Print Media

The foundation for business-book publicity campaigns centers around the print media. For most, print is the bedrock, the one basic on which their campaigns are built. When you start developing your campaign, plan the print publicity component first. Make print your priority and concentrate your resources on it. public news usa

Print publicity is essential because it reaches the primary audience for business books. Placement in small but targeted business press can produce huge returns. Unlike information presented on radio and TV, print items can be easily torn out, copied, saved, and e-mailed. E-mail has become a highly popular distribution source. With little effort, you can e-mail a print item to your boss, clients, cbd publicity customers, associates or pals, and other media-and they can read the actual text. As a result, an item about your book can have staying power and be more than just a quick buzz in listeners’ ears.

Another advantage of print publications is that the business media is sharply focused and highly respected by readers. Readers don’t have to search all over the place to find items of interest, and they tend to believe what they read. Print publications are considered required reading for serious business types, flower boosters so early in their careers, they form the habit of regularly reading the business media to get news and information. On the whole, business writers, especially those employed by respected publications, have a strong reputation for honest reporting, good information, and valuable insights

Items can be placed with the business media in various formats, including the following.


Reviews of business books carry great weight because reviewers are selective and usually cover only top books or books by top names. Busy business-book readers look to reviewers for information and tend to follow their recommendations. Book reviews usually stick to consistent length and regularly appear in the same place and issues. For example, on each Thursday, reviews will appear on page 2 of the business section. Good book reviews make fabulous promotional blurbs that are especially useful for future marketing efforts. online ammunition store

A strong review in The New York Times, Fortune, USA Today, or Inc. can send your book right to the top of bestseller lists. Two weeks before Authentic Leadership: Rediscovering the Secrets to Creating Lasting Value, by Bill George (Jossey-Bass, 2003), was in the stores, the New York Times Sunday Business Section gave it a rave review. In a matter of days, the book rose to the ninth bestselling book position on, based on that review alone. And, supported by a strong media campaign, the book remained in the top 100 for some six months.

Feature Articles

Articles can be longer and provide more depth, information, and explanations than book reviews. Features vary greatly in length. Articles frequently go beyond a book’s content and give information that can make you and your book more enticing to potential buyers. They can cover some parts of your book, but also go into related material that may make it even more interesting to potential buyers.

Author-Bylined Articles

Writing your own articles is an excellent way to promote your book and inform the public about it. Business books lend themselves to byline articles that can be placed in key publications relating to your core market. They can be placed as editorials, features, or op-ed pieces in newspapers, magazines, and trade publications and on influential Web sites such as,

When bylined articles are placed in publications with targeted readership, it can increase your book sales and convince companies to call you for consulting jobs. For example, if you’re a financial consultant, consider placing an article in Medical Economics magazine. Although bylined articles are not about your book per se, they often features ideas from your book, so they will generate excellent publicity.

For bylined articles, it may be tempting to submit little more than an excerpt or summary of material from your book, which can be dry and less than effective when read in isolation or out of context. So redraft your article to suit the publication in which it will run.


In profile articles, you are the centerpiece. In a feature article, you may be only a part of the story; just two paragraphs of a three-page article may highlight your thoughts. In a profile, the entire article is about you. Good profiles are tightly focused and provide lots of interesting information. They also tend to go into more depth, run longer, and include your photograph; profile writers often spend considerable time with you. They can create great interest in both you and your book. After reading them, readers usually feel that they know you better, more personally, which can increase their interest in your book.

Questions and Answers

These are articles written in the question-and-answer format. Interviews are frequently presented this way. Q&As position you as an authority and inform others about important or breakthrough information in your book. Readers may use that information and credit you. Q&As work best in a supportive role and make outstanding sidebars or fillers. If you can’t get fuller, more comprehensive coverage, be happy with Q&As, which can produce good publicity. On complex subjects, try to give the gist of the story without getting sidetracked or hung up on details that could put readers to sleep.

Source Quotes

When you are an expert that the media comes to for explanations, opinions, or quotes, we call what they write source quotes. Although your words may appear in only a short paragraph or two of a twenty-paragraph article, source quotes give you great exposure and they usually include mention of your book. The media constantly needs explanations and quotes from experts on any number of subjects. If you always make yourself available, you will become a valuable, ongoing resource for the media. As a resource for the media, you can get into lots of media outlets and get terrific exposure. In the process, you will be building strong relationships with the media that can help you in the future. For instance, if you have a book coming out, the media could write a profile on you and your new title in response to the help you’ve provided.


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