Many authors and illustrators take an active role in marketing and publicizing their children’s books. Since 1992, the “To Market” column has answered their questions in The Bulletin, the national publication of the Society of Children’s Book Writers and Illustrators and now online.
Click below for answers to questions in these topic areas, Learning the Ropes of PR, Working with Publishers, Niche Marketing, Sales, Advertising and Promotion, Self Publishing, Editorial, Tools of the Trade, General.
What should I be doing to promote my new books that focus on Latino heritage?
How’d you say that?
GETTING TO KNOW: Julie Just, Children’s Books Editor for the New York Times Book Review
What rules of etiquette should I follow to ask for blurbs from other authors?
I was surprised and disappointed to learn that the publisher of a recent non-fiction title that I illustrated never submitted it to the traditional reviewers. What can be done at this point to let bookstores, libraries and schools know about the book?
FEATURE TOPIC: PR from the adult point of view
What’s in a press kit?
Is it necessary to send a press kit when pitching a story to the media?
What can I do to prepare for a local talk radio show interview?
How can I promote a controversial book on TV and radio?
Should authors keep their own mailing list of contacts?
What information do I need on my mailing list?
What’s the best way to prepare for television interviews?
Should I send producers audio and videotapes of interviews I’ve done?
What can authors do to promote their books on-line?
How should I prepare to do storytelling at a library?
Will reviewers review original paperbacks?
Are children’s radio shows willing to promote children’s books?
What’s the best way to promote young adult fiction?
Do mass mailings really do any good?
How important are school visits?
How can authors who live in large cities get local media coverage?
How should I handle a book that has a "dark" theme?
Is there a list of all the months or days that have special designations that might fit a book’s theme?
Do I need publisher permission to make my book’s cover art available as an e-card on my web site?
Are there legal problems with offering a free signed copy of my book in a contest on my web site?
What are my obligations to a former literary agent?
I’ve sold first rights to an article in 1999, and it’s still not been published. When I last spoke with the company’s new editor in 2001, he said he might never publish it. How can I exercise my reprint rights?
If a manuscript comes back from a editor with a personal note saying she really liked it but that it doesn’t fit into current marketing plans, is it appropriate to send it again if the editor moves to a new publishing house or if the author has made major revisions to the text?
How long does it take to reprint a book?
A publisher who decided not to publish two of my books had acquired ISBN numbers for them. If I inform possible publishers of this matter, will they shy away from these two manuscripts because of what this publisher did?
Who in America would publish a book about England?
Do publishers object to having authors promote their own books?
Will a publisher do less for a book when an author actively markets it?
How can I get the publicist at my publishing house to do more?
Will changing publishing houses affect the marketing of my books?
Who handles bulk sales at the publishing house?
What should I say in my query letter to find a new publisher?
Should I let my publisher’s promotion person know about school & library appearances I arrange myself?
How can I get my publisher to do a biographical brochure for me?
What are the pros and cons of having multiple publishers?
Do publishers set up bookstore signings and school visits?
I would like to sell books at appearances. Do I have to pay in advance?
How many units would impress the publisher?
My book is published by a small press. What can I do to help sales?
Who makes the decision for a book character to be licensed?
Do well-known authors get precedence over others for school bookings?
Can I contact mail order catalogues directly to promote my books?
How can I find out which awards my publisher has submitted my book for?
What do publishers and authors do to promote books that appeal both to children and adults?
Should I look for a new illustrator for my rights-reverted picture book before submitting to other publishers?
How important is jacket copy?
Are publishers open to republishing books that have gone out of print?
Will my publisher be offended if I take a character to another house after they rejected a book about that character?
What can I do to help market a children’s play that is based on one of my picture books?
I’m looking for someone who could represent my workshop programs to schools and libraries?
I have a middle-school novel being published and readers have commented that it would be good for a movie or after-school special. How would I go about pursuing that? Who would I approach? Also, my contract says I would only have partial rights for any movie rights, and that my publisher would share them, so do I need to wait for the publisher to be approached? Or can I take an active role?
I’m looking for someone who could represent my workshop programs to schools and libraries?
I wish to market three chess books I’ve written as a set. Can you direct me to good lists of media and other specialty organizations in this area?
My book will be marketed exclusively to schools and libraries. Is there any point in doing book signings, since the public won’t be able to buy it?
