AUGUST is the crunch time for print publications to offer their suggestions for gifts. In fact, most already have their selections in place: from toys to gadgets to books. As a self-publishing author, what can you do to improve your chances of getting featured in these gift guides?
Planning Ahead
Most retailers and retail publishers start planning their priorities four months out. (If only the rest of us were that disciplined). That would mean August is the time you want to contact publishing editors to be included / considered in their New Year edition.
For example, in early January, editors are planning for Spring and Summer guides / advertising. With school just around the corner and the end of summer looming, magazines are already thinking BEYOND Halloween to the holiday season.
Online gift guides and newspapers do not require “long lead” times, as magazines and retailers, (meaning they don’t have to plan several months ahead of time on what they will feature); however, you need to be aware of their submissions deadlines if you want to provide targeted and timed publicity for your book.
Think Like a Gift Guide Editor
Most publication websites offer a downloadable media kit, which include deadlines for when they need gift guide submissions. By obtaining this timetables early you plan your book publicity accordingly.
While seeking media attention for your book, it is important to “showcase” it year-round, however, you also need to stand out amongst all the other title vying for gift guide inclusion. To do this takes a special touch. To do this, sit in the seat of the gift guide editor:
- Who best identifies with the concept and theme of your book? (target audience)
- Is your book perfect for dad? College graduate? The hard to buy for History lover?
- Does your book help build job networking skills?
Think like a Publicist
As publicists, it is your job to make the editor’s job easy: you need to package the book tailored toward a specific target. You do this so the editor can easily see why the book is a good fit for THEIR audience. The more precise you are in identifying your target readers, the better your odds are for inclusion in the gift guide.
Think Ahead
You need to think ahead, further than you probably already are. If your book is not chosen for a particular “season” gift guide inclusion, there is still a chance the editor may hold onto it for potential coverage in the future.
Your book may have ties to New Year’s resolutions, or is more appropriate for Easter or summer holiday travel. No matter what the outcome of your submission, follow up with the media contact. It may be that your book has “real-life” tie-in themes; supplying the media any and all options for coverage will help in the publicity of your book.
#publicity
