The BookMark . . . publishing industry information and tips from BookMasters.

Volume 5, Issue 1 January 2007

The BookMark is our free monthly newsletter featuring news and information of use to publishers, authors, retailers, and others involved in the publishing industry. On the first of every month, The BookMark will deliver useful tips, helpful news, and upcoming events directly to your electronic in-box. If you would like to receive a free copy of the The BookMark in your monthly e-mail, please visit http://www.bookmasters.com/subscribe.htm and complete the subscription form.

IN THIS ISSUE: Industry News & Events

Judging a Book By Its Cover Design

Punch Up Your Press Release

Trade Show News

Upcoming Events

Judging a Book By Its Cover Design

There's an old saying: "You can't judge a book by its cover." However, the person who picks your book from the store shelf often makes his or her decision to purchase it based on the look, design, and content of the cover alone. It's very important that you put as much thought into the design of your book's cover as you did toward the book's content and not treat it as an afterthought.

To get an idea as to how you wish your cover to look, I suggest that you visit your local bookstore or library and examine the covers of other books. How are they laid out? What kinds of styles and imagery are used to attract the reader? What about the back cover text? Does it give too much or too little information to the reader? Is it intriguing or vague? By seeing how other covers are presented, you can get an idea as to what you should and should not do with your own.

The cover design and art should match the tone of your book's contents. If you see a cover design consisting of flowers and lace, would you guess that the book is about medieval warfare tactics? Don't force the reader to play a guessing game. If the tone is light, make the colors and images light. If the tone is dark and sinister, have the design follow suit.

On your cover, use a font that's easily legible. Setting your title in a delicate cursive script with a lot of "swoops" may appeal to you, but it will be impossible to read from a distance. You want your reader to be able to instantly see the title of your book upon first glancing at it.

Make sure you have all of the information you may need for your back cover before starting on the cover design. You may wish to include a book description, an author's biography and photo, the price, an ISBN number and barcode, reader testimonials, etc. However, you have a limited amount of space, so you should watch that you don't clutter up the back cover with a lot of unnecessary elements. I've often said that the back cover text is second only to the book's content's when it comes to importance. It's one of the first "hooks" you have at your disposal to grab and hold onto a potential reader. Also, if you plan to sell your book in stores, your back cover will need a Book Industry Standards and Communications (BISAC) Subject Code which is used by bookstores to categorize books based on topical content.

If you would like additional information on custom cover design, please contact BookMasters' Composition Services Department or call 1-800-537-6727 and ask to speak to a sales representative for assistance. Visit http://www.bookmasters.com/composition/covercustom.htm for more information on the cover design services we offer!

Punch Up Your Press Release

When writing a press release, keep in mind to whom you are writing the release—"the press" or rather "the editors and reporters who will initially read your release for consideration." People who write for a living are going to read your press release with a critical eye even before they get to the crux of what you're pitching to them.

Make sure your press release is clean, clear, concise, and accurate. If your press release is poorly written, they will assume your book reads just as poorly. Proofread your press release before sending out or—better yet—have someone else read through it.

Be professional. Keep your press release simple and to-the-point. Don't use flowery fonts, unneeded clipart, or other graphic nonsense. Editors are looking for useful information to pass along to their readers, not an example of what you learned to do with Microsoft Word.

Avoid hyperbole and cliches. Don't call your book "a must read," "a future bestseller," or "the most important book of our generation." Odds are that many press releases the editor receives also pitches books that are "must reads." Focus rather on what makes the book so important and relay that to the editor.

Be sure you include up-to-date and accurate contact information. An editor isn't going to chase you down for an interview. If the editor's calls go unanswered or if your e-mail address bounces, they will move on to the accessible interviewee.

If you would like additional assistance or advice on marketing your book, please contact BookMasters' Marketing Services Department for guidance. Visit http://www.bookmasters.com/services/marketing.htm for more information on marketing strategy, direct mail marketing, display advertising, and online marketing.

BookMasters Representatives Attend Two Western Publishing Conferences

Sales representative Shelley Sapyta was a keynote speaker at the Publishers Association of the West Conference, held in Denver, Colorado, from November 2nd through 4th. She reports that the conference consisted of three days of seminars and workshops tailored to each discipline in a publishing house, plus special events, an industry exhibit hall, and networking opportunities. Sapyta appeared on the Printer's panel, and she spoke to the audience about order fulfillment and trade distribution. She said that the audience was given an opportunity to participate by asking additional questions that she and the panel were happy to answer.

A week earlier, sales representative Cathy Purdy attended the 2006 Small Publisher Association of North America (SPAN) Conference in San Mateo, California (on San Francisco Bay), from October 27th through October 29th. Small publishers and self-publishers looking for direction in all aspects of printing, publishing, and marketing their books attended this conference. Purdy represented BookMasters and AtlasBooks in roundtable discussions with attendees regarding their book projects.

April 16-18, 2007
The London Book Fair, Earls Court, London, UK
www.londonbookfair.co.uk

June 1–3, 2007
BookExpo America, New York, NY
www.bookexpoamerica.com

June 8–11, 2007
BookExpo Canada, Toronto, Ontario, Canada
http://reedexpo.ca/bookexpo/

June 9–10, 2007
Chicago Tribune Printers Row Book Fair, Chicago, IL
www.chicagotribune.com/extras/printersrow/

July 5–8, 2007
Tokyo International Book Fair, Tokyo, Japan
http://web.reedexpo.co.jp/tibf/english/

This calendar was up-to-date and accurate as of December 27, 2006. Information was culled from a number of sources. BookMasters cannot be held liable for the accuracy of the information within. Please visit the listed Web sites for more information.

