Bringing Life to an "Old" Book

Just as the value of a new car depreciates the moment you drive it off the lot, a book is considered "old" as soon as the publication date hits for media coverage. Or is it? It is true that there are several publications that require a book to be reviewed prior to its publication date. However, simply because you've missed the first round of publicity doesn't mean you've lost out completely.

Like many industries, the publishing business has had it's cut backs with advertising and public relations which are being neglected for most books. Authors may take on these efforts themselves or seek out professional help because their publisher doesn't have enough resources, if any, to promote the book in the media outside of it's initial launch (which may have been scarce at best).

Depending upon the genre of the book, some can get extended life for a few months while others may get a couple of years. For example, interest in a political satire that deals with specific time periods and events can be used to lighten up talk shows while the material is still a hot topic. Compare that to a book on helping your family be prepared for disasters that will have a virtually never-ending shelf life.

It's never too late to promote and publicize a book. The amount of coverage available will be an issue but there are plenty of people needing to fill up airtime and printed space. This is not to say that the New York Times will be willing to review a 3-month old book or that The View wants to have you on as a featured guest. But with the right media angle you can find both broadcast and print media that will be happy to talk with you or review your book.

Connecting your book with trends, such as a book on how to get the right man to reality shows like The Bachelor and Joe Millionaire, can give an "old" book new life. As long as a book is not more than two years old, it is possible to obtain media coverage with the right pitch. Books have appeared on shows such as FOX & Friends and Lester Holt Live long after their publication date because they had a connection with current events.

Here are 10 ways to extend the publicity life of a book:

1. Review your target audience for expanded opportunities.

2. See if there is a current event or trend to tie your book's subject matter.

3. Send out pitches to smaller newspapers across the country for possible interest in a review. Keep in mind that these publications may take up to four or five months to print a review if they agree to it - have patience. Don't just blindly send your book out for reviews - you are wasting your money and other people's time.

4. Pitch to smaller radio stations whose hosts have authors as guests and make sure their audience is your target audience.

5. Review media opportunities online before you pitch. Most newspapers can be read online to see which journalists cover what topics and some radio stations provide audio streaming of their shows over the Internet.

6. Have a website that you can refer listeners and readers to in order to find out more about you and your book and where it can be purchased. Make regular changes to the site so that people will want to return.

7. List the publicity and reviews you have received on your website. This leads to credibility for you and the book.

8. Nominate your book for awards and create a press release and pitch it to the media.

9. See if there is a story about you that might be of interest to the media. Perhaps you are a real estate agent that has written a children's book on dealing with moving to a new home. A business publication might take interest and then mention your book in the story. It's all on the approach.

10. Talk to your local news sources and see about a "local writes a book" story angle. Keep in mind that you are most likely not the biggest news story of the day - keep perspective.

These are only some ways in which to create interest in a book already in print. While you may feel that your book is the greatest prose since Hemingway, not everyone is going to agree with you. Make sure you have something to say other than this is a great read and everyone should get a copy. Think about why you pick up books you've heard about and how to make yours be of interest too.