In book promotion, word-of-mouth is still key
EVP & Chief Marketing Officer at Simon & Schuster Liz Perl told DBW attendees that “there’s no silver bullet” when it comes to book marketing in 2019. That said, word-of-mouth remains the best strategy for marketing fiction, “especially breakout fiction,” Perl says.
But the only way to get people talking about a book in advance is to get them reading a book in advance, so the most successful strategy to get people reading a book is still distributing ARCs (Advanced Reader Copies). And yes, that’s printed ARCs, not digital ones – while e-ARCs may be better for both the environment and publishers’ wallets, print ARCs seem to be far more successful when encouraging reviews and buzz.
Perl also noted how important Barnes & Noble is to the publishing industry. “We are incredibly optimistic and enthusiastic [about the chain’s future,]” Perl told the crowd. “We’re rooting for them every which way we can.”