Marketing and Promotion
No book sells itself. From initial acceptance, to design, to print-run size, to promotional budget, marketing considerations pervade the publishing process. The most important are outlined below.
To estimate the size of a title's print-run, publishers first consider each of these factors:
The publisher's retail price must reflect several factors:
If the market for the title is less than 1,000 copies, it may be more economical to print copies digitally. Another possibility is to forego the bookstore market and only sell the title to specialty markets at a lower discount.
ISBN: Distributed by R.R. Bowker, the International Standard Book Number identifies each book with a unique number. They are purchased inexpensively in blocks of 10, 100, or 1,000.
ABI Forms: Filling out Advanced Book Information forms, provided by R.R. Bowker, gets your book listed in Books in Print, Forthcoming Books in Print, and Subject Guide to Books in Print, which are used by most libraries and bookstores.
Library of Congress Number: This number, assigned by the CIP Office at the Library of Congress, allows the book to be tracked by people using the Library's catalog system, and is essential for library trade. It is free, but publishers are expected to send a complimentary copy of the book immediately upon publication.
Cataloging-in-Publication (CIP) Data: This data, provided free by the CIP Office at the Library of Congress, is printed on the copyright page and helps librarians catalog the book.
Bar Codes: The book industry--especially the retail side--is computerized, and needs bar codes. They can be obtained via several manufacturers, such as FOTEL and Precision Photography, and are usually printed directly onto the back cover of the book.
A publisher's marketing department develops strategies and tactics to address the following issues:
Some publishers employ publicists to manage the publicity campaign for the publishing house or specific titles. For each new title the publicist performs these tasks: