What is your opinion about the success of book signings/bookstore appearances and whether you feel they're worthwhile? Who organizes book signings?
Both the publisher’s publicist and the author can set up book signings. I only did two signings, both of which came about because the bookstore contacted me. For most authors, book signings at bookstores aren’t worth the time. I wrote an article for Writer’s Digest magazine that covered this topic well. Here’s an excerpt:
“Many authors have the mistaken perception that book tours are to sell books,” says Steve O’Keefe, a 20-year book-publishing veteran who has launched online marketing campaigns for more than 1,000 books and dozens of publishers. “Publishers pay for book tours because major media outlets cover those events and create awareness of the book.”
From a publisher’s viewpoint, the money spent on a traditional book tour is really a media buy. The publisher can get media outlets to cover a book by creating a local angle -- having the author visit the city. Most people need to be hit with a marketing message several times before they take action, so extensive media coverage is critical.
On a typical tour, a publishing house might send an author to eight major markets at a cost of more than $5,000 per city, which includes airfare, hotel, ground transportation, an escort service, meals as well as the management of the tour by the publisher (e.g., advance work and arranging events).
“From soup to nuts, you’re talking $50,000,” says O’Keefe. “You can easily have a strong online tour for less than $5,000.”
In addition to the lower cost, online venues are easier places to get publicity. O’Keefe says the consolidation of media outlets in the last five years has decreased the amount of print space devoted to books. “Book criticism is an increasingly endangered beat in a chain-dominated newspaper industry now permanently fixated on the bottom line,” read a 2001 Salon Magazine article titled “The incredible vanishing book review.” O’Keefe hasn’t seen much change since then.
On the other hand, if you can get a speaking engagement a local club or organization, that’s a great place to sell books. If people hear you speak about your topic, you’re much more likely to sell books.
(c) 2005, Timothy P. Bete
