June 29, 2011
Of all parts of books publishing, there is no element that consistently causes more ambivalence than the publicity program. When we undertake marketing and it doesn’t achieve our goals, at least we have a pretty ad or some other sales material to show for our efforts. With publicity, however, all we’re paying for is someone else’s time and effort. If deployment of that time and effort results in zero publicity hits, the only evidence we have in the end is a lighter bank account.