In honor of Book Roast, anonymous publishing insider Ms. Sally Spitfire was gracious enough to stop by and share with us a day in the life of a marketing manager at a major publisher. Enjoy!
My luvin’ cuzin Suzy,
I’m so sorry that I had to cancel my trip to visit you and the family for this upcoming weekend! I know it’s simply dreadful, but I just have so much on my plate right now between work and life… I think it would be a more enjoyable trip for everything if I came when I was less distracted and more in a vacation frame of mind. Maybe mid-July? The heat here in NYC is unbearable that time of year anyway…
In place of my visit, I thought it would be fun to send you–my email–a little tour of the office where I work. I usually use these letter to you to talk about one specific detail of my job, but sometime I wonder if I’m neglecting the whole picture…
You know, of course, that I work as a Marketing Manager for one of the top ten commercial publishing houses. In case any of the crazy cousins ask “what that really means,” just tell them that, in brief, the marketing manager must figure out: 1) WHO the target audience is for each book 1) how to make that book APPEAL to that audience (think book format, cover art, etc.) and 3) HOW to reach that audience (think advertising, blogger outreach, etc.)
So that’s the BIG picture.
But how does it work on a day to day basis?
My job is, as Dolly Parton would put it, basically “Workin’ 9 to 5… barely gettin’ by…” That being said (or sung), I prefer getting to work an hour early when possible, because it’s the only peaceful time of day at the office. So, every morning around 8am, I ride up the 9 floors in the quiet elevators, clutching my to-go tea from home (now cold) and my e-reader (never far from hand) and step into the narrow, white hallway that has become a home away from home…
Even though I do an incredibly wide array of tasks, from overseeing cover design, to choosing advertising for books, to contacting bloggers, 75% of my day is spent sitting in one place: at my desk. Honestly, Suzy, I can’t imagine how people did this job before email.
I’m lucky in that I have a very close relationship with my direst boss. Although for the most part I manage my own projects and time, I go to him with any questions that seem beyond my experience and make a concerted effort to keep him in the loop for all major projects and any important accomplishments. Here’s teensy peek into his office…of course, the bigwigs get the really niiice office furniture. Someday, I aspire to leather couches.
Let me just say, before we move on to the next stop on my tour, that I secretly LOVE working in an industry where every single office is required to have multiple bookshelves. I try to keep at least two copies on my bookshelf of every current project I’m working on. It’s not at all unusual for a sales rep or a publicist to come to me in dire need of a copy to send to a bookseller or magazine reviewed.
Sometimes, I get a bit protective of my books. Too many just seem to disappear without any explanation…
You asked me once for my favorite and least favorite parts of my job. Without a doubt, my least favorite thing about my job is working this copy machine. I’ve never seen a machine that has such a simple job to do that makes it so complicated. Paper jam! Needs new toner! This machine has as many emergencies as the publishing industry itself.
My favorite part? FREE BOOKS! Have I ever told you about the free book boxes? There’s usually one per floor–give or take–and everyone piles it with books that they don’t need or want any more, some from the office and some personal from home. Anyone can take them and, once they get so full they begin to overflow, one of us boxes the books up and sends them off to charity. Money doesn’t grow on trees but, in publishing, books spring up in bushels! Love it!
Back to the tour: One of the most important promotional objects created by the marketing team is the ADVANCED READERS’ EDITION for an upcomign book. At any given time, I usually have these advance copies (also known as galleys or ARCs) for 3 or 4 different books, waiting to be sent to bookstores or to early reader programs (such as Amazon Vine, Goodreads Early Reader or Library Thing Early Reviewer). I keep them all stacked along the hallways outside my office.
And, of course, where would we be without office supplies? Ah, how I wish I had time to write an ode to the office supply cabinet where all wonders reside–for free (to me)!–just waiting to be snatched and used.
And that’s it, Suzy. I hope you haven’t been too bored. Even more so, I hope that you’ll come visit in person some day! For all my humor and sarcasm, I do love it here…
Lots of Love from your NYC Cousin,
(Ms.) Sally S.
I agree with Chris and Mira. Despite your intention, Jim, to not sound hostile, I think your comment seemed quite venomous indeed. From my own limited publishing experience, I can tell you that, while authors rely heavily on book marketing experts like Ms. Spitfire, their own marketing efforts can play a huge role in the success of their books – from arranging book signings (which I’ve had to do on my own) to hitting as many blogs and websites as humanly possible. But, believe me, you want experts like Ms. Spitfire on your side… I don’t think she’d appreciate being likened to an irresponsible, uncaring gambler. But that’s just an educated guess.
Here’s to Ms. Spitfire!
Man, Mira, you’ve asked some tough questions. Frankly, since I’m not a part of the advertising or marketing team for “Get Caught Reading”, I’m not sure how it has had an effect on whatever statistics that team was measuring. No idea whatsover.
