders get the text immediately and can start considering it for adoption on a course much quicker than the traditional way.
Once the initial marketing has been completed and the buzz may have quietened down, we continue to publicise the work through other avenues. Common ways of doing so are through our catalogue mailings, and additional flyers and materials we produce for our sales reps, series editors and authors to distribute. We also attend many conferences throughout the year and always have lots of our recent and relevant titles with us on display. On occasions when we can’t attend an event in person we frequently send display copies and discount order forms to continue to make potential readers aware of our books.
When a book reaches 6 months old we review its progress at an editorial meeting. We look at the sales figures and discuss how its early sales are looking. This is a useful stage to review a title as it is still young enough to be of interest to booksellers and so we give a title a marketing boost if we feel that we may have missed an opportunity. This is the time when we start to see the very first reviews of a book appear in journals and these continue to appear over the course of the next few years.
On a book’s first birthday we again review its progress and might even start to think about reprinting copies of the work if it has been particularly successful. We monitor our stock levels each month so we try and ensure that we are on top of demand and that a book is always available, but occasionally we’ll receive an unexpected order, perhaps if it is suddenly adopted for a course and we receive a bulk order from a university bookshop preparing for the start of a semester.
We continue to monitor sales annually and promote the book when appropriate for as long as there is demand for it – often for many years after publication. Occasionally a book will receive additional attention, such as from a foreign publisher wishing to buy the rights to translate it into a foreign language. This is a really exciting time and such news is always greeted enthusiastically both in our office and by an author who is usually chuffed to hear that their work is to be translated and published for a new audience. We have recently sold our books for publication into languages such as Japanese, Chinese, Bahasa Melayu, Arabic, Korean, Macedonian and Greek. Of course at this point, the book gets a second lease of life and it’s down to the foreign publisher to repeat the life cycle of a book as outlined in this post!