April 17, 2009, Newsletter Issue #21: What Promotional Expenses Will My Publisher Fund?

Tip of the Week

·         Most publishers, at the minimum, will provide the author with fliers, bookmarks, or other printed support materials for the release of the book.
·         If the book is a top tier book, the publisher may provide advertising co-op dollars to promote the title’s release.  This may include the ads on the web, appropriate print publications, the purchase of a targeted e-mail list to receive a press release, or billboard signage.  Funds may also be available for radio advertising.
·         Some publishers will provide a budget to tour an author to a limited number of cities.  They will cover the transportation (air and ground), food and hotel.
·         A book launch reception may be part of the overall book campaign funded by the publisher.
o   Hard copy invitations created by the publisher
o   Postage for the mailing of the invitations
o   Food, drinks, music, etc.
·         The publisher’s publicity department will usually send out review copies, a press release and directly contact key media outlets in order to pitch your book. 
·         It’s possible that the publisher may share in the expense of hiring an outside publicist or PR firm.
·         The publisher may host a webinar, tele-seminar, or pod-cast.


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