More on Freakonomics as Applied to Author Tours
Stephen J. Dubner's comments about the cost of the author tour for him and Freakonomics co-author
Steven D. Levitt, quoted here on August 3, prompted Jean Westcott, senior marketing &
publicity manager at International Publishers Marketing, Dulles, Va.,
to post the following on the Freakonomics Web site:
Having managed a large independent in D.C., I can tell you that the event's impact is more than that particular night's sales. The book is prominently featured in all of the store's advertising, including front-of-store placement for sometimes weeks at a time. Also, it helps to "brand" the author as their name is featured, "John Grisham-like," above the book's title. Another benefit is most smart stores keep a good stack of signed books for after-event sales. In major markets like D.C., N.Y.C., L.A., Boston, customers often have lots of choices for intellectual stimulation and having stock before and after an event sells to them in addition to the night's attendees.
I think it must be said, however, that stores and publishers need to analyze each author individually. Some authors are reluctant to go out into the world--writing being such a solitary activity, and an unhappy author makes an unpleasant event. Stores need to make honest efforts to promote and support events as they are getting "free" entertainment and usually advertising dollars from publishers. And authors, realize that what seems like a hassle to you (answering the same inane questions, travel, interviews) required the efforts of many people not the least of whom are the very attendees that took the time to come out and listen.
Having managed a large independent in D.C., I can tell you that the event's impact is more than that particular night's sales. The book is prominently featured in all of the store's advertising, including front-of-store placement for sometimes weeks at a time. Also, it helps to "brand" the author as their name is featured, "John Grisham-like," above the book's title. Another benefit is most smart stores keep a good stack of signed books for after-event sales. In major markets like D.C., N.Y.C., L.A., Boston, customers often have lots of choices for intellectual stimulation and having stock before and after an event sells to them in addition to the night's attendees.
I think it must be said, however, that stores and publishers need to analyze each author individually. Some authors are reluctant to go out into the world--writing being such a solitary activity, and an unhappy author makes an unpleasant event. Stores need to make honest efforts to promote and support events as they are getting "free" entertainment and usually advertising dollars from publishers. And authors, realize that what seems like a hassle to you (answering the same inane questions, travel, interviews) required the efforts of many people not the least of whom are the very attendees that took the time to come out and listen.
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A Year in the Merde by Stephen Clarke (Bloomsbury, $22.95,
1582345910). "My wife [co-owner Judith Lafitte] is handselling this.
It's about an English guy who spends a year in France. He's supposed to
be advising a company on bringing in British teahouses, but things
don't quite go as planned."
Bayou Farewell: The Rich Life and Tragic Death of Louisiana's Cajun Coast
by Mike Tidwell (Vintage Departures, $14). "This is my handselling favorite. It's about wetland
loss in Louisiana told in way so that anyone can understand what's
happening. People may already understand intellectually, but now they
can understand with hearts. The state is just eroding away. It's a disaster of hemispheric proportion."
The Jewish Community of New Orleans by Irwin Lachoff and
Catherine C. Kahn (Arcadia, $19.99, 0738518352), part of the Images of
America series. "This book is just out. The authors are well known
locally. It's an inexpensive book with archival photos and descriptions
on a subject that has not had much done on it."