People in the publishing industry are wondering why our new publicity division, Spence Media, charges so much less for a media campaign than most publicity firms and freelance publicists. The short answer is that our fee per booking is based on the actual sales value of media placements, not on what the market will bear. The long answer is here.
Very often, even major media exposure does not guarantee big sales, as this article from the PMA Independent, the newsletter of the Publishers Marketing Association (a trade association of independent publishers), illustrates:
Two findings emerge clearly from your reports on the consequences of major media coverage:
- Important shows and magazines—including Oprah, Today, 20/20, Money, and The New York Times—do pay attention to books that PMA members publish.
- That attention doesn’t necessarily translate into sizable sales. Sometimes hundreds or thousands of copies move off the shelves; sometimes "nothing happens."
Interestingly, the same range of results applies to books from the huge New York houses, as publicists note off the record.