Focus on Small Markets
By Jerry D. Simmons | January 10th, 2006 | 3 Comments » (Click to add yours!)
When publishers make decisions on where to spend marketing dollars in support of their seasonal titles, they typically concentrate on the largest media markets. This is why small publishers and especially self-published authors should completely ignore those media cities when marketing their book(s). If you are interested in which cities comprise the largest media markets, Google top media markets for a complete list.
Publishers buy large chunks of advertising, in newspapers, on television, and radio which make up the majority of the largest media markets in the United States. The competition for this advertising creates a demand that pushes the rates beyond the reach of small publishers and certainly self-published authors. The largest trade publishers can buy large blocks of ad space and time, which makes their cost most effective for promoting a list of seasonal titles.
If you are an author or small publisher and making decisions on where to spend your ad budget, concentrate on media markets beyond the top twenty or thirty. Even though you may still encounter outlets in smaller markets owned by some of the largest conglomerates the large trade publishers do not typically cover these market areas. The reasons are varied but the most common is that publishers are more concentrated on advertising, promotion, and publicity in only the largest markets, regardless of the author or title.
Be smart about where you spend your limited dollars, focus on smaller media markets and leave the largest to the bigger publishers. Your money will go farther and you will have much more of an impact if you concentrate your efforts on areas not typically within the range of the large trade publishers.
Tags: Book Marketing, Booksellers
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