Publishing. In Real Time.

After hopping around half this country over the past few days I took Friday off to recover. Part of this recovery, which consists of consuming ice cream bars and watching 'The Breakfast Club," also includes a little online pleasure reading, sometimes to be found on people.com. Other times I'm on nyt.com, where pn Friday night, while watching Judd Nelson be berated by an overzealous principal circa 1985, I came across an interesting essay called, "Waiting For It," about why it takes so long for books to be published after they're acquired by a house. As the article points out, let's face it, it is possible for a book to go from manuscript form to book form in under two months. If you haven't already read it, I definitely urge you to. If you can't or don't want to, here's the lesson to be learned.

Why don't publishers print book faster?

Word of mouth.

Yep, as simple as those three little words. In an age where competition is high (if you read the article you'll see Rachel Donadio, the author, talks about how in national chain stores like B&N a book basically has two weeks to sell if on promotion and then it's pulled. At stores like Target & Wal-Mart, it's essential that the author be well-known, or have already generated significant industry buzz, to be taken in), you talking to your friends and then their talking to someone else is what publishers are aiming for in all their marketing efforts. Buzz, it's called. The same buzz that drew me to "The Breakfast Club" in 1994, when I was just entering high school and a friend and I went to the video store to pick up the 1985 John Hughes classic on the recommendation of her older sister.

A couple of books and authors have reached new heights the past few years because of "word of mouth." The Lovely Bones, Water for Elephants, and even to some extent--despite rave reviews--The Book Thief (which, by the way, I finished at 1 a.m. this morning while sitting on my bathroom floor trying not cry quietly so as not to wake--and scare--my boyfriend). 

Publishers seek "buzz" as much as clothing or accessory companies like Prada, who will send a celebrity a free bag in the hopes that he or she will be photographed by US Weekly wearing it. Book sales, too, can be influenced by celebrities. Consider the success of Skinny Bitch, after Victoria "Posh Spice" Beckham was seen carrying it in airport last year.

These examples leads me to the next buzz-making avenue. Book Clubs. A forgotten marketing vehicle among publishers. Until now. As a reader I'm always looking for a new book to read and often times I'll rely more on the recommendation of a friend than a professional reviewer. Why? Because my friend and I have similar taste in books, whereas for all I know, the review I've just read was written by someone with an undisclosed distaste for historical fiction, chick lit, etc. Half of my friends are in book clubs and while they're meetings occur only once a month and include fewer than twelve others, if you multiply that again and again the numbers add up.

If you're a writer who is looking to aggressively market your book it's time to start looking at book clubs as an opportunity. Look no futher than... next door. Offer yourself up to book clubs hosted by friends, or friends of friends. Do a short a reading, answer some questions, maybe even get everyone to do a brief writing exercise of their own. I know for me, there's something magical about being in the presence of a real-life writer! (If nothing else, I guarantee you'll meet some real characters who may have a cameo role in a future novel!)

So pack your Tupperware with your latest and greatest and get moving!

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