Booktubers, Bloggers, and BookTok: The Mysterious Process of Literary PR

My novella, Off the Wall, was released on October 27, 2023, through Finishing Line Press. At that time, I received a digital review copy for sending out to potential reviewers. Unfortunately, the small press publishing timeline isn’t always similar to that of the Big 5. Large presses make review copies available long before the book release date. Needless to say, prominent review journals, such as Publishers Weekly and Library Journal, want access to review copies months before the book becomes available. This can also be true for review outlets focused on indie presses. Thus, I had to scratch a number of review journals off my PR to-do list. I did circulate a press release and a media kit focused on Off the Wall more than three months before the publication date. This generated a little activity. Poet Ellen Bass sends out a regular newsletter, and she ran an announcement, as did two of my alumni groups (University of Oregon and Pacific University). That seemed like a start.

Snagging book reviews, however, feels paramount. Back in October, I scanned suggestion lists in several PR how-to books and proceeded to shoot out review copies to reviewers that might give Off the Wall at least a cursory glance. I entered a pile of published book contests – 15 of them. Meanwhile, the holidays barreled forward, and I decided to run a holiday book ad on Instagram. Yet I figured I wouldn’t hear much from anyone until 2024 was underway. 

In January, I appeared before a book group in the Newport Library (Oregon) to discuss Off the Wall. This warm and friendly event helped me get a sense of how people might respond to the novella. I was grateful for the early invitation, and I’ve put out a few feelers to other venues where I might read and/or sign copies. Yet I sense I need a book review or two before I can draw in a reasonable audience. Placing in a contest wouldn’t hurt.

I’m well aware I might be missing the online approach that could help move things along: Booktubers, Bloggers, and BookTok. I could look for Zoom literary events. Yet I’ve begun my marketing strategy with an old school methodology – rattling the chains of traditional media. Maybe this doesn’t work any longer. It is difficult to know what really works.

In February, a cloud of ennui moved over me as nothing appeared to be happening. Book sales were flat. Meanwhile, no book reviews materialized. I’ve been comforting myself with thoughts like, “It’s early yet.” Indeed, I’ve gone through this process with my two self-published books of poetry and my poetry chapbook. I’ve learned you have to cast a wide net to nab a few bits of buzz,

Here’s what I reeled in for those earlier books.

Voice Break (CreateSpace)

  • Radio Interview with Eric Alan on KLCC
  • Write up in Newport News Times

The Ballad of the New Carissa and Other Poems (CreateSpace)

  • Mention in the The Eugene Register-Guard
  • Write up in Newport News Times

Breast Cancer: A Poem in Five Acts (Finishing Line Press)

  • Finalist in the chapbook category of the Eric Hoffer Book Awards
  • Book Review in Cure Today
  • Write up in Oregon Coast Today

I know this isn’t a bad outcome. I’m good in company with other indie writers over the PR struggle. Yet I feel I must be missing some miraculous key that would break things open. Such thoughts were still spinning through my mind when my publisher, Leah Maines of Finishing Line Press, invited me to read my work this July during the Abroad Writers Conference which will be held on a cruise in the Mediterranean. That did perk me up.

READ

Read-More

Morning sun casts chiaroscuro across the backyard patio. And the palm fronds there are gently illuminated, a look that cannot last. There is little sound, as if the morning were holding its breath. Then one bird sings a line of pretty chirps. A drier throat answers.

I suppose every morning holds promise like this – perhaps time to read – before the day moves into the usual commute, the hours of work. Elsewhere, people from the Middle East continue to pour into Germany. Other news from that same country just in: “Despite a sluggish global economy and political turmoil, official attendance for the 2015 Frankfurt Book Fair rose modestly over 2014.” That’s a good sign, one suggesting people still cherish books, though the students in my school seem to prefer their mobile devices. Those sitting in the student center with an ever-present phone or computer on hand could be reading entire books through one app or another, but I suspect they are not.

When I was a younger librarian, working for the Seattle Public Library, I enjoyed putting up the wonderful READ posters produced by the American Library Association. Each one showcased an impressive portrait of one celebrity or another: Oprah, Bette Midler, Paul Newman, Mikhail Baryshnikov, Miss Piggy, Steve Martin, Maya Angelou, David Bowie, and others. It appears these posters are still being created, but I haven’t seen one in years. I no longer work in a public library, though I suspect there’s more to it than that. Reading entire books just isn’t cool anymore.

I remember parents bringing their children to the library to check out impressive stacks of kids’ books. I’m assuming some families still do this. I remember enthusiastic children asking where they could find another book like A Wrinkle in Time by Madeleine L’Engle or The Watsons Go to Birmingham – 1963 by Christopher Paul Curtis. More recently, I have chatted with at least one high school English teacher willing to admit she has had students in her class who have never finished a book.

These days, I help community college students find the books they need to complete their assignments. They only seem to ask for them if their instructor has specified a book is necessary for full credit. As they stand before the reference desk, they often indicate they are in a hurry. Many assume I can produce exactly the book they need. It is the rare student who applies the critical thinking skills necessary to select their own sources for the paper they are about to write. And I don’t generally notice eager readers browsing the stacks to satisfy their own curiosity. I have wondered, on more than one occasion, how many of them actually read – with comprehension – one entire book during a given semester.

I was expected to read a hefty pile of books each quarter (in high school and in college). I used take exams I would have failed if I had not, indeed, read these books. Sure there were CliffNotes. But my professors were no dummies. They often promised tests – requiring Blue Book essays – that could not have been passed with the help of summaries. Today these exams would almost be viewed as cruel and unusual.

You might sneer and remind me that I am working in a community college. But I have honestly wondered what I would observe if I worked in a university library. Would I find enthusiastic readers browsing the New Books shelves as my generation once did? Would I talk to students hot on the trail of the latest important work about a particular subject? I suspect modern university students expect to find what they need online—the latest everything. Indeed, it seems like younger generations have decided they don’t need to learn how to analyze – stay with, focus on – lengthier tomes. Instead, they cast their nets across the waves of cyberspace and calmly decide the information they retrieve will suffice.

Speaking of my generation—I fall at the tail end of the Boomers—we still talk books. We run book groups, participate in Goodreads, and share our favorites during meaningful talks. While Boomers still hold some sway over some things, I’ve been informed we are out. Maybe that’s how it should be. As a parting shot, however, I challenge today’s librarians, reading teachers, and English instructors to come up with a new READ campaign, one that encourages lengthy (hours of reading) in-depth analysis – downright meditation – on the world’s great books. Sure, today’s young brains are being trained to use technology, and they often demonstrate breathtaking sparks of intelligence as they display what they can do. Imagine the promise of mental ability intentionally geared to move the mouse with ease AND read deeply.