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Volume 5, Issue 1 January 2007 The BookMark is our free monthly newsletter featuring news and information of use to publishers, authors, retailers, and others involved in the publishing industry. On the first of every month, The BookMark will deliver useful tips, helpful news, and upcoming events directly to your electronic in-box. If you would like to receive a free copy of the The BookMark in your monthly e-mail, please visit http://www.bookmasters.com/subscribe.htm and complete the subscription form. IN THIS ISSUE: Industry News & Events Judging a Book By Its Cover Design Punch Up Your Press Release Trade Show News Upcoming Events Judging a Book By Its Cover Design There's an old saying: "You can't judge a book by its cover." However, the person who picks your book from the store shelf often makes his or her decision to purchase it based on the look, design, and content of the cover alone. It's very important that you put as much thought into the design of your book's cover as you did toward the book's content and not treat it as an afterthought. To get an idea as to how you wish your cover to look, I suggest that you visit your local bookstore or library and examine the covers of other books. How are they laid out? What kinds of styles and imagery are used to attract the reader? What about the back cover text? Does it give too much or too little information to the reader? Is it intriguing or vague? By seeing how other covers are presented, you can get an idea as to what you should and should not do with your own. The cover design and art should match the tone of your book's contents. If you see a cover design consisting of flowers and lace, would you guess that the book is about medieval warfare tactics? Don't force the reader to play a guessing game. If the tone is light, make the colors and images light. If the tone is dark and sinister, have the design follow suit. On your cover, use a font that's easily legible. Setting your title in a delicate cursive script with a lot of "swoops" may appeal to you, but it will be impossible to read from a distance. You want your reader to be able to instantly see the title of your book upon first glancing at it. Make sure you have all of the information you may need for your back cover before starting on the cover design. You may wish to include a book description, an author's biography and photo, the price, an ISBN number and barcode, reader testimonials, etc. However, you have a limited amount of space, so you should watch that you don't clutter up the back cover with a lot of unnecessary elements. I've often said that the back cover text is second only to the book's content's when it comes to importance. It's one of the first "hooks" you have at your disposal to grab and hold onto a potential reader. Also, if you plan to sell your book in stores, your back cover will need a Book Industry Standards and Communications (BISAC) Subject Code which is used by bookstores to categorize books based on topical content. If you would like additional information on custom cover design, please contact BookMasters' Composition Services Department or call 1-800-537-6727 and ask to speak to a sales representative for assistance. Visit http://www.bookmasters.com/composition/covercustom.htm for more information on the cover design services we offer! Punch Up Your Press Release When writing a press release, keep in mind to whom you are writing the release—"the press" or rather "the editors and reporters who will initially read your release for consideration." People who write for a living are going to read your press release with a critical eye even before they get to the crux of what you're pitching to them. Make sure your press release is clean, clear, concise, and accurate. If your press release is poorly written, they will assume your book reads just as poorly. Proofread your press release before sending out or—better yet—have someone else read through it. Be professional. Keep your press release simple and to-the-point. Don't use flowery fonts, unneeded clipart, or other graphic nonsense. Editors are looking for useful information to pass along to their readers, not an example of what you learned to do with Microsoft Word. Avoid hyperbole and cliches. Don't call your book "a must read," "a future bestseller," or "the most important book of our generation." Odds are that many press releases the editor receives also pitches books that are "must reads." Focus rather on what makes the book so important and relay that to the editor. Be sure you include up-to-date and accurate contact information. An editor isn't going to chase you down for an interview. If the editor's calls go unanswered or if your e-mail address bounces, they will move on to the accessible interviewee. If you would like additional assistance or advice on marketing your book, please contact BookMasters' Marketing Services Department for guidance. Visit http://www.bookmasters.com/services/marketing.htm for more information on marketing strategy, direct mail marketing, display advertising, and online marketing. BookMasters Representatives Attend Two Western Publishing Conferences Sales representative Shelley Sapyta was a keynote speaker at the Publishers Association of the West Conference, held in Denver, Colorado, from November 2nd through 4th. She reports that the conference consisted of three days of seminars and workshops tailored to each discipline in a publishing house, plus special events, an industry exhibit hall, and networking opportunities. Sapyta appeared on the Printer's panel, and she spoke to the audience about order fulfillment and trade distribution. She said that the audience was given an opportunity to participate by asking additional questions that she and the panel were happy to answer. A week earlier, sales representative Cathy Purdy attended the 2006 Small Publisher Association of North America (SPAN) Conference in San Mateo, California (on San Francisco Bay), from October 27th through October 29th. Small publishers and self-publishers looking for direction in all aspects of printing, publishing, and marketing their books attended this conference. Purdy represented BookMasters and AtlasBooks in roundtable discussions with attendees regarding their book projects. April 16-18, 2007 The London Book Fair, Earls Court, London, UK www.londonbookfair.co.uk June 1–3, 2007 BookExpo America, New York, NY www.bookexpoamerica.com June 8–11, 2007 BookExpo Canada, Toronto, Ontario, Canada http://reedexpo.ca/bookexpo/ June 9–10, 2007 Chicago Tribune Printers Row Book Fair, Chicago, IL www.chicagotribune.com/extras/printersrow/ July 5–8, 2007 Tokyo International Book Fair, Tokyo, Japan http://web.reedexpo.co.jp/tibf/english/ This calendar was up-to-date and accurate as of December 27, 2006. Information was culled from a number of sources. BookMasters cannot be held liable for the accuracy of the information within. Please visit the listed Web sites for more information. Recommend The BookMark to a friend. Click to Subscribe to The BookMark. If you feel you have received this newsletter in error, please click to Unsubscribe. Questions, comments, or content for The BookMark? Let us know. Suggest topics you'd like to see appear in The BookMark. Prefer a text only version? Subscribe. © 2001 — 2007 BookMasters^® © 2001 — 2007 The BookMark All Rights Reserved