In the old days of book marketing and publicity, things were simpler. A book publicist had four clear segments to pitch: radio, TV, newspapers, and magazines. These four comprise what is regarded as traditional media. Even though the digital revolution has upended the marketplace, traditional media continue to have considerable value in helping to publicize books.
The most useful book marketing campaigns today combine coverage in traditional media with a robust online presence. The combination is more potent than ever before and explains why today’s bookselling marketplace supports more titles in print than ever before. But the competition is fierce, and authors today need professional book promotion services more than ever to succeed — with traditional media and beyond.
The Best Book Marketers Use Traditional Media Strategically
It’s a much expanded time of opportunity for book marketing that includes traditional media and so much more. Lines are blurred, new media has exploded, and blended media is rampant. There’s Internet TV, Internet radio, interactive blog tours, TV shows played on satellite radio, radio shows on TV, social media and on and on. And of course, almost every radio or TV interview, or newspaper or magazine article ends up on the Internet, where it stays forever.
So what does it mean for authors promoting their books? The bottom line is that it’s all good. More media options mean more avenues for promotion. Moreover, it means that much of traditional media has been enhanced to have even a more significant impact. For example, a conventional TV interview on a local or national show airs as usual. Then a link to that interview almost always appears on the station’s or show’s website. Then, that link is used to populate social media sites.
Opportunities like Internet radio and TV have served to expand the platforms for traditional media – a perfect example of technological progress enhancing conventional modes of communication.
Think about it: a traditional radio or TV interview, or newspaper or magazine article, is seen or read when the piece is aired or published, then becomes available to an unlimited audience on the Internet, and then is circulated more through social media platforms.
Old school book publicity via traditional media coverage isn’t passe, and it isn’t dying. Traditional media coverage for book marketing has joined the new frontier, and it’s more powerful than ever when it comes to spreading the word about a book or author and sparking book sales