ABSTRACT
Marketing within the publishing industry used to be regarded as primarily the promotion of new books. In trade publishing, this would involve talking to the literary editors on the national newspapers, securing coverage in the print and broadcast media, placing relevant advertisements, creating point-of-sale material, and organizing tours for selected authors. While marketing was about generating public interest in new books, its other main objective was to persuade the book stores to display frontlist titles on their shelves, thereby giving visibility to new books to drive sales. Whilst some marketing practices developed for print books carry over to the digital world, marketing has undergone a radical change in emphasis from the physical to the internet and mobile. Also marketing has a much broader role and marketers play a pivotal role in many aspects of a book’s publication. In an age of self-publishing, consumer publishers in particular have to be able to demonstrate to authors the effi cacy of their marketing eff orts and their ability to develop and manage an author’s brand.