I have a Native American recipe book from tribes in the USA. To market to foreign countries would the book have to be translated into foreign languages?
I would like to sell autographed copies of my books at a story hour I’m doing at a children’s hospital. What would be the “proper” way to handle this so as not to appear too “commercial”?
Can you provide information on the marketing and development of children’s coloring books?
How can I place excerpts of my books in magazines?
What can associations do to help promote children’s books?
How can I market a cartoon script or art to Disney, and others?
How can I promote a special program promoting my western-themed book to schools?
How can I market a book and audio tape package?
How can I market a book to the U.S. Government Printing Office?
How can I reach the homeschool market?
Is it appropriate to market and publicize my own work?
Which books benefit from niche marketing?
How much time should be spent on niche marketing?
How do books get submitted for awards?
Can you suggest niche markets for selling rhymed verse?
Where can I obtain U.S. school curricula for children, so I know what topics are being covered at certain age levels?
We are publishing a children’s picture book that is exquisitely illustrated with award-winning pressed flower art. A major corporation is considering using our book as a sales tool to demonstrate the printing capabilities of a digital printing machine.
How do I find out what my book’s sales numbers are? Should I ask my publisher or is there an online site that would show sales?
I would like to know if “List Price” on Amazon.com is the same as the publisher’s price, and whether the lower “Our Price” amount means the author will receive a smaller royalty.
I’m looking for a source to recommend on my website for buying books. Is there one you’d suggest?
Is it appropriate to schedule book signings at bookstores in the same town? If so, what is the time frame for scheduling them?
Is it permissible to ask bookstores about other book events in their area such as book fairs, festivals, etc., or do they consider this competition?
Should authors try to sell their books in bulk?
Are author appearances at bookstores are beneficial?
How can I get store invitations to speak or do signings?
What can I do to help my booksignings go smoothly?
How can I help ensure that my school visits go smoothly?
How can I get books to students, without being a book salesman?
How much can an author influence hardcover book sales of a novel?
What supplies should I ask bookstores and schools to provide for signings?
Is 20,000 copy sales of a picture book considered “good” lifetime sales?
How can I sell my books to preschools?
What are my prospects for foreign sales?
What should the price mark up be to sell a book to retailers?
I have published some wonderful Mandarin materials and wish to promote the books to English-speaking countries. Can you help me?
I’m a first time author of YA fiction novels. I published my first book just last year through a print-on-demand publisher. I wanta more detailed marketing plan than the one my publisher offers. They just send releases to TV, radio, and newspapers. But I want to hit more specific markets like school and public libraries, book clubs, book catalogs, etc. Since I didn’t bother to buy the Standard Promo Option, I’m pretty much at square one with the whole marketing/promotion thing. Can you help me?
Can you recommend a company that can produce create full-color bookmarks at an economical price?
How do I find publishers interested in publishing books in Spanish?
I have a children’s picture book scheduled for publication, but I’m not keen on the publisher’s time-scale for production). Do you think I should consider self-publishing?
Someone else is self-publishing a first book that she has written, and has asked me to illustrate it. What types of (financial and rights) terms would be reasonable for me to negotiate for?
How can I market a self-published bilingual (English/Spanish) picture book?
Do first time authors need to spend money to get their book published?
Should I consider self-publishing my backlist books that go out of print?
How should I proceed with republishing my out-of-print books?
How can I find out which subsidy publishers are reputable?
How do authors get comfortable with the idea of self-promoting?
Who owns the rights to a character — the author, illustrator or publisher?
Do I need to get permission, or to pay, for mentioning song titles and recording artists in my book?
I am writing a novel that is set in a real place. All of the characters and events are fictional. However, I do refer to an actual event and the actual person in the event is still alive somewhere. As an example, if the book is about a boy who does some mountain climbing, and one path on the mountain has (actually) been named after a real person because of a (non-fatal) accident that person had there, is there any way I can include these in my novel? Does it matter that tours of the area regularly include the name of the path and the story of the person? Does it matter if the mountain is in a different country (which might have different laws)? Does it matter if I don’t say the person’s name? or only a first name? If the event was reported in a news source, are the published facts considered public?
Is it customary when an agent represents an author to obtain the author’s social security number so that a separate bank account can be set up for the author? If so, how soon would the agent need this info from the author before he’s negotiated a deal with a publisher?
