Madonna's recent decision to leave Time Warner for a non-record label leaves a lesson for authors. Madonna cashed a reported $120 million contract with tour promoters Live Nation. The deal includes albums, but interestingly, also folds in touring, merchandising, and licensing. (You know the eau de Madge fragrance is not far behind.)
Her deal is called a "360;" every aspect, every profit potential is handled by one company. Could be a record company, but more often, it's a company like Virgin or Live Nation, adept at accessing multiple streams of income.
While 360 deals are rare in the book world -- Dr. Seuss being one of exceptions -- authors would be wise to think of their books as the introduction to the 360 deal way of thinking. In the past, books could be parlayed into only a few things. Tenure at a university or appearances at conferences.
But what if authors thought of their books differently? Authors would develop fan bases, with a continual conversation. Or, communicate elements of their characters and plot; perhaps develop exclusive novellas in between full length books.
Art is the thing, sure but so is the expansion of the message in the art. Mr. Obie Joe is not advocating for t-shirts and cologne; rather, the expansion of imagination in how we regard our books to our business life.
Wednesday, October 31, 2007
Thursday, October 18, 2007
If you don't give, your fans won't take
No one loves your beautiful face more than your book fan.
Knopf, the publisher behind "Giving," the new book by former president Bill Clinton, spent beaucoups of money on advertising the new book. Clinton also received the best media outlets, appearing on all morning shows, Larry King, and Oprah.
First printing was 750,000.
A month after release, how many copies sold? According to Nielsen BookScan (estimated to include about 60-70% of book sales), just over 50,000 copies were sold.
What happened?
The importance of an author's involvement was underestimated. Though Clinton did an initial flurry of media events, when he left, the interest nose-dived.
"The same thing happened with my titles. When my authors are actively involved in the success of their book, they sell. When their involvement falls off, so do their book sales. Regardless of celebrity, we must make sure that we choose authors who are invested in the success of the book. A passive involvement will yield mediocre results most of the time," says Jay Brown of Freedom Publishing.
This seems to be an eternal lesson. Noted publicist Bella Stander details how Charles Dickens and Olaudah Equiano built their audiences, with an unrelenting commitment to cultivating audiences. www.readingunderthecovers.blogspot.com/
Knopf, the publisher behind "Giving," the new book by former president Bill Clinton, spent beaucoups of money on advertising the new book. Clinton also received the best media outlets, appearing on all morning shows, Larry King, and Oprah.
First printing was 750,000.
A month after release, how many copies sold? According to Nielsen BookScan (estimated to include about 60-70% of book sales), just over 50,000 copies were sold.
What happened?
The importance of an author's involvement was underestimated. Though Clinton did an initial flurry of media events, when he left, the interest nose-dived.
"The same thing happened with my titles. When my authors are actively involved in the success of their book, they sell. When their involvement falls off, so do their book sales. Regardless of celebrity, we must make sure that we choose authors who are invested in the success of the book. A passive involvement will yield mediocre results most of the time," says Jay Brown of Freedom Publishing.
This seems to be an eternal lesson. Noted publicist Bella Stander details how Charles Dickens and Olaudah Equiano built their audiences, with an unrelenting commitment to cultivating audiences. www.readingunderthecovers.blogspot.com/
Tuesday, October 16, 2007
Reading at redlights
Loved reading in USA Today of a fellow slack time reader (www.usatoday.com/sports/columnist/hiestand-tv/2007-10-14-bcs-television_N.htm). In between innings of a Red Sox game, Stephen King brought out the new book by Robert Harris, The Ghost. King wryly noted the advantage of longer commercial breaks, which doubled his page count.
As the parent of too many (but never enough) kids, Mr. Obie Joe is well familiar with the stolen bits of time for reading. Reading at red lights is a particular favorite because it lessens the stress of getting from Point A to Point B in rush hour. Nonfiction choices tend to work best in this setting; fiction cliffhangers might be more hazardous to a driver's attention.
Where do you catch your slack time reading? (Besides the bathroom).
As the parent of too many (but never enough) kids, Mr. Obie Joe is well familiar with the stolen bits of time for reading. Reading at red lights is a particular favorite because it lessens the stress of getting from Point A to Point B in rush hour. Nonfiction choices tend to work best in this setting; fiction cliffhangers might be more hazardous to a driver's attention.
Where do you catch your slack time reading? (Besides the bathroom).
Monday, October 15, 2007
A grammatical publicist
Us publicists are well aware that we probably make our author clients quake with the multiple ways we mangle the language in prose and voice.
Authors, we plead your patience with us wretched minds. Appreciate that we write to the common denominator, to the colloquialisms, the slang, the mixed up ways our culture communicates.
Each time Mr. Obie Joe must direct his team to write another proposal he is well aware of the gap of grammatical acumen between client and practitioner.