As for the print advertising, it HAS been tested, multiple times and frequently, whether print advertising has an effect on books and the answer is–sometimes it does and sometimes it doesn’t and it’s just accepted that there’s no real way to test it or predict it. But the real truth as to why it’s not done more? It’s wicked, wicked expensive. I think you could rent a 3-bedroom in Manhattan for a month on the cost of a full page full color ad in the NYT… 😉
Patrick, While I admire your enthusiasm and creativity to want to design your own cover, hearing it from an author I work with would make me cringe. Although you may not be won over by their designs, per se, the art dept. at a major publishing house has years and YEARS of experiencing what art and covers make a book SELL. The dirty truth is, if you want your book published commercially, it becomes a commercial product… Sad, perhaps, but true.
Bane of Banubis, It depends on the situation, of course, but I’d say that an author can have immense impact–whether in a bad way (opposing every decision made by the professional publishing team and therefore causing such a traffic jam of opinion that no really good decisions get made) or in a good way (by being available for blog interviews, engaging in social media, talking to book clubs on the phone, i.e. being willing to be involved with the work of making a book sell). Just depends…
Laura, I think it is important for an author why wants to write multiply books to connect personally with her public in some way. For each author, this is different: some maintain blogs, some call in to book club discussion regularly by phone, some go on lecture tours. I know I’m a broken record… but it just depends on the author!
Julo–Sorry! I actually don’t know why some authors get more say in their cover design than others. Is it just that one is more pushy than another? Or do agents negotiate different “approvel” rights in the contract?? Ask an editor…
P.S. I will get to the rest of the questions I haven’t answered yet later tomorrow. I know it’s late and some of you may miss then, but I’m exhausted, just got home from staying late at work, and need some down time! THANK YOU SO MUCH to all of you who defended me, in my absense, to Jim. Perhaps I don’t always know what I’m doing–but I do work my hardest for my authors and use what experience I have built up, over years in the industry, to bring an authors words to those who want to read them.
Hi Miss Spitfire! Love the office tour! All that paper and all those books – wonderful.
Thanks for answering our questions, Ms. Spitfire. I appreciate your time and expertise. Sweet dreams!
I guess we’d have to leave it to Nathan whether including your own designed jacket might make you more marketable or eye catching as far as acquiring an agent goes.
I love the answer though Ms. Spitfire because it sounds like from a publishing side of things and as far as publishing houses go its probably not the best of ideas. I guess if you get big enough you can make all the noise you want and publishers would just have to endure your creative wants. But for a first time unpublished author you are better off likely taking the advice of the art department for numerous reasons it sounds like.
I love that you took time to answer these questions though. So I just need to make a checklist. First acquire agent, second sell book, third become big enough so that I can make them go with my designs and creative input.
Ok so followup question. Do you think simple designs sell better than the normal photoshop or floating head designs. I don’t like the twilight books but I absolutely love the Jacket designs. They are so simple and they are so eloquent and that is what I would want and they have sold wonderfully.
Ms. Spitfire, thanks so much for taking the time to answer my questions. I realize expense is a factor in advertising. I just wonder if it might pay off over the long haul. But I completely understand that it is really hard to measure results, so it could be hard to justify the expense without a guarantee.
You sound like such a nice person, truly. I hope that if I ever get published someday, you’re on my team. Or I’m on yours, or whatever way it works….
Then I can ask some more hard questions. 😉
Have a nice relaxing evening.
I was so busy drooling over the prospect of free books that I forgot to thank Ms. Spitfire for her lovely post and for the great follow-up comments answering everyones’ questions.
And now that I’ve read it, I too am pretty stunned by Jim T.’s “questions.” It seems to me that in-house marketing is usually crucial to the success of a book – and as a writer, though I expect to do my bit to promote my work, I would really want to have experienced professionals on my side, doing their work and helping me understand what I can do to help my own cause.
Ms Spitfire: I’m intensely curious how you reach the desired target audience. Quick, give me three ways you advertised the book you’re holding in your hands and the best idea you ever came up with. Okay, you don’t have to share any trade secrets, but really, how DO you advertise?
Can I say I LOVED the pictures. I’m such a grade-schooler.
Thanks!
Awesome. Thanks!
How do you break into marketing? What qualifications would I need?
Tank you Ms. Sally. I visit Book Roast often and even won a free book there! Can’t wait to be roasted myself in the future. Careful, I can get a bit spicy now and again…
Thank you Ms Spitfire, that was a fascinating tour. Like many others, I know, I’ll miss you and the Book Roast.
Congratulations! I have chosen you to receive the “Premios Dardo” Award. Please check out my post at: https://www.thewritertoday.com/2009/05/premios-dardo-award.html
Anonymous, you’re misunderstanding.
She’s humanizing it, and talking about a day in the life. She’s not going into the details of marketing.
Why not just ask her rather than accuse her?
Sheesh.
Thanks for tearing down the bewildering, yet exalted “Emerald City” facade that has the unpublished writer awestruck. The whole writing business doesn’t seem so intimidating now.
🙂
Thank you for taking us on the tour, Ms. Spitfire. Best wishes to you!
I love walking in the shoes of a marketing manager for a day – what a treat!
Thank you to Ms. Sally Spitfire and to Nathan for a fresh and lively post. The photos of the copier kept it all in perspective – I might imagine a glamorous job with authors vying to get my attention, and then it all comes back into focus with the picture of the dang photocopier.
Even those at the top of the game have to content with these machines!
Love the post – thank you!