Elizabeth Woodrow spoke to Gwen Davies from the book publishing company Alcemi on how they go about promoting their books.
Alcemi is based in Wales, and Gwen notes that the Welsh publishing scene is very different to that in London. Alcemi’s difference within Wales is its small size: four novels a year published to maximum impact. “I try not to publish anything unless it’s got an international reach” says Gwen, “and is worth putting in for prizes and giving a marketing push.”
Alcemi primarily publishes literary novels, although is looking like it may move towards short fiction. “I occasionally publish creative non-fiction if I see the right manuscript by the right author,” Gwen explains. Alcemi also specialises in new authors and doesn’t rely on agents. Instead they read the submissions themselves. “New authors have pretty much a similar chance as established ones,” Gwen states, “I will read with an open mind.”
One of Gwen’s favourite books to be published with Alcemi is Twenty Thousand Saints by Fflur Dafydd, described as a black comedy about finds, losses, secrets, privacy and intrusion, and how the most important things always happen off-camera. Throughout his life, the archaeologist, Deian, has been excavating different sites on the island, pretending to look for remnants of saints, while really hoping to find the remains of his mother, whose mysterious disappearance has never been solved.
What are some of the key things you will do to help publicise a book?
“In Alcemi, which is the literary fiction imprint I edit under the wing of Y Lolfa, we take the following steps to promote a book. This is a quick overview.
1. Capitalise on the author’s connections with writers and the media.
2. Use the above to obtain a front cover quote by known author or journalist/critic.
3. Register the book’s ISBN with as much detail as possible, including cover if possible, around 9 months prior to publication.
4. Ensure the cover is striking and will attract the target readership and that it reflects the book’s style/genre/subject/setting.
5. Use both of the above to prepare an Advance Information sheet which is circulated 4 months prior to publication (or earlier, depending on requirements of your distributor – usually 6 months in advance. The distributor will use their reps to pitch books to individual shops and chain store HQs – Waterstones, Borders, WH Smiths). This sheet includes bibliographical info as well as plot synopsis, review quotes, text quote (if room allows), author biography and 3 or more bullet points outlining the book’s target readership and marketing plan (e.g. events, media coverage). Feed info on book to foreign rights agent. Select titles for advertising if budget allows. Select titles for point of sale material – e.g. bookmarks – if budget allows. Enter info on website including “magazine” features including interviews etc.
6. 4 months prior to publication we produce advance digital copies (50-100, depending on budget) and circulate with Advance Info sheets or press releases (AIs to shops, chain store Hqs and libraries; press releases to press and festival contacts) to key contacts. Promote the sale of first serial rights (pre-publication inclusion of text extract) to the media for selected titles. Follow up by pitching any particular topical angle or news on the book/author (e.g. news of residency, festival appearance etc). Festival contacts are best approached via emailing pitching anyway - develop personal contacts where possible. Continue to repeatedly pitch chain store HQ to try and secure offers, e.g. 3 books for the price of two.
Pitch book via email to foreign contacts not covered by rights agent – publishers, literary scouts etc, to exploit rights potential. If budget allows, use PR representative who will have nurtured personal contacts with key books and literary staff within the London media
7. On publication we select reviews contact list and resend/send review copies out with AI or press release to key contacts – broadsheet review publications; newspapers; radio; websites etc. Follow up any personal contacts. Angle press release to create news story. Create media-friendly launch event/s/author tour and publicise this. Follow up any media attention.
8. Review prize list and send out when/as appropriate; particular attention to debut novel prizes
9. Emphasise to the author the importance of their contributing to the workload – direct contact with festivals, libraries, residencies etc; support this work with research, personal contacts, direct pitching etc. The book needs to be kept “alive” in the months following the hype of publication date – such visits do this work, and in the case of international festivals, make the sale of rights more likely.”
What advice would you have for someone promoting their own book?
“If you are promoting your own book, follow up on the above or make sure your publisher is doing so, but you need to respect that their budget may not allow for some of the stages. An author’s promotional work, in my opinion, is best concentrated on the post publication (3 months plus post pub) period when the publisher will have moved on to other titles – trying to secure appearances at festivals, residencies, bookshops (reading or signings) libraries and reading groups.”
Website: http://www.ylolfa.com/alc-home.php |
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