If you could, read for content. And set the red pen aside.
Authors, we plead your patience with us wretched minds. Appreciate that we write to the common denominator, to the colloquialisms, the slang, the mixed up ways our culture communicates.
Each time Mr. Obie Joe must direct his team to write another proposal he is well aware of the gap of grammatical acumen between client and practitioner.
If you could, read for content. And set the red pen aside.
Monday, October 8, 2007
Lottery ticket promotion
Our friend, J., published a nonfiction crime book. Because the book started to get decent local publicity, the publisher tells J. to go knocking on the bigtime publicity firms in NYC, and see what kind of national press her book could garner.
One firm she visits makes their firm's plans plain:
"For $5,000 we'll get you on The Today Show."
What about other media venues? Nope.
What if the Today booking does not happen? We still keep payment.
And there you have it: lottery ticket publicity. Where everything rides on one outlet. Authors are often derided for thinking only Oprah will make their book big, but Mr. Obie Joe is convinced there are many publicity firms who think the same.
Wouldn't it be better to count on The Today Show after seeding the ground with many other publicity methods: hometown newspaper, alumni magazine, radio and so on?
Think about how far $5,000 goes in that strategy? Best of all, betcha The Today Show will come calling -- for free.
One firm she visits makes their firm's plans plain:
"For $5,000 we'll get you on The Today Show."
What about other media venues? Nope.
What if the Today booking does not happen? We still keep payment.
And there you have it: lottery ticket publicity. Where everything rides on one outlet. Authors are often derided for thinking only Oprah will make their book big, but Mr. Obie Joe is convinced there are many publicity firms who think the same.
Wouldn't it be better to count on The Today Show after seeding the ground with many other publicity methods: hometown newspaper, alumni magazine, radio and so on?
Think about how far $5,000 goes in that strategy? Best of all, betcha The Today Show will come calling -- for free.
Sunday, October 7, 2007
Finding the worth of a book tour
Used to be, in music, you toured to support the album. Today it's the other way around: the album supports the tour. Most artists make their money on tour T-shirts, fragrances...anything that's about the aura of being a musician.
Many publishers question the worth of a book tour. We heard about one author, of a non-fiction title, who was almost prohibited from touring, even though he was more than willing to front the time and costs.
Perhaps publishers are forgetting to calculate other benefits beyond book sales, writes Lissa Warren (author of one of few essential guides to book publicity, The Savvy Author's Guide to Book Publicity). www.huffingtonpost.com/lissa-warren/have-book-will-travel_b_65547.html
Publishers can boost their odds by choosing bookstores that have some familiarity with audience recruitment:
• Event or Community Coordinator
• Regular production of newsletter available in store, and online
• Reading series
• Book clubs services
• List of media contacts for Author to chase
And though there are bookstores, remarkable ones at that, who do this, Mr. Obie Joe would prefer if the bookstore were to not charge a "booking fee."
Many publishers question the worth of a book tour. We heard about one author, of a non-fiction title, who was almost prohibited from touring, even though he was more than willing to front the time and costs.
Perhaps publishers are forgetting to calculate other benefits beyond book sales, writes Lissa Warren (author of one of few essential guides to book publicity, The Savvy Author's Guide to Book Publicity). www.huffingtonpost.com/lissa-warren/have-book-will-travel_b_65547.html
Publishers can boost their odds by choosing bookstores that have some familiarity with audience recruitment:
• Event or Community Coordinator
• Regular production of newsletter available in store, and online
• Reading series
• Book clubs services
• List of media contacts for Author to chase
And though there are bookstores, remarkable ones at that, who do this, Mr. Obie Joe would prefer if the bookstore were to not charge a "booking fee."
Thursday, October 4, 2007
The Friends and Family plan
Before cell phones, calling cards gave you the convenience of using other phones. As in, payphones. In the 80's, deregulation allowed many companies to offer you this privilege. Key among them was the "Friends and Family" plan from MCI, granting you reduced rates on calls to the ones you love.
A good book publicist will mention the Friends & Family aspect when putting together your publicity plan, usually for the task of gathering an audience for an event, or a one-time mailing. These contacts do make a difference. We worked with one author reluctant to do out of town appearances. Her hometown appearances were garnering 50-100 people a pop -- incredible turnouts for a first fiction author. Her affinity for sticking to just the Friends and Family plan was steadfast.
Yet too many authors are loathe to exploit these contacts, thinking they are bothering their Friends & Family with an invite to support the book. Mr. Obie Joe has to remind an author you're not pushing Tupperware; you're inviting someone to share one of the greatest joys in life: a story. There are many ways for a Friend or Family to participate: view your web site, attend an appearance, pass along news of the book to another Friend, or click onto the e-mail newsletter.
