Tips for Marketing and Publicizing Academic Books
Publishing an academic book is a perfect way to contribute to the discourse in your field, present a polished version of your scholarship, and establish yourself as an expert. But when it comes to book marketing and publicity, many people are unfamiliar with the process from an academic point of view. Here are some tips intended specifically for authors of academic books to build a successful marketing and publicity campaign.
1. Plan the right release date.
Compared to trade market titles, the relevance of academic books is more likely to fluctuate throughout the year. Research sales spikes for your subject matter to determine the best season and month to publish. Work with your publisher to make sure the release date aligns with the best possible conditions for your book.
2. Set up an academic book tour.
A book tour allows you to connect with your audience through readings and Q&As. For academic authors, libraries can be great event venues to consider. Colleges and universities may also host book events or foster student clubs related to your expertise. Identify an audience based on your subject matter and research possible venues. Send thoughtful pitches that address how your book event aligns with their audience and goals.
Planning ahead is important when it comes to setting up a book tour. Fortunately, the academic year is usually established far in advance, and so are conferences and other professional events. A few months before your book release, get a clear picture of your availability for the following year. Determine concrete options to propose to organizers. Online events, such as webinars or live readings on platforms like Zoom, can save time and travel costs.
3. Use your employer’s publicity channels.
Reach out to your campus PR office to learn about their process. They have experience with choosing compelling topics for press releases and news stories and may be able to help you use your employer’s publicity channels. Find out how far in advance they’d like to know when you have a major publication. Ask about opportunities to promote the book on the institution’s website, newsletter, or social media.
Your department may also have its website and newsletter. If so, find out who to contact with items for inclusion.
4. Reach out to your professional associations.
If you belong to professional associations in your field, they can help you reach other members with an established interest in your subject matter. Find out if they have a newsletter, social media, or any other publications that would announce the book’s release.
5. Target the right outlets for reviews.
Some media outlets are more likely to review academic books, while others stick to trade titles. Large outlets that frequently publish reviews on the scholarly side include The New York Review of Books, Times Literary Supplement, and Los Angeles Review of Books.
Find books similar to yours that were published in the last few years to see where they were reviewed. Find a mix of small, medium, and large outlets and reach out to see if they’re interested in receiving a copy.
6. Pitch essays, articles, and blog posts.
There are plenty of outlets to consider outside the academic sphere. Write a few op-eds and accessible essays related to the book and pitch them to media outlets. If your piece is accepted, the general public will have an entry point into your book, and your audience will grow.
Blogs should not be overlooked—they can be ideal platforms if they have a strong readership. Find some related to your book’s topic and pitch an idea for a guest post. Promote the post on your social media channels and website if it is accepted, just as you would with a traditional media outlet.
7. Register for HARO (Help A Reporter Out).
HARO is a resource that connects journalists with expert sources for their articles. Determine some topics you are qualified to speak on and sign up for an account on their website. Keep an eye on new requests in your email inbox and send a pitch in response to any relevant requests.
If a journalist is interested and includes you in their article, share the finished publication through your channels. Use the publication as an example of your expertise in future pitches. A quote in the right outlet can give your book a significant boost.
8. Query professors about course adoption.
If your book is included on a course syllabus, your sales and readership will both increase. Find out if your publisher has an established method for professors and instructors to request exam copies. Make a list of professors in your field, keeping your professional connections in mind. You or your publicist can reach out to them to see if they’d like to review the book for course adoption.
9. Bring your book to conferences and presentations.
If you are attending any academic conferences or serving as a guest lecturer, be sure to bring the book to your presentation. Conferences may provide you with a book stand or other means of display. Mention the book in your presentation when you discuss related topics and put the book cover into your PowerPoints or other visual aids.
If you like, you can even offer a conference discount for those interested in purchasing your book at the event. This can encourage listeners to buy your book while your presentation is fresh on their minds.
10. Offer to speak to colleagues’ students.
Other professors in your field may be interested in having you as a guest in their class to speak about the book, particularly if they have assigned some of your work. This takes less preparation than a regular lecture and gives you an opportunity to answer questions about the book. In addition, students are usually excited to hear from someone new— particularly an author with expertise that fits the subject matter of the course.
11. Submit to book prizes.
Research book prizes that your book is eligible for. It may qualify based on categories such as location, genre, publisher, topic, or groups you belong to as the author. Note the deadlines for any relevant prizes and put them in your calendar to make sure you remember to submit.
Read the submission procedures carefully. Even if submissions are not currently open, you can get a head start for their next consideration period by drafting cover letters or preparing other materials.
12. Update your professional online presence.
In addition to posting about the book on social media, don’t forget to update all your professional information online. Add the book to your professional bio and send the new version to your institution or academic department for use on their website. You can also add the book to your LinkedIn profile under the Publications section. Be sure to fill in the publisher, publication date, book description, and a link where it can be purchased.
If you don’t already have one, create a website where you can develop your book and author platform. An author website is key for promoting a book. (READ: Author Website Must-Haves)
If you’re publishing an academic book so others will engage with your scholarship, you need to design an appropriate marketing and publicity campaign to help your book stand out from the crowd. With these tips in mind, you’ll be prepared to generate the right buzz— in your professional circles and beyond.
Upcoming Literary Events you could attend virtually:
- On June 1-28 7 PM EST, The Augusta University Writing Project will host eight award-winning and groundbreaking authors representing both literary excellence and LGBTQ+ pride. Register for the events here.
- On June 4, 3 PM PT, Cassandra Lane will be in a conversation with Dr. Tameka Cage Conley as she shares the journey of her ancestors in her newly released memoir, We Are Bridges. Save your spot here.
- On June 8, 6 PM PT, J.L. Torres will talk about his latest short stories rooted in Puerto Rican history and culture with writer, scholar, and performer Lawrence La Fountain-Stokes. Register for this FREE event via Eventbrite.
- On June 10, 5:30 PM EST, Colin Dayan will discuss her memoir, Animal Quintet, with Lori Gruen. Join this event by Schuler Books and Nicola’s Books Ann Arbor here.
