Publicity in Trade Publications

Most authors seek consumer publicity, but don’t overlook trade media. Publishers Weekly (PW) has several departments that you may be able to use to publicize your books. Your publisher may be willing to send publicity info to them if the information is newsworthy enough or your book is important enough. Get to know PW well enough to know when you have information they can use. If your publicist is unable to follow through, you can.

Library Journal is published by the same company as Publishers Weekly and is the PW for libraries. If your book has strong library potential, look at your librarian’s edition of Library Journal and see if you can come up with an idea for an article for it. Ask your librarian to show you the other publishing trade media.

There are also thousands of online and offline newsletters and magazines in every field that review books and need copies. Investigate them and share the information with your publicist.


Although publicity is free, you still pay for it with:

· Books (after your publisher stops supplying them)
· Press kits
· A Web site
· Travel
· Giveaways to listeners
· To these costs must be added:
· The time spent setting up interviews
· Doing the interviews
· Sending thank-you notes
· Coming up with new ways to approach the media
· Updating your publicity materials
· A publicist, if you decide to hire one

But even with its uncertainties and the expenditure of time and money, publicity is still the most cost-effective form of marketing, so make the most of it.

From Guerrilla Marketing for Writers

Reprinted from “Rick Frishman’s Author101 Newsletter”
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