Who is a Friend or Family? Anyone who has met you. That may sound a bit much, but really, what is the harm in asking? That said, you might want to collate your group into separate niches. Family gets every notice of every activity. Work colleagues can get the launch notice, and then maybe an invite to your larger appearances. Friends exclusive to the book -- subjects, mentors, agent, editors, media -- should get the regular updates on everything, which can include appearance notices, blog update companies, links to reviews. And so on.
Just don't forget to see the benefits of Friends and Family.
A good book publicist will mention the Friends & Family aspect when putting together your publicity plan, usually for the task of gathering an audience for an event, or a one-time mailing. These contacts do make a difference. We worked with one author reluctant to do out of town appearances. Her hometown appearances were garnering 50-100 people a pop -- incredible turnouts for a first fiction author. Her affinity for sticking to just the Friends and Family plan was steadfast.
Yet too many authors are loathe to exploit these contacts, thinking they are bothering their Friends & Family with an invite to support the book. Mr. Obie Joe has to remind an author you're not pushing Tupperware; you're inviting someone to share one of the greatest joys in life: a story. There are many ways for a Friend or Family to participate: view your web site, attend an appearance, pass along news of the book to another Friend, or click onto the e-mail newsletter.
Who is a Friend or Family? Anyone who has met you. That may sound a bit much, but really, what is the harm in asking? That said, you might want to collate your group into separate niches. Family gets every notice of every activity. Work colleagues can get the launch notice, and then maybe an invite to your larger appearances. Friends exclusive to the book -- subjects, mentors, agent, editors, media -- should get the regular updates on everything, which can include appearance notices, blog update companies, links to reviews. And so on.
Just don't forget to see the benefits of Friends and Family.
Tuesday, October 2, 2007
Using narratives to sell t-shirts, bottled water, and oh yeah, books
During the ever-lucrative back-to-school shopping season, Mr. Obie Joe was greatly amused by the use of storylines to sell teen clothing. Particularly online. At JC Penney, there was "Flipped," featuring episodes of cool kids doing interesting things while wearing C7P clothes. Via the American Eagle's web site, you shop while watching "It's a Mall World," complete with character diaries and music videos.
"The goal is to alter the solitary nature of online shopping by building communities," noted Paul Miller, senior VP at Sears.
"If we're successful at entertaining them, then the brand loyalty and the emotional connection will follow," says Jani Strand of American Eagle.
Sure, selling your book is not as crass of a commercial decision as selling a t-shirt...except, why not use narrative to communication your book, your vision, your plans? Think about what the narrative is for you and your book. Even after all of her amazing success, J.K. Rowling's narrative of her as a single mother, desperately scribbling out the first pages of Harry Potter, remains powerful. Her story makes the appearance of Harry Potter all that more magical.
What IS your narrative? Even if you never place it online or in a speech, if you have it in your head, it makes your luck of selling your book all the more successful.
"The goal is to alter the solitary nature of online shopping by building communities," noted Paul Miller, senior VP at Sears.
"If we're successful at entertaining them, then the brand loyalty and the emotional connection will follow," says Jani Strand of American Eagle.
Sure, selling your book is not as crass of a commercial decision as selling a t-shirt...except, why not use narrative to communication your book, your vision, your plans? Think about what the narrative is for you and your book. Even after all of her amazing success, J.K. Rowling's narrative of her as a single mother, desperately scribbling out the first pages of Harry Potter, remains powerful. Her story makes the appearance of Harry Potter all that more magical.
What IS your narrative? Even if you never place it online or in a speech, if you have it in your head, it makes your luck of selling your book all the more successful.
Monday, October 1, 2007
A book publicist is like?
Book publicists are like wolverines.
Wolverines are known for having only two modes of locomotion. Stop. Or, ambush. Wolverines don't walk, they don't mosey. They are on full speed or not.
It's an image for Authors to consider when working with their publicist. By trade, publicists are busy people, with thousands of details, never done, swirling around. A publicist tends to give you her undivided attention or not at all. So, if a publicist has your book in full attention, thunder of Thor, keep the momentum going. Respond to every e-mail immediately, return ev every phone call, and do what she tells you to do.
If you delay in your response, you run the risk of setting your publicist on stop, or worse, on ambush for another client.
We publicists can be a distractible lot. Or at least the good ones are.
Wolverines are known for having only two modes of locomotion. Stop. Or, ambush. Wolverines don't walk, they don't mosey. They are on full speed or not.
It's an image for Authors to consider when working with their publicist. By trade, publicists are busy people, with thousands of details, never done, swirling around. A publicist tends to give you her undivided attention or not at all. So, if a publicist has your book in full attention, thunder of Thor, keep the momentum going. Respond to every e-mail immediately, return ev every phone call, and do what she tells you to do.
If you delay in your response, you run the risk of setting your publicist on stop, or worse, on ambush for another client.
We publicists can be a distractible lot. Or at least the good ones are.
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