In this issue:
- Bowker’s April 2010: Startling Publishing Industry Trends
- May’s Publicity Tips: Interviewing Preparation Techniques
April was a crazy month for many in publishing who expected to make good things happen for their projects at The London Book Fair. It was to be LBF’s biggest and most successful year yet. Yet volcanic ash turned the event into a disappointing show. Smith’s US contingent was not able to make it. Fortunately Ben Cameron, our UK Publicity Director, was able to carry on for us.
The UK’s Financial Times reported, “Jon Malinowski, president of the American Collective Stand, said only seven of the 100 publishers, editors and salespeople due to attend with his organisation had made it to the UK. ‘London is one of the most important world fairs to US publishers and unfortunately the travel difficulties have made a huge difference to our contingent,’ he said.”
On to BookExpo America (New York City May 25 – 27)! Industry experts are predicting a stronger BookExpo due to the London Book Fair’s challenges.
If you are planning to visit BookExpo—a fantastic place to mingle with publishers, authors, distributors, and pick up loads of autographed books/galley/ARCs—please stop by Smith Publicity’s booth 3168 and say hello. If you would like to set up a time to discuss your goals and what publicity could do for you, please send us an email: Corinne@SmithPublicity.com
Finally, a big hello to the hundreds of people who visited Smith Publicity’s booth at the LA Times Festival of Books last weekend. Corinne Liccketto and Melissa Sileo enjoyed meeting authors and publishers from California and beyond. This event was rumored to have surpassed BookExpo in terms of number of attendees.
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Bowker Reports Traditional U.S. Book Production Flat in 2009
In April, Bowker’s highly anticipated research findings relayed startling numbers ontraditionally s print on demand published titles.
“In 2008, the production of print-on-demand books surpassed traditional book publishing for the first time and since then its growth has been staggering. Now more than twice the output of traditional titles, the market is dominated by a handful of publishers. In fact, the top 10 publishers overall accounted for an astounding 74% of total titles produced in 2009.”
A sluggish economy was blamed for a decline in consumer’s discretionary spending. “Categories that grew tended to be in areas that could contribute to workplace knowledge and budgeting. For example, output increased in technology (+11%), science (+9%) and personal finance (+9). The big category losers were in areas impacted by changes in discretionary spending. Cookery and language titles each declined 16% and Travel continued its year over year decline, down 5% in 2009 (it took a 10% loss in 2008).”
Fiction, historically a strong category for growth showed a second straight year of decline, “…down 15%, significantly greater than its 1% loss in 2008. Fiction’s overall impact on U.S. book production can be seen by looking at the top five categories. Despite expansion in four of the five leading categories, Fiction’s 2009 decline prevented overall growth in production.”
Rank Category 2009 2008
1. Fiction 45,181 53,058
2. Juveniles 32,348 29,825
3. Sociology/Economics 25,992 24,737
4. Religion 19,310 18,296
5. Science 15,428 14,100
Numbers are gathered as a result of Bowker’s maintenance of the industry’s bibliographic database Books In Print and reported through PubTrack Production Trends Analysis.
For complete information visit: http://www.bowker.com/index.php/press-releases
Media Training: Preparing and Avoiding Common Pitfalls by Kristi Hughes
Kristi Hughes, Account Manager at Smith Publicity, offers insights and preparation tips from her years of experience in Publicity and Public Relations on how to prepare for an interview.
Successful media relations are built and credible media relations must be earned. Overnight sensations last just that long… for a moment. They are often forgotten the next day. And stellar reputations can be destroyed in an instant
So, whether across the table from a news reporter, under the glare of TV lights, or simply behind your desk with your phone in hand, media interviews often yield the greatest opportunity for an author, expert or business leader and yet pose many challenges to strategic communications.
Not Preparation Shortcuts
With careful preparation, you can deliver your messages with poise and focus — turning the interview into an opportunity to present your marketing messages to thousands of readers, viewers and listeners with remarkable and even profitable results.
Take the Lead
● Start the relationship
● State your thesis
● Stick to the subject
Be a Teacher
● Speak in headlines
● Use simple language
● Pause, leave space for questions
● Explain acronyms
● Use examples and stories
● Use metaphors and visuals
Beware of Pitfalls
● Silence is not your enemy
● Don’t recognize absent third parties (references or rumors)
● Don’t repeat negatives
● You are never ever “off the record”
● Watch for the paraphraser
● Refrain from ‘off the cuff’ remarks
Have Your 20/2/20/2 Message Prepared
Be able to tell your message in 20 seconds, 2 minutes, 20 minutes and/or 2 hours.
Don’t Get Lost in Translation: Importance of Body Language
Keep in mind that you may have perfected a great message, you might know your media medium and your audience, but if you can’t pull of the act of communication it will all be in haste. In nearly all interviews, how you say something is as important as what you say. The most retainable messages come from an enthusiastic tone of voice, relaxed body language and the confidence you exude.
Research has shown that 55% of a message’s credibility comes from non-verbal sources. Tone and attitude account for 38% believability and only 7% of a message’s believability comes from verbal messages—the words you’re actually saying. So, don’t worry, be happy!
Don’t Forget Your Agenda—Be Active
The most common mistake committed in interviews is to become so fixated on the questions that you lose sight of your own agenda points and become a passive respondent. Don’t feel obliged to answer every question specifically. The most effective spokespeople listen for the bigger issue behind each question, and address that issue as they choose. This is done through the technique of “blocking and bridging.”
Use the art of blocking and bridging to stay on track with your own message points and to taking control of the interview. Typically in a non-argumentative, friendly interview environment an appropriately positioned answer will lead the reporter in the direction, which you’d like to go.
They are there to gather facts and sound bites and ultimately share your story with their audience. A reporter just wants to file a great story using your uniquely crafted colorful messages; it’s a win-win.
If you are interested in receiving a proposal for your project, please contact Corinne Liccketto, firstname.lastname@example.org, www.smithpublicity.com or 856-489-8654 x309.
Smith Publicity, Inc.
856.489.8654 ext 309
Mailing Address: 1930 E. Marlton Pike, Suite I-46, Cherry Hill, NJ 08003