I am using old Christmas cards to illustrate a children’s book. How do I trace an illustrator if the card is only marked U.S.A. or is a company that may be out of business now. What are the copyright laws for using greeting card art?
I realize that if I want to use song lyrics in my writing (a novel) I will need permission, but does the same go for mentioning Aunt Jemima pancake mix or Air Jordan sneakers?
I am interested in finding for-hire writing assignments. How do I get started?
How do I find an agent interested in representing stories in verse?
How would a young writer publish a book they have been working on?
I have written an adaptation of a popular Jewish folktale. Should I send it to general publishers first and if it is rejected, then go to Jewish publishers, or should I send it simultaneously to both?
Several of my book submissions were never acknowledged or returned, and I have sent letters withdrawing my work from consideration. Is this sufficient to protect me legally?
Can I take a well-known person’s name (living or non-living) and invent a take-off on that name?
I write for adults as well as children and I’d like to keep these very separate by using a pen name for my adult writing. What are the legalities and financial implications of that?
I have drafted several picture book stories using the same character. Should I submit multiple manuscripts, or do I submit only one manuscript (perhaps with a mention of other stories for a series)?
I discovered that a Science Fiction editor and translator share my name. Should I consider this when writing in the children’s trade book industry, or are the genres diverse enough for me to use my legal name?
I do research and writing for my local Historical Society. While poring over books on local history I’ve found some interesting stories about families who lived in this area some 100 years ago. Can I take these actual events and write them into story form, or am I infringing on someone’s rights?
As a writer of children’s poetry, I’d welcome the opportunity to submit writing samples to anthologists. How can I find out who is in the process of preparing children’s poetry anthologies and would accept writing samples?
How do I find out the postal rate for countries I would like to send query letters or manuscripts to?
What is the appropriate grade of paper to use for submitting manuscripts?
I signed a contract with my publisher and am overdue on receiving my first payment, which should have been received within a 45-day period. I’d like to know if they’re in breach of contract and how I should proceed.
I’ve (written – if that’s the correct term) a practically wordless children’s picture book manuscript that I want to submit to publishers. Since I cannot illustrate the few words of text it contains, can you please tell me the professionally appropriate way to submit my manuscript?
I have written a young adult novel with a historical background of the Catholic faith in Japan and am trying to identify publishers who might be interested.
Do you have any advice, for authors looking to acquire an agent?
I am doing a non-fiction book for children and wish to know how to go about getting permission to use old photographs and quotes. Do I need permission in writing?
Do you know of any children’s publishers who use photography in picture books?
What are copyright rules regarding using traditional tales for books?
How can a writer determine whether royalty or purchase (possibly with advance) will prove most advantageous?
I had recommended a book, Feed, to a high school teacher and suggested his class read it since it’d be a great discussion starter, and he said no way would his school let him have that book in class because it had the f word in it. Is this a common reason why some books aren’t read in class? If so, would publishers consider publishing a “school version” where the unacceptable swear words are shown like this *@%! or f— or whatever? That way the story would get read, but it wouldn’t offend anyone (in an ideal world!).
FEATURE TOPIC: Expert Tips for Author Visits
Do you have any hints as to what authors charge for a visit to schools? I am thinking of developing this and wish to know the usual rates.
FEATURE TOPIC: Musing on Manners
I am looking for Halloween plays for fifth graders. Where would you suggest I look?
FEATURE TOPIC: Remembering Paula Danziger
FEATURE TOPIC: Discussion of the Library Market in 2004
I’m a member of SCBWI and am entering the Delacorte Press Contest for a First Young Adult Novel. Can you tell me how many entries they usually receive and how they judge them?
I have been notified that I am a semi-finalist in a poetry contest sponsored by Poetry.com (The International Library of Poetry). Do you have information about them?
Is children’s book marketing different from adult book marketing?
One reader’s success story
How do I inject new life into a mid-list book?
How important are awards in ensuring the success of a book?
How does a publicist’s role fit with an agent’s or editor’s?
Can I write unpaid speeches off on my taxes?
Is “marketing” a dirty word?
Where can I find professional help with contract negotiations, if I want to continue to be my own agent?
Can you recommend a non-paid literary agent for a story I’d like to market?
